Digital marketing is general term describing marketing techniques employing a digital medium. While the majority of digital marketing techniques employ the Internet as a distributor for content, this is not always the case; advertisements and content delivered on televisions or digital signs are also considered digital marketing.
Predominant modes of digital marketing that employ the Internet include: social media posts and content including text, images, and/or audio and video (i.e. using platforms such as Instagram, Facebook, LinkedIn, Twitter, TikTok, Clubhouse, Discord, Twitch, etc. for distribution), email marketing (including ads and newsletters), pay-per-click (PPC) ads (delivered via social media, streaming service, and search providers’ ad networks), and digital publications (including podcasts and ebooks).
The crowning achievement of successful digital marketing strategy is a sales funnel and bottom line driven by social media influencers – individuals or organizations with no or little official relationship with the advertiser that evangelize products and services through online platforms to large audiences of followers or viewers.
However, the foundation of almost every brand’s digital strategy is a well-designed, easy-to-navigate website that is optimized for indexing by search engines (SEO) such as Google and Bing making it easily discoverable on the Internet.