What is Digital Marketing?

Digital marketing is an umbrella term that can be understood as any service that is used to promote products and services online. Digital channels such as search engines, social media platforms, emails, websites, forums and blogs are strategically leveraged to attract and retain interested consumers.

With more and more consumers doing their shopping and information-sourcing online, digital marketing has become one of the most effective ways for businesses to reach and connect with their audience. Digital marketing ensures your business is positioned to the right people at the right time, wherever they are on the web.

Digital marketing can be further broken down into three categories: earned media, owned media and paid media. Together, this forms the digital marketing trifecta.

Earned Media

Earned media, in essence, is the audience you gain through online word-of-mouth or organic engagement. When a consumer finds your company either on their own accord or through their online network through likes and shares, we call this “earned media”. Search Engine Optimization and Content Marketing are forms of earned media.

Owned Media

Owned media refers to online platforms that encourage engagement with your audience. When a consumer finds your a digital channel from another channel you own, we call this “owned media”. Typically, the more multi-channels you have, the likelihood of someone coming across your brand and making a purchasing increases exponentially. Social Media Marketing is a form of owned media.

Paid Media

Paid media is the audience obtained by paying a fee in order to generate more traffic to a site. When a consumer finds your company through advertisements strategically placed in front of them, we call this “paid media”. Pay-Per-Click Advertising and Media Buying are forms of paid media.

Why is Digital Marketing important?

Digital Marketing is important for lead generation, brand awareness, brand reputation, brand, audience growth, audience insight and sale conversion. With everything becoming digitalized, having a fool-proof digital marketing strategy can make all the difference in the success and longevity of your business.

What is Art & Science’ approach to Digital Marketing?

Our process starts by taking a deep dive into your business objectives and an even deeper dive into your website’s analytics. We take a data-first approach and apply our 15+ years of experience to craft and execute a digital marketing strategy designed to deliver results. We leverage a multi-channel strategy designed to promote your business across the websites and platforms where your particular customers are spending their time.

We can work with you to help answer the following questions:

  • How can I generate quality leads and convert users into paying customers?
  • How can I grow organic website traffic to my brand?
  • How can I better retain the consumers I currently have?
  • How can I better optimized my online brand?
  • What key performance indicators (KPI) should I be tracking?
four grey dots in a diamond shape

Interested in learning more about how Digital Marketing can help grow your business?