Glossary

What is Digital Marketing?

Digital marketing refers to the strategic use of online channels to promote products, services, or brands, with the ability to measure, analyse, and optimise performance using data-driven insights.


The primary digital marketing channels include:

  • Search Engine Optimisation (SEO): Optimising online content to achieve higher rankings in search engine results and increase organic visibility
  • Content Marketing: Creating and distributing valuable, relevant content to attract and retain a defined audience
  • Social Media Marketing: Engaging with audiences across various social platforms (like Instagram, TikTok and Facebook) to build brand awareness, drive engagement and grow sales
  • Email Marketing: Using email communications to nurture leads and maintain customer relationships
  • Pay-Per-Click (PPC) Advertising: Paid online advertising where advertisers pay when users click their ads - this mainly relates to paid Google search advertising
  • Analytics and Data Analysis: Using data to measure performance and optimise marketing strategies

Digital marketing has become essential in today’s business landscape because it comes with many benefits for organisations. It allows them to:

  • Reach global audiences regardless of geographical boundaries
  • Target specific demographics with precision
  • Measure results in real-time and adjust strategies accordingly
  • Engage in two-way communication with customers
  • Scale marketing efforts cost-effectively

Measure everything

One of digital marketing’s greatest strengths is its measurability. Organisations can track key performance indicators (KPIs) such as website traffic, conversion rates, engagement metrics, and return on investment (ROI) with unprecedented accuracy. This data-driven approach enables marketers to optimise campaigns and allocate resources more effectively.

The success of digital marketing relies on understanding customer behaviour, creating valuable content, and maintaining a strong online presence. It requires continuous learning and adaptation as digital technologies and consumer preferences evolve. Organisations must stay current with emerging trends and platforms while maintaining focus on their core marketing objectives and target audience needs.


Digital marketing and web analytics

As a web analytics platform it’d be remiss of us not to mention the relevance of digital marketing in the context of web analytics. Some of the key activities carried out by a digital marketing team include:

  • Traffic Analysis: Web analytics tools track the volume and sources of website visitors, allowing marketers to assess the performance of various digital channels such as search engines, social media, email campaigns, and paid advertisements.
  • User Behaviour: Analytics provide insights into how visitors interact with a website, including page views, time on site, bounce rates, and conversion paths. This information helps marketers optimise user experience and content strategy.
  • Conversion Tracking: By setting up goals and funnels in analytics tools, marketers can measure how effectively their digital campaigns drive desired actions, such as purchases, sign-ups, or downloads.
  • Campaign Attribution: Web analytics enable marketers to attribute conversions to specific marketing channels or campaigns, helping to determine the most effective strategies and allocate resources efficiently.
  • Audience Segmentation: Analytics data can be used to segment audiences based on demographics, behaviour, or other criteria, allowing for more targeted and personalised marketing efforts.

Digital marketing strategies are continually refined based on data-driven insights. This iterative process involves:

  • Setting KPIs: Establishing key performance indicators aligned with business objectives.
  • Implementing Tracking: Using tools like UTM parameters to monitor campaign performance across various channels.
  • Analysing Data: Regularly reviewing analytics reports to identify trends, opportunities, and areas for improvement.
  • Optimising Campaigns: Making data-informed decisions to enhance marketing efforts and improve ROI.