What people do in digital marketing

Digital Marketing Made Easy: A Step-by-Step Guide

Digital marketing.Is this just another crazy new buzzword to use in meetings to make people think you're cool? Or is it something we should take seriously?

The better question is probably: what exactly is digital marketing?

This guide will show you exactly what it is.

This fashionable term actually only emerged at the beginning of the 21st century, although digital marketing existed much earlier.

Well, a lot frabove. To be precise, 100 years frabove

Here's a picture from the first digital marketer in history.

(Image source: Wikipedia)

His name: Guglielmo Marconi.

Like right now? An Italian?

Yes exactly. In 1896 he invented the transmission of wireless signals.

This guy invented the radio.

Shortly after its demonstration in England, Morse code was being sent across the open sea.

And although it took another 10 years longer for radio to reach the general public, it didn't take the inventors that long to find out that the medium could also be used for sales.

The first live broadcast came from the Met - the Metropolitan Opera. Now guess what people did after that?

They bought tickets for the performance!

Digital marketing was born.

I can imagine that you are surprised now. I haven't even mentioned smartphones, apps, Facebook ads, or blogs yet.

That's because digital marketing has nothing to do with the internet.


As usual, Wikipedia once again offers a somewhat vague definition: Digital marketing is the generic term for the targeted, measurable and interactive marketing of a product or service….


I would like an easy explanation that I can remember too! Here she is: Digital marketing is a form of marketing products and services using electronic devices.

That’s why it’s been around for decades (since electronic devices existed) and therefore it doesn’t have to have anything to do with Google Ads or retargeting.

Digital marketing can do both online as well as offline respectively.

And both are important.

Why digital marketing is so important

Can you still look at yourself Billboards recall?

Me, yes.

When I was a little kid I lived in California. I still remember very well that I usually only asked two things in the back seat of the car. Either: Mom, when are we there? " or Look, there's McDonalds. Can we stop there? " The latter always just when one of these 3m high billboards appeared on the edge of the street.

Growing up with Indian parents, the answer to both questions is probably always the same: Not yet."

Sometimes there was a real advertising war between the big brands and companies on the billboards, such as between Audi and BMW. That was often very funny:

(Image source: BMW Blog)

In 2015, many of my customers were still spending hundreds of millions of dollars on billboard advertising.

Unfortunately, or fortunately, that's over.

The reason billboards like the one shown above no longer have a future is perfectly portrayed in the image of a Volvo.

Because to be honest, the future of driving looks more like this:

(Image source: Dullonet)

Not a single passenger is still looking at the road.

Just pay attention to your boyfriend or girlfriend when he / she is sitting next to you in the car.

Just take a quick look over there.

Most likely he or she is looking at the phone right now.

How could we even believe that billboards in a world in which during the day 9% of drivers permanent hanging on the phone and just calling, receiving calls or sending text messages, have a future.

If the driver isn't even looking on the road, who should look at the billboard advertising?

And I'm not even thinking about the self-driving cars that Apple and Google are inventing (we know they'll be around soon).

Elon Musk assumes that you will see them on our streets from 2020 and that is only a few years away.

That means we don't have much time left before we have to shut down the good old printing press and close our shop to deal with digital marketing.

The number of people using an electronic device is constantly increasing.

Americans spend over 11 hours a day on their electronic devices. There is not much time left. It won't be long now and we are spending all of our time in the digital world.

And while it's no wonder these days that thanks to online marketing, a 25-year-old can sit in his room and make $ 2 million playing video games, offline marketing still exists.

Let's look at the whole thing from above and take a closer look at the facts.


Digital marketing is divided into Online and offlineMarketing. Since I have already written about online marketing in a separate article, I will only mention the different types of online marketing here for the sake of completeness.

The 7 big categories in online marketing are:

  1. Search engine optimization (SEO)
  2. Search engine marketing (SEM)
  3. Content marketing
  4. Social Media Marketing (SMM)
  5. Pay-per-click advertising (PPC)
  6. Affiliate marketing
  7. Email Marketing

Unbounce created a great infographic that summarizes all types of online marketing in one diagram.

