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The library of essays of Proakatemia

Digital marketing

Kirjoittanut: Marcos Homar Heinonen - tiimistä SYNTRE.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 4 minuuttia.

Digital marketing which is also referred to as online marketing is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. These could be E-mail, social media, text, and multimedia messaging used as a marketing channel.  If a marketing campaign involves digital communication, it is digital marketing. Digital marketing is so important nowadays as it is very accessible for most people. In April 2022 alone there were 5 billion internet users according to this Intuit Mailchimp article. This would mean 5/8 of the world population have used the internet during the month of April this year. These numbers are not always very accurate, but they still give an indicative reference of how widely popular the internet has become.


B2B vs B2C digital marketing

There are digital marketing strategies for both B2B and B2C marketing. They differentiate from each other significantly as they are targeted at different audiences. In B2B marketing clients tend to have longer decision-making processes. Relationship-building strategies are important in B2B selling where B2C customers tend to respond better to short-term offers and messages. B2B transactions are based on logic and evidence and B2C is more focused on the emotional side to make the customer feel good about their purchase. Decision-making in B2B needs more than one person’s input whereas in B2C customers favor one-on-one connections with the brand.


Search engine optimization

Your company’s search engine optimization is very important in modern businesses. Making your web page attractive for search engines is important as it positions your company higher in the search engine, for customers to find your business easier and avoid scrolling down for a long time. Most customers nowadays are not willing to scroll down to find the perfect web store to make their purchases. They are going to choose the first one that comes up when typing the keywords. If they have what they were looking for they are not going to hesitate and buy from another place. Therefore, if your web page is not well positioned in the search engine you are losing customers to other better-positioned websites.


The most important things to consider when optimizing your web page for search engines are the following. Firstly, the quality of content is very important as it sets the first impression for the customer. Secondly, the level of user engagement is also very important as with it done well you attract highly engaged customers to your website who are likely to buy or share your products with others. Thirdly mobile friendliness is very important. Your customers see the website on different devices, and therefore it is very important that the user experience is the same across all devices to provide the best user experience possible. Lastly the amount and quality of inbound links. Inbound links mean that other websites link back to your site making it in Google’s eyes a sign of quality content. These links are one of the most important elements in search engine optimization (SEO). “The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art.” From intuit Mailchimp.


Content marketing

According to this intuit Mailchimp article, 84% of consumers expect companies to produce entertaining and helpful content experiences. It also says that 62% of companies that have at least 5,000 employees produce content daily and 92% of marketers believe that their company values content as an important asset. Content marketing writers must rank highly in search engine results while engaging people who will read the materials, share them, and interact further with the brand. In order to create effective content that’s highly relevant and engaging it’s very important to know your audience and who are you trying to reach with your marketing efforts. When you know your audience better you also know which type of content to make. Regardless of your target group and content, it is important to focus on making content that is grammatically correct, free of errors, easy to understand, relevant, and interesting.


Social media marketing

Social media is a good place to highlight your brand, products, services, culture, and more. With billions of users, focusing on social media marketing can have a huge value in making your business more recognizable and gaining new customers. Your audience and goals dictate the social media platforms that are the most suitable for your business. Social media is the most popular content medium for B2C digital marketers at 96%. The same applies to B2B marketing. According to the Content Marketing Institute, 61% of B2B content makers increased their use of social media this year.


Social media marketing offers metrics that are very useful for knowing if you are reaching your audience. To create an effective social media marketing strategy, it’s crucial to follow some practices. Crafting high-quality and engaging content is very important to retain your customers from going to other competing companies. Replying to questions and comments in general in a professional manner gives a good image of your company. Creating a social media posting schedule is also very important as it gives a great impression for customers to be active on social media platforms. Posting at the right time is also important. Posting at times when customers are active on social media can boost sales. Hiring a social media manager can be a thing to consider if there is a budget for it. Knowing which social media channels your target audience uses is important as you should post on platforms that your audience uses.





Digital marketing encompasses everything from social media marketing to affiliate marketing. There were some digital marketing forms that I didn’t include in this essay as otherwise, this would become the length of an academic essay.

I learned a lot about digital marketing and the importance of search engine optimization (SEO). When search engine optimization is done properly your link will be popping up first when putting your company’s keywords on a search engine. There are more ways to market your company’s products or services than ever before. This makes having them all under control a time-consuming process. That’s why it is good to know what to do and on which platforms should you publish your company information for maximum reach. Well-made digital marketing helps your company to grow but poorly done digital marketing kills it.










Intuit Mailchimp, Digital Marketing, 2022


SAS, Digital Marketing what is it &why it matters, 2022


Investopedia, Digital Marketing Overview, Adam Barone, 23.06.2022

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