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The Ultimate Guide to Digital Marketing

The Ultimate Guide to Digital Marketing
Written by publishing team

Do you want to reach your customers online? Digital marketing enables you to deliver marketing messages to your ideal clients on a variety of online platforms.

In this guide, we’ll look at the different aspects of digital marketing and how you can use them to drive qualified traffic to your business.

What is digital marketing?

Digital marketing is promoting your business, brand, products or services to a target audience on desktop, mobile and smart TV screens. There are several types of digital marketing you can use, and we’ll discuss all of them shortly.

But first, let’s talk about why you should invest in digital marketing.

Why is digital marketing important?

In the performance section of the CMO survey, recipients were asked, “To what degree has the use of digital marketing contributed to your company’s performance over the past year? (1 = not at all, 7 = very high)”


“Across all sectors and company sizes, this cannot be overstated with an average contribution of 5.5 (on a 7-point scale) to their companies’ success.”


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Gartner’s 2021 Digital Marketing Survey echoed a similar positive response about digital marketing performance, saying that “70% or more said their organizations have achieved or exceeded a set of 2020 goals, although this positive outlook may reflect performance against revised goals in the mid general vs. predetermined. to the epidemic.”

How does traditional marketing compare to digital marketing?

Should your business invest in digital marketing instead of traditional marketing? Traditional marketing includes radio, non-digital billboards, print publications, and offline events.

According to the CMO survey, spending on digital marketing was expected to increase by 14.3% in 2021. On the other hand, spending on traditional marketing was expected to decrease by 0.2%.

Screenshot from, September 2021

Marketing Charts released data from PricewaterhouseCoopers’ annual Global Entertainment and Media Outlook report.


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Presents an analysis of expected spending changes for digital versus traditional advertising channels from 2020 to 2024.

Traditional Spend vs. Digital Marketing SpendScreenshot from, September 2021

While some industries may benefit from traditional marketing and advertising, most will benefit from digital marketing.

Statista helps brands in different industries compare their spending on digital advertising in 2021.

Advertising spend by industry.Screenshot from, Sep 2021

What are the different types of digital marketing?

Here are some of the different types of digital marketing companies and brands they use to reach more customers online.

Affiliate Marketing

Affiliate marketing allows companies (advertisers) to sell their products through third party publishers (affiliate marketers/affiliates) over the Internet.

In most cases, the advertiser provides a custom referral URL (affiliate link) to its affiliates for use in website content, blog articles, social media posts and emails.

If someone clicks on an affiliate link, the advertiser will compensate the marketer for any leads or sales resulting from that click in accordance with the affiliate agreement.

According to a survey conducted by PepperJam and Forrester, the highest rated digital marketing channel for customer acquisition in 2019 was affiliate marketing.

This is a successful marketing strategy for companies that want to convert customers and fans into referral partners that can increase business revenue.

Find out more using the following resources:

Content Marketing

Content marketing allows businesses to communicate marketing messages through a variety of different formats.


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Content marketing includes blog posts, knowledge base articles, support documents, white papers, case studies, and similar content resources.

According to Statista, more than 60% of B2B and 40% of B2C content marketing budgets were expected to increase in 2021. Moreover, 69% of companies said they would invest their budget in content creation and production.

A comprehensive content marketing strategy provides assets to promote the email, search and social media marketing departments.

Learn more in the following resources:

Email Marketing

Email marketing allows businesses to reach people who have agreed to receive marketing messages via email. Businesses can collect emails on their websites, blogs, and social media channels.

Research from Litmus shows that for every dollar spent on email marketing, brands can expect to get $42 in return.

If you want to convert more traffic on your website, use email marketing to keep people’s attention on your brand until they are ready to make a purchase.


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Learn more with the following resources:

Gang Marketing

Guerrilla marketing allows companies to gain free PR for out-of-the-box viral marketing campaigns that people want to talk about.

Many guerrilla marketing campaigns happen offline, such as flash crowds and large graffiti art.

As people will talk and share the experience online, it becomes part of your brand’s digital marketing strategy.

Impact on Marketing

Influencer marketing allows businesses to reach new audiences through popular social media users. Branding campaign with online celebrities to market products via sponsored and paid partnership posts.

