What is Digital Marketing?

Digital marketing is an umbrella term covering many different marketing and advertising techniques. Digital practices can be used to advertise products and services, build an identity and generate leads.

Digital Marketing: How does it work?

The digital world is all about online activities that promote or market products or services; digital marketing allows businesses to capitalize on the opportunity to engage with customers in a personal way. Digital practices such as video-marketing, social media marketing, email marketing and SEO (search engine optimization) allow companies the ability to make available their products or services globally.

What is PR (Public Relations)?

Public relations, also called publicity or proximité in France, refers to a strategy used by a business to create a positive perception of its brand or company in order for their product or service to be associated with a relevant message while not paying for the coverage.

How Digital Marketing is Important for Your Business

Here are a few key benefits for those who would like to learn more about how digital marketing works and how it can be used for your business:

The power of a single message. Digital marketing allows companies to deliver the same message to an audience in multiple channels or at any point in time. This offers businesses the ability to move their message at their customers’ pace.

Digital marketing allows companies to deliver the same message to an audience in multiple channels or at any point in time. This offers businesses the ability to move their message at their customers’ pace. The ability to run personalised campaigns. Digital marketing allows businesses to personalise and tailor-make campaign elements in order to engage the audience.

What is SEO?

Search engine optimization, or SEO, is the process of optimizing a web page for ranking in a search engine result. The aim of a website is to rank high in the top search results for a given topic and in the top sales areas on Google. It is also a way to generate targeted and relevant traffic to a site in order for it to be easy for a consumer or visitor to find the information they are looking for.

What is Social Media?

Social media sites such as Facebook, Twitter and Instagram allow businesses to establish a strong presence and a sense of brand identity through the creation of a more personal network of followers.

What is content marketing?

Content marketing refers to the act of creating content that would bring value to consumers while not directly advertising the brand or company. Content marketing allows businesses to gain word-of-mouth referrals by promoting their products through online influencers, giving away free copies of their research, the opportunity to share content through their own social media profiles, or the sale of their products.

What is branding?

Branding is the marketing practice of communicating or representing the image of a company. This comes from the root word BRAND, which stands for “consideration,” as consumers who are unsure of a product will lean towards a brand that can offer product protection.

What is paid media?

Paid media can be categorized into three different forms:

Coverage – a traditional approach used for paid advertising of print or electronic media. It includes print and online ads and newspapers. Coverage can be acquired with either direct sales or with cost per download (CPID) rates. Coverage is more expensive in comparison to organic or through earned media.

Guest posting – through guest posting, an author who specializes in a certain topic or niche of the market will post the piece on their own blog or website and encourages their followers to share their post on social media or discuss it in relevant forums. Guest posting is done for both traditional and social media sites.

What is social media marketing?

Social media marketing (SMM) is the targeted marketing of products, services, events, or anything else a business may have to offer. It’s important to understand that social media marketing is about more than posting a brand’s product or having your audience share your posts, it is an online community where people interact with each other. For example, a photo booth company could engage with their community through their Instagram page.

What is email marketing?

Email marketing is the sending of promotional messages to potential customers and leads through marketing communications platforms such as email. Email is the main medium used by marketers to deliver their messages.

What is e-commerce?

This is online commerce where the business sells its product or service online to its customers. A website and electronic or a wireless commerce are the two fundamental components that make up e-commerce.

E-commerce in Ghana is facing major challenge. There are not many people or businesses who are interested in doing e-commerce. Most business owners in the country are afraid of trying to do e-commerce for fear of technology. They think e-commerce is a complicated way to buy something; they want something that they can buy at any time.

What is Packaging?

Packaging is the process of protecting or containing a product or material. Packaging ensures that the package remains in good condition and to prevent loss.

What is SEM?

Search Engine Optimization, also called SEO or web search engine optimization, is a strategy used by a business to rank their website in search engines to increase site traffic. Search engine optimization is one of the most important digital marketing strategies for search engine marketing.

What is Product/service marketing?

Product/service marketing is an advertising strategy for businesses to market their products and services in a competitive manner that allows them to generate sales. Products and services are promoted through advertisements, brochures and sales promotions. The goal of this strategy is to build brand loyalty and increase sales revenue.

What is analytics?

Analytics are used to gain insights and understanding in areas such as market demand, product performance and customer satisfaction. There are various types of analytics and business intelligence software which can be accessed by business decision makers.

What is social media?

Social media is a network of services and platforms that enable people to create online communities. This tool helps users to share posts, follow individuals and join communities. Social media gives companies the ability to engage with customers and measure their performance.

What is content marketing?

Content marketing is the marketing of a product or service with the intention to generate more attention than the product or service will otherwise attract.


Businesses are now faced with the challenge of identifying how to increase their online visibility and brand. However, these businesses do not know where to start. On the contrary, businesses and organizations are choosing to build an awareness of their brand by partnering with traditional and emerging digital marketing practices to achieve their goal.

In my opinion, there are some key questions to ask to determine what is effective for your business.

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