What Is Digital Marketing and How Does It Work?

Digital marketing, also called online marketing, uses digital channels and tactics to enable direct communication between companies and their customers as those customers travel along their unique buying journeys.

About Digital Marketing

Digital marketing is the component of marketing that uses the internet and digital technologies — desktop computers, mobile phones and other digital media and platforms — to promote products and services. It's delivered through channels including social media, mobile applications, email, web applications, search engines and websites.

Digital marketing strategies help marketers define goals, target an audience, and develop a plan that best reaches that audience, providing direction for a campaign and a framework for evaluating outcomes. Today, digital marketing is integrated into almost every aspect of business, fundamentally changing how companies communicate with and deliver value to customers — a business that can't execute a digital strategy in an increasingly global online marketplace will struggle to compete.

In practice, digital marketing covers a broad range of channels for promoting business interests to prospective customers — search marketing, social media marketing, email marketing and more — and there are countless ways to combine them depending on a business's needs and goals.

Want to learn how it can help grow your business? Get in touch with our digital marketing team.