A key finding from the State of Influencer Marketing is that “In 2020, sponsored posts received an average of 7,806 impressions (unique views). In 2019, sponsored posts averaged 4,827 times. An increase of 57% [over 2019]. “

Influencer marketing can play a vital role in increasing the visibility of a brand among a niche audience.


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Learn how with the following resources:

Mobile Marketing

Mobile marketing allows businesses to reach consumers on their smartphones and other mobile devices. Brands can reach mobile users through mobile targeted advertising as well as SMS/text messages.

In SimpleTexting’s SMS Marketing Report, 62% of consumers surveyed said they’ve chosen SMS marketing from at least one company within the past year.

If you want to connect with consumers on their mobile devices, learn more about mobile marketing from the following resource.


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podcast marketing

Podcast marketing allows businesses to reach audiences who listen to podcasts on Spotify, Apple, and other platforms.

Brands can connect with listeners through podcast ads, participate in interviews, or launch a podcast on relevant industry topics.

In 2021, according to eMarketer’s Insider Intelligence, advertisers are expected to spend $1.33 billion on podcast and sponsorship ads. By 2025, the number of podcast viewers in the United States is expected to rise to 144 million.

In addition to gaining additional brand visibility, your company can use podcasts as assets to get links for search engine optimization purposes.

Find out how with the following podcast resources:

Public relations

PR marketing allows companies to gain visibility for their brand through the media. The goal of public relations is to get journalists and influencers to talk about your brand, products, and services.

The Global Public Relations Market Report expects the global PR market to grow from $88.13 billion in 2020 to $97.13 billion in 2021. The growth is linked to companies’ recovery from the effects of COVID-19.


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When PR marketing is effectively implemented, it serves to complement a brand’s social media presence and link building efforts.

Learn more about public relations from the following resources:

Search Engine Marketing

Search engine marketing allows businesses to reach people through search engines such as Google, Bing, and Yahoo.

Search engine optimization focuses on ranking in organic search results pages, while pay-per-click focuses on ranking in paid search results across Google Ads and similar platforms.

According to BrightEdge research, 68% of trackable traffic comes from organic search results (53%) and paid search (15%).

Therefore, organic search rankings play a huge role in generating qualified traffic for your website.

Learn more with the following resources.


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Social Media Marketing

Social media marketing allows businesses to reach their customers on channels such as Facebook, Instagram, LinkedIn, Twitter, Pinterest, and TikTok.

The 2021 We Are Social Digital Report found that 4.2 billion people around the world actively use social media. Among social media users, 27.5% use social media to search for products to buy. 44.8% use social media to search for more information about brands.

With such a large part of the global population on social media, most brands will be able to connect with their target audience through one or more social networking sites. Social media can also help you with your SEO efforts.

Learn how to do this at the following resources:

Stream TV Marketing

Stream TV marketing allows businesses to reach consumers while they watch their favorite TV shows online. Thanks to digital broadcasting, advertising platforms can offer specific targeting and measure results.


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According to the 2021 We Are Social Digital Report, 70% of Internet users between the ages of 16 and 64 stream TV content online.

Ready to reach for the wire cutters who have switched from regular TV to digital broadcasting?

Learn more with the following resources:

Video Marketing

Video marketing allows businesses to reach their audiences with video content. In most cases, this is accomplished via YouTube and other video hosting services.

In Wyzowl’s State of Video Marketing Report, 78% of video marketers said that video helped drive sales. 83% of video marketers said that video increases the average time spent on the site, and 86% said that video increases site traffic.

Use video to fill out your content library, promote as part of your link building assets, and engage as part of your social media campaigns.

Learn more from the following resources:


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Voice Marketing

Voice marketing allows businesses to reach people who use voice-enabled services such as Alexa (Amazon), Siri (Apple), and Google Assistant.

It also refers to the marketing of live or pre-recorded audio content on audio-only platforms such as Spotify, Clubhouse, and Facebook Live Rooms.

Narvar Consumer Reports found that up to 45% of voice-enabled device owners use voice searches for shopping.

Audio recordings can only be used as additional content in your library, podcasts, and more. Learn how with the following resources.


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There is no perfect formula for digital marketing – your entire strategy will depend on your unique customers, market space, competitors, products or services, and more.

We hope this gives you a good place to start building a digital marketing strategy that works for you!

Featured Image: Bloomicon / Shutterstock

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publishing team