What Is The Role Of Digital Marketing In Modern Businesses?

Over the past decades, by shifting to online shopping, consumer behaviour has drastically changed. As a result of more consumers shopping online, we can easily track their behaviour, but also the effectiveness of digital marketing strategies.

Understanding how consumers decide to buy a product or choose services has made digital media an essential tool for any modern business. First, all business owners should learn how digital marketing operates. Armed with this knowledge, they can use the best digital tools to attract potential customers.

In this article, we’ll provide you with the essential information you need to be aware of the working process of digital marketing. I’ll help you make better choices regarding your digital marketing campaigns and target more customers online.

What is the definition of digital marketing?

definition of digital marketing

First, before we describe how digital marketing operates, we need to know what digital marketing means. In simple terms, the process of promoting products and brands online via digital channels is called digital marketing.

Most modern online businesses will be trying to reach their target customers, and digital marketing can help them tremendously to target their specific audience, via the Internet.

Most marketers and businesses are utilising various digital technologies. Some of them use pay-per-click (PPC); others prefer social media, mobile technology such as smartphones, email marketing, and other digital channels to attract their audience.

However, since most buyers shop services and products online, on the Internet, digital media is crucial for any modern businesses.

As a result, it’s vital for companies not merely to present themselves online but to ensure that they reinforce their online presence and increase their visibility as much as possible.

Nevertheless, while most shopping takes place online, consumers still visit physical stores. However, once in-store buyers no longer ask for information from the sales associates but utilise the Internet to gain knowledge and make a conscious purchase.

Therefore, no matter what business you have, digital marketing will help consumers to find you during their digital buying journey.

Can digital marketing boost your business?

digital marketing boost your business

Business owners (and not only) must first understand how digital marketing works and which digital tools they can use to reach and engage their potential customers.

From all digital tools and marketing elements available, some are more suitable than others at helping you achieve your purposes. Nevertheless, we will show you which ones are best for you, and how to use the best ones, in your digital marketing tactics.

Website Marketing

Website Marketing

Admittedly, your company’s website is one of the most crucial factors of your digital marketing strategy. Your business website is your company’s most important platform as it has a massive impact on the first impression of the company. Your site drives most of the potential buyers to make a purchase. Now, let me explain what website marketing’s role is.

The digital marketing’s purpose is to engage, attract and convert your leads. These tactics will help you to lead your audience to your website to get information or even make a purchase.

Owing to your website has the most significant impact on the first impression for your brand, you should pay attention to the graphics that you use in your site design as well as the layout of your site and the colours. According to Adobe’s research, 38% of visitors will not engage with a website if they find it unattractive.

Besides, not only the appearance matters – your website should be optimised for conversions since it improves the mobile users’ experience and makes your site easily navigable and readable.

Did you know that in the UK almost two thirds (68%) of this time being spent online was done using a mobile phone? The usage of desktops is less than 50% of the online activity. This is the main reason that the company owners (such as you) should optimise their website and all of your digital contents for mobile usage.

If you are not confident about how effective your website is, it is probably time to hire a web design and developer experts, who can create a new, appearance and a responsive layout for your website. On our web design page (embedded link of IT Hub web design page), you can learn the role of web design, and how it can impact your digital marketing campaign results.

Content Marketing

Content Marketing

Another essential component of digital marketing is content marketing. This kind of tactic concentrates on creating and promoting specific contents that attract and engage your audience. Some of these contents are aimed at growing site traffic, generating brand awareness, retaining customers, or boosting leads.

Regardless of which tactic you utilise for your digital marketing strategy, you will need to make contents. The most effective content describes and gives information about your target audience’s most essential challenges. These contents can be a blog post, website page, videos, infographic, and so on.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO)

SEO (search engine optimisation) is a process of optimising the content on your site to make your website appealing to the search engines. The ultimate purpose is to get a better ranking on the search engine results page (SERP) to improve your visibility in your market field. The closer you are to the top results on the SERP, the more traffic you can lead to your website.

In many ways, search engine optimisation (embedded link of the SEO Services page) is the cornerstone in your digital marketing strategy. According to a recent search by Forrester, 72% of consumers start their shopping journey on search engines such as Google. If you want to reach and engage with your audience, you need to take the right steps to optimise your website for search engines – otherwise, you might miss out a great chance to reach a massive amount of leads.

