The role of digital marketing in a marketing strategy
local seo optimisation
by Karen McNulty

Digital marketing has become a crucial part of marketing strategies for businesses of all sizes and industries. As of January 2023, there were 5.16 billion internet users worldwide, which is 64.4% of the global population With the increasing number of people using the internet and digital devices, businesses have recognised the importance of reaching their target audience through digital channels. In this article, we will discuss the role of digital marketing in a marketing strategy and provide details on how it can help businesses achieve their marketing goals.

What is Digital Marketing?

Digital marketing refers to the promotion of products or services using digital channels such as search engines, social media, email, websites, and mobile apps. The goal of digital marketing is to reach a targeted audience and encourage them to take a specific action, such as making a purchase or filling out a contact form.

Role of Digital Marketing in a Marketing Strategy

Digital marketing plays a significant role in a marketing strategy and can help your efforts in several ways:


  • Reach a Wider Audience: Digital marketing allows businesses to reach a wider audience than traditional marketing methods. With the right digital marketing strategy, businesses can reach potential customers who are located in different geographical locations or have different interests.
  • Cost-Effective: Digital marketing is cost-effective compared to traditional marketing methods. Businesses can use digital channels to reach their target audience without spending a lot of money on advertising.
  • Measurable Results: Digital marketing provides measurable results, making it easier for businesses to track the success of their marketing campaigns. With tools such as Google Analytics, businesses can track website traffic, conversion rates, and other important metrics.
  • Targeted Advertising: Digital marketing allows businesses to target specific audiences based on demographics, interests, and behaviours. This targeted advertising can help businesses reach the right audience with the right message.
  • Brand Building: Digital marketing can help businesses build their brand by creating engaging content and engaging with their audience on social media. By creating a strong brand presence online, businesses can increase brand recognition and loyalty.
  • Increased Customer Engagement: Digital marketing can help businesses engage with their customers on a more personal level. With email marketing and social media, businesses can communicate with customers and build relationships that can lead to repeat business and referrals.


Digital Marketing Strategies

There are several digital marketing strategies that businesses can use to achieve their marketing goals. Some of the most effective digital marketing strategies include


  1. Search Engine Optimisation (SEO): SEO is the process of optimising a website to rank higher in search engine results pages (SERPs). By ranking higher in search results, businesses can increase website traffic and attract potential customers.
  2. Pay-Per-Click Advertising (PPC): PPC advertising involves paying for ads that appear in search results or on social media platforms. By targeting specific keywords or demographics, businesses can reach potential customers who are interested in their products or services.
  3. Content Marketing: Content marketing involves creating and sharing valuable content that attracts and engages a target audience. This content can include blog posts, videos, infographics, and other types of content that provide value to the audience.
  4. Email Marketing: Email marketing involves sending targeted emails to a list of subscribers. Businesses can use email marketing to promote products, share industry news, and build relationships with their customers.
  5. Social Media Marketing: Social media marketing involves using social media platforms such as Facebook, Twitter, and Instagram to promote products and services, engage with customers, and build brand awareness.

Digital marketing has become an essential part of a marketing strategy for businesses of all sizes and industries. By using digital channels to reach their target audience, businesses can increase brand awareness, engage with customers, and achieve their marketing goals. By understanding the role of digital marketing and using the right digital marketing strategies, businesses can stay competitive in today’s digital age. Contact our expert team at Media Matters to discuss your marketing strategy.

The Author

Karen McNulty

Karen was responsible for single-handedly transforming MM into a fully digital marketing agency, back in the day. Her strengths lie in everything digital, as well as planning and strategy. Together with Dawn, she is responsible for our smooth-running ship. She has bags of knowledge and experience across a range of disciplines, industries and verticals which makes her invaluable as we look to continue to grow the business and onboard new clients. Karen’s passion is technology, new innovations and trends around digital transformation, digital marketing and cloud computing.
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