What Is Digital Marketing?
Benefits, Types with Guides in Year 2024

Digital marketing is promoting your products through digital channels, such as a social media network or search engines, to help you achieve marketing goals.

According to Statista, the ad spending in the Digital Advertising market is projected to reach US$740.3bn in 2024.

Statista: Digital advertising spending worldwide from 2018 to 2028 in USD.

The goal of digital marketing is to help a business to:

Peter Drucker said: "The aim of marketing is to make selling superfluous".

'superfluous' mean to make selling unnecessary, whereby your product or service is so well-known that it practically sells itself.

According to Content Marketing Institute, content marketing is about consistently creating and sharing valuable information to connect with your target audience.

If done right, content marketing helps a business establish authority, grow influence, and drive more traffic, leads, and sales over time.

Source: Sproutsocial

According to Hubspot, social media marketing is a marketing strategy that leverages social networks such as Facebook, Instagram, TikTok, LinkedIn or X.com to share and promote a business's products or services.

It is done through engaging with your audience groups, ads or business page.

It's not just about marketing; it's also about being 'Social' online and creating a sense of community and connection.

Some tactical approach of social media marketing includes creating polls, posting on stories, creating events, going live online, engaging with your followers through DM's or comments and many more.

Source: WebFX

Any effort that requires you to pay to get exposure, such as clicks or view, or impressions are considered as paid advertising.

Example of paid advertising include pay-per-click (PPC) campaign where advertiser paid based on cost per click (CPC), or Cost Per Thousand Impression (CPM) that measures how much an advertiser pays for every 1,000 times their ad is displayed to users on a web page.

The benefit of paid advertising is where you get to reach out to target audience almost immediately. 

There're different types of paid advertising format such as banner ads, video ads and text ads.

Source: Forbes

Email marketing is the use of email as a medium to connect, retain and promote your products or services to your subscribers or customers.

It's a powerful revenue driver, often outperforming other marketing channels, and can be implemented with minimal additional advertising costs. 

Some of the email marketing strategies include optimizing welcome email funnels, follow-up email sequences, cart-abandonment email campaigns and customer re-activation email campaigns.

Source: Forbes

Website optimization is a process that improves a website's performance to increase its visibility, usability, and user experience. 

Here're some important tips to improve your website according to Google.

The goal is to drive more traffic to the website, making it easy for users to browse information, rank higher on search engine, and to drive conversions.

Source: Statcounter

Search Engine Optimization, or SEO, is a strategic marketing approach that focuses on ranking your website on the first page of search results such as  Google, Yahoo and Bing. (Or any other search engine)

It comprises of 3 main pillars including technical SEO, on-page SEO and off-page SEO.

The goal here is to optimize your website for speed, mobile responsiveness, optimizing your content and provide quality information to the user when they're searching online.

Source: Aspire

Infuencer marketing is a strategy that allows business to collaborate with an influencer who already have following on their Social Media or sites to promote their products and services.

It is a boost factor to improve brand trust and conversion quickly as people follows social media account that they trust online.

Source: Authorityhacker

Affiliate marketing is when a person earns a commission when they have successfully promote other company's products or services online.

It is a 38 Billion market size industry by the year 2030.

Essentially, affiliate launches ads campaign or write review articles to drive traffic to the affilite product page with their unique affiliate links and then earns a percentage of comission after the visitor has succesfully signs up or bought the product.

Source: Backlinko

Marketing automation is the use of online tools, app or software to automate repetitive marketing tasks, reduce manual work, human errors and to increase accuracy of the data.

Example of marketing automation tools including email marketing software, integration tool such as Zapier, Pabbly and customer chat reply tool such as ManyChat and Mobile Monkey.

If you want to:

Then, using digital marketing as a straegy can help achieve your goal.

Source: Digital 2024: Global Overview Report

Users spend over 6 hours online, with more than 2 hours dedicated to social media platforms, according to Datareportal.

This presents BIG opportunities for businesses to take control and promote their products and services online.

When there's traffic, there's opportunity to market and sell your products.

Here are the top 10 benefits of why every business should be using digital marketing today.

What do you have to lose?

You could literally start building meaningful connections, posting content and get exposures online for free, like now!

If you run ads, you will be able to obtain all the data at the backend of the platforms (e.g., Facebook ads, Google ads).

You can analyse, filter, review and optimise your campaigns more effectively and confidently based on real historical chart, tables and graphs.

You can use online tools such as Google Trends to run an interest analysis and ads library, check out competitors' activities, and gauge overall market competitiveness, trends, and demand.

You can reach global customers with just a laptop from your home, anywhere worldwide (As long as they use the internet). You can run ads from anywhere to anywhere with little advertising budget.

You can run an ad for less than 5 dollars a day and check if the campaign is on the right track for a few days.

If it does, you can add more budget into it.

