What is Digital Marketing?

In 2019, 4.5 billion people were active internet users. That’s almost 60% of the total world population. And this number is increasing every single year. A lot of our day to day activities, such as shopping for goods and services and our social interactions, are now completed through the internet. This has had a tremendous impact on the sales and marketing divisions for companies. Offline marketing strategies are no longer as effective as digital marketing strategies.

And that’s exactly what we want to discuss today, what exactly is Digital Marketing? In theory we all know what it is but when it comes to talking about the specifics, several people are left stumped.

Hubspot defines Digital Marketing as:

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

Any form of marketing happening online is considered as digital marketing. Traditional marketing still exists today in forms of ads in publications, telephonic communication or physical marketing. However, these days the most efficient way to generate leads and sales is by marketing to the target audiences where they spend majority of their time: Online. This can be done through emails, social media, blogs, articles, videos content, or website-based strategies.

Types of Digital Marketing include:

Search Engine Optimization

Content Marketing

Social Media Marketing

Pay-Per-Click Advertising (PPC)

Affiliate Marketing

Marketing Automation

Email Marketing

Online PR

Here’s a quick explanation of all of these various digital marketing approaches as well as their designated Key Performance Indicators (KPIs).

Search Engine Optimization

KPI: Organic Traffic

Also known as SEO, this process involves optimizing your websites so that they rank higher in search engine page results, such as Google. Optimizing your web page content, blogs and infographics will drive a high and organic traffic for websites.

There are three types of SEO

On Page SEO – Focus on using the right keywords and topics that will attract users to your website. Digital marketers have to research topics well to be able to find and use the right keywords in their content.

Off Page SEO – Focus on inbound links or backlinks. Are there other well recognized publishers and users that are talking about your content, do you have featured guest posts that will generate external attention?

Technical SEO – Focuses on your websites backend and looks at how your website is coded. Image compression and optimizing CSS will improve your websites loading page which is a key factor that search engine sites consider when ranking.

Content Marketing

KPIs: Time on Page; Blog Traffic; Subscribers and Followers

This type of digital marketing involves the creation, development and promotion of content that will raise brand awareness, increase traffic, generate leads and attract potential customers. The types of content channels generally focused on by designated Content Marketers include blog posts, eBooks, whitepapers, infographics and case studies.  

For more information on Content Marketing look out for our Video Content and Blogs coming out next week on the GetWork’s YouTube Channel and Blog pages.

Social Media Marketing

KPIs: Follows, Impressions and Shares

This technique involves promoting your content and brand of various social media channels. It is widely used practice that significantly increases brand awareness and generates leads and sales. Social media channels such as:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Snapchat
  • Pinterest

Many people often confuse social media marketing with digital marketing. It is a vastly popular form of digital marketing but it is actually just a subset of Digital Marketing. As a social media marketer your posts and strategies are extremely vital in establishing a connection with your target audience. People use social media platforms daily and thus it is the best way for companies to engage with their users and customers.

Pay Per Click Advertising

KPIs: Sales, campaign click-through rate and website traffic

PPC is a form or marketing that drives traffic by creating paid ads. You collaborate with a publisher and have to pay them for every time your ad has been clicked. An effective channel is GoogleAds where you can pay to have your content appear on the top slots of search results. You have most likely seen these “Ad” results appear when you are searching for popular topics on Google. Other PPC channels include Instagram and Facebook Ads, Twitter Ad campaigns, and sponsored messages on LinkedIn.

Affiliate Marketing

KPIs: Sales and campaign click-through rate

This form of advertising, as an affiliate marketer, lets you promote products and services of a company to receive commission. This performance-based advertising method is very popular among influencers. You may have seen several celebrities and influencers marketing products through their social media platforms.

Marketing Automation

KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate

This form of marketing involves using software that automates basic marketing operations such as email newsletters, social media post scheduling, and campaign tracking and reporting. By implementing this process you can provide potential users will relevant information with speed and ease. For example, a user who signs up for your platform may then begin receiving automated emails that have content that are relevant to their needs based on their collected demographical information.

Email Marketing

KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate

This ties in closely with marketing automation as email marketing strategies involve communicating with your audience. You can use emails to promote various offers, content, events and even direct people to your company websites to drive traffic. The type of emails that an email marketer sends could be in the form of:

  • Newsletters Subscriptions for Blogs
  • Follow-up emails for visitors who sign up to your platform
  • Welcome emails
  • Holiday greetings with embedded promotions and loyalty program schemes
  • Email series that include tips or methods of connecting with customers

Online PR

KPIs: Lead-generations, Follows and Website Traffic

Online PR is the procedure to secure digital coverage with online publications, blogs and other content-based websites. It functions just like traditional public relation practices except that it takes place online. To maximize your online PR strategies you may:

  • Connect with reputable writers and journalists through social media to build connections.
  • Inspect online reviews to ensure your company’s image and reputation remains positive.
  • Engage with commenters on various blog and social media posts to induce productive conversations.


As you can see, digital marketing entails multiple profiles and responsibilities. Often times, companies and organizations will hire digital marketers and tell them to focus on two to three of the digital marketing channels listed above.

Don’t be alarmed by this vast job scope. It offers you tremendous growth and knowledge that will boost your career progression.

Later this week, we will be posting another video and blog regarding the various skills and tools you’ll need to succeed as a Digital Marketer.

Currently, on GetWork, several of our on-boarded companies are hiring for Digital Marketing profiles. If this is something that you’re interested in, sign up on to GetWork today by clicking HERE.


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