Digital Marketing In 2023: The Ultimate Guide

Digital marketing has transformed the way businesses reach and interact with prospective customers for their offerings. However, in this fast-evolving digital landscape, determining the most effective digital strategies can be quite challenging.

Forbes Advisor India has compiled a comprehensive guide to help you navigate the essentials of crafting successful digital marketing strategies for your business. Within this article, you will gain insights into the meaning of digital marketing, the most effective types and techniques, and real-world examples that have yielded outstanding outcomes. Discover the optimal digital marketing approaches for your business.

What Is Digital Marketing?

Digital marketing, also known as online marketing or internet marketing, is a method of connecting with potential customers who utilize digital tools. The primary objective of digital marketing is to generate interest and drive sales for various products and services.

Digital marketing can be executed over the internet through any device connected to it, employing a range of communication approaches such as text messaging, email, web-based advertising, and social media.

Why Is Digital Marketing Important in 2023?

Conventional marketing platforms such as broadcast television, radio, and print media still exist, but they no longer command the massive audiences they once did. To excel as a marketer today, it's crucial to direct your efforts towards where your audience currently resides, and that place is undoubtedly the internet.

According to Statista, India alone boasts more than 1.2 billion internet users, and this number is steadily increasing. As digital usage continues to surge, so do the opportunities for digital marketing. However, the significance of digital marketing doesn't solely stem from the high internet usage rates; it's indispensable because digital marketing methods consistently yield outstanding results.

In a recent survey conducted by Nielsen among marketers, 62% of respondents reported that investing in social media marketing on digital platforms was either highly or very effective for them. Additionally, search marketing and online/mobile display marketing received effectiveness ratings of 57%, while online/mobile video marketing earned a rating of 58%.

What Is a Digital Marketing Strategy?

A marketing plan serves as a blueprint for how you aim to leverage marketing to achieve the objectives and goals established in your company's business plan. A digital marketing strategy, on the other hand, outlines the utilization of digital technologies and communication methods to engage your target audience and convert potential customers into actual buyers.

The most effective digital marketing experts utilize a variety of digital tools and techniques. This includes digital advertising, search engine optimization (SEO), social media marketing, content marketing, and email marketing, among others. These digital strategies can be synergistically employed to produce exceptional outcomes. Your digital approach should clarify the specific tools you intend to use and the methods you plan to implement to benefit your business.

Types of Digital Marketing

Social Media Marketing

When examining social media statistics, the sheer scale of current and projected social media users is truly remarkable. It is estimated that 4.9 billion individuals globally utilize social media, and experts anticipate this number will increase to 5.9 billion by 2027.

As of 2023, Facebook continues to lead with the highest number of active users, boasting 2.9 billion users worldwide, followed by YouTube with 2.5 billion, WhatsApp with 2 billion, and Instagram with 2 billion users. LinkedIn has a user base of over 900 million across the globe, while TikTok, Snapchat, Twitter, and Pinterest each have more than 450 million active users. Clearly, these immense audiences offer remarkable opportunities for marketers.

One significant benefit of social media marketing is that it doesn't require a substantial upfront investment. Every digital marketing platform allows you to create an account at no cost, enabling you to immediately share content, whether you're looking to minimize expenses or avoid advertising costs. Additionally, social media platforms provide paid advertising options that empower you to craft highly targeted campaigns to reach your desired audience.

Social media has a proven track record of driving sales, as 76% of consumers report making purchases after encountering products on social media. For optimal outcomes, it's advisable to start by focusing on one or two social channels and then expanding as you become more comfortable. Furthermore, consistency plays a pivotal role in successful social media marketing; maintaining regular engagement with your audience is essential.

Search Engine Optimization (SEO)

Right now, there's a significant likelihood that online users are actively searching for the products and services that your business offers. To ensure that these potential customers can discover your company, your website needs to be visible in search engine results, particularly on Google. In simpler terms, being present in Google search results and achieving a high ranking is essential if you want to direct your target audience to your website.

Investing in search engine optimization (SEO) represents a highly strategic marketing move. Exceptional SEO can yield a return on investment (ROI) of 700% or more. With some initial planning, you can make certain that your website content is easily discoverable by prospective buyers. Moreover, when you leverage compelling content and effective marketing messages, you can increase the conversion rate of website visitors into actual customers.

If you're working with a limited budget, you can kickstart your SEO efforts using free tools like Google Keyword Planner and Google Trends for research. Additionally, there are paid SEO tools available that can greatly streamline the planning and research process. The top-notch SEO software will provide you with the knowledge necessary to achieve higher rankings on Google and other search engines.

