What is digital marketing

Inbound Marketing Blog

Customers are shifting their lives more and more into a digital environment. They use stationary and mobile devices. They are omnipresent in the digital world and always and everywhere networked. Suppliers are also adapting to the changed circumstances and renewing their marketing methods: Today, marketing takes place consistently and always digitally.

In our article you will find a definition, possible carriers, terms and methods of digital marketing. We also explain what digital marketing can achieve for your company and provide you with the 4 elements Lead generation shortly before.

So what is digital marketing?

Digital marketing definition: It is any form of marketing that reaches your potential or existing customers through a computer-based system or tool - mostly online. The basic advantages of digital marketing are:

  • Today, companies can use numerous digital communication tools to get in touch with customers in a variety of ways and address them specifically.
  • Digitization has led to a stormy increase in new data sources,
  • which has also enabled new framework conditions and expanded options for the analysis of marketing measures.
  • In addition, compared to offline measures, far fewer transaction costs are determined on the buyer and supplier side (such as search and information costs through search engines such as Google, or purchase processing costs through digital payment systems such as PayPal)

Support for digital marketing

Digital marketing encompasses a wide range of methods and material elements. We have summarized some common methods as well as materials and carriers for you:

  • Your own website
  • A company blog with regular blog posts
  • Self-created e-books and white papers
  • Video or audio content, such as how-tos, webinars, ...
  • Appealing infographics
  • Online brochures
  • Interactive tools such as graphics, maps, quizzes or games
  • Social media channels (Twitter, Facebook, LinkedIn, Instagram etc.)
  • Online reporting via PR, in social networks or reviews

Which elements you choose naturally depends on the type and orientation of your desired customers - yours Buyer personas - from. Who do you want to reach, where and in what way?

The last question is followed in alphabetical order by terms and methods of digital marketing that you can use to design, improve or disseminate your digital marketing.

Terms and methods in digital marketing

Content marketing

The Content marketing is dedicated to the planning, creation and distribution of content that represents added value for your target group and makes you a problem solver yourself. In addition, you can benefit your SEO optimization with a content strategy.

Email Marketing

The Email Marketing describes the sending of digital messages with which you can establish or strengthen customer contact. And even if you keep reading that email marketing is dead, that's not true. The opposite is the case. Email marketing is still widely used today to direct people to the company's website and, for example, to promote content and events.

Inbound marketing, sales and service

Inbound describes an overarching corporate strategy that includes marketing as well as sales and customer service. Inbound consistently uses the information and content that you provide online to make potential customers aware of your company. The goal is to engage your readers, convert them to leads, close deals with them, and excite them.

Marketing automation

This is software to simplify your marketing activities. Recurring tasks such as sending emails or posting on social media can, as the name suggests, be automated with the software. With Marketing automationYou can also send entire workflows, such as e-mails that build on each other and that are triggered by certain actions by the lead.

Mobile Marketing

Mobile marketing refers to all the processes that optimize your digital ads, websites, images for mobile devices. Use a mobile-optimized or so-called responsive design to achieve perfect usability on mobile devices.

Native advertising

Native advertising means something like “advertising in the familiar environment”. It's about content-based advertisements on a platform where they are displayed alongside unpaid content (e.g. sponsored posts on BuzzFeed or advertising on Instagram).

Online PR

Online PR is like public relations work in traditional PR. It is a company's digital reporting of its general activities. This can take place on blogs, in online versions of print media, or on social media.

Partner marketing

In affiliate marketing, you receive a commission when you advertise someone else's products or services on your website. This commission is based on criteria such as advertising period, contacts gained or click rates.

Pay per click (PPC)

This term describes a billing method in paid online advertising. You have probably heard of Google AdWords - you pay a fixed amount for every click on your ad. This is an additional way to drive visitors to your website. In addition, this is also one of the few online advertising options that also works at short notice and is therefore well suited for campaigns.

