What is Digital Marketing and why do I need it?

Put simply, Digital Marketing is the promotion of a brand’s products and services online.

With people spending more and more time online nowadays, brands are using digital marketing to connect with their current customers and target audience.

Digital Marketing covers everything from websites and social media, to email marketing and online advertising, and with such a broad scope of assets, it gives businesses the ability for more in-depth targeting and analysis.

If your target audience is spending any time at all online, then you need to be there with them so your brand and products or services are front of mind.

Let’s take a look at some ways you can use Digital Marketing…


This feels like a given, but this is a fundamental part of Digital Marketing. Your website should act like the shop window for your brand and communicate the messages you want to hit your audience with. You might even have an online shop on your website to sell directly to your customers. They can also be used to hold blog content and news, and act as a community for your customers.

Social Media

Like it or loathe it, a huge percentage of the population spends its time on social media, so it makes sense for you to be there too. The key here is to being present on channels that are relevant to you and your customer. Some channels you might want to consider are

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Snapchat
  • YouTube

Content Marketing

Content Marketing covers everything from your website content, to press releases, case studies and blog articles. It’s used for generating brand awareness and also as a tool to move online customers through the purchasing funnel.


Email Marketing is delivering your message directly into your audience’s inbox. Emails might be transaction based (e.g. order confirmations, discounts and sales) or relationship based (e.g. brand messages and new products).


Online Advertising comes in many forms and is how you promote your brand to an audience you might not organically be able to reach. This might include

  • Pay-per-click advertising: directing traffic to your website through sponsored posts in search engines
  • Affiliates: where another company promotes your products or services through their website in return for commission
  • Re-targeting: users are shown your adverts when they’ve previously visited your website

So that’s a whistle-stop introduction to start your own Digital Marketing. Be sure to keep an eye out for more detailed guides to the elements above.


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