The Basics of Digital Marketing

Digital marketing refers to all the marketing activities and engagements. These activities take place via digital media channels. The main objectives of digital marketing are:

  • Increase online brand presence.
  • Generate leads.
  • Turn leads into conversions.
  • Turn successful conversions into loyal customers.

Channels Used in Digital Marketing

Digital media channels help in achieving effective digital marketing. Your preferred digital marketing channel depends on your business goals and objectives. Below are the popular digital marketing channels:

  • Social Media Marketing (SMM)
  • Search engine optimization (SEO)
  • Content marketing (audio, written, and audio-visual content)
  • Search engine marketing (SEM)
  • Pay-per-click advertising (PPC)
  • Email marketing
  • Affiliate marketing

You can use one or more channels when coming up with a digital marketing strategy. The most effective marketing strategies use more than one digital marketing channel. Other aspects of digital marketing channels which are often overlooked include:

  • Offline marketing strategy. The use of billboards in public places to market products and services. 
  • Radio marketing
  • Phone marketing.
  • Television marketing

Key Performance Indicators (KPIs) of Digital Marketing

An effective digital marketing strategy should track the progress of the marketing project. And tweak changes based on the collected metrics. Digital marketers have access to plenty of data and information. This data is accessible from various digital marketing channels. Important KPIs to use when determining the effectiveness of a digital marketing strategy:

  • Total sales
  • ROMI (Return on marketing investment)
  • Leads
  • Lead-to-sales conversion rate
  • Revenue
  • CPL (Cost per lead)
  • Booking rate and numbers (from calls)

Before developing a digital marketing strategy, perform a digital competitive analysis. The analysis compares your online presence against your competitors. 

For highly competitive industries, like online casinos, this is extremely important to see how you’re attracting users, versus the competitors. It also gives you a clear digital marketing roadmap. Hence easier to pick the best digital marketing channels for your business.


Digital marketing helps you reach your target market. Optimizing your digital marketing strategy can help your business achieve marketing success. You can customize the digital marketing channels to meet your business objectives.

Companies now use digital marketing to check marketing campaign success. Hence it's vital to work with a digital marketing agency that understands your brand. Such an agency will help you develop effective digital marketing strategies and solutions.

Every business looking to grow its online audience needs to use digital marketing.