what is digital marketing

Digital Marketing is an all-encompassing term for marketing products and services online. It’s also referred to as internet marketing, E-marketing, online marketing, or web marketing. It can include various online platforms and tools, such as Website Design and Content, SEO, Social Media Marketing, Email Marketing, Blogging, Videos, and Online Ads. In this blog, we will describe and answer the question, what is digital marketing? 

What is Digital Marketing?

While digital marketing’s apparent purpose is to sell products and services, or advertising over the internet, it’s not the only reason a business will do it.

A company may be marketing online to communicate a message about itself, i.e., building its brand or conducting research. Online marketing can also be an effective way to identify a target market, discover a marketing segment’s wants and needs, build long-term relationships with customers, or establish authority and expertise within an industry. 

How Digital Marketing Works

Digital marketing uses customers’ online activity to connect them with a business by reaching them in multiple places on the internet.

The types of digital marketing a business uses will depend on their business model, types of products or services they offer, target customers, budget, and more. 

Website Design and Content 

The foundation of any small business digital marketing strategy is a well-designed website. It is where we direct traffic, collect leads, and provide helpful information about the company. 

A business website allows customers to:

  • Find your business online
  • Discover your business’s location or contact information
  • Discover your products or services
  • Download or request more information
  • Sign up for your email list
  • Make purchases

Websites often use Search Engine Optimization (SEO) to ensure that their content will rank high on search engines and be easy for customers to find.

Social Media

Most consumers use social media, though the type you will focus on will depend on your target market’s behavior. For example, older consumers are more likely to use a platform like Facebook; millennials often use Instagram; and younger consumers interact with video platforms, like TikTok or YouTube.

Find out where your ideal customers spend their time and focus your efforts there.

Email Marketing

Email Marketing is one of the easiest and most cost-effective ways to communicate with existing customers. Email allows you to reach customers individually and personally. Collect customer emails through purchases or website sign-ups, then use emails to share important information, encourage purchases, build relationships and referrals.


Today, consumers expect businesses to offer more useful and insightful information other than sales pitches. A blog is an excellent way to distribute this type of content. Well-crafted blog content can also be an innovative, cost-effective way to boost brand credibility. 

Blogging increases your website’s SEO by adding articles and posts around specific targeted keywords. Increasing your website’s SEO also increases the chance that customers will find and visit your website due to an online search.


Video is a powerful and often underestimated marketing tool for small business owners. Having video on your website landing page increases conversion by 80%. Video is one of the best ways to get up close to your audience and give them a real glimpse of what you and your business or clients are doing. You can also share your expertise and create a funnel for new customers to find you and build interest in your products or services. 

Online Ads

There are many forms of online ads.

  • Pay-per-click advertisements placed in search engines target particular search terms that potential customers might use. 
  • Design targeted ads on social media to reach specific segments of the platform’s users who might be interested in your business’s products, services, and promotions.
  • You can also place sidebar ads on other people’s websites or in their email marketing. 

Effective online ads occur when they are relevant to where they appear or what the target audience is searching for. This personalization can also increase the response rate to online ads, especially during the early stages of consumers’ decision-making process. 

Do I Need Digital Marketing for My Business?

2020 brought to light that digital marketing is mandatory for small and local businesses, and many had to pivot to stay in business. According to Hubspot Marketing, 70% of marketers are actively investing in digital marketing. 

Consumers use a variety of online methods for finding, researching, and eventually making purchasing decisions. Over 40% of consumers report that they first turn to Google search when looking for a product or service, and 26% of consumers say they shop online every week.

No matter what type of small business you have, you can use various online platforms to create a digital marketing plan to help customers find your business.  

At Bizography, we help small business owners build and execute a comprehensive digital marketing strategy to market and sell their products and services online. Our goal is to make your online presence a strategic part of your business success. Contact us today to learn how you can connect with your customers and get sales.