Digital marketing is the marketing of products or services using technologies via the internet, social media, mobile phones, or any other digital medium.

Compared to traditional marketing methods such as print, billboards, and TV, digital marketing is primarily data-driven. Many popular digital advertising platforms today provide access to campaign reports for comprehensive data analysis.

With the combined forces of both the internet and technology, Digital Marketers today are able to collect and analyse data of different customer behavior or user engagements, enabling them to facilitate more personalised content and advertisements toward clearly defined audiences for better engagement and results.

A Digital Marketing Strategy is a plan of action to achieve the marketing goals. Your Business objectives determine your Goals. Once these goals are set, digital marketing campaigns will be developed and executed to achieve them.

A digital marketing strategy is different from a digital marketing campaign. When talking about digital marketing strategy, we are referring to a master plan or a blueprint to achieve a long-term or macro goal. Campaigns on the other hand are the specific tactics used to achieve more micro, short-term goals within the digital marketing strategy.

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Types of Digital Marketing:

• Social Media Marketing
• Influencer Marketing 
• Email Marketing
• Content Marketing
• Search Engine Optimization (SEO) Marketing
• Pay-per-click (PPC) - Google Ads
• Affiliate Marketing 

Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" — of that traffic coming from website visitors who found a page of the business's website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand's digital channels.

Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience's needs and creating valuable online content. However, that's not to say all businesses should implement a digital marketing strategy in the same way.

B2B Digital Marketing

If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than they might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Facebook & Instagram and can often be more valuable than business-focused platforms LinkedIn.