If it doesn't, you can always pause or start a new one within minutes.

You can run an ad for less than 5 dollars a day. 

When you’re ready, you can always add on budget at any point of time.

If big brands have a channel, or a website, or a business page, you can too! 

No matter how big or how small your brand is, you can always compete with bigger brands.

Whether visitors just heard about you, are interested in your product, or are just checking you out, they can always easily have access to you via website or social media network.

Suppose your website and content are optimised on Search Engines such as Google...

You would have rank on the 1st page of Google that will drive you consistent traffic for months and years to your website!

Executing a digital marketing campaign provides real-time data analytics from the ads dashboard, significantly reducing the feedback loop. 

This allows businesses to analyse and adjust their campaign performance quickly without having to wait for weeks or months to see results.

Whether you're promoting new or existing products or services online, our company will first run a thorough competitor research and market demand analysis. 

Don't skip this step. 

If we don't get this step right, we'll waste more time, money, and resources later.

Here're 3 market and competitor research tools:

Let's use "Air Fryer" as an example.

Here, you can see the interest in Air Fryer has gone up for the past 12 monrhs and is constantly in a higher interest range. (Above 50)

That is a good indicator that there's still demand for this product.

On your Facebook Profile home feed, go to the search bar and type "Facebook Ad Library".

1. Choose a specific country.

2. Select "All Ads" for the ad category.

3. Type your keyword or advertiser page name (a.k.a Facebook Page Name).

You can check all active ads launched by other brands based on keywords or simply key in the Facebook Business Page name to see any currently active ads.

When big brands run a variety of ads on Facebook (in the slimming industry, in this case), you know there's a demand, or else they won't be spending the budget to run high numbers of ads in the first place.

Remember, more ads on a specific channel, even though it means more competition, also means there's demand.

You can access to Google Ads Transparency Center here.

This tool provides information about advertisers or websites running ads on Google's platforms.

You can search for the advertiser's name or paste the website link to view all the currently active ads.

You can also filter:

1. Country

2. Timeline

3. Ads format (Image, text or video)

4.  Whether advertiser has identified their identity (To promote trust)

5. Number of running ads

The more ads that are running on Google, it indicates higher market demand.

Start preparing different variations of copywriting and visuals, such as images and videos.

Having at least two different creatives and two different versions of copywriting is a good start to A/B test your marketing campaign quickly.

Creating different variations of visual design and format also keeps the ad fresh, allowing the ads to be tested and optimised by machine learning and enabling you to switch up different ads if they are not working quickly.

You can choose to generate leads using different organic (Free) methods or to achieve your marketing goal using paid methods.

We will use paid ads as an example here:

There are 3 basic steps to launch your ads:

1. Setting campaign objective: Lead generation, enagement or sales.

2. Choosing target audience: such as demographic, interest and behaviour.

3. Upload your copywriting and creatives (Image and videos).

Monitor your ads at least once a day, or 2-3 times a day.

Track your most important metrics and check if results is coming in within 24 hours. Review and adjust after a week (for social media), or 14 days (for Google)

Here are some crucial metrics we recommend advertiser to monitor, if your objective is to generate more leads and enquires to your business.

If your cost per result is stable, or you have consistent leads coming from your campaign, consider adding on a budget to get even more results. 

Or, if the ad is not working, pause and re-launch with different copywriting and creatives.

Then test for another 2-3 days.

Optimization is an ongoing process, and when you do it right, you will be confident in your ability to invest more in ad costs to scale your campaign effectively.

According to Social Trends 2024 by Hootsuite,

“61% of organisations say number 1 reason they use AI for social media is to reduce staff workload.”

Source: Hootsuite Social Trends 2024 Survey

AI will continue to skyrocket in 2024.

Above image shows how marketers will incorporate AI into their social media activities from using AI to edit, refind, produce text, develop new ideas, revising text to edit and generate new images.

Personally, I don’t think it is just for social media but it applies to all other marketing-strategies too.

Here's the kicker though,

The survey says that...

“62% of the consumers say they are less likely to engage with and trust the content if they know it was created by an AI application.”

So, here're the ideas to incorporate AI for your marketing:

At the same time, let's add some authenticity by using human to:

Digital marketing and AI has proven to open up so many opportunities for all industries and businesses.

What's more...

It is affordable to get started.

Every businesses can enhance efficiency, creativity, and engagement by leveraging all different digital channels togehther with AI tools with little to no cost at all.

Don't over think. 

Take your first step, start small, test often, and continuously optimize your strategies and I guarantee you're going to see progress very soon!

I'm a certified digital marketing professional, lived and breathed digital marketing for over ten years.

Currently, I'm managing a multiple 6-figure digital advertising agency and train, consult and coach business owners and marketing teams to improve their marketing performance. 

You can learn more about me here.

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