10 Main Objectives of Digital Marketing

Fundamentals of digital marketing

Learn the fundamentals of digital marketing to help your business or career.

Creating a goal-oriented marketing strategy is essential for your company’s long-term success. Without it, all your efforts will be futile, and your budget will suffer.

But how can you best determine which goals to prioritize? With all the potential focus points, you will need to know  what your company needs at a particular point in time.

In this article we explore the main objectives of internet marketing and help you set goals by looking at your company needs. After reading this post, you should know how to set data-driven targets, and build systems to achieve them.


5 Digital Marketing Objectives Examples For Your Online Strategy

Digital Marketing Objectives Examples For Your Online Strategy

Your digital marketing objectives should be SMART (Specific, Measurable, Achievable, Relevant and Time Related); and you should benchmark against your competitors to ensure that you are more effective.
Here are 5 important objectives to include in your strategy:

1. Increase Sales

Increasing sales or leads is a top level digital marketing objective for many businesses because it improves revenues and is easy to measure. Using key performance indicators (KPI), you can then benchmark your progress towards achieving your objective and you can track this in your spreadsheets.

An example of a SMART objective would be:

“Increase sales by 10% from existing customers by Dec 2015”

2. Improve conversion rate

This is another digital marketing objective that can be tracked in Google Analytics. By setting up goal tracking in Analytics, you will have reports on conversions for your traffic sources, campaigns, keywords, landing pages, locations and so on.

With this data you can then track a conversion rate objective like:

“Improve organic traffic conversion rate by 25% by Nov 2015”

3. Percentage of return visitors

The New vs Returning visitors is a metric that is available in Analytics and it is easy to track. Knowing how many visitors return is an important objective because it helps you see how effective your business is at visitor and customer loyalty.

This helps you to create a specific and measurable objective that is relevant to your specific industry and an example is:

“15% of visitors should be returners by the end of the year”

4. Organic traffic volumes

Organic traffic is natural traffic from the search engine result pages. It is considered as free traffic and is distinct from paid traffic. Lots of businesses have the objective to increase organic visitor traffic by achieving high search engine rankings through implementing search engine optimisation.

To achieve this requires making changes to your website that are effective at improving rankings and one of the important ones is including keywords in the content. Another important tactics is to build quality links that point to your website.

A digital marketing objective example for organic traffic could be:

“Receive 20,000 visitors per month from Google and Bing natural results by year end”

digital marketing

5. Reduce bounce rate

Bounce rate in analytics is defined as people who enter your site and leave (bounce) rather than continue viewing other pages. This is an important measure of the quality of your website, because almost all businesses want their visitors to complete an action like purchase, contact or download on their websites.

The lower the bounce rate the better and many marketers say that a bounce rate below 50% is good, however that differs from business to business.

Here is a bounce rate digital marketing objective example:

“Reduce bounce rate below 40% for all traffic sources by Dec 2015”


Now that you have your SMART objectives in place, you can run more targeted campaigns that are relevant to your markets. You will also create a more effective digital marketing strategy with promotional tactics that are focused towards achieving your objectives – and you can set appropriate budgets too.
Contact me if you need help implementing your online campaigns and advertising or if you need help with creating an online strategy for your business.

Main objectives of internet marketing strategies

The goal of any marketing strategy is to help a company make more money. But this target is rather complex, since it depends on achieving smaller, more specific subgoals. Let’s have a look at the most common objectives of digital marketing, and how these lead to business growth.

1. Improve conversion rates

One of the most popular objectives of internet marketing is the growth of conversion rates. In short, the main focus lies on turning a higher percentage of visitors into paid customers. 

In order to measure progress, companies will need to understand where they currently stand. This can be done by measuring the conversion rate of their physical and/or ecommerce stores:

  • Physical retail stores may need to install a counter and the stores entrance to get an approximate count of the customers that visit the store. Then, they can divide the total with the amount of sales that were made.
  • E-commerce stores will usually have an analytics section in the backend to keep track of your store’s process. Shopify, for example, has a very handy overview.
objectives of digital marketing

For reference, the average conversion rates in the retail industry are: 

  • ±2% for e-commerce stores
  • ±22,5% for brick-and-mortar stores 

If your numbers score below this , you might want to explore what is causing the issues and adjust your efforts to address the issue. Here are some common ways companies use to achieve this:

  • Improving the customer experience through personalized offers.
  • Adding elements of scarcity (e.g. limited-time discount codes).
  • Improving their SERP presentation (Improve META data through SEO efforts).
  • Minimizing the amount of effort a customer needs to take in order to find and purchase an item.

Overall, increasing conversion rates requires you to continuously remove obstacles and increase incentives.

2. Increase repeat purchases

Many marketing strategies focus on increasing their customers’ lifetime value, by growing their purchase frequency. Not only are customer retention strategies 5 times cheaper than acquisition plans, they are also more efficient when it comes to long term loyalty.

This is especially true for companies with high acquisition costs. An increase in repeat purchases grows the total value of a customer, making the high costs of acquisition acceptable.

To determine whether your company should pursue this objective, start by defining your customers’ lifetime value (CLV). This can easily be done on Excel, and the following video explains the process in detail:

Once the number is established, you can take the necessary steps to adjust your offer. This is done through a number of different ways, the most popular of which are: 

  • Introducing loyalty programs. These do not only lead to repeat purchases but also lead to improved engagement with your audience.
  • Adding subscription-based purchases. A trend that became popular through digital services is slowly expanding into the world of retail.
  • Cross-selling and/or up-selling relevant products at checkout to increase total cart value.
  • Increasing the potential applications of a single product (e.g. 2-in-1 body wash for men). When you give consumers more reasons to buy a product, they will most likely do so.

3. Increase qualified traffic

Newer brands will often focus on growing traffic numbers. This is done to increase awareness and introduce the target audience to your product(s). It is also a great way to test demand for a particular offer, and grow your email marketing list.

Generally speaking, there are three segments of traffic you can focus on:

  • Paid traffic – This is usually bottom funnel traffic that is generated through advertisements on social media channels and Google. While the visitors are highly qualified, companies will need to keep paying money if they wish to maintain a consistent stream of traffic. It is an excellent way to start getting leads instantly, but comes at a higher cost.
  • Organic traffic –  All visitors that find your website in a non-paid manner. This is highly related to your SEO efforts, social media and email marketing traffic, referral traffic, etc. Overall, organic traffic is more diverse and long-term oriented compared to its paid alternative.
  • Foot traffic – Real-life visitors that visit your store as a result of internet marketing. Here, some tools work better than others, with email marketing and social media taking the first place.

Even though these traffic sources are not the same, they are often interrelated. For example, in your efforts to increase organic traffic, you could focus on Local SEO. Apart from driving more people to your website, this could also lead to increased foot traffic in your physical store.

To start the process of attracting qualified traffic, a company should focus on understanding their audience and target all their segments through personalized offers, written content, and community building.

