Digital marketing refers to marketing strategies and efforts that utilize electronic devices and the internet as their avenue of passing information.  Some of the most common tactics used in digital marketing are content and email marketing, SEO, paid search engine searches, and social media marketing. Digital marketing can be used on its own or to supplement the traditional model of marketing, such as print media, signage, and broadcast media advertising.

The importance of digital marketing not only favors marketers but also consumers in the development of more innovative services and programs. A good example is the Chipotle digital short film “Back to the start,” curated by Mark Crumpacker about sustainability and the unethical practices in agriculture. Digital marketing is essential in bridging the cross-platform gap for consumers in accessing products and services. Below are some of the reasons why digital marketing is important;

Growth Potential

With the current technological advancements, more and more people go online on a daily basis. It is, therefore, essential for businesses to be online too and carve out a niche for themselves. As of 2017, there were over 3.9 billion internet users, and that figure is projected to continue increasing. High connectivity between businesses and consumers translates to an increase in sales and growth for the company.

Target Markets

One of the advantages of digital marketing is the vastness of the market pool, where it’s possible to reach consumers of all target backgrounds and demographics at the same time.  By utilizing SEO tactics, you can target audiences using search engines to research various topics and products. By employing paid search engine searches, social media, and display banners as marketing tactics, you can also directly market products and services to specific target groups.

Targeted digital marketing is made possible through the use of smart algorithms, analytical tools, and data optimizations. Businesses are able to utilize information and data acquired through online interactions and used for dividing the market into segments. Through the various market segmentation, businesses are able to roll out marketing strategies and campaigns aimed at particular niche markets. Ads and organic marketing content are presented to customers based on their preferences.

Cost Saving

Marketing and advertising expenses are some of the biggest financial burdens in a business. While some companies have less trouble with the allocations, most businesses have to look for cost-effective alternatives for marketing their products and services. Marketing via digital platforms and strategies is less costly than traditional marketing for the same level of impact.

The success of digital marketing is measured in part by the number of clicks and views on products, referred to as impressions. Digital marketing is also measured in terms of conversions and sales. These metrics often indicate an impressive ROI in digital marketing efforts.


The application of digital marketing strategies put the business and its customers in a direct line of communication. The firm can communicate its offerings and get immediate feedback, and the customers are free to raise their concerns, complaints, and suggestions directly to the seller.

The level of communication between a business and its customers is vital in gauging its potential, which is why there is a need to keep a high engagement rate. Constant communication ensures there is continuous engagement among the parties involved.

Some of the digital marketing tactics used to relay relevant information are through regular use of social media, email newsletters, blog posts, and product offers. Chain reactions and communication lines further enhance this non-linear approaches to communication among consumers.

Global Reach

With the growth and development of the internet turning the world into a global village, marketing products and services with a mass universal appeal have become effortless. Digital marketing plays a crucial role in amplifying the presence and reputation of brands to reach new audiences and expand to the global arena.

Brand Development

An appealing, inviting, and well-developed online presence factors well into growing a brand, especially when characterized by quality and useful blog posts and an interactive social media channel. Branding plays an important role in digital marketing, building and maintaining a competitive advantage over other businesses, and distinguishing its products and services in the crowded market.

Branding and digital marketing overall is about making connections with consumers and engaging them on a personal level. The resulting engagement and relationship to the brand are what translates to sales. Branding is a major contributing factor to a firm’s expansionary measures.

Traditional models of marketing can barely match the present digital marketing strategies, which have changed focus to modeling strategies based on consumer interaction. The advantage of digital marketing is that it’s a level playing field for both large and small businesses, leading each brand to forge its own path.

Digital marketing is a tool that’s yet to be fully utilized and is influencing the traditional forms of marketing by changing the nature of certain concepts regarding ownership and sharing of information.