Digital Marketing – A Brief Introduction

Digital Marketing

Every time you pursue marketing options, one topic consistently comes up…digital marketing. At a generic level, most people understand it as “being on the internet.” But what are some details behind this marketing opportunity?

Let simply start with a definition. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. (Source: What you may not be familiar with is knowing the options available to your business.

Some options include:

  • App Development
  • Blog generation
  • Content marketing
  • Email marketing
  • Influencer marketing
  • Mobile marketing
  • Online business listings/Local searches
  • Online reviews
  • Public relations
  • Responsive website
  • Search engine marketing (SEM)
  • Search engine optimization (SEO)
  • Social media marketing

Businesses that do not incorporate digital marketing are at a disadvantage when competing with companies that do. This is a business requirement in today’s world for credibility and information…the ante to play in your space. Digital marketing offers diverse options to appeal, with consist use of content, to your client’s preferences to receive and react to searches and information.

Some benefits include:

  • Boost exposure
  • Create a following
  • Establish trust
  • Gather reviews
  • Identify new markets
  • Improve rankings
  • Increase conversion
  • Increase traffic
  • Shape a reputation

Your digital marketing strategy needs to be part of your overall marketing strategy (digital and traditional) to succeed. An important point to remember about digital and traditional marketing in today’s environment is that digital marketing is a requirement for your business while traditional marketing is optional. That’s not to say that both will not play a large role in your plans. It will depend on your goals, budget, industry, etc.

Another important factor about your digital marketing is who will produce and execute your strategy? You need to understand your time and money resources and decide whether to hire a team member, contract with an agency or DIY. In helping determine your course of action, here are some questions to ask:

  • Do I have the time and budget to hire, train and supervise a team member?
  • Do I have the budget to afford an experienced marketer, which allows to save time, but does carry an expense?
  • Do I do it myself by becoming a marketing expert, which would require a consistent time devotion to an everchanging discipline? Remember this dedication to marketing would take you away from your core leadership and business-building activities.

Now you received some background on digital marketing. More importantly, the message here is that this is a requirement for business to succeed today and needs to be incorporated into your marketing strategy. Most businesses use a combination of eight digital marketing tactics. (Source: So make sure you select the options required for your business, figure out who will execute it for you and improve your chances for success.

Rich Sowa is a marketing strategist and a founder of Marketing of Things, a marketing agency specializing in strategy and services for your digital and traditional efforts.
LinkedIn: RichSowa & Marketing of Things
Twitter: @MoTPros

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