What Is Digital Marketing?

This guide presents the concept and application of digital marketing and provides resources to help plan and execute effectively.

12/19/20233 min read

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What Is Digital Marketing?

Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers.

-- Investopedia

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

-- Wikipedia

In a nutshell, digital marketing refers to any marketing methods conducted through electronic devices. This includes online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email and similar channels to reach customers.

-- American Marketing Association

Digital marketing is an all-encompassing term that consists of digital channels, such as content marketing, SEO, email marketing, social media marketing, mobile marketing and so on, to create elaborate strategies to reach and connect with prospects and customers.

-- Toolbox

What's In It For You


  • helps make it easier to create awareness of your business

  • helps you build an ongoing relationship with your consumers and develop brand loyalty or encourage repeat purchase

  • helps accelerate the process of turning potential consumers into actual buyers

  • enables satisfied consumers to share your information with friends and social contacts and potentially influence them into becoming consumers, as well

  • helps increase your reach, locally AND globally

  • makes it possible to practice efficient marketing at a relatively affordable price

  • makes it easier to measure consumer response to your marketing efforts

  • improves target marketing to specific demographic groups

  • allows you to adjust your marketing messages or tactics without delay


  • requires staff training

  • needs highly qualified people who have the knowledge and skill to carry out the various digital marketing activities

  • needs constant attention to developing and/or changing trends

  • can take time to create content

  • tight competition since almost every business has some form of digital presence

  • negative feedback from consumers can damage your reputation if you do not respond in a timely manner

  • needs awareness of security and privacy issues and compliance with relevant laws and regulations

gray laptop computer
gray laptop computer

How to Develop The Digital Marketing Plan

A digital marketing plan is a document sharing the details for all the planning for your digital marketing campaigns or actions. It details, among other things:

  • Short, medium and long term business goals.

  • The strategies to achieve the goals at the digital level.

  • The channels to use.

  • Action and development plans.

  • Investment and budget.

  • The timing and roadmap.

Having a clear understanding of what you are currently doing and where you want to be is the first step of the digital marketing planning. In order for you to outline your plan, you should be able to figure out where you stand and how much you have to do to achieve digital marketing excellence.

A digital marketing plan is an essential tool for your business. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach. Focusing on a specific audience and identifying that audience’s needs, interests and pain points, will help deliver a more effective plan in achieving your marketing objectives.

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