What is Digital Marketing and Why Does it Matter

Digital marketing is the promotion of brands using the internet, including text messaging, instant messaging, video, apps, podcasts, and radio channels, etc. Digital marketing uses multiple technologies that allow content and strategy to understand what’s working. 

History of Digital Marketing

A generation ago, consumers were at the mercy of few media channels: print, billboards, television, radio. These advertisers created a one-way conversation with a captive audience. With the explosion of digital media, people began to engage with new ways. Digital channels opened doors for consumers who became empowered authors and critics. For marketers trying to compete, the time consumers spend on content has increased exponentially. 

Digital Marketing in Today’s World

The exponential growth in digital marketing isn’t just about the channel, it is also the mechanism by which people are sharing content. It is engaging both with each other and the companies they do business with. Marketers face new challenges, but they also have the opportunity to create personalized content. To develop deep relationships with customers based on ongoing interactions explore why it matters most. 

  • Maximize truth
  • Customer segmentation for a new digital experience
  • Align data analytics across the customer journey


  • Retail: Retailers use digital market to see who their customers are to offer an increasingly personalized shopping experience, which improves customer loyalty and sales.
  • Communications: Digital market is helping automate marketing messages, analyze social media conversations to make customized offers that help decrease costs in the communications industry.
  • Small & Midsize Businesses: Small businesses are using digital market to manage campaigns, and easily make improvements.
  • Banking: As banks increase investments in mobile platforms, digital market is a critical substitute for personalized offers and lead generation.
  • Sports: Sports teams use digital market to increase ticket sales using digital marketing promotional strategy. 
  • Public Sector: Public sector organizations use digital market to facilitate communication and identify public programs and services.

How Does it Work?

Digital marketing channels are important, but its not enough to just know your customers; you must communicate with them. You need to recognize why they are most receptive to your message. Keeping that as a backdrop, communicate with useful content on products, prices and services.

  • Where?
  • When? 
  • How?  

You need a consolidated view of customer expectations across all channels, including web, social media, mobile, mail, point of sale, etc. Retail marketers can use this information to anticipate consistent, coordinated customer experiences. Moreover, this will move customers deeper in the buying cycle, and you are more likely to engage them in lucrative interactions.

What does it take to do digital marketing right and which are the three keys to success:

  • Manage complex customer relationships, both digital and traditional.
  • Respond and initiate dynamic customer interactions.
  • Extract big data to make better decisions faster.

Paid Search

Pay-per-click (PPC) advertising, typically refers to sponsored results on top of a search engine results page (SERP). You pay only when your ad is clicked and tailor your PPC ads that are targeted to a particular audience. PPC ads are flexible, visible, and most effective for many different organizations. They are contextual ads that appear when a person is searching for a particular keyword term.