(Image source: Unbounce)

There's a beginner's guide on Quick Sprout. This blog can be very useful in the beginning.

So far so good. Are there any other types of digital marketing? Actually still a lot.

At this point I will show you the 4 major categories of digital offline marketing

To explain: There is a form that I do optimized offline marketing call. This form of marketing takes place completely offline, but is optimized with the help of electronic devices.

For example, your restaurant uses iPads to order. You then enjoy Thai food - which takes place offline, i.e. in the real world, but could only take place at all thanks to an electronic device.

Humanity has been using digital media for decades (we're just not as aware of it as you will find out).

(Image source: San Diego Tribune)

Then there is thatRadio advertising. The next time you hear an annoying, over-enthusiastic car salesman yelling every word of his commercial on the radio, thanks to Mr. Marconi.

And of course we are allowed to Television advertising do not forget. Television advertising has been around for more than half a century (and in color and nationwide since 1953 - yes, there was indeed a life before color television).

Last but not least, the largest and fastest growing type of offline marketing should be mentioned. With it come a lot of flops, bankruptcies and failures: that Telemarketing

Now let's take a closer look at these 4 types.

Optimized offline marketing

What's the difference between a billboard somewhere in the Arizona desert and a billboard in Times Square, New York City?

The size? The product?

There are these 3 letters: LED. Light Emitting Diodes - in short: light emitting diodes.

All billboards in Time Square are electronic!

(Image source: Adweek)

Why? You have no competitors in the Arizona desert. Nobody competes with you and your billboard.

Nowhere in the world can you get as much attention as Times Square. Over 330,000 people pass by here every day.

And as if that weren't enough distraction, there are buses, taxis and screaming salespeople and of course those electronic billboards.

Some of them are even interactive. They show people strolling in the square, or even people shopping.

For the annual rental of advertising space in Times Square, you have to shell out $ 1,000,000 to $ 4,000,000.

Do you think this is expensive? Then you don't yet know the prices for advertising at the Super Bowl.

What other types of optimized offline marketing are there?

What do you see when you enter an Apple Store?

(Image source: Wikipedia)

People leaning over iPads, Macbooks, and iPhones.

No matter what electronic device you have, every product demo is a kind of digital marketing.

Here is another achievement. You can be lucky if you remember:

(Image source: Emuparadise)

This is the demo CD for an original PlayStation. You got some of them with other games, or sometimes you could even find them in magazines.

The same goes for computer magazines. They came with CDs (and later DVDs too) and you couldn't wait to put them in the drive to see which trial version was on it.

These are Product trial versions in digital format, that are slightly different from demos.

And they still exist. Think of the would-be rappers or rockers in your town. They distribute their mixtapes or CDs, now more likely USB sticks, and try to get you excited about their music.

So far so good, now let's take a closer look at one form of digital marketing that has probably been around the longest.

radio advertising

More than 100 years have passed since the first live broadcast of an opera from the Met. Hard to believe -the radio is still there.

Radio did well when it merged with the Internet, but it was still overtaken by television. But at least the good old radio is still up to date.

Some facts:

  • The radio still reaches 85% of the US population on a weekly basis
  • An average of 2 hours of radio is listened to each day
  • 40% of all radio ad spend worldwide comes from the USA
  • About half of the U.S. Population listens to Internet radio at least once a month

While sales are falling But the radio does not lose its attention. Thanks to the 80 million Pandora users that it still rakes in $ 4 billion in profits annually.

But what else is there besides creating a unique, creative radio commercial?

Internet radio only recently made a good move. It now does what all podcasts do: Advertising at the beginning of every show.

If you are hosting a show on a specific topic, such as coaching, you can include programs and products at the beginning and the end.

Now that social media has become a marketing darling, it should be relatively easy to find a local radio station to get on the show, be interviewed, or negotiate a deal with them.

