What Is Digital Marketing? And How Does It Work? (2020)

Today, we are going to discuss everything related to digital marketing. What is digital marketingHow does it work? Along with that getting into some of the most tested and compelling digital marketing strategies of 2020.

Let’s get to it!

Hey there! My name is Yawar Abbas, Modern Digital Marketing Strategist. I am the owner of VebXperts, where we help you generate more leads, customers, and sales by making better marketing and SEO so if you’re interested in learning the latest and greatest marketing strategies, tools, tips, tricks, and tactics well you may want to consider subscribing our mailing list.

Alright so let’s talk digital marketing.

Specifically in this discussion, we’re going to be pulling back the curtain on what is arguably one of the most complicated and yet significant and most powerful aspects of running a business, that is digital marketing. Along the lines, if you are running some other business, you can still read this guide and get to know, what you may need to do for increasing your online visibility, on the internet world.

By the end of this discussion, you’re gonna leave with not only a better understanding of what digital marketing is and how it all works but actually how it applies in the real world.

Because theory and academic stuff and all that kind of book knowledge are nice to have and it can play a role in helping you form a foundation and base knowledge, but it’s a completely different story when we take all those concepts and theories, and we actually apply them in the real world, that’s what I want to help you with here.

But, before we dive into the theoretical and academic material as well as the practical and actual applications of digital marketing, first we need to understand what exactly we’re talking about here after all when it comes to digital marketing.

There is no lack of confusion and I blame myself as a marketer for being part of the problem, after all, we’re widely known for using complex jargon and the technical words like:

  • SEO (Search Engine Optimization)
  • PPC (Pay Per Click)
  • CTA (Call To Action)
  • CTR (Click Through Ratio)

and I could add up more to make the matter even worse.

People often associate digital marketing with complex online software, coding or these really complicated funnels that take teams of dozens and dozens of people just to keep running, no wonder there’s so much confusion around it and so many otherwise very smart and savvy business owners still avoid it.

Now, of course, digital marketing does have few more complex and professional aspects included but that does not mean that you have to know that what each and every single one of them is and to know that how to do all of them.

Even just a general or overall knowledge of all the various sections will allow you to succeed in today’s digital marketing.

Because digital marketing is a very simple concept to understand.

What is digital marketing?

Well, brace yourself for this one but digital marketing is simply marketing done digitally yep that is sort of it, that means the identical concepts and systems and studies that implement when you are marketing your company/business.

These all will be utilized but performed on digital media platforms like email, social media, and the other online paid/free channels.

If you are using any digital media platform to advertise your business’s significance to your esteemed customers then, my friend you are doing digital marketing.

How does digital marketing work?

Well, the reality like we just covered is that digital marketing works just like the traditional or offline marketing works.

In fact, when you hear somebody talking about digital marketing they’re referring more to the tools and the digital and online aspect of those tools rather than the underlying strategy behind it which should always be formed on foundational and really marketing fundamentals.

So now that we’ve got that covered that digital marketing is just marketing done with digital tools, the next thing is, what are the best tools available and the best way to make digital marketing work for you?

How to Create an Effective Digital Marketing Strategy? [In Three Steps]

The initial step involved in the planning of a powerful digital marketing plan is that you should first know your marketplace.

You will see that this is gonna be identical whether we are discussing digital marketing or traditional marketing.

1- Identify your target market:

Yes, the very first step of internet marketing is always “identifying that target market” and the ideal prospect or customer or potential client, that you want to contact.

Now the reason, that this is the basic part of a complete strategic campaign because without having the right customer in mind, nothing else will significantly matter.

Therefore, I recommend that you should spend an extra bit of your time to do deep digging to find your ideal customers.

Understand, what are your customer’s demographic details. For instance:

  • Gender
  • Age
  • Occupation
  • Income
  • Psychographics (Interests, Attitudes, Behaviors, and Opinions)
  • Geographic location (City, State or Province, and the Country)

These kinds of things are the key points that you have to look for while identifying your target market.

Your digital marketing plan will become more effective if you can have a clear picture of your ideal market.

All right, so when you have clearly identified your market, it is time for moving on to the next step.

2- Create an Effective Message:

Now, when it is about creating an effective message, I would like to suggest you that you should take a better look into your customers or at your client’s miseries and miracles.

Client’s miracles are like their needs and their wants, their dreams and their target goals, again I’d say that the good you know your marketplace, the best you will understand your client’s miracles.

And therefore, your business/company is gonna be the best one that is placed to deliver such miracles for customers.

The flipside of that, undoubtedly, is your customer’s miseries that include in the information about their:

  • Fears
  • Frustrations
  • Pains
  • Nightmares
  • And also all the other things they are trying to bypass.

Step two is gonna be almost the same, no matter we are discussing digital marketing or traditional marketing. Next is our third and the most important step.

