The Who, What, Why, and How of Digital Marketing?

why digital marketing

The internet has given businesses the authority to present their business products and services to their target audience in the best way possible. It enables startups to create a dominant digital presence and compete with industry-leading companies. However, their success depends on their ability to improvise the internet.

The constant use of the internet has increased by 5% among youngsters in just the last three years. With every passing second, there are more internet users than at any time in history. It is a tremendous opportunity for businesses to market their products to their target audience and achieve their business goals.

This process of promoting products and services to the target audience is known as digital marketing. Let us elaborate:

What is digital marketing?

Most businesses now have an online website or social media presence. It is usually where a visitor lands to learn about their business’s products and services. It is then that he decides whether to opt for their services or not.

Businesses must have an effective digital presence to ensure a product presentation to their target audience. Organizations can choose from a handful of digital marketing platforms for their promotional endeavors. It includes social media platforms, search engines, applications, etc. On top of that, there are various digital marketing techniques to assist organizations with their business endeavors. 

Two words are often highlighted when we talk about digital marketing: paid and organic marketing. Let us discuss them in detail:

Paid marketing:- 

Paid marketing is when you pay to increase your business’s reach or to yield results. The most popular form of paid marketing is price-per-click marketing. It enables marketers to pay a fee every time a user clicks their ad. Businesses can improvise different ad formats, including display, video, or search ads to connect to their target audience. They can also decide from among a variety of marketing platforms, including social media and search engines. 

PPC ads enable businesses to improvise audience attributes to connect to their business prospects. It is why the audience obtained from paid marketing is highly specific and is more likely to convert to your business endeavors. 

Organic marketing:- 

Organic marketing is a form of marketing in which businesses aim to gain traffic gradually over time. The most popular form of organic marketing is Search engine optimization. 

Search engine optimization is a stream of organic marketing that aims to increase a website’s organic rankings on the search engine result pages. It is about increasing high-quality content and increasing its visibility on the internet. It takes more time than paid marketing to rank a website through search engine optimization. However, the rankings obtained through search engine optimization are stable and highly effective for increasing brand recognition.

Is digital marketing beneficial for all businesses? 

No matter your business type, digital marketing can work wonders for your business. However, it is essential to improvise suitable techniques and platforms to achieve your business goals. The strategy you choose must align with your business goals. For example, if you aim to sell, you need to create buyer personas and leverage effective copywriting. Similarly, there are other marketing techniques you need to improve for varying business goals.

No one strategy works for every business. Let us discuss two business models and the strategies they improvise to achieve their respective marketing goals. 

Business to business (B2B):- 

B2B businesses need to put extra effort into their marketing strategy. Their end goal is to sell their product or service to an organization that may need it. They usually start with generating leads and then persuading these businesses to subscribe to their services. They must focus primarily on their lead generation funnels and plan every step of the customer journey. 

Business to consumer (B2C):- 

Contrary to B2B companies, B2C companies take a completely different approach. They focus mainly on their sales generation funnels. They must leverage the consumer’s perspective to sell their products directly to them. They must focus on creating buyer’s personas and try to sell them through effective marketing techniques. 

Unlike B2B companies, they focus on optimizing their sales funnels to increase conversion rates. Their primary goal is to ensure an enriched user experience for their visitors. 

What does a digital marketer do?

Digital marketers are the marketing experts knowing the effective ways to market various products and services. They understand different digital marketing techniques and the right way to execute them. 

A digital marketing expert understands consumer requirements and knows the best ways to achieve the best marketing results. Let us look at some of the responsibilities of a digital marketer.

Requirement analysis:- 

Requirement analysis is the process of interviewing clients and key stakeholders to understand the project’s necessities. A marketer tries to scrape out as much information as possible from the client regarding the project requirements and the target audience preferences. 

Competitive analysis:- 

A competitive analysis is a process of spying on the client’s direct competitors. It enables businesses to understand industry-leading tactics their competitors improvise to achieve their marketing goals. A digital marketer is highly skilled in conducting a competitive analysis and scrapping out essential intel from competitors’ marketing strategies. 

Gap analysis:- 

Gap analysis has to deal mainly with content marketing. It is the process of analyzing the content already uploaded on the internet. In this way, they identify content opportunities on the internet. Creating unique content is the easiest way to gain exposure on the internet and stand out among competitors.

An expert digital marketer is highly skilled in framing a strategy and helping businesses achieve their marketing goals.


Digital marketing is among the essentials of modern business processes. It enables businesses to connect to their target audience. It has provided businesses the authority to globalize from the space of their rooms. Anyone with an internet connection and a laptop at his disposal can digitize their business and compete with industry-leading organizations.

However, similar to any other field, digital marketing also has principles and ground rules. A digital marketer is an expert who masters this complex process and helps you excel in your marketing efforts and achieves desired results. Hire professional digital marketing services to give a new height to your business’s marketing endeavors.