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What is a digital marketing and why is it important in today’s realities?

Digital marketing involves the creative creation and distribution of interesting and useful content through various digital media channels (websites, social media, email, and mobile applications), digital marketing involves the active use of various tools such as SEO and SEM to promote a marketing campaign. By contacting a digital marketing agency for small business in Canada, you will receive qualified digital marketing services, you will be able to promote your brand to a new level, increase the number of regular customers, make your business more recognizable, and stand out from the competition.

What is a digital marketing and why is it important in today's realities?

The key importance of digital marketing

As part of a digital marketing strategy, marketers set specific goals, define target groups, and create action plans to achieve the marketing goals that have been previously defined as efficiently as possible. These strategies define the direction of a specific campaign or program and the framework for measuring results. Now that everything is digital, digital marketing capabilities are integrated into almost every aspect of business, fundamentally changing the way we communicate and serve customers. If a company cannot implement and implement a digital marketing strategy in the ever-changing global online market, it cannot compete effectively with other players that are present in this market.

Digital marketing strategy

Cross-marketing, cross-channel marketing, and omnichannel marketing are essential strategies for engaging with customers or prospects on any digital channel and device. Today’s consumers are seamlessly transitioning from e-mail to social media and expect complete and comprehensive services from retailers. To help you prepare for an effective omnichannel marketing strategy, it’s important to know and understand the applications of the most commonly used digital marketing channels.

Advertising via e-mail

Email marketing is one of the oldest and most popular forms of digital marketing, and is actively used in both B2B and B2C relationships. In this case, data about potential customers at different stages of the buying process is collected and classified to understand the key preferences of those customers. Each potential customer is then asked for permission to be added to the mailing list. The content of emails may include important and useful information about various available products and services, suppliers and upcoming events, personalized offers, case studies, links to official documents, and other technical and business information. So that these messages are immediately opened, read, and not deleted, they must contain appropriate offers. Key factors in ensuring interest are personalized content and relevant offers. Email marketing isn’t just an art, it’s a marketing science. Email and digital resources should be interesting and engaging, but the number of messages you send should best match what’s available.

Video Marketing

Video is one of the most effective digital marketing tools today. The IT Shark company provides an opportunity to order a service for creating a marketing video, which will show in detail all the advantages and capabilities of your company, the video will be created with specific marketing goals and will ensure the rapid promotion of your brand because people love to watch videos. They don’t just watch entertainment videos and videos with various research. YouTube alone has more than 2 billion active users who watch a variety of videos on this mega-popular platform every day. B2B and B2C consumers make purchasing decisions based on the videos they watch. 

Video marketing can significantly increase brand awareness, increase website traffic, and increase conversion rates. Videos embedded in blog content have long been a cornerstone of content-based marketing strategies in the B2B and B2C segments. Sharing your videos is very important to reach as many people as possible. That’s why it’s important to make the most of sites like YouTube to promote your videos on your website and social media. You should also encourage other people to share your videos. The video should be short and convey the main idea. Buyers have short attention spans, so presenting the right content engagingly is key to success.

Marketing in social networks

Social media is an effective and quite creative way to quickly reach a specific audience and connect directly with customers and partners. The key choice of social platform should depend on the characteristics of the target user to whom the marketing message will be addressed. Facebook is the largest social networking platform in the world. Twitter continues to be quite popular among B2B users. Instagram and TikTok are very popular among young people, and LinkedIn is a great place to connect with B2B customers early in the buying cycle. Each social media platform offers key types of content, but they all focus on photos and videos. When preparing your informative content, always think about how it will be distributed on social networks, and adapt it accordingly. New platforms emerge over time, requiring marketers to constantly adapt their digital marketing strategies to take full advantage of all the key benefits of the social media platforms available to them.


After email marketing, text messaging is the most direct way to reach customers, but like social media, simplicity is the key to success. Text messages include SMS (text only) or MMS messages and may contain videos and GIFs.

Using content marketing

Content marketing is a fairly effective marketing activity that reaches a variety of potential customers and clients with the most informative, personalized messages. The more personalized your content is, the more likely it is to engage buyers. However, the content should be relevant to the buyer’s intent and interests and include promotional offers that are attractive enough to drive conversions. Content types include email content, landing pages, infographics, ebooks, solution descriptions, banner ads, videos, text messages, ads, articles, blogs, and digital flyers. Content can be used in different channels, but the style and message must be carefully aligned.


A search engine optimization (SEO) strategy for your web content (landing pages, blogs, etc.) is a fairly effective marketing strategy, but the effectiveness of this strategy depends on your choice of keywords and the optimization of each page. Using proven short and long-tail keywords in your page content will give you the best traffic results. Another effective way to significantly improve the ranking of your site is to create organic links to external sites with high rankings. A PPC strategy is an offer where you pay each time you click on a certain link. Most social networks and search engines offer ways to use this strategy. PPC ads are delivered to targeted and direct channels. An SEM strategy is a potentially very effective alternative to a PPC strategy. A website is often the first point of contact for potential customers of a particular company or brand. A well-designed website can provide consistent and active brand promotion across all digital assets. In addition, well-designed, modern websites are easier to find in search engines, easier to use, and improve conversion results (more clicks, registrations, etc.).

Use of graphic advertising tools

Marketers can display relevant ads on third-party websites to reach more potential customers. These ads may include banners, video ads, and interactive ads that link to specific websites. Using affiliate marketing tools. Many influential bloggers and marketers use their blogs and social media accounts to effectively promote the various products and services offered by the company. This is a fairly modern form of performance-based digital marketing. Marketers receive a commission for promoting certain products. The more visitors and customers these marketers attract, the more money partners can earn. Classic advertising media have changed significantly in recent years. Technological advances are increasingly buying up advertising space and time on new television platforms such as Netflix and YouTube. However, television and radio should not be neglected. This type of media still has a large audience.