SEO can be a complex field, and if you lack expertise in it, you might consider hiring a professional to assist you. The best SEO services can support you in all aspects of SEO, encompassing technical SEO, on-page and off-page SEO, link-building, mobile SEO, keyword research, and SEO copywriting.

Also read SEO

Search Engine Marketing (SEM)

There was a time when search engine marketing (SEM) encompassed all aspects of search marketing, which included both organic SEO strategies aimed at increasing website traffic naturally and paid SEO, where fees were charged for sponsored posts to gain priority placement on search engine results pages (SERPs). However, in today's context, SEM primarily refers to paid search advertising.

SEM can be particularly beneficial for businesses that are confident their potential customers are actively searching online for similar products or services, intending to make a purchase. For example, when a user searches for "plumbers near me," it signifies an immediate need, and they are likely to hire a plumber soon.

In general, the higher your business ranks on Google, the more traffic your website can attract. Therefore, investing in paid advertising to secure a higher ranking can give your company a competitive advantage over rivals.

Email Marketing

Email marketing has been a long-standing tool in the digital marketer's arsenal, and even in 2023, it remains a potent force. Currently, more than 347 billion emails are exchanged daily, with projections indicating that this figure will surge to 376 billion by 2025. On average, for every dollar invested in email marketing, a return of $36 is realized.

To make the most of email marketing, you'll require access to software that facilitates the creation of email campaigns. Premium email marketing software streamlines the management of email designs, contact lists, email distribution, and the monitoring of performance metrics such as email open rates and conversion rates.

Many businesses opt for a comprehensive Customer Relationship Management (CRM) system to oversee their contact databases and email marketing initiatives. The choice of software should align with your specific business requirements. According to Forbes, leading CRMs for small businesses encompass HubSpot, Salesforce, Zoho, and Zendesk.

Also read Email Marketing

Content Marketing

In 1996, during a meeting at the American Society of Newspaper Editors, John F. Oppendahl introduced the term "content marketing." Since that time, marketers have employed this phrase to encompass all types of communication aimed at providing value to specific audiences. An effective content marketing strategy can have a substantial impact on your financial results because engaging and valuable content can expand your follower base and boost sales.

Content marketing can manifest in various formats, such as text, audio, images, and videos. Popular forms of content marketing include blogs, e-books, case studies, infographics, white papers, podcasts, checklists, how-to guides, and both short and long-form videos. You can utilize content marketing on different platforms, including websites and social media channels.

The most successful content marketing approaches offer valuable insights that potential customers may find helpful or necessary. Your content marketing strategy can serve to entertain, inform, persuade, or educate. Effective content marketing doesn't come across as sales-oriented but instead as enlightening and influential. If your content resonates with the audience, it has the potential to go viral as people share it with those who share similar interests.

Influencer Marketing

The surge in social media usage and the proliferation of social media personalities with substantial fan followings have ignited a rapid growth in influencer marketing in recent times.

Influencers possess either sizable or highly specific audiences that avidly follow them on various social media platforms. As the name suggests, influencers can leverage their "influence" to encourage their followers to purchase specific products or services. To illustrate, if we take Selena Gomez as an example, who boasts more than 420 million Instagram followers, when she posts an Instagram picture featuring the application of a particular brand's mascara, it can lead to a significant boost in sales for that product.

While an influencer's endorsement can easily sway consumer purchase decisions, these endorsements are not provided free of charge. Influencers charge a fee for mentioning, endorsing, and featuring products and services to their followers. The costs can vary and depend on factors like their follower count, the level of engagement from their audience, and the nature of the post, whether it's a brief mention or an extensive personalized promotion.

Some influencers have millions of social media followers, while others have smaller, yet highly engaged audiences that may align well with your brand's target customer base. For businesses whose ideal customers overlap with an influencer's fan base, influencer marketing can be an extremely valuable strategy.

Video Marketing

Today's marketers recognize the paramount importance of video, making it a standout and highly effective digital marketing tool for driving business growth. Video marketing holds a unique place, offering versatility in implementation across websites, social media, content marketing, or as an integral component of influencer marketing campaigns. In a survey conducted by animated video production company Wyzowl, a substantial 87% of marketers reported that video marketing played a pivotal role in boosting their sales, with an impressive 92% attesting to its favorable return on investment.

