What is Digital Marketing?

What is Digital Marketing? A Deep Dive into Strategies and Tools

Digital marketing is the art of using digital channels to promote a brand, product, or service to potential customers. It includes a wide range of digital marketing strategies and tactics—like SEO (Search Engine Optimization), PPC (Pay-Per-Click), social media marketing (SMM), email marketing, and digital video advertising—to connect with audiences, boost brand awareness, and drive sales. In this article, we’ll explore why digital marketing is essential and break down its key components to show why it’s a cornerstone of modern business success.

Why is Digital Marketing Important?

Digital marketing has transformed how businesses of all sizes reach their goals. Here’s why it’s a game-changer:

• Reach a Wider Audience with Digital Marketing – With over 4.7 billion internet users globally, digital marketing channels like SEO, PPC advertising, paid social media, and email campaigns offer unparalleled reach. Strategies such as search engine marketing (SEM) and targeted digital video (via platforms like YouTube, OTT, and CTV) allow businesses to pinpoint their audience and amplify brand visibility. Digital video marketing is the fastest-growing tool, leveraging platforms like connected TV (CTV), pre-roll ads, and social media for maximum impact.

  
  

• Cost-Effective Digital Advertising – Compared to traditional marketing, digital marketing is budget-friendly. Whether through PPC campaigns, social media ads, or display advertising, the cost of entry is lower, and the impressions far exceed those of print or TV. It’s an accessible way for businesses to promote their brand and increase conversions.

  
  

• Measurable Results in Digital Marketing – One standout feature of digital marketing is its trackability. Tools like website traffic analytics, conversion rates, attribution models, and ROI metrics let businesses measure success in real time. Whether optimizing SEM campaigns or testing digital display ads, you can tweak strategies for better performance.

  
  

• Personalized Targeting with Digital Tools – Digital marketing excels at personalization. By leveraging targeted advertising, businesses can tailor messages based on interests, behaviors, and demographics. At Ryan Spelts Marketing, we help clients define their “WHO”—your ideal customer—so digital ad campaigns hit the mark, fostering loyalty and stronger connections.

  
  

Key Types of Digital Marketing Strategies

Here’s a breakdown of the most effective digital marketing tactics businesses can use:

1. Digital Display Advertising – These are banner ads shown on high-traffic sites like CNN or ESPN. Sold by CPM (cost per thousand impressions), businesses typically aim for 100K impressions monthly.

   
   

   • Geo-Targeting – A digital display tactic targeting users based on location.

     
     

   • Retargeting – A powerful digital marketing tool that re-shows ads to users who’ve engaged with your brand, keeping your business top-of-mind.

     
     
   
   

2. Targeted Email Marketing – Using opt-in email lists, email marketing delivers personalized content to interested users. Pair it with retargeted display ads for a one-two punch. It’s ideal for nurturing leads and driving conversions.

   
   

3. Paid Search (SEM/PPC) – Pay-per-click advertising ensures your business appears in search engine results for targeted keywords. Costs vary by industry, but SEM is today’s digital phonebook—don’t skip it! Plus, Google Maps optimization is critical for local businesses, as 60% of local searches use Maps. We help clients rank high in Google Maps listings.

   
   

4. Social Media Marketing (SMM) – Paid social media ads on platforms like Facebook, Twitter, and Instagram go beyond boosted posts. This digital marketing strategy uses precise targeting for lead generation. Organic SMM builds engagement and brand awareness through compelling content.

   
   

5. Digital Video Marketing – From YouTube ads to OTT video, digital video spans short-form social clips to full pre-roll ads. Here’s how it breaks down:

   
   

   • OTT (Over The Top) – Targeted video on any device, including connected TVs.

     
     

   • Pre-Roll Video – Ads before online video content, like a late-night show clip.

     
     

   • CTV (Connected TV) – Video ads on large screens only (not mobile).

     
     

   • YouTube & Social Video – Targeted ads tied to your audience’s “WHO.”

     
     

   • Streaming Audio – Think radio-style ads on platforms like podcasts or music streams.

     
     

6. Search Engine Optimization (SEO) – SEO optimizes your website to rank higher on search engine results pages (SERPs). Targeting keywords drives organic traffic and boosts online visibility.

   
   

7. Content Marketing – This digital marketing strategy creates valuable content to attract and engage audiences. High-quality blogs, videos, or infographics enhance brand awareness and position you as an industry leader. At Ryan Spelts Marketing, we use content marketing to drive traffic and offer a subscription video service: $799 for an hour of on-location filming monthly, producing 4-6 videos for your digital marketing efforts.

   
   

Final Thoughts on Digital Marketing

Need help choosing the right digital marketing tools? Every business is unique, and finding the best advertising strategies—from SEO and PPC to social media marketing and digital video—can feel overwhelming. That’s why we built our custom recommendation engine at Ryan Spelts Marketing. By analyzing nationwide data, we pinpoint the top digital marketing solutions for your business—FREE, with no obligation. Let us know if you’d like us to run your business through it! Book an appointment here.