While you're at it, get some sponsorships to make sure that you're the preferred candidate for the radio station and that they reserve a spot for you at prime time.

Those who do well on the radio are usually one too good entertainer.

Cadillac and Dairy Queen are two brands that deliver solid radio commercials on a reliable basis.

You can listen to some examples here.

TV Marketing

TV commercials are like Goliath, they always will be. TV advertising is by far the division that makes the most money annually.

However, when Google Video became YouTube, television advertising lost its importance enormously.

Who wants to watch a bad MTV show where the host gives bad coverage of a game they have no idea about when you can watch PewDiePie along with 40 million subscribers (!). These aren't just role video games, they also provide funny commentary.

Everything for free, of course.

Why is TV commercials so uninteresting when the average American watches 4 hours of TV every day?

It is not target group specific.

TV advertising doesn't exactly target the audience. In the world of retargeting, social media, and email marketingwe are used to being advertised with personally tailored products. We automatically ignore anything that doesn't really concern us.

As long as we're bothered with ads while watching TV because we're not watching Netflix - a company that currently has annual sales of $ 5 billion - what's the alternative?

You record the show and skip the commercial.

We have got used to determining everything ourselves.

Marketing people have to come up with something better.

TV advertising is only designed for the general public.

For example, there is a commercial for hemorrhoid ointment, followed by an advertisement for Oreo cookies and burgers, even though you are 22 years old, overweight and diabetic.

This person does not correspond at all to the target group that is actually to be reached. But that's the way it is on television. You just don't know who you are reaching and whether the broadcast is successful.

Except for a couple of insomniacs who still go to see those long-term commercials at night only to find that Dr. Ho is still selling his decompression belt, is the TV commercial at the end?

Not quite.

There is still one type of television commercial that works. But it will be expensive.

As mentioned, if you rent a billboard in Times Square, it will cost you a million a year.

A 60 second commercial aired during the Super Bowl costs $ 4.5 million.

Thanks to the high recognition value, the commercials with memorable texts still pay off.

About 10% of all television commercials on social media come from Super Bowl advertising. Just like 8% of all views on YouTube are pure TV advertising.

If your advertisement makes it onto the blacklist (if the network has decided that your spot cannot be shown on TV), the viral effect is usually much stronger. For example that of Carl’s Junior, which caused a lot of attention:

(damn you, Charlotte McKinney)

The advertisement on the Super Bowl has the highest retention rate, as this infographic shows. Over half of all respondents remembered the commercialPuppy Love ”from Budweiser.

What could be better than a commercial that is constantly viewed online, such as Volkswagen's famous Star Wars spot, which has been viewed 62 million times to date.

(Will the force be with him?)

Unfortunately, the hype about the Super Bowl has long been a relic from the past, which is now declining more and more.

The $ 200 billion that companies worldwide still spend on television advertising each year is hardly justified, with one in 10 people in the US now subscribing to Netflix. Ascending trend.

Classic television will no longer exist in the form we know it. There will have to be room for more individual and customer-oriented experiences that we have long since ceased to be without.

If you are planning something in the direction of offline marketing, I advise you to invest your time and money in a marketing platform or in a newer branch of the economy.

Like this one for example:


Unfortunately, we are not paying enough attention to it yet.

The smartphones are ruining it.

Nowadays, 80% of internet users own a smartphone. This threshold was exceeded in 2014: There are more people who use the Internet directly from their smartphone than from a PC or laptop.

The age of mobile marketing has dawned. And in 2016, the amount spent on mobile advertising will be higher than on advertising on the PC.

In 2020 we will spend as much on mobile advertising as we are currently spending on television advertising. How did this rapid growth come about?

Let's look at some of the ways you can market your products offline before looking at some telemarketing suggestions that might be useful for smartphone users with internet access.

There are 2 apps that are completely underestimated. You can find them on every phone, whether it's a smartphone or not:

Calling and texting.

Cold calling is the initial approach to a person on the phone with a view to selling something.

