What Is Digital Marketing?

Digital marketing encompasses marketing campaigns and advertisements delivered through digital channels, such as websites, search engines, social media and email.

Written by Matthew Urwin
Published on Dec. 15, 2021
What Is Digital Marketing?
Image: Shutterstock / Built In
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Shelby Cunningham | Aug 11, 2022

Today’s forms of communication have accelerated the shift from traditional channels to these digital channels, and as organizations strive to create more personalized messages for their target audiences, investment in multifaceted digital marketing strategies will become imperative.

What skills do digital marketers need?

Gaining expertise in various digital channels has become important for digital marketers. Deep familiarity with social media platforms, SEO best practices and content management systems are commonly expected. Some companies are streamlining digital marketing processes with machine learning capabilities, and marketers should familiarize themselves with these tools so they can manage various tasks while maintaining a steady pace in audience acquisition.

While the marketing industry has become increasingly driven by data, marketers must remain in tune with the human elements of their work. Research and analysis have risen in importance with the digital age, requiring marketers to understand customer needs, collaborate with team members and sift through data. If individuals can supplement their tactical skills with strategy and creativity, they are bound to ascend the digital marketing ranks.

What are the types of digital marketing?

  • Many people are familiar with blog posts and email campaigns, but the realm of digital marketing now encompasses a broader range of channels.

As technology undergoes constant changes, marketers have received even more resources for connecting with potential customers. Blogs, email ads and other written content strategies have enjoyed popularity. However, the most recent digital marketing trends have opened up the possibilities for marketers with visual and aural options. 

Podcasts, YouTube videos, online conferences, social media posts and other engaging media sources have become effective methods for reaching wider audiences. While a company may prefer certain channels over others, there’s no need to settle for one medium. In fact, a multi-channel strategy can deliver a stronger impact. By spreading messages across many platforms, businesses can reach more people where they prefer to be reached.


How do I become a digital marketer?

Getting hands-on experience working with various digital marketing channels and learning from expert advice are two steps to take when beginning a digital marketing career.

Aspiring digital marketing professionals can learn valuable information from various resources, including marketing podcasts. They can also conduct research on the types of marketing they might like best. From there, gaining hands-on experience can help them build their portfolios. Platforms, like Udacity and Udemy, offer certifications and trainings that can be leveraged not only to learn how to understand digital marketing but choose a focus to pursue.

Those interested in digital marketing also should take every opportunity to gain experience in paid media, SEO content production, social media marketing and email marketing. Exploring different channels can help professionals determine where they excel and establish them as top marketing candidates. By following a career plan, individuals can strengthen their backgrounds and prepare for a path in digital marketing.


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