Digital marketing is any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device.

Think about the last time you bought something. Did you see an ad for it on social media? Did you search for reviews on Google? Maybe you got an email about a sale. If so, you’ve experienced digital marketing firsthand. Businesses use it to connect with people where they spend a significant amount of their time: online.

Before the internet, marketing was a one-way street. Companies put ads in newspapers, on billboards, and on TV. They broadcasted a message and hoped the right people were paying attention. This is traditional marketing. It’s still around, but it has some key differences from its digital counterpart.

Digital marketing opens up a two-way conversation. It’s more targeted, measurable, and interactive. You aren't just shouting into the void; you're speaking directly to specific groups of people and getting immediate feedback. A TV ad can’t tell you who saw it, but a Facebook ad can.

Digital marketing isn't just one thing. It's a collection of different tools and strategies, often called channels. Each channel offers a unique way to reach people. While there are many, a few core channels form the backbone of most digital strategies.

Here are some of the most common channels:

• Search Engine Optimization (SEO): This is the practice of optimizing your website to rank higher in search engine results, like on Google. The higher you rank, the more likely people are to find you when they search for something you offer.

• Content Marketing: This involves creating and sharing valuable free content—like blog posts, videos, and podcasts—to attract and retain an audience. Instead of pitching your products, you're providing value that builds trust.

• Social Media Marketing: This is about promoting your brand on social media platforms like Instagram, Facebook, and LinkedIn. It’s used to build brand awareness, drive traffic, and generate leads.

• Pay-Per-Click (PPC) Advertising: With PPC, you pay a fee each time someone clicks on one of your ads. The most popular type of PPC is search engine advertising, where your ad appears at the top of search results.

• Email Marketing: This is one of the oldest forms of digital marketing. It involves sending promotional messages or newsletters to a list of subscribers to nurture relationships and encourage repeat business.

These channels often work in tandem. A great blog post (content marketing) can be promoted on social media and discovered through search engines (SEO). Understanding the basics of each is the first step toward building a successful online presence.

Ready to check your understanding? Let's see what you've learned about the fundamentals of digital marketing.

Now you have a solid grasp of what digital marketing is, how it compares to traditional methods, and the main channels marketers use to connect with audiences online.