4. Increase revenue

The fourth objective in this list is the one that indirectly includes all the above. Increasing sales is the underlying, long-term goal of every growth strategy. All the previously-mentioned objectives can be seen as subgoals.

objectives of internet marketing

Increasing revenue is a “high-level” objective, meaning that it derives from achieving smaller marketing objectives over a longer period of time (e.g. annual).

  • A revenue target is set by looking at historical patterns and their effectiveness in the past. For example, you may have data suggesting that a particular type of marketing campaign led to an increase of 15% in MoM revenue over a 12-month period. 
  • You can use this information to set a more ambitious goal (e.g. 20% revenue increase in 12 months).
  • Having set your goal, you will then list all the smaller objectives and measure results in smaller timeframes (e.g. monthly or quarterly). 
  • Based on the results of smaller timeframes, you will be able to tweak the strategy, stay on track with your long-term goals, and improve upon the previous marketing efforts.

How to define and measure marketing objectives

Now that you have a better idea of the most common digital marketing objectives, it’s time to define your own unique goals.

Define objectives in a SMART way

To avoid sounding too abstract and generic, you will need to create a “SMART” goal. The acronym stands for: 

  • Specific – Make sure that the goal is well-defined
  • Measurable – Include numbers and benchmarks to track progress
  • Achievable (or Attainable) – Ensure that the goal is realistic
  • Relevant – Include the main benefit(s) of reaching the goal
  • Time-bound – Set a deadline or appoint a specific timeframe

Here is an example of a SMART objective when it comes to traffic growth:

Grow organic inbound traffic of XYZ store (Specificto 2000 visitors month-over-month (Measurable) by Q2 of 2021 (Time-Boundthrough SEO optimization (Achievable), in order to increase subscriber count (Relevant).

To get a better understanding of what constitutes SMART goals, make sure you check the video below:

Measuring progress and results

Once the goal is clarified, assign relevant KPIs and benchmarks to evaluate progress and assess results. Examples of metrics you can track include the following:

  • Conversion rates
  • Cost per lead/customer
  • Increase in revenue/profit 
  • Sales growth
  • Market share
  • Customer Lifetime Value (CLV)
  • Average Customer Spend (ACS)
  • SEO metrics (Impressions, clicks, CTR)
  • Google ads metrics
  • Social media metrics

Following the goal we set previously, you would need to assign KPIs that track organic inbound traffic over longer periods of time. In this case, the least you would need to track is:

Putting it all together

You should now have a better idea of goal setting and all the different areas you can focus on. When it comes to the main objectives of internet marketing discussed in this article, here are the options you can choose from:

  • Growing conversion rates
  • Increasing repeat purchases
  • Increasing qualified traffic
  • Growing revenue numbers (can include the above as sub-goals)

Choosing the objective you want to focus on is highly individual, and you will need to decide what you company could most benefit from. As soon as you establish an objective, define your goal in a SMART way, and structure the plan accordingly. When everything is ready, you can proceed to the execution phase and measure results.

Frequently Asked Questions

Do you need more clarifications when it comes to the objectives of e marketing? Then make sure you read the questions and answers below:

Should website marketing objectives be part of your strategy?

For those less experienced with digital marketing, the term “website marketing” may seem confusing. However, the main objective of digital marketing is to drive more traffic to your online store and its product. And since your online store is, essentially, a website, your marketing efforts should be focused on growing its traffic and conversion rates. As such, you should make sure to indicate how your strategy will lead to the growth of your website.

Which of the following is the key objective for internet marketing?

When comparing objectives, it is best to talk in terms of KPIs. In this case, some of the main objectives can include:

  • Impressions & CTR – Best for awareness stage campaigns
  • Conversion rate – Traffic qualifies to leads (emails marketing) or leads qualify to customers
  • Revenue and profit – The main objective of digital marketing and the underlying goal of most strategies.

Remember, the main objective of online marketing, no matter how you break it down and identify it, is for your business to increase its revenue and profit. Any other objective should eventually lead to this goal.

Are internet marketing objectives and online marketing objectives the same?

In general terms, yes. When talking about internet marketing we refer to all efforts that are being done online. Therefore, when setting your key objectives of online marketing, you are essentially referring to internet marketing objectives as well.

How do I decide upon my primary internet marketing goals?

To decide upon your objectives, you will need to understand which stages your business is currently in and the industry you are in.

  • As mentioned above, the KPIs for a company currently focused on Awareness generation will be different than an established business aiming to improve its customers’ CLV.
  • Also, the sector you are in will affect your goals – The key objectives of online shopping are different from the objectives of online service providers, etc.

10 Main Objectives of Digital Marketing

  • Generate more leads: Generating leads is one of the top priorities for businesses and marketers.
  • Improve your conversion rate: Another popular digital marketing objective is to convert more readers/viewers/followers…
  • Increase your sales: Which is, after all, the ultimate goal for many different businesses.
  • Increase traffic: For example, organic traffic, traffic from social media, and so on.

What Are The Main Advantages And Disadvantages of Digital Marketing?

A marketing component, digital marketing uses the internet and various online-based digital technologies such as computers, mobile phones, and other digital media platforms to promote products and services of the brands and companies representing the brands. The development of Digital marketing has completely changed the scenario of using technology for marketing by brands and businesses.  As more and more people have started using digital platforms in everyday life, digital marketing campaigns have become prevalent in the market by making the use of search engine optimization (SEO), search engine marketing (SEM), content marketing as well as influencer marketing, automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, email marketing, display advertising, e-books, and optical disks and games.

It is to be noted that the development of digital marketing is inseparable from technology development, and the rise of digital marketing has given a platform for businesses and brands to reach out to customers more closely.

Advantages of Digital Marketing

The advantages of digital marketing are numerous, among which a few are mentioned below.

1. Brand Development

A business is not just about the name and products of the company. Instead, it is the voice and the message of the brand, which is needed to be established in the market so that not only the brand receives a broader reach but also people look upon the brand as a trusted name. The main advantage of digital marketing is to build the brand through direct campaigns and personalized content to bring the customers much closer and make them experience the unique proposition and value of the brand.

  • According to a study by Google, 53% of consumers conduct online research before they buy anything online. This shows that a strong brand presence online influences consumer buying behavior and purchase decisions.
  • According to another study by Nielsen, it was found that social media advertising helps in increasing brand awareness by 74%.
  • As per a study done by DemandMetric, it was found that 67% of the companies who have active blogs generate more leads monthly. This shows how important is building brand authority and thought leadership.

2. Personalization

Digital marketing campaigns impart the leverage of personalization. The indispensable advantage of digital marketing is its ability to find the target audience, interact with the prospects, and know exactly what they are looking for. Knowing and interacting with the audience is essential to brand loyalty and reputation.

Digital marketing gives businesses the platform for one-to-one or individual marketing, which will help the brand leverage among the competition by designing the content or advertising that gives the customers that the brand is addressing their individual needs. The brand is thoughtful towards the customers. Hence a sense of positivity is infused among the customers for the brand.

  • As per a study done by Salesforce, personalized email campaigns could increase the open rates by 29% and CTR by 41%. It indicates that the personalization of digital marketing campaigns can help build stronger brand connections.

