How does digital marketing work?

There are a number of ways to approach a digital marketing campaign. As a digital marketer, you have a wide variety of tactics, strategies and channels in your toolbox that you can use to engage with your target audience. Digital marketing campaigns generally involve the following steps:

1: Define your marketing goals

Digital marketing is a broad area. So it’s important to establish your goals before launching a digital marketing campaign. For example, do you want to increase brand awareness? Do you want to acquire new customers? Do you focus on customer loyalty and customer loyalty? Describing your goals will help you tailor your strategy and budget to the impact you want to make.

2: Identify your target audience

Who are you trying to get the attention of? The more details you can find out about your target audience (age, location, income, etc.), the easier it will be to determine how to get in touch with them.

3: Determine the right marketing channels and marketing tactics

Now that you know who you want to reach, you need to decide how you want to reach the target audience and how much money you want to spend. Let’s say you’re a B2C digital marketer looking to connect with younger customers. In that case, you could allocate a larger portion of your budget to social media ads on specific platforms instead of putting most of your effort (and money) into blog publishing.

4: Develop and optimize content and messaging for every channel

Analyze your data and try to find out as much as possible about your target group. For example, if you know that your customers prefer to browse on their phone rather than on a laptop, the content they receive should be optimized for viewing on a mobile device. But that may not be enough. Customers interact with brands in different ways through different channels. So you need to make sure that every piece of content has a consistent brand style and message. Consistency prevents confusion about what your brand is and what value you provide.

5: Campaign measurement via key metrics

Measure your performance using key metrics and make improvements based on those results. If you’re not measuring your performance against the key metrics you defined earlier, how will you know if the campaign is working or continuing to improve? By measuring results over time, you’ll know if you’re retaining customers, driving loyalty, and building brand awareness. Explore the interactive marketing demo

Cross-channel digital marketing

Cross-channel marketing (also known as multi-channel marketing) is the use of different channels. Cross-channel marketing transcends (and embraces) traditional marketing. In this digital world, a marketer must use multiple channels to stay on top of the needs of the target audience. Depending on your intended audience, you may need to use different channels, such as social media, email, web, text, TV, and radio. The more data you have about preferences, positions and interests of your customers and prospects, the better you can build a marketing strategy with the right content delivered through the right channels.

Customers like to switch between channels. They move from social media to a website and from a digital assistant to their email in no time. You need to keep pace with the customer and ensure a seamless customer journey across all channels. Keep in mind that all your channels should be in line with your style and message. A disjointed customer journey across different channels scares customers off. Strive for consistency in your cross-channel digital marketing.


Marketing is storytelling. How shocking and confusing would it be if the details were different? Or if the tone and style were changed? Your target audience would not be able to follow it. They might not understand the message you’re trying to convey and they wouldn’t pay attention to how the story ends.

The customer journey must be a pleasant whole. It should be easy for the customer to read, view and absorb content, regardless of the channel. Websites must be user-friendly, advertisements must be understandable and images must look attractive. Digital marketing is all about having a digital conversation with your customers. You want to make the best possible impression so that they keep talking to you.

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KPIs for digital marketing

Digital marketing KPIs (Key Performance Indicators) are used to measure the performance of marketing campaigns . Digital marketers can use a number of KPIs to measure results. As you map out your strategy, you can determine which specific digital marketing KPIs to use to make it easier to set your goals and objectives and measure campaign performance, including the following metrics:

  • Returning visitors to the website. Indicates engagement as visitors return to your website/portal page to consume more content or take a specific action.
  • First visit. Here you will find information about how people find your website and how engaged they are once they find your website.
  • Web traffic sources. Here you can see how people find your website/portal page.
  • Total number of visits. The number of separate browsing sessions by individual visitors to your site.
  • Total number of unique visits. The number of people who visited your website/portal page.
  • click-through rate (CTR). The percentage of people who clicked on a CTA or link.
  • Average time on page. The average amount of time all users spend on a single page.
  • Marketing ROI (return on investment). The amount of revenue generated by a marketing campaign compared to the cost of running that campaign.

There are hundreds of KPIs you can use depending on the types of campaigns you run. More information can be found here.

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