Digital marketing is any form of marketing that you can find online . Marketing has always been about making contact with your target group in the right place and at the right time. Today that means that you have to meet your customers where they spend their time: on the Internet.
At HubSpot, we often talk about inbound marketing as an extremely effective way of engaging, converting, closing, and ultimately delighting customers online. But we keep getting questions from all over the world about digital marketing .

A seasoned inbound marketer may be inclined to say that inbound marketing and digital marketing are almost the same thing. However, there are a few small but subtle differences. We spoke to marketers and business people in the US, UK, Asia, Australia and New Zealand and learned a lot about these small differences and how they are perceived around the world.

Tactics & tools in digital marketing

Digital marketing encompasses a wide variety of tactics and materials – from your website to online branding materials, digital advertising , email marketing, online brochures, and more. The best digital marketers have a good understanding of what materials or tactics are best for each goal.

Here’s a quick rundown of common materials and tactics:

  • your website
  • Blog posts
  • E-books and white papers
  • Infographics
  • Interactive tools
  • Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
  • Online coverage (PR, social media and reviews)
  • Online brochures and lookbooks
  • Branding materials (logos, fonts, etc.)

What tactics are there in digital marketing?

  1. Search engine optimization (SEO)
  2. Content marketing
  3. Inbound marketing
  4. Social media marketing
  5. Pay per click (PPC)
  6. Partner marketing
  7. Native advertising
  8. Marketing automation
  9. Email Marketing
  10. Online PR

Search engine optimization (SEO)

The goal of optimizing your website is to increase your organic (free) traffic to your website through a higher ranking in search engine results.

Content marketing

The aim of creating and distributing content materials is to increase traffic, brand awareness, lead generation and ultimately the number of customers.

Inbound marketing

The term inbound marketing refers to an approach that involves the entire marketing funnel. The aim is to appeal to customers through the use of online content, convert them, do business with them and inspire them.

Social media marketing

With this approach, you promote your brand and your content on social media channels in order to increase your traffic and brand awareness and generate leads for your company.

Pay per click (PPC)

This term describes a billing method in paid online advertising in which you pay an amount for each click on your ad. One of the best known providers of PPC ads is Google AdWords.

Partner marketing

This is performance-based advertising pay where you receive a commission when you advertise someone else’s products or services on your website.

Native advertising

When Native Advertising (dt .: Advertising in familiar environment) is about content-based ads on a platform on which they are displayed next to unpaid content. A good example of this is sponsored posts on BuzzFeed. Many marketers also consider advertising on social media to be ‘native’, e.g. B. Advertising on Facebook and Instagram.

Marketing automation

Marketing automation is a term for software that is used to automate marketing campaigns. Many marketing departments have recurring tasks that they can automate, such as emailing, social media posts, and other actions performed on websites.

Email Marketing

Businesses use email marketing as a way to connect with their target audiences. Email marketing is widely used to promote content, discounts, and events, and is also used to direct people to the company’s website.

Online PR

Online PR is an activity that aims to promote or initiate reporting on one’s own company in digital media, on blogs and other content-based websites. It’s similar to traditional PR – but online.


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