As a result of SEO, you not only gain more traffic but visitors who are actually interested in your products or service -we call them quality traffic. Digital marketing’s purpose is to attract quality traffic to your website, and SEO is an essential component of such a digital media strategy. You can reach your target audience who are more likely to be interested in your services or products if you are emphasising specific keywords in your content.

Now that you know the role of SEO for your digital marketing strategy, you might want to understand which ways you can optimise your website and content for improved results on the search engines. Visit our “Why Smart SEO Is Critical To Building A Successful Online Business” (embedded link about the article) article to learn more about how SEO impacts your website.

Email Marketing

Email Marketing

Email marketing can be a handy vehicle for any business seeking to establish a presence in their industry, to achieve leadership, to promote their special offers, drive more sales, or even to advertise events.

When you create marketing emails, each one must be designed to match the type of interaction you have in mind:

  • Send welcome emails for your new visitors who subscribed to your website’s newsletter.
  • Inform them about your upcoming sales and discounts by delivering promotional content.
  • Create a newsletter which goes out specific times to the subscribers.
  • Send thank you messages after they have downloaded content from your website, and suggest further relevant content.
  • Recommend additional content or items according to their browsing and shopping history.

Generally, email marketing is not designed to generate new leads, but rather to serve out those interested in your products or services. It can also be utilised in customer recall campaigns. In fact, 80% of retail specialists admitted that email marketing is one of the most potent and efficient tactics for customer recall.

Similarly to most digital marketing tools and tactics, email marketing is not very efficient just by itself. Of course, you can make a monthly newsletter to engage subscribers, but a way more efficient the tactic combines with another one. For instance, you can use email marketing to promote your recent campaigns.

PPC Advertising

PPC Advertising

Although digital marketing’s primary purpose is to bring as much organic traffic as possible, you should consider investing in pay-per-click (PPC) ads. PPC ads are based on paying the ad publisher every time a user clicks on your ads. One of the most popular and effective types of PPC ads is Google Ads (embedded link). With Google ads, your business can appear automatically on the top of the SERP.

Though SEO is essential, and you can’t skip it, but it takes more time to see the results – however, it is absolutely worth it. PPC is useful when you want to speed up your results via it is putting your site at the top of the searching engine results. By ranking up your website, your business gains more visibility and searchers can find your website easier.

Social Media Marketing

Social Media Marketing

Let us not forget about social media marketing, which can be incredibly supportive in a digital marketing campaign – as it can lead more traffic to your website. Social media marketing helps to improve customer engagements via promote your content and attract visitors on Instagram, Facebook, Pinterest, LinkedIn and other social media platforms.

One of the most important reasons to promote your business with social media platform is that 79% of the United Kingdom’s adult population is active on Facebook. If your company hasn’t got any social media accounts, you miss out a huge opportunity to reach new leads.

You can also promote your website’s content on social media. For example, you write a blog post for customer engagement – you can share on your social media account, and it will lead traffic straight to your website.

Conclusion - Why an Integrated Approach to Marketing is Important


Finally, learning how digital media works is more than just learning each tactic on its own. Knowing all the tactics, you can use and combine them to build a successful digital marketing campaign.

Integrated multi-channel marketing is the best way to boost your digital marketing campaign. With this approach, you can blend all of the methods to reach your final marketing goals. You can improve the success of every campaign and create more unified brand messages by coordinating your marketing communications through digital platforms and utilising a mixture of tactics to promote each centralised campaign.

Before you start to build an integrated multi-channel digital marketing strategy, you need to think about your structure of digital media channel – how they can work in symbiosis to approach the common goal. If your main campaign goal is to increase the traffic on your website, you need to consider how your tactics can support your website marketing.

  • The contents you create and share on your website help to SEO. Thus, you lead more traffic to your site.
  • When you share articles and blog posts on your social media accounts, you can drive the traffic straight to your website.
  • As you create email marketing content, you can lead users back to the relevant area of your website.

Finally, you understand how digital marketing works and the benefits of a multi-channel marketing strategy – you can start to prepare your next digital marketing campaign. You have several tactics in your toolbox – you only need to combine them well.

Not sure what is the next step? We are here to help you! Our goal-oriented team of experts can help you to create something amazing!

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