What Is Digital Marketing?

Written by Polka Dot Marketing

March 1, 2021

hand typing in laptop

It’s no secret that’s establishing an online presence for your brand is essential when it comes to facilitating your success. However, this can often only be accomplished through digital marketing.

Interestingly, many entrepreneurs aren’t quite sure how to define this process. We’ve put together a short guide that details everything you need to know.

Let’s take a look.


So, What Exactly Is It?

As the name suggests, digital marketing is a form of marketing that makes use of electronic devices or the Internet. To elaborate, even something as simple as posting a link to your company’s website on your social media page could be considered digital marketing.

The main tools that businesses use during their digital marketing campaigns are social media, search engines, and email. In fact, a comprehensive strategy will make thorough use of all three. 

The end goal is to form a connection with both current customers and those who may not have interacted with your brand yet.

When implemented correctly, digital marketing can be one of the most beneficial strategies that your business utilises. So, it’s essential that you keep this in mind.

Why Does It Matter?

Many brands tend to neglect the utility that digital marketing provides due to not understanding it. The truth is, though, that it’s something that every company should take seriously.

After all, more and more businesses are beginning to offer products and services online.

Combined with the fact that people now utilise the Internet more than ever before, it’s in your best interest to recognise its potential.

Let’s explore a few of its most notable attributes.


You Can Effectively Target Your Audience

This is perhaps the most significant way that your brand can leverage digital marketing. Compared to conventional advertising, this method provides you with far greater control over who you target.

To elaborate, many digital marketing tools allow you to configure certain settings to change the type of demographic who encounter your ads. As you might expect, you’ll need to have a strong understanding of your target audience for this to be effective.

In general, you should consider factors like:

  • Age
  • Occupation
  • Hobbies/interests
  • Level of education
  • Geographic location/time zone
  • Primary language


From here, you can ensure that only relevant individuals are exposed to your marketing efforts.

Under the right circumstances, this can allow you to get far more out of your budget compared to other forms of marketing. This is also highly beneficial for brands that have multiple segments of their audience.

Digital marketing will allow you to target these different subsections without overlapping them.

digital marketing gold coast

You Can Track Your Progress

Since digital marketing is performed entirely online, you will have access to a substantial amount of comprehensive analytics. To elaborate, you can gain insight into metrics like the source of traffic that reaches your company site.

Details like these will help determine how effective your current marketing methods are. For example, let’s assume that you are currently running a digital marketing campaign on your social media.

If your analytics show that the majority of your traffic comes from Google search results, this is a sign that you need to rework your strategy. You can also look at metrics that detail how interesting your users find particular content.

The time they spend on a certain page is a great way to do so in this case.

It’s important to note that progress is often nonlinear. You may experience months of explosive growth and then experience a period of time where your performance is lower. As long as your metrics are consistently rising over a long period of time, though, you’ll know that you’re on the right track.


It Levels the Playing Field

Without the use of digital marketing, smaller brands would have a significantly tough time keeping up with bigger companies. This is simply due to the fact that larger businesses have larger marketing budgets, allowing them to spend more money on advertising.

Since the Internet serves as a neutral landscape when it comes to targeting users, it essentially levels the playing field between small and large organisations.


Cost Efficiency

As previously mentioned, digital marketing can provide a significant return on your investment when handled appropriately. In general, though, it’s one of the forms of marketing with the highest ROI.

This is due to two primary factors:

  1. You have a large amount of control over who you target
  2. There is very little overhead

To elaborate on the latter point, conventional advertising methods like billboards can be notably expensive. But they aren’t guaranteed to help you make a certain number of conversions.

By fine-tuning your digital marketing strategy, you can ensure that every dollar you spend on your digital campaign will generate additional dollars.


How Can I Get Started?

It’s entirely possible to get started with this method on your own. However, it’s highly recommended that you work with a professional.

Agencies that specialise in digital marketing have both the tools and experience that are required for high levels of success. So, it’s worth investing in this service if you are looking to maximise your performance.


Digital Marketing Can Seem Complicated to Understand

The above information will ensure that you have a solid grasp of it. From here, you will be able to take full advantage of digital marketing and reap the many benefits that it can offer your brand.


Want to learn more about what we have to offer? Feel free to reach out to us today and see how we can help.

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