Social media marketing

Here you use the channels of social media to disseminate your content, to make your company, your product or your brand known and thus to inspire users and generate leads for your company.

Search engine optimization (SEO)

SEO comes from English and means “search engine optimization”. This includes all measures that serve to ensure that websites land at the top of the organic search engine ranking. For example, with the help of optimal keywords, the traffic on your website can be massively increased.

What the term digital marketing cannot

Digital marketing doesn't differentiate between push and pull marketing tactics. Push tactics are also called outbound methods, and pull tactics are called inbound methods. Digital marketing is therefore an umbrella term to which both inbound and outbound marketing can be subordinated.

Outbound methods contain measures that are presented to the user "unsolicited", such as a banner ad on a website. These measures are aimed at ensuring that a marketing message is perceived online by as many people as possible.

Inbound methods want to reach a more differentiated audience. Inbound tries to address users who are willing to receive this message or this content. In the first step, inbound methods are based on the user's ability to find the company website. This is followed by the goal of converting the user into a lead, a customer and finally a promoter.

What digital marketing can do

Digital marketing enables marketers to see precise results of your campaigns in real time, which is not possible with most offline marketing activities.

Digital marketing is a great way to measure your website traffic. You can

  • Find out in real time the exact number of people who viewed your website's homepage
  • see how many pages these people have visited,
  • which device the users have used for this and
  • where they come from

On the one hand, you can see which marketing channels you should concentrate on. You can also see how much traffic is coming from organic searches.

For example, if only 10% of your traffic is generated from organic search results, it is clear that more time needs to be invested in your search engine optimization to improve that percentage. You can also identify patterns of behavior of your target customers and thus make better informed decisions about how you can drive them to your website.

You can also use completed forms to collect the contact details of those who have shown interest in your content or content offers. In this way, you not only measure the number of users who interact with your content, but also generate leads.

The lead generation fits into the inbound method: Inbound uses the provided and relevant content to make potential customers aware of your company. Because the interest on the part of the potential customers is organic, the customers are the ones who take action and get the contact going. However, how you enable customers to contact you is part of lead generation.

In this context we would like to briefly introduce you to the components of lead generation.

Elements of lead generation

Around Generate leads, offer your website visitors information that is so valuable that visitors are willing to give information about themselves in the form of data.

For example, you can offer a whitepaper for download in which you leave your name, email address and company name on a landing page. You need the following components for this procedure:

Call-To-Action: A CTA is usually found at the beginning and / or end of a blog article or other content on a website. A CTA is a button in the form of an image or a message that is designed to entice website visitors to click. The click leads to the landing page.

Landing Page: A landing page is a website that the visitor lands on for the purpose of exchanging data. The landing page always contains a form.

Forms: A form consists of fields that collect information in exchange for a quote. Usually you will be asked for your name, email address and company name.

Offer: An offer is the content that is made available for the exchange of data. In our example this would be the white paper.

You are certainly already using measures in the field of digital marketing and are therefore well on the way to ensuring the future viability of your company. We would like to recommend that you coordinate all digital measures to successfully master the digitization of marketing and sales. You can also consider whether and to what extent inbound methods would help your company to draw the attention of interested parties to your website and ultimately to turn it into satisfied customers.


Why digital marketing? The real world is digitizing, it is becoming more complex and comprehensively networked. Take advantage of this fact and operate digital, better, Inbound marketing. Create streamlined content that generates website traffic and leads. Because online content that is ideally tailored to your desired customers and search engines is what makes it possible to find it on the wide web nowadays.


Digital Marketing: Where Do I Start? In the event that you are currently considering whether and how you can use digital marketing, we hope that with this article we have been able to give you a little insight as well as one or the other method with which you will soon be able to do more digital marketing. And since this article was only able to touch on the topic, we offer you to answer further questions. Please contact us.

Or simply visit our detailed website and find out about the possibilities for digitizing your everyday work:






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