3. Wider Reach

Digital marketing helps expand the brand’s presence and creates a platform to reach many customers. The brand becomes global as digital marketing provides the platform for global display, allowing even newcomers and start-up brands to have an equal footing with big and established enterprises dominating the traditional market.

  • As per Google data, YouTube reaches more 18+ audience during prime time than any other cable network in US.

4. Accessibility

The advantage of digital marketing is that it makes the brand accessible to the customer, as there is always a chance that existing customers may want to leave reviews for a good store experience and place a recommendation for their friends. Thus, digital marketing provides a platform for customers to pen down their reviews. Simultaneously, the prospective clients may also want to know the store location, services being offered, store hours, availability, and basically what the brand specializes in.

5. Greater Engagement

Digital marketing is advantageous as it allows the brand to get hold of the customer’s attention until the brand has successfully created brand loyalty and developed a credible reputation. Survival of the brand becomes easy when more people recognize the brand, and this can be achieved through digital marketing with regular blog posts, relevant and real-time social media content, and the use of customer-engaging posts like polls, event promotions, and promotional offers.

6. Lower Cost

The cost-efficient nature of digital marketing is immensely advantageous for businesses. Spending on digital marketing in comparison to traditional marketing campaigns is very less. The digital marketing methodology is easier than the difficult approach of traditional marketing, especially for small businesses, as they come with a limited budget for advertisement.

Disadvantages of Digital Marketing

With advantages come a few disadvantages of digital marketing.

1. High competition

The digital marketing campaign should be well thought out, stand out, grab attention, and impact the target audience since the competition has grown many folds recently. Any monotonous approach or repeated method will drive the brand out of the competition in no time. Digital marketing campaigns have become very competitive. Thus, brands must be relevant to the customers’ needs and be quick in responding.

2. Dependability on Technology

Digital marketing is purely based on technology, and the internet is prone to errors. There are times when the links may not work, landing pages may not load, and page buttons don’t simply do their job. This leads prospective customers to switch to other brands. Therefore, to avoid this, a test of the website is necessary. Also, proofreading the content and ensuring the campaigns will work on their targeted niche becomes important.

3. Time Consuming

One of the biggest disadvantages of digital marketing campaigns is their time-consuming nature. Unorganized tactics and strategies may consume a lot of time, and it becomes difficult to devote the desired time to the campaign. This will eventually lead to negative results. Therefore, it has been suggested to focus on a strategy that the company needs the most and plan and curate the content accordingly. Digital marketing tools like HubSpot, Ahrefs and social media posting, and scheduling tools like Hootsuite and Tweetdeck should be used to overcome the potential barriers.

4. Security and Privacy Issues

Security is the primary requirement for any brand. Hence website protection is something to be executed seriously as a digital marketer. Securing and safeguarding the network connections by using firewalls and encryption tools like VPN is always suggested. The basic approach of having a good antivirus is most desirable. The legal considerations in obtaining customer data for digital marketing strategies must be done with all required formalities. Protecting the customer data should be the top priority as it may be compromised during data breaches.


The main advantages and disadvantages of digital marketing will work out only if market research is not compromised by finding the best platform, creating the right content, taking note of its pros and cons, learning the perfect timing, and pushing up the brand. Whether traditional or digital, marketing is all about connecting to people at the right time and place.

Future Scope of Digital Marketing in India 2023 & Career Opportunities

If you are planning to understand the digital marketing industry and the scope of digital marketing in India, you are on the right blog. In this blog, I will cover topics of the digital marketing industry, various job and business opportunities, the salary range for the digital marketing industry, and more.

Our today’s generation is a digital generation. Before we understand the scope of digital marketing in India 2022, let us first understand this industry. Digital marketing is a marketing strategy to promote products/services online. So in simple terms, we can say that we are promoting our products to customers who are using the internet. Many concepts of traditional marketing are applicable to digital marketing.

In every era, marketing has evolved based on what the customer is using. If you go back in history, you can see that at times when customers used Radio, it gave birth to radio advertising and marketing. Next, we got the boom of televisions, which is one of the widely used devices globally, which allowed the companies to reach a mass audience with TV ads.

Even today TV advertising is one of the most used advertising strategies for companies. Since the boom of the Internet, more customers started using the Internet, which gave birth to a new era of marketing originally called Internet marketing, which is now called Digital Marketing.

To understand the scope of Digital Marketing in India, we must understand its advantages and how it can sustain over a period of time until we get a new generation of communication.

Digital Marketing Usage Statistics (2022) 

Internet Users:

As per data of statista as of December 2022, 75% of the world population is using the Internet. (i.e) more than 5 Billion Users. In these users, 4.28 are unique mobile users & 4.14 are active social media users.  The total number of users on the internet in 1995 was less than 1% of the world population. This shows the growth of digital marketing in the last several years.

Internet user growth worldwide from 2018 to 2023

As per the latest Google Report, India has the potential to reach up to $100B  in online e-commerce. With evolving customers from various demographics and locations, we have a huge growth prospects in digital sales. Report

Top 4 Internet Users by Country 

global internet users 2019

India has surpassed the USA in the total number of users, with the emergence of Reliance Jio, India has seen a great increase in internet users, which gives more scope for digital marketers to reach the target audience.

Mobile Phones:

Most of the users globally today use mobile phones for communication. As per a report 4.14 billion unique mobiles phone users globally.  Today’s majority of mobile phones are smartphones with internet access, which allows customers to connect with businesses anytime & anywhere.

Targeting the Audience:

In traditional marketing strategies, it is very difficult to advertise to the target audience with specific demographics & details. Most of the marketing methods were aimed @ mass marketing of the product. Today with digital marketing we have so many customised & personalised methods to target the audience exclusively.

Ex: Today we can reach an audience by Location, age, gender, education, interests, personal information etc. In fact, we have many advanced strategies to target a very specific audience.

Why Companies Use Digital Marketing

Easier And Quicker To Accomplish

If you run a small company with limited funds, it is not enough to invest in traditional forms of advertising. Having company flyers printed is a time-consuming and costly endeavour in and of itself. However, with digital marketing, even a tiny company can get started right away. You may attempt any digital advertising after doing the necessary research.

Majority Of  the Market Is Online

In 2019, there were 4.3 billion people throughout the world who had access to the Internet. Promoting on the Internet is the way to go if you want to attract clients. People are curious about your Company once they hear about it. Someone is looking for you online to verify your authenticity. People are less likely to buy from you if they cannot access information about you on the Internet.

Return On Investment That Is Greater

There is a widespread belief among companies that internet advertising, whether paid or unpaid, yields superior results. Since most of your clients are found online, you have a better chance of increasing your conversion rate or ROI. You can create a plan to close the sale by identifying your ideal consumers.

That’s What The Competitors Are Doing

The same may be said of your competition. They’re also making a name for themselves online and drawing additional customers to their site. You may use this information to develop a plan to attract more clients to your website than your rivals. Marketers may employ digital marketing tools for online marketing platforms that are readily accessible online. Many of these resources may be used by companies to spy on their rivals. You will learn all the tactics they use to build their brand.

