What is digital marketing?

Digital marketing is promoting businesses through Internet channels such as search engines, social media, email and websites to reach potential customers where they spend time online.

What exactly is digital marketing?

Digital marketing uses Internet technology to reach customers through Google, Facebook, Instagram, LinkedIn, email and websites. It differs from traditional marketing (TV, radio, print) because it is measurable, targetable and interactive.

The main goals are:

• Increase brand awareness

• Website traffic generation

• Creating leads and sales

• Building customer relationships

Why is digital marketing important for businesses?

95% of consumers use the Internet for purchasing decisions, which is why businesses need to be visible online.

Benefits of digital marketing:

• Cost-effective: Cheaper than traditional advertising

• Measurable: Exact ROI tracking possible

• Targetable: Reach specific target audiences

• Scalable: Fits any budget

• Interactive: direct customer communication

What types of digital marketing exist?

1. Search engine optimization (SEO).

SEO makes your website appear higher in Google search results for relevant keywords.

Three main types:

• On-Page SEO: Optimizing Content and Keywords

• Off-Page SEO: Getting Backlinks from Other Websites

• Technical SEO: Improve website speed and crawlability

2. Social Media Marketing

Social media marketing uses Facebook, Instagram, LinkedIn and TikTok to increase brand awareness and reach customers.

Effective tactics:

• Post valuable content regularly

• Build engagement through comments and posts

• Paid ads for targeted audiences

• Influencer collaborations

3. Content Marketing

Content marketing creates valuable content (blogs, videos, infographics) that solves customer problems.

Successful content strategies include:

• Blog posts that answer questions

• Instructional videos and tutorials

• Downloadable guides and white papers

• Podcast interviews and webinars

4. Email Marketing

Email marketing sends targeted messages to customers through newsletters, promotions and automated sequences.

Best practices:

• Segment email lists by customer type

• Personalize subject lines and content

• Test different shipping times

• Use automation for welcome series

5. Pay-Per-Click Advertising (PPC).

PPC advertising places paid ads on Google, Facebook and other platforms where you only pay for clicks.

Popular PPC platforms:

• Google Ads: search ads and display

• Facebook Ads: social media targeting

• LinkedIn Ads: reaching B2B professionals

• YouTube Ads: Video marketing

6. Affiliate Marketing

Affiliate marketing is a performance-based system in which partners promote products at a commission per sale.

Benefits for businesses:

• Pay only on results

• Access to new audiences

• External promotional expertise

• Low-risk marketing model

7. Online PR

Online PR manages brand image through digital media, blogger outreach and review management.

Key activities:

• Press release distribution online

• Blogger and journalist relations

• Online review monitoring

• Crisis communication management

Does digital marketing work for all businesses?

Yes, digital marketing works for businesses of all sizes and industries because strategies are scalable and adaptable.

Benefits by business type:

• Local businesses: Google My Business and local SEO

• E-commerce: Product ads and retargeting

• B2B services: LinkedIn marketing and content marketing

• Restaurants: social media and delivery-app marketing

How do you get started with digital marketing?

Start with these three fundamentals: an optimized website, valuable content creation, and social media presence.

Step 1: Website foundations

• Mobile-friendly design

• Fast load times (under 3 seconds)

• Clear navigation and call-to-actions

• SSL certificate for security

Step 2: Content strategy

• Identify customer questions and problems

• Create useful content weekly

• Optimize content for search engines

• Share content on social platforms

Step 3: Social media setup

• Choose 2-3 relevant platforms

• Create consistent brand identity

• Post valuable content regularly

• Respond quickly to messages and comments

What does digital marketing cost?

Digital marketing budgets range from €500-€50,000+ per month depending on company size and goals.

Average cost per channel:

• SEO: €1,000-€5,000/month for professional services

• Google Ads: €500-€10,000/month ad budget

• Social Media Management: €800-€3,000/month

• Email Marketing: €50-€500/month for software

• Content Marketing: €1,500-€8,000/month

How do you measure digital marketing success?

Measure digital marketing results through website analytics, conversion tracking and ROI calculations.

Key metrics:

• Website traffic: visitors and page views

• Conversion rate: percentage of visitors who become customers

• Cost Per Acquisition (CPA): cost per new customer

• Customer Lifetime Value (CLV): Total Customer Value.

• Return on Ad Spend (ROAS): revenue per ad euro

Digital Marketing Tools and Software

Essential tools for digital marketing are Google Analytics, Google Ads, social media scanners and email marketing platforms.

Recommended tool stack:

• Analytics: Google Analytics 4, Google Search Console

• SEO: SEMrush, Ahrefs, Moz

• Social Media: Hootsuite, Buffer, Later

• Email: Mailchimp, ConvertKit, ActiveCampaign

• Design: Canva, Adobe Creative Suite

• CRM: HubSpot, Salesforce, Pipedrive

Summary: Digital Marketing Essentials

Digital marketing combines SEO, social media, content, email, PPC and PR to reach online customers and achieve business growth.

Success factors:

• Start with website optimization

• Focus on customer problem solving

• Measure and optimize continuously

• Stay consistent in content creation

• Invest in long-term strategies

Start today: Choose one digital marketing channel, implement basic tactics and gradually build out to a complete strategy.