Understanding Digital Marketing – A Practical Insight

Digital marketers are responsible for the day-to-day well-being and performance of the online marketing efforts of a business. There are a number of different marketing channels and methods that can be used in order to improve the overall digital marketing strategy by monitoring different digital metrics and working in unity with the marketing team of a business.

This article will examine some of the proven digital marketing practices and how they contribute to achieving the overall marketing objectives of a business.

Understanding the Challenge

Digital marketing is a rapidly changing field. The way that digital marketing was conducted 10 years ago is radically different from the way that digital marketing operates in 2019. A recent report from Reuters indicated that global digital marketing spending in 2019 is set to top $100-billion globally. New channels and different marketing mediums mean that digital marketing professionals need to stay nimble in order to remain competitive in the ever-changing field.

The best digital marketers need to possess an eclectic skill set and have a comprehensive understanding of where the market is located, which channels are the most efficient for communicating with them, and how to interpret and adjust campaigns based on digital metrics. The size and scope of the project are relative to the scale of a business that they are working with.

For instance, an SEO professional will spend the majority of their time driving organic visitors to a website through organic research and website optimisation, while a social media marketer will spend the majority of their time figuring out how to engage with their audience across the various platforms. One popular marketing company, Safari Digital Canberra, believe that the most successful search engine marketing companies are the ones that understand that different channels all feed into the holistic marketing strategy. Leon from Safari Digital says that companies that are able to recognise the purpose and effectiveness of different channels to drive different goals are the ones who enjoy the most success online.

Irrespective of the field that they work in some of the traits that remain consistent across all digital marketers irrespective their channel includes:

  • The ability to use and interpret data
  • Understanding and locating where customers are
  • Figuring out how to engage the audience
  • Manage customer relationships
  • Remain nimble
  • Keep up to date with the latest trends
  • Understanding customer behaviour


Diversify Channels

Using every available channel is the key to increasing the reach of your digital marketing efforts. By utilising every available channel, you reach the maximum number of people, engage different audiences, attract diverse leads, and have the best chance of finding where your potential audience is hanging out. The most important channels that digital marketers need to focus on include:

  • Pay per click advertising
  • Social media marketing
  • Search engine optimisation
  • Public relations marketing
  • Affiliates channels

Above all, digital marketers should have a comprehensive grasp of how each of these channels can be used to engage different audiences and how they can complement one another

Being an effective digital marketer in 2019 requires a lot of hard work. Unlike some other professions, digital marketing is constantly changing, and as such, the most successful professionals are the ones that can keep up to date with the latest trends and adapt quickly.