Communication With Clients

You need to cultivate connections with your clientele, which is another justification for embracing digital advertising. Digital marketing relies heavily on customer service. It implies that salespeople go out of their way to help clients by responding to their questions and concerns about a product and encouraging them to buy from that Company again. Establishing trust with your target market is crucial to your Company’s success.

Promote Your Brand And Help It Grow

With digital marketing, Companies will have a better opportunity of connecting with their target audience. A website is a great way to introduce your Company to potential consumers and explain how you can meet their requirements.

Earnings Are Higher Than Average

Digital marketing, in contrast to more conventional methods, generates more money because of its better conversion rate and return on investment. The even better news is that internet marketing may help you advertise your Company with less budget.

Scope of Digital Marketing in 2023 (New Stats)

As we know that the digital marketing industry is growing, which brings more opportunities to professionals in this industry. following are opportunities available for professionals. To start career in digital marketing one must have good soft skills and technical skills. As more businesses and technology join the digital marketing sector, annual trends arise and then quickly become outdated. We see a few themes impacting this area through 2023 and beyond.


Analyzing the results of a digital marketing campaign usually happens afterwards. For instance, marketers will release a piece of content and evaluate its performance a few weeks later. True, it’s useful, but real-time analytics are already making waves in digital advertising. Using real-time information, businesses can tailor their messages to specific demographics of customers and react to campaigns in a flash.

Prominent Users of Social Media

Marketers across industries are reaching out to social media influencers to build their businesses. Because people have more faith in their peers than they do in corporations, this kind of digital advertising is catching on quickly. In 2023 and beyond, more businesses will use these influencers to boost revenue.

Artificial Intelligence

By analyzing user data, digital marketers may further personalize the consumer experience using artificial intelligence (AI). Companies may learn much about their consumers and their ideal audience via AI.

Fusion of Augmented and Virtual Reality

Marketers will keep using AR and VR in their plans to raise product profiles and meet consumer demand. Companies like Starbucks, Nivea, and Volkswagen have launched successful augmented reality (AR) and virtual reality (VR) campaigns to provide customers with more meaningful interaction with their brands and products.

Scope of Digital Marketing after Covid-19 

As we have seen a dramatic increase in Work from Home (WFH) jobs due to Covid-19 pandemic. Due to Covid-19 many companies are shifting towards digital marketing for advertising and marketing. We can expect a great demand for digital marketing specialists across India once the economy restore to normal level.

The demand of digital platforms has increased and as per some reports. 50% more time is spent by users on social media. This gives are great opportunity to companies to target these specific users. Many individuals are now shifting towards GIG based work (Freelance). Demand for quality freelancers have increased due to many restrictions on offline activities.

Various Job Profiles in Digital Marketing

The simple and best way to start your career in digital marketing is to find a job. In digital marketing, we have many different specialisations so you will have different options to start your digital marketing career.

Junior & Mid Level Career Options

  • Digital Marketing Intern
  • Digital Marketing Executive
  • SEO Executive
  • Link Building Specialist
  • Social Media Specialist
  • Google Ads Specialist
  • PPC Specialist
  • Email Marketing Specialist
  • Web Analyst
  • Online Reputation Executive
  • Content Marketing Executive

Higher Level Digital Marketing Job Titles

  • Digital Marketing Strategist
  • Digital Marketing Manager
  • Social Media Manager
  • Digital Marketing Head
  • Paid Advertising Manager
  • Digital Branding Head

What You can do As a Digital Marketer

Digital marketers are renowned for their skill in establishing meaningful relationships with prospective clients using creative digital advertising methods, email campaigns, and engaging social media postings. As a Digital Marketer, you’ll also need to consider the following.

  • Digital marketing strategy development, including search engine optimization (SEO) and search engine marketing (SEM), then content, email, and social media marketing.
  • Study emerging forms of online media and maintain familiarity with current digital trends in the Company’s service.
  • Study the efficient return on investment through communicating with customers, other networks, and affiliate partners for reporting and analyses.
  • Monitor the efficacy of websites by doing keyword research and generating web statistics reports using various technologies.
  • Negotiate the most excellent price for customers with media distributors.
  • Take charge of your lead-generating database’s contact management.

Salaries Digital Marketing Professionals in India:

In India, the average salary of Digital Marketing professionals is Rs 4,00,000 per annum. For interns/freshers realistic salary range of digital marketing professionals will between Rs 1,20,000 to Rs 3,00,000 per annum. As the candidate gain experience in the field the salary hike can range between 25% to 75% annually depending on the skillset and technical ability of candidate. Most of the candidates  with 2+ years experience can get a salary between Rs 3,60,000 to Rs 6,00,000 per annum based on company norms.

Experienced professionals who are upgrading skills with digital marketing can expect 20-30% hike by adding the digital marketing skillset & certifications.

Apart from above list, there are more specialised job roles to choose in digital marketing. This data shows that there is a very good scope of digital marketing in India for candidates seeking jobs.

Scope of Digital Marketing in Online Business:

1. Become a Professional Blogger:

Many Digital Marketing professionals choose full time blogging as their career choice. With dedication and hard work, many professionals are now successful bloggers in their chosen niche. Bloggers can generate income with advertising & affiliate marketing strategies. Most bloggers can earn in the range of $100 to $1000 per month with 1-2 years site. Top Celebrity bloggers earn upwards of $10,000 per month.

2. Earn with Affiliate Marketing & AdSense:

You can start your blog/website/app in a specific niche of your interest and initially work hard to build traffic & viewers. After generating good traffic, you can make a good income with AdSense & affiliate marketing techniques. Most professionals develop micro niche website focusing on specific topics to generate quality traffic.  Study our in-depth Affiliate Marketing Guide.

3. Start Freelancing Services:

Freelancing is the concept of offering your services to clients as an individual. Sitting at your home/office you can build your clients globally. Many online freelancing services  like fiverr.com, freelancer.com etc are a great platform to start freelancing career.

4. Start your own agency:

If you have experience in managing a business & have resources, contacts. You can start your own full-time digital marketing agency. With your agency, you can able to build marketing strategies for clients and implement them with digital marketing.

5. Become a YouTuber:

You can choose to become a full-time YouTuber in a selected niche. You need to focus on the quality of content and building your audience base on YouTube. Once you start getting subscribers and views, you can make money with YouTube monetisation.

6. Start your Drop shipping business:

Drop shipping a business model in which you can sell products online to customers without owning the inventory physically with you. Generally in this business you need to develop an e-commerce website in Shopify and select your products based on your research. Then you connect your store with manufacturer and online retailers from China from Ali Express.

All the product prices are marked up and when your sell a product, the manufacturer will directly send the product to customer and you make a profit.

7. Future Scope of Online Careers for Professionals/Students

If you learn digital marketing you will open a door to many new online opportunities  while studying or working in your present job. As per industry statistics many digital marketers have built their personal brand by becoming an influencer in selected niche. Students can work part-time online for various digital marketing agencies.

