Digital marketing, which is also known as data-driven marketing, is a technique where you market services or products using a variation of digital technologies. This is mostly implemented on the internet but can also include display advertising, mobile phone and any other digital medium.

The evolution of digital marketing and search engine’s in the 1990s and 2000s has drastically changed the way we think about digital and the way brands and businesses use technology for marketing to get their products or services in front of the right audience.

Digital platforms are evolving every day and need to be incorporated into our marketing plans. Every day, more and more people are using digital devices instead of visiting physical shops.

The most common digital marketings tactics that help to drive sales are as follows:

Search Engine Optimisation (SEO)

SEO is a process by which you optimise a website to rank highly in Google or Bing organic search results for specific keyword phrases.

In turn, ranking your website higher in these search engines will result in more traffic to your website and a better chance of getting more sales.

An important factor to consider with Search Engine Optimisation is that the process is not a quick win. It takes time to gain better rankings for competitive keywords and can take months, if not years, for head terms like (car, insurance, etc).

Building links and creating remarkable content can also help to improve rankings and traffic.

Affiliate Marketing

Affiliate marketing is where you receive a commission for promoting and marketing someone else’s services or products on your website.

To improve your chances of performing better than other affiliates, it is crucial that you create affiliate landing pages a with information about the brand or products you are promoting. This will help to improve traffic and rankings related to the products or services that you are promoting.

A downside to affiliate marketing is that the advertiser controlling the product or service can stop selling the product at any time which will halt your ability to earn money this way.

Email Marketing

Email marketing is a great way to communicate with your audience. It can be used to promote content, events and discounts. It is also a great way to drive targeted traffic to your website.

On May 25th 2018 the law changed and GDPR was introduced. This has changed the way we collect and store data and has had an impact on the way we create and run email marketing campaigns.

GDPR has affected email marketing in many ways such as:

  • You now need consent to send people emails. If they do not give consent, you could end up being fined.
  • The landing pages used for when users sign up need to provide clear information on what the user is signing up for (newsletters, promotions, etc.).
  • You need to make sure no checkboxes are automatically checked.

To read more about all the requirements, please read creating landing pages for GDPR and data collecting for GDPR.

Online PR

Online PR is all about earning online editorial coverage in newspapers, TV, radio, magazines, outreaching to social media and other digital publications to gain online exposure to your business.

Using PR can give you many opportunities to gain valuable links on authority websites and improve rankings and traffic.

PR is a great way to build brand awareness on multiple channels with a tailored outreach programme to suit your business and a content funnel that gets the message out about what services you offer or products you sell.

Pay Per Click (PPC)

PPC is a great way to drive traffic to your website. You can do this by creating Ads on PPC networks such as Google and Bing.

You create your Ads on your selected network. When someone clicks on your Ad and is taken to your website landing page that represents the Ad copy, you pay a designated fee.

To succeed with PPC, it’s important that you create targeted landing pages. This is vital to improving your quality score that can have a big impact on your overall spend on AdWords.

It is important to have separate landing pages to your organic pages. This means that when users land on your website from search engines, they are not distracted by any non-relevant menus or content.

Social Media Marketing

Social media marketing is promoting your brand on networks such as Facebook, Twitter, LinkedIn and Instagram.

This will help you increase brand awareness, drive targeted traffic to your website and generate quality leads for your business.

It is important that every business is on as many relevant social networks as possible so potential customers can contact you on any of them. Being seen to be active on all networks shows you are serious about your business and want to get the message across about your services and products you offer.

Content Marketing

Content marketing is where you create remarkable content that will help with traffic growth, lead generation, customers and brand awareness.

There are many types of content creation you can use to drive traffic to your websites These can include blog posts, eBooks, whitepapers, digital infographics and brochures. Creating content can bring in natural links to your website and increase the number of social shares.

Creating the right type of content also has the potential to go viral and put your brand in front of the right audience.

Inbound Marketing

Inbound marketing is where you create content and visuals that represent different stages in your sales funnel.

There are 4 stages of inbound marketing – Attract, Convert, Close and Delight. Users entering your website on different landing pages will be in different stages in your sales funnel. In doing this, you ensure the information available on each landing page is relevant to the stage they are currently at.

Note: All of the marketing techniques mentioned in this document can fall into the inbound marketing strategy.


Digital marketing is a huge subject that is greatly underestimated by businesses who want to sell their product or services online.

There are multiple channels that businesses can use to promote themselves. These will help to drive targeted traffic to their website and gain leads. Understanding the various digital marketing methods available to them gives businesses a better chance of succeeding with their efforts.

Two other areas to consider are mobile marketing, which has really taken off in the digital world, and Voice Search which is growing in popularity each year.

Every business needs to be ready for changes in the ever-evolving digital world.