What is digital marketing?


Digital marketing refers to the advertising of a company, product or service, electronically with the purpose of convincing customers to invest time or money. It can also be referred to as online marketing and internet advertising, but it’s all the same thing – so don’t be thrown by different jargon.

Digital marketing can be targeted at a wide range of electronic devices including computers, tablets, phones and Kindles. From display ads to social media posts, advertising can be found almost anywhere.


Before the digital age, the traditional marketing avenues included magazine ads, direct letters, billboards, radio and television (broadcast). Nowadays, the tendency is to opt for online marketing because it can be done quicker and can be better targeted at the right audience, at the right time.


With this in mind, let’s take a look at the different types of digital marketing available to get a better feeling for the industry  in 2021.


Types of digital marketing
There are many components to digital marketing that help organisations promote themselves and build brand awareness, these include:

  • Content – blogs, newsletters, videos, infographics, brochures, white papers, guides, quizzes – you name it. There’s lots associated with content marketing. Content marketing goes hand-in-hand with SEO and social media, as content includes keywords which help to build domain authority and rankings, and blogs/infographics are perfect ways to give back to the community and engage with them on social platforms.

    Content allows organisations to show their thought leadership and share interesting information that benefits both the trade and public. A good example of well-known, brand-defining content comes from Innocent Smoothies, where they explain where their carbon originates from. This is not only promotional for the brand (displaying their green credentials) but also educational for the public.


  • Search engine optimisation (SEO) – the technical magic that improves your website’s visibility. SEO is the science behind your web pages and it’s this process that makes them attractive to search engines. As a reward for making pages SEO-friendly, Google will rank you higher in the search engine results pages, making it much easier for users to find you more quickly.

    A successful SEO strategy will use a mix of short and longtail keywords in the page copy, meta titles and descriptions. It will include looking at website loading times, mouseflow, user experience and much more. SEO works alongside PPC, social media marketing, web design and content marketing – it is the core element that drives traffic and website leads.


  • Social media – the voice of your brand that interacts and engages with core followers, as well as other big names within the industry (here’s a great example of the latter).

    Having social media pages gives your brand the opportunity to show a human face and offers a personable way for customers to get in touch. By doing so, you can build a community that is excited to get a response from you.

    Social media not only benefits your customers but you too. By using platforms like Facebook, Twitter and Instagram, you can learn more about your customers’ behaviours, meaning you can ultimately find out what they want and give it to them.


  • Pay-per-click (PPC) – allowing businesses to target a specific audience using anything from behaviours to geographical locations, pay-per-click can reach old and new customers that have shown an interest in your brand. PPC works extremely well with SEO and, together, they make a powerful, dynamic marketing strategy.

    PPC is an instant and effective method that drives brand exposure and conversions. It is also referred to as paid search, paid advertising and sponsored search but if you hear that, it just means PPC. This service can take various forms such as search, remarketing, display and video. It is a good tool that can help any startup or large company to reach out to potential customers.

  • PR – used to enhance your online visibility as well as making important connections with journalists, bloggers, influencers and the public. Digital PR can transform a business as it shares and promotes its own news, charitable work and success stories – all of which can create a buzz around your brand.

There are various digital PR methods that can be used to ensure your brand is always seen in the right light, these include organic PR, owned media, paid opportunities, reactive opportunities, event marketing, newsjacking and crisis management.

PR works hand-in-hand with SEO and social media marketing. For SEO, PR contains keywords that helps to boost online visibility and traffic, and on social media PR can be shared and commented on, achieving further reach and buzz around a brand.


  • Web design – the design and build of your website will help your brand to grow, as users are more likely to convert when using a website that is intuitive and purpose-built. That’s why web design is vital when it comes to building trust with customers, because if it’s user-friendly, accessible and secure – your brand is more likely to gain loyal customers and positive reviews.

Web design is not only technical but creative too! The first step to building a good website takes competitor research to see what they’re doing well and not so well – this helps to gauge what your users could benefit from. From there, a wireframe will be built to determine what it’ll look like once it’s live – and once that’s done, the build can begin!

Before launching a site, web designers will undergo rigorous testing to ensure it is responsive and user-friendly.

  • Videography – nothing quite resonates with an audience like film does. Humans are visual beings, which is why videography is a crucial part of any digital marketing strategy.

    Videography has traditionally been used in marketing for spots on the TV, but nowadays, videography has a much broader scope. Videography can be used for headers on sites, on YouTube, on social media and integrated into a brand’s PR campaigns to help further communicate with a wider audience.

    With video, your brand is likely to be shared, commented on and liked by the masses, as it’s much more easily consumed than text. Videos can be watched on a wide range of platforms too, which means it’s easily accessible and can be enjoyed on-the-go.

    Having a video on your site is a great way to show off to potential clients!

  • Graphic design – from website design to leaflets, brochures and product packaging, graphic design helps your brand to find its own identity and to stand out from the competition.

Graphic design complements all elements of digital marketing as your logo will be printed on all branded materials, such as your website, blogs, social media profiles and videos.

Graphic design is the bread and butter of your brand that helps the public to recognise your colours, logo and personality. There are plenty of amazing examples of excellent branding out there, which spring to mind for you?

Why companies choose to go to a digital marketing agency
Digital Ethos offers omni-channel marketing services, which means that we can provide a comprehensive strategy, no matter the industry. Whether you’re a startup or well-established company, we can help you drive traffic, generate leads or get the public talking about your brand – all you have to do is start the conversation.