8. Scope as Trainer or Coach

If you are passionate about teaching and have prior teaching experience and really love to share your knowledge with others, you can build a great career as Digital Marketing Trainer/Online Coach. To become a quality trainer you must develop in-depth practical understanding of each topic and work on real-time projects before delivering training. Become an online or classroom trainer only after your get adequate amount of experience with all the technologies.

Note: We never recommend freshers to become a trainer because without experience teaching will be nightmare for students.

Who Can Learn Digital Marketing

Now that you have an idea of what a Digital Marketer does, it’s time to learn the fundamental abilities required of one.

  • Able to analyze data and create effective methods for diagnosing it.
  • Excellent skills in both keyword research and application to writing.
  • Strong command of the English language and outstanding writing and communication skills are essential for producing work of the highest quality.
  • Ability to engage customers by determining who they are and how best to speak to them.
  • Ability to use search engine optimization (SEO) tools effectively, such as SEMrush, Google trends, Keyword Planner etc.

How to Get a Digital Marketing Job?

Getting into the field of digital advertising is a fantastic decision. There is a growing need for digital marketers around the world. The pay is competitive (with experience), and you can work independently as a freelancer or for an established digital marketing agency.

  1. Developing your abilities should be your primary focus as you enter the workforce. Learning digital marketing is not a “single thing” you can do to become proficient in the field.
  2. If you want to make a good living in digital marketing, you need to master all of the subfields that make up the field.
  3. Building your website is a great way to gain experience with digital marketing. Make a weblog and start posting articles. Invest some time learning SEO before moving on to paid advertising channels like Facebook and Google.
  4. Take advantage of the chance to join a successful digital marketing agency if it presents itself. Working on multiple projects alongside industry professionals will provide you with invaluable experience.
  5. Begin your career as a freelancer in digital marketing if you aspire to work for yourself or launch your own Company, and work your way up to more demanding projects as your client base grows.

Digital Marketing trends in 2023

Keeping up with modern trends in digital marketing may be challenging due to the constant changes in technology, algorithm upgrades, and associated tools. Search engine optimization (SEO) helps with both visibility and organic traffic. An effective pay-per-click (PPC) marketing strategy may increase sales. But how do you decide where to direct your attention? Here are some developments in online advertising that we expect to see before 2023.

  • Short Videos
  • The Metaverse
  • Form-First Data Gathering
  • Visual Search
  • Google Verified Listings for Local SEO
  • Google Analytics
  • Automated & Smart Bidding in Google Ads
  • Voice Search
  • Real-Time Messaging Platforms
  • Online Reviews

Top Digital Marketing tools in 2023

The use of content marketing tools can improve content quality and streamline processes, saving you time and money. They may provide you with ideas for blog posts, aid in communicating with your target audience, encourage site visitors to take action, and more. How well you use these content marketing tools will significantly impact your career as a digital marketer.

The Top 10 Tools for Digital Marketing

  • HubSpot
  • Airtable
  • Clickup
  • Trello
  • Yoast SEO
  • Ahrefs
  • Canva
  • Google Analytics
  • Buzzsumo
  • Google Search Console

Pros and Cons of a Career in Digital Marketing

Digital marketing: Pros

Making Use of Skills:

To succeed in today’s job market, you need more than technical know-how; companies also seek employees with interpersonal abilities. These abilities are valuable in the workplace and may help you go through the ranks.

Adaptable Workplace:

It might be challenging to transition into a new area if you are already an expert. Anybody may do digital marketing without any formal education or experience. Ability development and skill acquisition are simplified.

Changing Market:

People want stability in the workplace along with a paycheck. Many individuals are drawn to fields like technology and biomedicine, where they may constantly learn new things. The discipline of digital marketing is very young and is rapidly expanding. There is always more to know if you’re dedicated to growth.

Obtaining Financial Success:

There are a lot of digital marketing job openings since the demand for entry-level positions in this field is high and expected to rise. Freelancing and other forms of remote employment are becoming standard methods to make a living in this industry.


Digital marketing, in contrast to more traditional forms of advertising, is an artistic endeavour. For those with a creative bent, the field of digital marketing offers a wealth of employment opportunities. In addition to writing, audio and video creation are other in-demand skills in the digital marketing industry and provide entry-level opportunities. Artistic types may also develop marketing plans and new methods to connect with customers.

Digital Marketing: Cons

Continuous Improvement And Adaptability:

As with every field of study, digital marketing has pros and downsides. Lack of marketing expertise, sloppy execution, and originality are a few examples.

Strenuous Rivalry:

While Digital Marketing has many benefits, it also faces stiff competition. This is a wonderfully creative area but can also be quite tricky. One of the primary objectives of digital marketers is to have their client’s website or page rank highly in search engine results.

How to stay updated with Digital Marketing News and Trends

A few valuable methods are outlined below for keeping abreast of the rapid evolution of digital culture.

● Follow Google

● Follow Digital Blogs or Webmaster Blog

● Be Active on Search Engine Journal and

● Search Engine Land

21 Essential Digital Marketing Components You Must Know

What are the components of digital marketing?

This is a very loaded question, as there are dozens upon dozens of different online advertising elements that you must know to be a successful internet marketer.

However, we decided to boil these components down 21.

21 digital marketing components that will give you a foundational understanding of what digital marketing is, how it works, and how all of its elements tie together.

Let’s get right to it.

1) Your Website

First and foremost, your website is the hub of your business online.

It is where you have the freedom to brand yourself the way you want and to connect with your target audience in a meaningful way.

This is where you want to eventually direct all your traffic to at the end of the day.

All of your online marketing efforts will lead back to your website, where you can gently push your audience down your funnel and turn them into a sale.

Your website is your brand identity.

As such, you should put careful consideration into how you create it, what it looks like, and the message it communicates to your visitors.

It is an essential part of both global marketing and local area marketing.

Components of digital marketing.

2) Online Lead Generation

The main purpose of having a website for your business is to convert its visitors into leads.

Having traffic visit your website is pointless if this traffic doesn’t convert.

You want to have as many visitors as possible email you, call you, contact you, or perform some sort of action that implies a greater interest in your product or service.

By doing so, you will have more opportunities to increase your sales.

This is the whole point of online marketing:

To generate leads that turn into sales, to increase the top line of your business.

3) Conversion Rate Optimization (CRO)

This is where conversion rate optimization comes in.

When discussing website lead generation, your “conversion rate” is the percentage of website traffic that turns into a lead.

Example: if you have 100 users visit your website and 2 users call your business as a result, your conversion rate would be 2%.

The goal behind CRO is to increase your conversion rate as much as possible, turning this 2% into 3%, 4%, 5%, and so on.

You achieve this by adding discounts, promotions, offers, call-to-actions, and more.

You want to test many call-to-actions over time to see which convert best.

This will ensure you are receiving the highest number of leads possible.

4) Marketing Analytics

A fourth component of digital marketing is marketing analytics.

You must become familiar with the different metrics and measurement tools available on the market to understand how best to move forward with any digital marketing campaign.

Below are three common terms you should know when it comes to analyzing your website’s traffic:


A “user” is simply a visitor that lands on your website.

The more users that visit your website each day, the more chances you have to convert a lead and make a sale.

