Definition, Advantages, Types and Strategies of Digital Marketing

Strategies Digital Marketing

Strategies Digital Marketing -  What is digital marketing? Understanding digital marketing is a marketing strategy using digital media and the internet. Check out the full explanation on the Blog.

Have you ever seen a brand or company product that did a digital campaign or an online campaign? Or maybe you've also seen it through a company's website and social media? Lately all of these things of course you often see. These things are called digital marketing.

The concept and application of digital marketing is something that is done to boost product sales from a brand. Along with advances in technology, trends in the business world are also increasingly varied. One of them is the digital marketing trend.

Then, how important is digital marketing in a business that sells certain products? To answer that question, you can listen to the explanation below to understand it clearly.

What is Digital Marketing (DM)?

Strategies Digital Marketing

Understanding Digital marketing is a marketing activity or promotion of a brand or product using digital media or the internet.

The purpose of digital marketing is to attract consumers and potential customers quickly. As we know, the acceptance of technology and the internet in society is very broad, so it is not surprising that digital marketing activities are the main choice for companies.

As a result, companies compete with each other to create interesting content to display in their marketing in cyberspace.

Some examples of marketing techniques included in digital marketing are SEO (Search Engine Optimization), online advertising such as FB ads and Google Ads, print media promotions, television and radio advertisements, electronic billboards, email marketing, mobile marketing, and others.

Understanding Digital Marketing According to Experts

Strategies Digital Marketing

Of course, experts in digital marketing have their own definitions. The definition of digital marketing according to experts is as follows, what is it?

1. Ridwan Sanjaya & Joshua Tarigan (2009)

Digital marketing is a marketing activity including branding that uses various media. For example, blogs, websites, e-mail, adwords, and various social media networks.

2. Kleindl and Burrow (2005)

Understanding digital marketing is a process of planning and implementing concepts, ideas, prices, promotions and distributions.

In simple terms, it can be interpreted as building and maintaining mutually beneficial relationships between consumers and producers.

3. Heidrick & Struggles (2009)

Digital marketing uses the development of the digital world to carry out advertising that is not touted directly but has a very influential effect.

Advantages of Digital Marketing

Strategies Digital Marketing

The number of digital marketing used by companies, proves that this has many advantages and benefits that can be obtained, what are they?

Here are some of the advantages of digital marketing compared to conventional marketing.

1. Deployment Speed

Marketing strategies using digital media can be done very quickly, even in seconds. In addition, DM can also be measured in real time and precisely.

2. Ease of Evaluation

By using online media, the results of marketing activities can be immediately known. Information such as how long your product was watched, how many people viewed your product, what percentage of sales conversion from each ad and so on.

After knowing that kind of information, then you can evaluate which ads are good and bad. So you can improve for the next period.

3. Wider Reach

The next advantage is the wide geographic reach of DM. You can spread your brand or product around the world with just a few easy steps by using the internet.

4. Cheap and Effective

Compared to traditional marketing, of course digital marketing is much cheaper and more effective. Budget costs saved can be up to 40%, according to Gartner's Digital Marketing Spend Report.

In addition, the survey also shows that 28% of small entrepreneurs will switch to digital because it is proven to be more effective.

5. Build a Brand Name

Digital marketing helps you build a good brand name. The existence of cyberspace with the presence of your brand is very important because people will do an online search before buying your product.

Types of Digital Marketing

Strategies Digital Marketing

1. Website

The website plays a very important role in showing the company's professionalism, helping consumers to know your business, saving promotions and easy business media.

2. Search Engine Marketing

Efforts to make the company's website easy to find in search engine systems. Search Engine Marketing is divided into Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

SEO is done by yourself with a longer and cheaper time while SEM is paid but faster.

3. Social Media Marketing

Circulate platforms on social media such as Facebook and Twitter because it can be done with minimal costs or even free. This of course can improve the company's brand.

4. Online Advertising

Media promotion via the internet for a fee. This can get consumers more quickly and satisfactorily but is somewhat more expensive than the previous type.