The video formats most favored by marketers encompass sales videos, explainer videos, testimonial videos, and product demonstration videos. In 2022, as indicated by the Wyzowl study, 71% of marketers harnessed the power of videos within their social media strategies.

Podcast Marketing

Have you ever thought about the idea of launching a podcast for your business? Are you contemplating the use of advertising on popular podcasts within your industry as a means of promoting your products and services? Both of these approaches fall under the umbrella of digital marketing strategies.

Numerous businesses leverage podcast marketing to enhance product visibility and solidify their brand's reputation as a reliable industry expert. There are various avenues to harness the potential of podcast marketing. You can opt to initiate your podcast, participate as a guest on podcasts within your specific business domain, or invest in advertising slots on pertinent podcasts.

Short Message Service (SMS) Marketing

Text message marketing, also known as SMS marketing, serves as a method for engaging potential customers through brief, written messages. This approach boasts impressively high open rates, with studies indicating that an astounding 98% of recipients open text messages.

Nevertheless, SMS marketing has its drawbacks, such as the 160-character limit per message and the absence of visual design elements. Additionally, it's vital to recognize that, in accordance with the Telephone Consumer Protection Act (TCPA), obtaining written consent is mandatory for sending promotional texts. Not everyone is eager to receive marketing content on their mobile phones.

To embark on SMS marketing, collaborating with a text messaging service is a practical starting point. The top mass texting services simplify the process of disseminating your company's marketing messages to your customer and prospect base.

What Are the Benefits of Digital Marketing?

Each type of digital marketing offers unique advantages. For instance, marketing through LinkedIn provides an excellent means to connect with business professionals, while platforms like Instagram and TikTok offer limitless potential for B2C businesses. Email marketing allows you to nurture online relationships with your contacts, and content marketing enables you to deliver significant value to potential customers.

Here are some key advantages of digital marketing:

1. Budget Flexibility: Digital marketing accommodates various budget sizes, allowing you to start with a minimal investment or scale up for more substantial outcomes.

2. Viral Potential: Content that goes viral or features exceptional quality tends to be widely shared. Digital content is easily shareable, and top-quality content frequently garners substantial shares, thereby expanding your marketing reach.

3. Easy Start-Up: Launching a basic digital marketing campaign requires only a few essentials, such as a social media account and a device like a smartphone or computer.

4. Audience Behavior Tracking: Most digital marketing methods offer the ability to track content views and engagement, as well as monitor user actions following content consumption.

5. High Return on Investment (ROI) Potential: When executed effectively, digital marketing has the capacity to yield an outstanding return on investment.

Three Digital Marketing Examples

If you spend a significant portion of your day using digital devices, it's probable that you come across numerous instances of digital marketing methods. In the following section, we showcase how businesses employ content marketing, influencer marketing, and video marketing to advertise their products and services.

Content Marketing Example

E-books have gained significant popularity as a tool for content marketing. To achieve success with e-books, the key is to provide valuable content that encourages individuals to share their contact details, typically an email address, but sometimes even a physical address or phone number, in exchange for the e-book.

HubSpot stands out as a leading provider of marketing CRM services and offers a diverse range of free e-books. They actively promote these resources through their website, email campaigns, and social media marketing. This is just one example of how HubSpot effectively integrates digital marketing into its overall marketing strategy.

Influencer Marketing Example

Gymshark, a prominent British fitness apparel manufacturer and retailer, strongly embraces influencer marketing as a crucial part of its strategy. One of the brand's influencer-driven campaigns revolved around the idea that it takes 66 days to transform one's life. Gymshark partnered with six TikTok influencers to bring this concept to life. Each influencer used the #gymshark66 hashtag in their individual posts, and this approach resulted in an impressive 45.5 million views for the campaign.

Rahmel Dockery, known as @realdockery on TikTok with a following of 4 million users, is one of Gymshark's influential collaborators. His TikTok post, which included tags for @gymshark and #gymshark, garnered an impressive 3 million likes, 10.9 thousand comments, and 42.9 thousand shares. This remarkable reach for a single post underscores the significant impact of partnering with the right influencers for your business.

Video Marketing Example

monday.com, operating as a cloud-centric platform, aids enterprises in overseeing projects, assignments, and operational processes. They employ a variety of digital marketing techniques, such as video content.

One approach utilized by monday.com involves the creation of concise video clips to elucidate the functionalities and advantages of their offerings. These videos are showcased on their YouTube channel and actively promoted through the company's website and various social media platforms (an example screenshot of business OKRs is displayed below).