Session Duration

A “session” duration is the amount of time a user spends on your website in one sitting.

A high session duration means your visitors are very engaged with your website.

Bounce Rate

The “bounce rate” is the percentage of visitors that leave your website with only visiting one page.

A high bounce rate demonstrates a lack of engagement, as the user is not enticed enough to visit more pages on your website.

The basics of digital marketing.

5) Content Marketing

There are many different tactics that fall under this category, including YouTube videos, blog articles, Instagram posts, and more.

Content marketing is an important component of digital marketing because it gives you the opportunity to provide valuable material to your audience.

The idea behind content marketing is to provide as much helpful information to your target market as possible so that they begin to trust your brand and see you as an authority figure in your space.

Content marketing helps your business stay top-of-mind at all times and serves as a reminder of your business when your audience happens to be in the market for your product or service.

6) Search Engine Optimization (SEO)

SEO is a method of search engine marketing.

It uses Google and other search engines to drive traffic to your website.

The key differentiator of SEO is that it drives free organic traffic to your business.

It does this by showing your website high in Google Search for key phrases that are relevant to your products and services.

Click here to discover if SEO is worth it for your business.

7) Pay-Per-Click (PPC) Advertising

PPC is another form of search engine marketing.

It is one factor of search engine positioning.

PPC differs from SEO because PPC traffic is all paid.

Google Adwords, for example, will rank you at the very top of Google Search, but every click that is generated from your PPC campaign will cost you, regardless if that click turns into a lead or not.

The benefit of this, though, is that you will see immediate results, whereas SEO – although free – will take time before it kicks in.

8) Social Media Marketing (SMM)

Social media marketing is simply the act of posting organically and generating traffic to your website from social media platforms such as Facebook, Instagram, Twitter, etc.

When done properly social media marketing can have a viral effect, showing your business to thousands of potential customers for free.

However, you must now be very strategic with this marketing channel, as social media platforms have begun reducing the effectiveness and reach of organic posts, forcing businesses to start paying for impressions.

9) Paid Facebook, Instagram, And Youtube Advertising

Since advertising revenue is how the majority of social media platforms make their money, they are pouring their earnings into their paid advertising options to make them as effective as possible for businesses.

This is because the more effective it is, the more businesses will use them.

This digital marketing component of paid Facebook, Instagram, and YouTube marketing allows you to laser target your audience and put your business directly in front of them.

The one major downfall of this method is that it is slowly making our previous point obsolete, as giant social media platforms are drastically reducing the reach of organic SMM.

Digital marketing elements.

10) Affiliate Marketing

Affiliate marketing is not a new idea.

This component of digital marketing is simply the act of selling a company’s product and receiving a commission from it.

The great thing about online affiliate marketing, though, is that it can streamline the sales process very efficiently.

All you need to do is have a link on your website that leads to an affiliate marketing product, and when a visitor buys said product through your link, you get a commission.

There are a lot of professional online affiliate marketers that make a fulltime income off of a single blog just through affiliate commissions.

11) Programmatic Advertising

With the billions of websites on the web and a whole host of different online marketing components, it is impossible to manually learn where the best place to be to place an ad for your business.

Programmatic advertising solves this problem.

By using technology and machine learning, programmatic advertising can test your ads across multiple different platforms and websites at a very high speed.

It can then determine which ads work best where in order to allocate your advertising budget as efficiently as possible.

12) Email Marketing

“The money is in the list”, as the saying goes.

Email marketing is where you collect the email address of a website visitor in order to follow up with them at a later time.

This follow-up could be a multitude of different things, such as providing value to the user, offering a discount on a specific product or service, or even sending them an email to wish them a happy holiday.

The purpose of email marketing is to nurture your leads.

As they become more familiar with you through email, the goal at the end of the day is to push them back to your website to initiate a sale.

13) Influencer Advertising

With thousands of people now making a living off of their large Instagram and social media followings, the emergence of influencers has arrived.

Influencer marketing is a new digital marketing element where you pay a set price to an “influencer” with a lot of followers to make a post about your business to their loyal fans.

Since these influencers have such a close connection with their fans, their followers trust their recommendations.

If you can find an influencer that has a lot of fans in which match your customer avatar, then reaching out to them and asking for a quote to make a post for your business may be a good idea.

14) Blogging

Blogging is another form of content marketing.

Quite a few people think that blogging is dead – but it is far from this.

Blogging allows you to create content that is helpful to your readers.

It also adds keywords and relevance to your website to boost your SEO efforts.

When done right, blogging can be an effective form of lead generation by sharing your ideas and building your brand through your efforts of being a thought leader.

15) Remarketing

On average, it is ten times cheaper to market to a consumer that has already had at least one point of contact with your business than it is to market to a consumer that has had none.

This is where the digital marketing component of remarketing comes in.

Consumers that find your business through SMM, SEO, PPC, etc., have already expressed interest in your brand.

Knowing that they have an interest in your products and services is what makes remarketing so effective.

Instead of wasting your advertising budget on people whom you think might be interested in what you have to offer, you are instead using maximizing your budget in an efficient way to people who have already expressed interest.

Digital remarketing can be an extremely effective online advertising element when done right.

You can learn more about it by watching this video:https://www.youtube.com/embed/tnuchchuCj4

16) Marketing Automation

Marketing automation streamlines your processes so you can focus on more important aspects of your business.

Examples of marketing automation are: automated followup email sequences, an embedded calendar to book a call with a sales rep, paid advertising campaigns that run while you sleep, etc.

The beauty of this digital marketing component is that what once took a huge sales team and massive capital can now take a small team of only two or three people.

Marketing automation has dramatically reduced the cost of doing business and has allowed online business owners to make much more money while doing much less work.

17) Videos

Video has grown like wildfire over the past decade of internet usage.

With the advent of YouTube, Netflix, Hulu, and other video platforms, video consumption has increased exponentially online.

This means that video is receiving more and more views from consumers.

And from here, it will only continue to increase.

It should, therefore, be a priority to educate yourself about video marketing and create consumable video content for your audience as much as you possibly can.

18) A/B Testing (Split Testing)

When it comes to online advertising, split testing is everything.

You need to test your landing pages, ads, creative, content, messaging – leave no stone unturned!

The name of the game with digital marketing is to make everything you do as optimized as possible.

This way, you will be able to drive as much traffic and generate as many leads from this traffic as your budget permits.

If you neglect to test A/B test your marketing, you could very well be leaving money on the table.

19) Brand Uniformity

With your website, Facebook, Instagram, YouTube, Snapchat, Pinterest, and all of the other digital platforms in which your business lives, you need to have brand uniformity.

Your Facebook page shouldn’t portray you as a family-friendly company if your products shown on Instagram are R-rated.

Consumers need to feel uniformity in your brand presence on every platform that they visit.

If they don’t, they will be confused and unable to resonate with your overall message (whatever that may be).

This component of digital marketing is especially important in the online arena as there are many different profiles, pages, and platforms you need to align.

20) Online Reputation Management

Nowdays, consumers do their research before they purchase a product or service.