With around 3 sales a day (marketers make an average of 52 calls a day - around every 17th is a hit), it doesn't promise as much success as it does on social media or emails, but it is still a serious marketing strategy.

The tactic works, but is nowhere near the best when it comes to selling to the end consumer (B2C). Establishing contact before the actual trade is usually very helpful for success (especially in B2B, where relationship is everything).

Marketing with SMS works better. There is now one on every phone App ”for that.

Whether online or offline, a text message is almost always read.

While MMS has obviously collapsed after the internet became accessible to everyone and data usage stopped costing much, text messaging is a great way to reach people and get it done with 160 characters or less.

While you should definitely have your customer's permission to send a text to their phone number, there are providers who offer text marketing on a large scale.

Here are some examples of how you can do thatSMS marketingcan effectively use:

(Image source: Tatango)

Special offers, coupons and discounts work great at restaurants for attracting additional customers and turning random visits into conscious visits.

You can find some examples of successful SMS campaigns here.

DVD rental service, Red Box, have also run successful campaigns. As part of a competition, they had their customers send the word DEALS to the number 727272.

In return, customers were given a random discount of between $ 0.10 and $ 1.50 on their next rented DVD.

In just 10 days they were connected to 400,000 customers and generated over 1.5 million text messages.

Also oneSMS reminders in customer service can improve mobile marketing - just like Walmart does. They notify customers when their prescription is ready to be picked up. To date they have sent 1 billion SMS reminders.

Another option is to get one Loyalty programwhere customers can collect their loyalty points with an app or while paying with their smartphone. Only 13% of online retailers use this option. But it's a great way to stand out from the crowd.

With 98% of all SMS messages opened - 90% of them within 3 minutes - SMS messages are a great opportunity to promote a giveaway.

With an app like Heyo, you can easily create a giveaway. It's optimized for mobile devices and works great with Facebook and other social media - like this one:

(Source: Facebook)

However, there is one area of ​​mobile marketing that you should probably avoid: QR codes.

These barcode-like images popped up all over the place a few years ago. And while some marketers always swear by it, they're actually already gone.

(Source QR code via Wikipedia)

In 2011, only 6% of smartphone owners in the US scanned a QR code. And in 2012 97% of consumers didn't even know what a QR code was.

I'm not at all sure why they didn't turn out to be the absolute hit they were thought to be. I suppose the system was just too tricky.

In order to scan a QR code, you have to download a specific app. Such as: Barcoo.

The corresponding text then opens in the app. However, this was often not optimized as a mobile site.

Large companies have often not recognized the importance of the OR codes. They were therefore used in completely wrong places, such as underground stations with no reception or in TV spots in which they can only be seen briefly.

So don't waste your time with QR codes. Your time and money are better off anywhere else.


Digital marketing is a blast. Even today, the internet is far from the only place for marketers to thrive.

Certainly no one can afford to ignore the benefits of the internet and probably every marketer will have to deal with online marketing sooner or later.

However, if you use a few of these offline marketing tactics, you can develop a good strategy and focus on your target audiences quickly.

Here again a list of the variants of digital marketing:

Online marketing

  1. Search engine optimization (SEO)
  2. Search engine marketing (SEM)
  3. Content marketing
  4. Social Media Marketing (SMM)
  5. Pay-per-click advertising (PPC)
  6. Affiliate marketing
  7. Email Marketing

Offline marketing

  1. Optimized offline marketing
    1. Electronic billboards
    2. Digital product demos
    3. Digital trial versions
  2. Radio marketing
    1. radio advertising
    2. Sponsorship
  3. TV Marketing
    1. Television advertising
    2. Tele shopping
    3. Advertising on the Super Bowl
  4. Phone marketing
    1. Cold calling
    2. SMS marketing (freebies, coupons, loyalty programs)
    3. QR codes

I hope I was able to help you a little with this guide and make it clear that digital marketing is more than just Facebook advertising and social media.

Do you want to use some of these methods?

What do you remember from before? Did I forgot something?

Please let me know your most important conclusions in the comments.