5. Email Marketing

You can provide the latest information about ongoing promotions or new products or services.

6. Video Marketing

This way, you can instantly explain what your business is about, explain the product and how to use it and display customer testimonials.

How to Start Digital Marketing?

Strategies Digital Marketing

After knowing what it is and some basic concepts of digital marketing, are you interested in trying it? To start marketing using digital media, there are several things you need to prepare.

  • First, prepare the tools used to do the marketing. Some of the tools that can be used in digital marketing include: websites, social media accounts, brand and product identities, blog uploads, online trails (reviews, feedback from customers, and others). In the world of digital marketing, these tools are an asset to you, so take good care of them.
  • Second, prepare content that is interesting and shareable. Content can be in the form of photos, videos, writings or others. You should also define marketing objectives and target markets that are tailored to the content.
  • Third, you can start uploading and then evaluate each upload on every social media you have, determine which ones provide feedback and focus on some assets that provide good feedback for your business.
  • The next step that can be taken is to enter and join the public marketplace forum. Try your business profile is good, because it will affect the brand image.

Digital Marketing Strategy

Strategies Digital Marketing

In this technologically advanced era, it is easier for many business people to promote their business through the internet in various ways. The main purpose of the use of the internet today is to help in getting consumers at large.

Here, has summarized in detail a digital marketing strategy that can help you launch your business on the internet:

1. Search Engine Optimization (SEO)

SEO is an attempt to optimize a site to get top rankings from search results.

To be in the top ranking, you need to understand how the search engine system works. Media that can be used such as websites, blogs and infographics.

2. Content Marketing

Plan, create and share content about the company. This is to attract readers to know the business and motivate them to become buyers.

This content can be made in the form of blog uploads, social media, articles, e-books, indographics and online brochures.

3. Marketing Automation

Marketing Automation is a technique of automating repetitive tasks. Tasks such as workflow, content upload layout and campaign reports. This automation can be done on digital channels such as email and social media.

4. Pay-Per-Click (PPC)

PPC is a way to drive traffic to your site for every click. For example Google AdWords, you pay and get the top slot every search on Google and are charged for each click.

In addition, there are also Facebook Ads and LinkedIn Sponsored Messages

5. Native Advertising

A form of paid content that is displayed in a form that bears a resemblance to the media content and its placement. Content that looks and functions like part of the associated media. For example Promoted Post on Instagram and Facebook.

6. Affiliate Marketing

Affiliate Marketing is when you partner with someone else's service or site to make a commission by referring readers or visitors to your business. For example Hosting video ads with Youtube.

7. Social Media Marketing

You promote your brand and content on social media like Facebook, Whatsapp, Twitter, Facebook Messenger. Social media is a means of exaggerating brands.

However, at first, just focus on one social media to shorten the time, cost, manpower and knowledge. Then determine the personality you use on social media, such as formal or semi-formal.

What is the Digital Marketing Budget?

Strategies Digital Marketing

Digital marketing is expensive or not depending on the type used by your company. If digital marketing such as SEO and content of course does not spend a lot of budget.

However, digital marketing such as online brochures and emails of course requires certain costs.

After knowing about the meaning of digital marketing, for the success and smooth running of your business, of course, it must also be supported by good financial planning.

Performing calculations, reporting, and financial analysis are supporting activities to carry out marketing strategies.

Common Mistakes in Digital Marketing

Strategies Digital Marketing

The many conveniences offered by the digital marketing concept are indeed tempting. But it is important for you to note that there are some mistakes as below that must be avoided when implementing the digital marketing concept so that your business can run according to the marketing plan.

1. Strategy that is not right on target

Strategy and planning are the first steps to determine the direction of a business. Especially in the digital era like today, trends are so easy to change from time to time, so the needs and desires of consumers are increasingly diverse every day.

Usually some marketers are determined to get a lot of consumer coverage, so they are often careless in choosing their target market.