You need to pay close attention to your online presence and ensure there is nothing negative about your business anywhere online and that if there is, you act accordingly.

Let’s say you receive a bad 1-star review on Yelp.

A best practice is to try to get this review removed and to respond to this review with reasoning or an apology for the negativity in the meantime.

Consumers have become experts in market research.

If there is something negative online about your or your business, you can be sure your potential customers will find it.

Internet marketing elements.

21) Tracking Tools

It is extremely important to understand your marketing metrics to make informed decisions about how to optimize your campaigns, presence, and advertising.

In order to track these types of marketing metrics, there are common tools that most businesses use to do so.

You must master this last digital marketing component in order to fully know how to move forward with your online marketing efforts.

Google Analytics

Google Analytics is a free tool provided by Google that collects information about users that visit your website.

It can track their location, their age, how they got to your website, how long they stayed there, and more.

This is a must when it comes to tracking website analytics.

Google Search Console

Google Search Console is another free tool provided by Google.

This includes a host of different search metrics for your business including search terms, clicks, and impressions.

It also allows you to manage any issues Google may have with rendering your website to users.


A pixel is another tracking script that allows you to track users and attribute specific actions to them.

If you have an e-commerce store, the Facebook Pixel is a great example.

It allows you to track who viewed your product, who added your product to their online shopping cart, and who purchased a specific product on your website.

Pixels are also very powerful for remarketing purposes.

The Core Components Of Digital Marketing: A Summary

There are many, many digital marketing components that you need to learn in order to be a successful online advertiser.

These are 21 of some of the most important digital marketing elements, but there are many more you must master in order to have optimal success in this field.

You can learn more about digital marketing and online advertising by visiting our Knowledge Centre.

Conclusion Of Digital Marketing: What Are The Important Aspects Of Digital Marketing?

Conclusion of digital marketing: New technologies in digital marketing has moved a great deal. The market approach has also evolved with the rise of new technology. Digital marketing has a number of advancement and improvements in its strategy, so it is important to know the conclusion of digital marketing. Keep reading this article to know more about it. 

Customers and marketers need to learn about the pros and cons of digital marketing to get the best out of it. When you don’t learn the pros and cons of digital marketing, you won’t reap the full benefits.

Importance of Digital Marketing

Which Are The Various Digital Marketing Elements?: Conclusion Of Digital Marketing

Contents [show]

Simply put, digital marketing is the method of sales and promotion of a brand through digital media, particularly with the help of various tools available on the Internet.

Compared to traditional sales and marketing strategies it is more complex, omnipresent and efficient. This produces quicker positive results than traditional techniques, and is a more versatile form of marketing than conventional methods. 

The great thing about digital marketing is that it offers numerous resources for an immediate study of the impact of every digital marketing industry. And if a vendor uses Google AdSense, they have a method to find full statistics of the effects.

Basic Aspects Of Digital Marketing 

Below mentioned is the important aspect of digital marketing. Read the below-mentioned points carefully to know more about the conclusion of digital marketing. 

Social Media Marketing

Social networks rapidly proliferated. It is the most powerful platform on the internet, where an organization can very easily touch countless people. 

All modern companies, such as Facebook, Instagram and Twitter, use social media to advertise their brands. 

Email Marketing: Conclusion Of Digital Marketing

It’s the first digital marketing term but it’s still really relevant. This program tells current customers and others about the different goods and services provided by the company. 

Also, the public is encouraged to take part in various fascinating events conducted by the company.

SEO (Search Engine Optimization)

It’s the process of making a page in a search engine more accessible compared to other related types of web pages. A successful campaign for search engine optimisation will in the long run produce an incredibly profitable SEO Company in Brisbane

There are many innate processes in SEO which require expert attention to create a useful and successful SEO target, such as content marketing and link building.

Conclusion Of Digital Marketing

Direct Advertising  

You can get to know your customers about your products during the digital marketing. It would help you to perform well in the highly competitive sector if you follow a fantastic advertisement strategy and promotional tools.

The Digital Marketing Costs

If you want to make the most of digital marketing, you’ll need to grasp the digital marketing premise and conclusion of digital marketing.


Digital marketing is a perfect way to interact if the primary goal is to reach vast numbers of people. Marketing in social media has revolutionised marketing behavior. 

There are various social media channels. They’re cost-effective on Facebook, Twitter, Whatsapp talk, Skype, Google+, Blogs, Instagram, YouTube, etc.

Unlike traditional marketing platforms such as TV, radio, newspapers, magazines, banners and so on, digital marketing is free.

Social networks have a very important role to play in promoting digital behavior. This feature helps small businesses promote their companies by reaching foreign clients.

24/7  Availability: Conclusion Of Digital Marketing

Digital marketing is perfect advice for the world. It’s good enough because it never sits on the network. The goods will only be available to the public for 24 hours.

Easy Marketing For The Brand

The growth of the digital market means that numerous brands can meet their consumers quickly.

Global Announcements: Conclusion Of Digital Marketing

Through digital marketing, given geographic barriers, you can expand your customer’s scope to other countries. This is one of the best digital marketing advantages.

Easy To Calculate

Having a proper understanding on the conclusion of digital marketing gives companies the ability to evaluate their advertising activities. Additionally, it allows advertisers to analyze and audit their quality content online.

Save Time

It will save you time and money when you launch your company on the Internet. There are other ways to stay in contact with your clients, the support of live chat and the segment of FAQ.

Immediate Output

You can get direct feedback from your customers during the digital marketing. So, you can improve your services quickly.

5D’s In Digital Marketing And Conclusion Of Digital Marketing

To understand the importance of digital marketing in every industry and the future of marketing, it’s important to think about the experiences with the customer that we need to consider and handle. 

Digital marketing today includes far more forms of public contact than email or web site. Later implementation. 5D provides customers with opportunities to engage with brands and businesses to reach and learn from their audience in various ways:

Digital Media

For example, Separate, paid, owned and originated contact platforms, including ads, email, texting, search engines and social media, to reach and engage the public.

 Digital Devices

 When communicating with web sites and mobile apps, brands are encountered by the public, usually through a variety of connected devices like smartphones, laptops, desktops, televisions and gaming devices.

Digital Channels

Many of these devices communicate with each other through a browser or main platform or service applications, namely Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.

Digital Marketing

Digital Technologies

Companies are using marketing or martech stack technologies to construct digital interactions from blogs and mobile apps, in-store kiosks, and email campaigns.

Digital Performance

Data obtained by businesses about their customer profiles and their experiences with businesses, which in many countries must be covered by law.

Final Words

Digital Marketing is very important for specialists in digital marketing. Digital marketing is a perfect business opportunity for digital marketers. To be competitive on the digital market, you need to have a clear understanding of the advantages and disadvantages of digital marketing.

 This is a growing business field. Digital marketing is nothing more than taking advantage of new technologies to achieve marketing objectives. The digital marketing team and the marketing department are no different.

 The following details should assist digital marketers in recognizing the benefits and drawbacks of digital marketing. Finding digital marketing, however, is a useful concept because digital marketing requires only some skills in using digital technology.

