Put simply, marketing is messaging to potential customers to promote a product or brand. These efforts can take a number of non-digital forms, including mailers, billboards, automated phone calls — even skywriting!
Digital marketing is any marketing effort performed on digital channels accessed through a phone or computer. Think search engines, social media accounts and blogs (like the one you’re reading now!).
With the rise of the internet and the digital marketplace, digital marketing practices have become increasingly common. Becky Montchal, founder of the Phoenix-based, digital marketing agency Green Hearted, began to notice the rise of digital marketing about eight years ago. According to Montchal, it used to be much more common for businesses to forgo digital marketing efforts, as she explains, “Let’s say you’re looking for a restaurant. Maybe you'd Google ‘sushi near me.’ Well, unless that page is optimized to appear in your specific geographic location, you might not ever know about this great hole-in-the-wall sushi place.”
Recent events, however, have made these digital marketing efforts essential. Montchal explains: “COVID brought places like that sushi restaurant on the map because [those restaurants] had to switch to this a digital-first mindset, incorporating partnerships like Uber Eats or Postmates or DoorDash.”
By virtually connecting businesses to customers, digital marketing practices have made it possible for many businesses to withstand the slowdown of in-person customers. Digital marketing has now become the rule rather than the exception.
In this article, we’ll cover the different types of digital marketing and why developing a digital marketing strategy is so important.