What Even Is 'Digital Marketing'?

Written by
Visions Team
January 28, 2022

You’ll have heard of this phrase before ‘Digital Marketing’, but maybe you’re unsure what it means and how it could help you. Get ready for a rundown on everything you need to know about digital marketing.

Digital marketing is the use of digital channels, platforms, and technologies to promote and advertise products, services, or your brand. Digital marketing strategies aim to connect with potential customers in the online space, drive brand awareness, generate leads, and ultimately convert leads into customers. 

Here are the most important components of digital marketing: SEO, PPC, Social media and analytics.  


Search Engine Optimisation (SEO) consists of optimising the website’s technical configuration, posting relevant content and ensuring good link popularity so that your website ranks on the first page of search engines such as Google and Bing. At the end of the day, a staggering 75% of people don’t look past the first page of Google

  • Use keywords relevant to your business and audience interest
  • Create a network of links that send users back to you (also called backlinks)
  • Check the relevance of your content compared to your keywords (think, does it answer a question someone would search for?) 

If you want to know more about SEO and how it works, read our full guide to SEO here.


PPC stands for "Pay-Per-Click," and it's a type of online advertising model where advertisers pay a fee each time their ad is clicked. It's a way of buying visits to a website rather than earning those visits organically. PPC is commonly associated with search engines like Google, but it can also be used on social media platforms and other websites.

With PPC, you can target people based on:

  • Interest
  • Words they search for
  • Age
  • Gender
  • Location
  • Device

A great thing about PPC advertising is that rather than spending a ton of money on a general campaign that people might not even pay attention to, you only pay based on how many clicks you’ve actually generated on that ad.

These targeting options, coupled with the budget-friendliness of PPC, make PPC a really beneficial aspect of digital marketing, and by merging PPC and SEO, you can create an excellent overall campaign.

Social Media

Social Media has exploded in recent years, and if you don’t update your marketing strategy to include social media, you’ll be left in the dust. Studies show that 90% of social media users follow at least one brand online. 

What you can do on social media as a business:

  • Respond to comments and engage with your audience
  • Get quick feedback on content
  • See metrics instantly  
  • Show off your brand and interact with your audience without having to promote yourself

Marketing Analytics

Marketing analytics will give you an invaluable insight as to the success of your advertising campaigns.

  • Track most important KPIs (Key Performance Indicators) like conversions and return on ad spend
  • Track your results and update your site
  • See where your campaigns are most successful
  • See what needs changing next

By regularly doing this you can keep on top of your site’s performance and keep on climbing the Google rankings.


In conclusion, digital marketing is the dynamic and interactive way businesses connect with their audience in the vast online landscape. It's not just about selling products; it's about building relationships, creating engaging content, and adapting to the ever-evolving digital world.

From fine-tuning websites to be search engine favourites (SEO) and securing prime spots in search results (SEM), to rocking the social media scene, telling captivating stories through content marketing, and maintaining a direct line of communication through email – digital marketing is a multi-faceted approach that harnesses the power of the internet.

We provide all the sites we manage with a monthly report showing the key metrics that demonstrate how effective our SEO and PPC campaigns are. We’ve got some great insider tips and ideas on how to market over social media and we love to keep on top of what needs updating. Contact our team of professional and friendly digital marketing specialists and let’s discuss your requirements!

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