 You should take the opportunity to invest in the digital economy, after acquiring the understanding above. It’s an active rising sector. So, don’t neglect digital marketing luck. 

Within the short span of a lifetime, digital marketing will bring all your cherished dreams come reality. Digital marketing is a place where someone without much effort can make a career. Only patience is required to get your desired goals.


Digital Marketing Roadmap Summary

Digital marketing is interconnected and your strategy is only as strong as the weakest link. For sure you may be doing great things on some parts but if it’s not joined up properly then you will leak prospects through the holes you have left. This article is all about helping you think through the different aspects that you do need to get right in your digital marketing roadmap.

If after reading this article you feel a little overwhelmed then we can help you develop your own digital marketing roadmap with our free 1.5-hour digital marketing review at our Salford offices or via phone or Skype if not convenient.

Digital Marketing Management

Digital marketing management is about setting the goals in your business’s digital marketing roadmap and identifying how you are going to meet your goals.

Our view is that you should set your goals for the year and then break them down into quarterly objectives that will help move you closer to those goals.

There is an ongoing project management role to measure progress against those objectives. If you are not achieving those objectives then you need to reassess and decide whether there is a smarter way to achieve those objectives or whether what you are trying to do make sense. You need to fail fast those projects that are going nowhere and stick with those that are.


  • Sit down with your team and agree on what you want to achieve for your business in the next 12 months and what objectives you need to agree on in order to develop your digital marketing.
  • Stop doing things that don’t take you a step nearer to your goals.

Digital Marketing Action Planning

“A goal without a plan is just a wish” as the famous quote says. Once you have decided what you want to achieve then you need to agree on an action plan. Sit down with your team and create a one-page plan with key tasks and objectives. Agree on who will be responsible for completing tasks and by when.


  • Sit down with your team and agree on the tasks that you need to do in order to achieve your goals. We use a simple one-page plan which we use when we work with clients.
  • Simply write down your objectives at the top and then create a list of digital marketing categories down the left-hand side and then next to each one what you are going to do in the next 90 days. Then make sure you do them!

Content Marketing

Content marketing is a crucial part of your digital marketing roadmap. Buyers today whether selling to businesses or consumers want to be educated or entertained. They are either searching for solutions to problems or something that meets their desires. Fundamentally, your digital marketing is about providing answers to their questions on their journey to find a solution.

Your content needs to demonstrate your knowledge & expertise. Your content needs to help your buyers down the “know, like, trust” pathway to help them to become a customer.


Agree on a content plan. Plan to write an expert article at least once per month. Ideally, it should be more like once a week.

Website & Ecommerce Development

Your website is your space on the Internet to hold information that your buyers can use to determine whether they will buy from you or not. It’s your digital shop window to the world and it needs to reflect what you do.

A website needs to be organic. Your business and your market doesn’t stop still and neither should your website.

Have a plan in place to ensure you are creating regular content whether that is written, images or video.

Unless you are a national brand then your site needs to be about promoting your expertise and making it easy for your customers to buy from you.

We are buying more and more products and services online. Are there any of your products or services that could be sold directly online?


  • Review your website.
  • Can a visitor find all the information they need about your products and services?
  • Can they see that you are an expert in your field?
  • What do you do to capture a potential prospects email address?
  • Does it work as well on a mobile and tablet as it does on a desktop?
  • What are your key calls to action and are they prominent?

Social Media Management

Social media is often used to do the initial research into a company either by checking out what they are currently saying or by asking their friends or increasingly getting feedback in groups on Facebook and LinkedIn.

At the moment, there is a belief that if you are selling to consumers you need to be on Facebook and Instagram and if selling to other businesses then you need to be on LinkedIn. Those lines are becoming blurry and so it’s about experimentation and if you are producing content for one platform then there is no reason why you can’t share it on other platforms.

Google has been rolling out Google for Business which will play a greater role in your digital presence as Google try to force every business to have a business listing on Google. To see yours, type in your company name and the town you are in. A panel should appear on the right-hand side with your details (or not as the case may be).


  • Review what you are doing on social media. Find out what’s working and what isn’t.
  • Check you can access your details on Google for Business and look to create a couple of posts and make sure your details are up to date.
  • With the main social media platforms, the ideal at the moment is if you can publish a post per day. Review what you are doing.

Educate, Entertain and Inform

One of the overall goals of your Digital Marketing Roadmaps should be to inform and educate your target audience. Generally, people search on Google and social media for three things in the main; to be educated, informed or entertained. For most businesses, this means educating the reader on how their products and services can support them to solve a problem or meet their desire.


  • How does your digital marketing communicate your expertise and leadership in your field?
  • How do you ensure your messages are getting to where your customers are?

LinkedIn Lead Generation

With GDPR and the changes in the way we collect information on potential purchases, if you or somebody on the team is not active on LinkedIn then you are potentially missing out on business. Through conversational marketing and social selling more people are networking and building relationships on LinkedIn. For some, with some automation & conversational marketing, LinkedIn can be a powerful lead generation tool.


  • If you are selling to other businesses then you or somebody on your team need to be actively managing your presence on LinkedIn & generating leads.
  • Review where you are up to and put in place an action plan to exploit it more.

Email Marketing & Personalised Messages

Once somebody has found you and you have become a potential supplier to them you need to capture their details so that you can help them select you as a supplier.

The goal for you is to build an audience of potential prospects and currently the only practical way to do this for most businesses is a GDPR compliant email database in a package like MailChimp or similar email marketing system.

You need to make an offer that somebody will exchange their email for such as a free review, survey, benchmarking exercise or free quotation or visit depending what is appropriate to you and your customer.

When you send out the emails have you used the personalisation tools in the email marketing system?


  • Review whether you are collecting email addresses in a GDPR compliant way and, if you are, how you are using those emails to communicate with your customers and prospects.
  • If you haven’t already done so, instigate a monthly newsletter to your prospects and customers.

Marketing Automation

The drive to self-service continues unabated. We are now looking at systems that capture an enquirers email address and then depending on what the visitor has asked about they are provided answers based on a previously compiled frequently asked questions (FAQ). This means your business can be answering questions whilst you get on with running your business.

Customers and prospects alike love freebies. What item of value can you offer that helps them but is low cost to you? Whether you are selling a product or service it is important that you are able to offer enticements to encourage them to get to know you and trust you so that they will do business with you.


  • Compile a list of frequently asked questions that your prospects and customers regularly enquire about. Initially, you can post these on your blog.
  • Once you have compiled the majority, we can sit down with you and introduce you to low-cost software that you can put on your website and where the software will answer visitor questions on your behalf.

Digital Marketing Analysis & Reporting

As the saying goes, “what gets measured gets done”. There are a lot of subtleties in digital marketing and once you have the basics in place it’s a case of analysing the vast amounts of metrics available to you to identify what’s working and what isn’t. The reporting from the analysis should be used to trigger further actions to improve the performance of the various aspects of your digital marketing roadmap.

This analysis becomes critical when Google or Social Media platforms change how they do things and sometimes these changes can be quite dramatic. What may have worked one day may not work the next.


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