Today’s digital marketplace place brands in a catch-22 position. They must make their company or product visible to potential customers who prefer online channels to communicate and research, but doing so requires skilled marketers with digital marketing expertise that can enhance their brand’s visibility online whether it be via search engine optimisation (SEO), pay-per click advertising (PPC) or social media. This increasing dependence on digital marketing solutions means the role of the ‘old school marketers’ is shifting in focus with regards to the need for new, more digitally minded skills that can help ensure strong brand exposure and loyalty online.

Digital marketer is responsible for using a variety of digital channels to build brand presence.

They accomplish this goal through the use of websites, Social Media (Facebook, YouTube, Instagram); search engines like Google and Bing; email marketing; mobile apps like WhatsApp and Facebook Messenger; online display ads; blogs.

Digital marketing is an intricate science and strategy that allows you to sell products and services through a number of different channels, including social media, search engines, email marketing, and mobile apps.

For example, a digital marketing strategy could consist of offering your product for free online so as to attract new customers and drive traffic towards your site via high-performance SEO techniques. Offline activities such as trade shows and banner ads are also included in a digital marketing strategy as they help ensure visibility amongst consumers who may not yet be aware of the brand or product being marketed.

• Outdoor (Billboards, bus/taxi wraps, posters etc)
• Broadcasting (TV, Radio etc)
• Print (Magazines, newspapers etc)
• Direct Mail (catalogues etc)
• Telemarketing (Phone, text message)
• Window display and signs

• More difficult to measure campaigns.
• Expensive.
• No direct interaction with the consumer.

• Social media (Facebook, Instagram, Twitter, YouTube etc)
• Website
• Content marketing
• Affiliate marketing
• Inbound marketing
• Email marketing
• PPC (pay per click
• SEM (Search engine marketing)

• Digital marketing is dynamic while traditional marketing is static.
• In the case of traditional marketing, targeting an audience is standard, whereas in the case of digital marketing, it could be changed.
• Traditional marketing is less effective and more expensive than digital marketing.