3- Choosing an effective digital marketing media/platform:

This is the step where things differ between traditional marketing and digital marketing because it is here that we have to decide which platform we are going to use to convey our message to our market.

When we talk about traditional marketing media, we are discussing things like for example the newspaper or direct mail or the radio or any form of other print digital media.

On the other side, when we talk about digital media, it does include items like:

  • Online videos
  • Social media
  • Online pay-per-click advertising
  • Email marketing

These kinds of items, where things get interesting, however, and this digital marketing becomes such a useful boilersuit strategy to implement.

Well mostly everyone despite gender or age or occupation or income, is mostly online nowadays, which implies that it does not matter who you are attempting to influence, you can just reach them easily with digital marketing.

Digital marketing additionally has few of the other benefits as well, above traditional (offline) marketing especially the fact, the targeting is so twisted in digital media.

Also, the time to get data back is significantly reduced, meaning while in traditional marketing strategy, if you create an ad and put it in the newspaper or in a magazine you’re gonna have to wait days, weeks, maybe even months for your market to see your message and react or not react.

Whereas in digital marketing, well, you can create an ad and put it out to your market in as little as a few hours and get immediate response letting you know if you’re on track or if something needs to be changed.

All right, so now that we’ve got all that covered, let’s discuss the next topic of this discussion.

What are some of the most effective digital marketing strategies available today?

Well, when it comes to digital marketing there’s no shortage of available strategies, no shortage of opinions that goes along with each of those strategies:

  • Social media gurus say you need to be using more social media.
  • Email marketing advocates preach the benefits of reaching your customers directly in their email INBOX
  • Video marketing experts say everybody needs to be creating more videos
  • Online advertisers tell you that the best return on investment is with online ads.

So, who is right? Well, truly speaking, they all are!

Because it’s gonna depend on your market, your message and your media/platform.

We need to figure out:

  • Who you’re trying to reach
  • What the message is that you’re trying to communicate
  • Which online media or digital platform is going to be best aligned with you, your business, your industry, and your customers.

Unfortunately, where many people get lost and confused is they take a look at all these different things to realize that they might all work so they start doing everything.

One thing I can tell you with certainty after years of being a digital marketing consultant and owning a marketing agency is that, you do not need to do everything, in fact, most of your results are going to come from one, two, maybe even three carefully selected and strategically deployed channels/mediums/platforms at most.

So, to help you choose which one may be best for you and your business these are some strategies we use inside the agency every single day for our clients and have proven to be some of the most effective forms of digital marketing available today.

3 Best Digital Marketing Strategies:

#1 – Social Media Marketing

The first in this list is, certainly, social media marketing. You can not debate with the sure results that you can achieve with the strategically deployed social media marketing campaign.

Now there are nuances between how the social media campaign is deployed and how we’re going to leverage it but it comes down to using any one or a combination of these social media platforms mentioned below:

  • Instagram
  • Facebook
  • LinkedIn
  • YouTube

Depending on the market and depending on the client and their customers.

Regardless, having a social media visibility today is mostly compulsory and doing the best you can provide a real and substantial return on investment.

#2 – PPC – Online Advertising

The next strategy which we frequently practice is online advertising.

Well, mostly many social platforms offer both organic traffic generation, which means free (unpaid) or simply regular content posting on social platforms, and paid online advertising (Pay Per Click ~ PPC as short name) where you are paying the social media platforms for distribution.

We take a look at the market and essentially what we’re trying to get across and then can make a strategic choice between Google Display Network, YouTube, Instagram, and Facebook.

As a matter of fact, some of our campaigns with the highest ROI have always come via online advertising on social media.

Yes, it may feel like a bit of a brownie to understand, when you are getting started and may feel like a bit of skill to master everything but when you will get a hold of it, you’ll understand that this is a really robust concept.

#3 – SEO (Search Engine Optimization)

The other digital marketing strategy, that we almost regularly use and certainly do it for the local clients, is SEO or search engine optimization.

If you don’t know much about what is SEO, well, it includes optimization of the website so that it appears at a better place in the search results. Mostly, SEO is a very cost-effective way of digital marketing, as compared to other digital marketing strategies discussed here.

The downside of SEO is that you have to wait for months (really I said “months”) to start seeing some good traffic volume, at your website/businesses.

But the good part is, that you’ll get very targetted traffic at a very low monthly SEO cost. (For some people, that may look like “not low” monthly SEO cost, but if we compare it with the Paid Digital Marketing Strategy, it is very reasonable and long-lasting strategy)

So, when an internet user types in a search query, your website/business appears just at top-of-the-page.

All right, so now that we’ve got all that covered about what is digital marketing? How does it work? I hope, that you can start off with your Digital Marketing journey with ease while using this basic knowledge and understanding of Digital Marketing.

If you have any questions, please don’t hesitate to ask in the comment section below. I’ll answer them all, as soon as I can reply back.