What is Digital Marketing and How Does It Work?


1.  Concentrate On The Consumer:

Every marketing campaign should have a segmented consumer base at its center. Who uses your product or service, what other options do they have within the same marketplace and how can you ensure they feel associated to your brand strongly enough to keep coming back for more.


  • Establish a genuine connection with your customer base and choose the most effective route to achieve that goal; whether that’s through email campaigns, social media or broader online promotional strategies.

  • Don’t assume your target consumers all think the same and want the same. Tailor your strategy to suit their individual identities and purchasing tendencies. In this case, one size really doesn’t fit all!


○     Demographics:

1.    Age

2.    Profession

3.    Location

4.    Education

5.    Job title

○     Professional characteristics:

1.    Key responsibilities

2.    Main issues which you can help to alleviate

3.    Consumer efforts to solve this problem already taken

4.    Time in their current role

5.    Chain of command

2. Formulate A Marketing Model: 

Failing to prepare is preparing to fail. A slogan most commonly versed in the world of elite sport, but no less applicable to business generally, and digital marketing more specifically. It is vital that you are able to establish a marketing strategy capable of generating revenue and the following considerations should help you do just that:

1.    How much did your campaign cost?

2.    What revenues can you attribute directly to the campaign?

3.    How many leads and sales were generated by the campaign?

4.    Calculate your maximum (profitable) cost per lead or cost per acquisition.

5.    Use a large sample size for greater statistical accuracy

6.    Set up a control group to assess the outcome of the campaign. 

3. Tell Your Brand’s Story: 

People buy products and services from brands they can associate with and feel connected to. The easiest way for a company to achieve such a place in the consumer's heart and mind is through their brand story. 

Be sure to keep the following points in mind when formulating yours: 

1.    Why did your company start?

2.    It should be to the point, but subtle (not too in your face)

3.    What inspires and motivates your employees to work for your company?

4.    How and why did your product come into the marketplace?

5.    What does your company stand for?

6.    Sincere but conversational tone gains consumer trust

7.    Always place the consumer and their needs front and center of any brand story

4. Secure And Maximise Online Footfall: 

There’s little point in committing the time and cash to generate a sophisticated marketing strategy unless it generates clicks, site visits and ultimately sales. 

Fortunately for you, there are a number of ways in which you can help to boost your online traffic without spending a cent: 

1.   SEO (Search Engine Optimisation):

Keywords and their placement within your online content as well as the way other sites link to yours can have a huge influence on how many potential customers are exposed to your products and services. Often, SEO is just a matter of ensuring your site is structured appropriately for search engines.           

SEO webmaster tools can help you evaluate the effectiveness of your internal links; see which keywords are generating the most traffic, and determine backlinks to your website.

2.   Social Media:

Building a solid following on social media isn’t just important for the worlds sports stars and A-list celebrities. It can also be a great way of engaging with your potential client base. Be sure to maximize the opportunities on offer via platforms such as Facebook, Instagram, Twitter, and LinkedIn.

3.   Blogging and Vlogging:

A great way of sharing your company’s experience in the marketplace and, if done in the right way, building brand credibility.

4.   Email Lists:

A great way of securing repeat visits to your online content.

5.   Media Relations:

Forming positive relationships with the media can be a really useful way of increasing the visibility of your online content. 

It’s all well and good getting people to click on your website, but those numbers mean nothing to your business if at least some of them don’t become customers, and at least some of them repeat customers. 

Understanding the pathway of your potential consumer from one time visitor to loyal customer is vital to the success of your digital marketing.


These 4 easy to follow steps should provide you with a framework from which to launch a successful digital marketing campaign.  

Don’t be afraid to be bold; focus on your consumer base at an individual level as much as possible and most importantly of all optimize your exposure.

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About the Author

Catherine Park is a connector with Caffeinated who help businesses find their audience online. She loves working in the ever-changing world of digital and is fascinated by the role content plays in today’s marketing.