What? Why? Who? How? The Ultimate Guide to Digital Marketing

It has already been more than a year since the COVID-19 began, but the world’s madness about it is still not over. As the pandemic continues, more and more businesses are adopting digital marketing to stay afloat. 


Digital marketing can help businesses reach out to more people. Since there are more than 4.88 billion global internet users, it is safe to say that digital marketing is a perfect method businesses can use to raise brand awareness and make sales. 


That is why if you are looking to jump into digital marketing, one thing is for sure: it is easier said than done. As more businesses digitally transform themselves, you have to prepare yourself since standing out from the growing, fierce competition would be tough. 


Therefore, before diving straight into digital marketing, you need to learn bits of pieces about it. Doing so should help you figure out how to use it for your business, so read through this guide to get you started. 

What Is Digital Marketing?

Digital marketing is simply marketing, but it only happens online. The act to promote and sell products and services get delivered through the Internet and received by online users, also known as netizens.


A netizen is a term to describe a person who searches, browses and uses the Internet. Businesses target them using digital marketing tactics such as search engine optimisation, email marketing, and many more.

How Does Digital Marketing Work?

Digital marketing works by combining tried and tested methods of traditional marketing into digital mediums such as: 


  • Word by mouth shifts to customer reviews.
  • Sales talk turns to content marketing.
  • Flyers convert GIF or infographic posts.
  • Newsletter sent by email instead of snail mail. 


These are some of the changes that businesses have to adapt to in digital marketing. The way they deliver their promotions becomes more connected with target audiences globally. Compared to traditional marketing, digital marketing has a broader and better customer reach.

The Types Of Digital Marketing

The Types Of Digital Marketing


When using digital marketing for your business, you should know that it involves several channels, and each one has its strategies and tools you need to use. Doing so should help meet your business goals, and that is to attract more customers and expand your online presence. 


Hence, note down the digital marketing types below, so you would understand how they can benefit your business.


1. Search Engine Optimisation (SEO)

This digital marketing strategy refers to making a website more visible on search engines like Google, Bing, and Yahoo. SEO involves optimising content and web pages to rank higher on search engine result pages (SERPs). To do so, they use customers’ search intent, which are phrases and sentences that netizens use when looking for something online. 


2. Inbound Marketing

Businesses use inbound marketing to entice and engage with their customers in all stages of the customer purchase journey, from awareness to loyalty.


When adopting inbound marketing, you have to create a pleasant customer experience that would nudge them to take action. Here are just a few of what you would need to do.


  • Rather than relying on pop-up ads, reach your customers with blogging. 
  • Instead of commercial advertising, attract their attention with video marketing. 


ALSO READ: How To Create An Inbound Marketing Strategy?


3. Email Marketing 

Email marketing is the same as mailing a newsletter via snail mail. The only difference is that you do not send the news, latest updates, and promotions directly to the home or office of the customers but their email address. Because of that, your customers would be able to check and read them whenever they want as long as they have access to their email. 


Listed below are some kinds of emails you can send in your email marketing campaigns. 


  • Welcome emails for newly subscribed customers.
  • Follow-up for those who purchased or downloaded from the shop or website 
  • Newsletters for the latest news, updates, and promotions or discounts. 


KNOW MORE: A Beginner’s Guide To Email Marketing


4. Pay-Per-Click (PPC) / Search Engine Marketing (SEM)

Another popular digital marketing strategy in Singapore is pay-per-click or PPC. As the word suggests, you have to pay for the number of clicks your paid ad gets on search engines.


Here, look at this picture below as an example. 


Sample Of PPC Digital Marketing


This furniture shop uses PPC so their customers would see their campaign right away on the SERPs. And when someone clicks on it, they can drive them to their website, which helps them gain leads and traffic. 


However, the leads and traffic they gain are not organic, which means it would only last for a while until they no longer pay for the clicks of their campaign. 


LEARN MORE: Pay-Per-Click Marketing In Singapore – A Complete Guide To PPC Marketing


5. Social Media Marketing

Besides search engines, you could also market your products and services on social media such as Facebook, Twitter, Instagram or LinkedIn via social media marketing. 


Just like in search engines, there are two things you could do.  Promote your campaign organically or inorganically. You should know that the difference between the two is the latter requires you to pay so your campaign would reach more people.


However, you should know that paid social ads have different mechanics than PPC. Instead of paying by the number of clicks the campaign has, you have to pay for specific audiences that you want to reach. 


ALSO READ: Social Media Marketing: How To Make The Most Out Of Your Ads?

Is Digital Marketing Expensive?

The truth is, the cost of digital marketing in Singapore depends on your goal, keywords, and target audience. If you find 4 to 6 months too long for you to see your SEO performance and results, then better allocate a budget for your digital marketing campaign via paid ads. Doing so should help it reach more people. 


However, as mentioned above, the traffic and lead you gain would not be organic. You should know that inorganic only lasts for a short time. Sooner or later, your digital marketing campaign would no longer be as visible to your target audience if you stopped spending on paid ads like buying keywords. That is why you should consider getting organic results In the long run. 


On the other hand, if you want your business to go through digital transformation, like setting up a website, you can ask for support from the government. You should know that Singapore encourages small to medium enterprises (SMEs) to adopt digitalisation. That is why the government provides a PSG grant for digital marketing needs and other digital solutions. 


Starting on April 1, 2023, you can receive up to 50% funding support with the PSG grant. Learn more about it here.

Final Remarks

Beginners such as yourself could use this guide to help you better understand the basics of digital marketing. However, there are more things you need to do to optimise your campaigns successfully. 


That is why if you think you need help, never shy away from asking experts in digital marketing. With professionals by your side, you will stay updated with the latest trends and changes in the digital marketing world. As such, you would never be behind the curve ever again, and you have more chances to stay on top of the competition. 


For information about digital marketing and its other aspects, contact our award winning digital marketing agency at 6391-0930.