What are the fundamentals of Digital Marketing?

What are the fundamentals of Digital Marketing?

Understanding the fundamentals of digital marketing has become critical to successful digital marketing campaigns. And as such has become very important whether you're a small business owner, nonprofit manager, freelancer or indeed a member of a larger organisation. You need to know what is available to you and your organisation, what you might need to learn or outsource and how it differs from traditional marketing methods.

Put simply you need to inform yourself on how you can reach new customers or clients using today's emerging digital tools. The fundamentals of digital marketing are very different from those of traditional marketing. What works in media such as TV, print, and the radio won't necessarily work on digital platforms and vice versa. You will need to leverage online media and the technologies that fuel it. Technologies like

  • Your website
  • Social Media Marketing
  • Remarketing
  • Marketing Automation (ie email marketing and messenger marketing)
  • Video Marketing
  • Search Engine Optimisation (SEO)
  • Pay Per Click Advertising (PPC)
  • Search Engine Marketing (SEM)

Admittedly it gets deeper than this, but we’ll just stick to the fundamentals.

Your Website

Your Website is your biggest marketing asset. If the internet was a shopping centre, your website would be your shop front. Having a website is key to an inbound marketing strategy as it drives leads and brings customers to you with company-created content.

Your Website, A fundamental of Digital Marketing

However, your website needs to be 5 things if it is to be successful.

  1.  It needs to be secure - Your website will need an SSL certificate to make it HTTPS not HTTP, as this is a ranking factor now. People are too aware of the risks of visiting an unsecured website. Even more so if you have any place where a user inputs personal data (even if its just a phone number or email).
  2. It needs to be clean, easy to use and feature your contact information - Your website design needs to look and add value. This is called having a good User Experience (UX). Key components for this are;
  • Clear calls to actions (CTA) that can be tapped on a mobile device easily.
  • Having your contact information displayed clearly.
  • Having clear navigation that the user can easily navigate through.
  1. It needs to be fast - Website speed may be subjective, but the fact that 53% of mobile consumers will click the back button within 3 seconds if they see nothing, something needs to happen fast. 
  2. It needs to be optimised for SEO - People need to find your website, and with 90% of internet journeys starting with a search, chances are they will find it through a search engine. You can learn more about SEO here
  3. It needs to mobile-friendly - desktop web traffic is now outperformed by mobile web traffic and its believed that by 2020 50% of searches will be done by voice!

SMM Social Media Marketing

Social Media Marketing refers to any marketing activity done using your company’s social media profiles. In today’s world, a company is expected to be on social media, with 1 in 10 people using Instagram to research a brand before purchase.

SMM Social Media Marketing, a fundamental of Digital Marketing

It is absolutely vital that you have a well maintained social media presence.The top platforms for social media marketing are;

However, not all platforms are the same, and picking the wrong ones can be harmful to your social media strategy. At the most, you should concentrate on 4 platforms (unless you have a dedicated team devoted to SMM or hire an agency).


Have you ever noticed an advert for a website you’ve been on, but didn’t buy? Don't worry, it’s not paranoia it’s marketing.

It’s actually called remarketing, and it’s very successful too. Visitors targeted with remarketing ads are 70% more likely to convert on your website. It works when your retargeting partner(Google ads) places an anonymous cookie in the user’s browser. The cookie stores various bits of information that tracks the users’ site visit without storing any personal data. Then once they leave your site and go on another the cookie tells your ad partner. And they then display your ad.

Marketing Automation(ie Email and Messenger Marketing)

Marketing automation is an umbrella term that can include any form of messaging that is triggered automatically. This can include everything from Facebook messenger marketing, automated texts and Email marketing.

Marketing Automation, A fundamental of Digital Marketing

For example when someone visits your website and puts in their email address or phone number to download something. That email or phone number goes on to an automated system that automatically sends out pre-determined messages and emails. This is a great way of saving time while nurturing leads through your sales funnel.

Video Marketing

Video marketing is exactly that, marketing done through Video.Considering

Video Marketing, A fundamental of Digital Marketing
  • A Video is 50 times more likely to page rank organically in Google than plain text pages. 
  • Half of the consumers who watch product videos say that it helps them make a decision to purchase confidently.
  • People stay on a site 2 minutes longer when watching videos.
  • Next to Google, YouTube is the second largest search engine.
  • Videos help you build trust and drive branding.

It’s easy to see that Video is incredibly effective. Consumers prefer short videos, so the best marketing videos are under 60 seconds - in fact, they should be under 10 seconds for maximum impact! Helpful marketing videos to make part of your marketing plan include;

  • Customer testimonials
  • Company culture videos(ie behind the scenes)
  • How-to videos of your products and services.
  • Videos that highlight the benefits of using your products or services.

Search Engine Optimisation (SEO)

SEO is one branch of SEM and defines the process of updating and ‘tweaking’ your website and its content in order to rank higher in the search results, organically or without paying for a ad.Google and other search engines use crawlers to scan web pages and work out what they’re about. That way they can display them to the most relevant query.

Search Engine Optimisation, a fundamental of Digital Marketing

The Search Engine's crawlers can’t read the words or see the pictures on the page, instead, they read the HTML. With SEO we give them clues about what’s on the page in a language they understand, much like subtitles on the t.v. There are over 200 signals the crawlers use to determine what a page is about, here is a basic break down of what they are looking for:

  • Webpage content length
  • Webpage content quality
  • Page speed
  • Websites that are mobile-friendly
  • Social signals
  • Domain age
  • Optimised images
  • User experience (UX)
  • Quality Backlinks
  • Site Security (HTTP vs HTTPS)
  • Schema Markup

SEO is the best digital marketing technique you can concentrate on. Learn more about SEO here

Pay-Per-Click Advertising (PPC)

Pay-Per-Click advertising is an umbrella term used to describe paid ads online that you only pay for when someone clicks on.

You’ll be most familiar with paid search ads, these appear at the top of the search results when you search for a query or keyword. According to Search engine land, 63% of people will click on an ad and 75% of people said that ads made it easier to find the information they were looking for.It's not just search ads that come under PPC. No there are many different types of ad strategies:

  • YouTube Ads
  • Display Ads
  • Shopping Ads (Ecommerce)
  • Google Local Services Ads
  • Nextdoor Ads
  • Social Media Ads

Search Engine Marketing (SEM)

SEM or search engine marketing is the process of using a combination of techniques and marketing methods to try and help your company dominate the search engine results page for a particular set of phrases, questions, and keywords.

This is achieved in two ways: Paid search ads (PPC) and with Search engine optimisation (SEO).

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