This will complicate the digital marketing process, especially in the process of analyzing the audience that reaches your product.

Before introducing a product or service to the public at large, you must determine the purpose and marketing plan for the product.

Make sure that the marketing strategy you design is specific, right on target, and can be easily reached by the target market.

2. Understanding Prospective Customers

The business being undertaken must be able to be a solution to consumer needs. However, there are still many business people who ignore this, so they tend to offer products that are not in accordance with market demand.

That is why it is mandatory for you to measure the level of market demand before developing a marketing strategy.

Business ideals are indeed very important, but the products being sold must also pay attention to the audience, what their needs are, what are the preferences and trends of potential consumers.

Understanding potential customers does not need to change your product, but by adjusting the packaging, promotional content, and also the selection of Key Opinion Leaders.

You can search for product trends that are developing in the community by using Google Trends. Just enter the product name in the search field, Google Trends will show a graph of the demand for the product in question.

3. Ignoring Digital Marketing Performance Measurement

The digital marketing function does not only focus on promotional features that are easier but also measurable.

Whereas one of the cores of a businessman using digital marketing is to see marketing performance through numerical analysis.

How many audiences are aware of our brand, visit our website, or click on our ads on search engines.

4. Ignore Story-telling and Copywriting

Digital marketing is closely related to content. The most important thing in content creation is writing. Whether it's design or video content, the role of copywriting is very necessary to convey the message that will be given to potential consumers.

The writing that is made must also be able to give an impression and educate the audience so that the product provided can be realized easily.

5. Untidy and Incomplete Website Pages

The company's official website is the first element that consumers generally go to when looking for product information through search engines.

In this digital era, it can be said that the website is the "face" of your business. That is why you need to make sure that the appearance of the website is able to accommodate the needs of the visitors, instead of confusing them because of complicated website navigation.

A good business website must be able to present information, call-to-action, and landing pages that are clear and do not distract visitors from finding what they are looking for.

Also make sure the message you display on the front of the website is short, clear, but very informative.

An incomplete website such as not having a blog, not equipped with contact information or About Us, can also damage the reputation of your business.

In addition to About Us, the company's phone number and email address must also be displayed on the website to make it easier for consumers to channel their questions, suggestions, and criticisms.

The website must also have adapted to user behavior by using the go-mobile feature. The increasingly dynamic user behavior demands that a website can be accessed anywhere and anytime.

6. Inappropriate Ads and Landing Pages

This one marketing mistake will obviously reduce consumer confidence. For example, you're looking for a cheap laptop on Google, and then you click on an ad that is available, but it turns out that you are instead directed to a website page that displays a tablet at a fantastic price.

To prevent this from happening to your business, check and re-analyze the elements that you will display on your landing page.

Landing page content must match the ads you place on Google, Facebook, YouTube, Instagram, and others.

7. Complicated Check-out Process

If your website requires consumers to go through a complicated check-out stage, then it is almost certain that consumers will actually leave the website without completing their purchase.

When the consumer has arrived at the check-out stage, the steps towards the payment process should be short and simple.

8. Not Calculating Return of Investment (ROI)

ROI or better known as return on investment is the ratio of money gained or lost in an investment.

If you do not calculate ROI, then you will not know the effectiveness of the marketing strategies that have been implemented.

Calculating ROI can be quite tricky. First, you need to determine which components need to be counted, such as traffic, leads, conversion rates, or number of clicks.

ROI should be calculated by subtracting the total amount of sales by the investment cost, then dividing by the total investment cost and multiplying by 100%.


That's the understanding and some digital marketing mistakes that often occur and can destroy a business.

In addition, there are errors that are considered trivial but also have a large enough impact, namely not optimizing the use of social media.

Among them are ignoring responses and suggestions from consumers on social media, buying fake followers or likes, and much more.

In addition to implementing a digital marketing strategy, you also need to consider using an online accounting application. This will make it easier for you to manage business finances.

For those of you who have visited the web, I hope this complete article can be useful for all of you.

( France )