Digital marketing is how brands connect and engage with their audiences across a variety of online platforms. With nearly 30% of all business happening online—a number that keeps growing—it’s never been more important to embrace digital marketing if you want to stand out and boost your sales.

In fact, this year, 46.2% of marketers plan to increase their digital marketing budgets to drive revenue, build trust, and secure more online sales. Ready to dive in? Discover how digital marketing works, why it matters, and how to craft a strategy that helps your business grow.

What is digital marketing?

Digital marketing is all about promoting your brand, product, or service through both paid and organic online campaigns. Essentially, it covers almost any way you can promote your ecommerce business on the internet.

By 2024, global spending on digital advertising is expected to reach a staggering $667 billion. Businesses typically focus on goals like boosting brand awareness, driving sales, increasing engagement, generating leads, and growing revenue — and a solid digital marketing strategy can help you achieve them all.

Digital marketing vs. traditional marketing

Digital marketing takes place online—through websites, social media, email, and other digital channels—while traditional marketing relies on offline methods like billboards, print ads, and TV commercials.

One of the biggest advantages of digital marketing is cost-effectiveness. You can reach a wide audience using free or low-cost tools, without the steep expenses that come with full-page magazine spreads or premium billboard placements. It’s a more accessible way for brands to connect, grow, and make an impact—especially for businesses working with tighter budgets.

Digital marketing for B2B

Business-to-business (B2B) digital marketing focuses on promoting your products or services to other companies and organizations. While email marketing and social media remain go-to strategies for B2B brands, the landscape is evolving fast.

In 2024, the rise of AI is pushing brands to think more creatively—exploring tactics like automated personalization and even influencer marketing to connect with their audience in fresh, more meaningful ways.

Digital marketing for B2C

Business-to-consumer (B2C) digital marketing is all about promoting products or services directly to individual customers. Ecommerce brands are a prime example, often relying on strategies like social media marketing, paid ads, and search engine optimization (SEO) to reach shoppers right when they’re searching for something new.

The goal? To grab attention, spark interest, and guide potential buyers from curiosity to checkout—all in a few clicks.

Why is digital marketing important?

In today’s competitive landscape, standing out takes more than just a great product—you need smart, multi-channel strategies to attract and engage potential customers. That’s where digital marketing comes in.

It’s not just about visibility (though getting your products in front of the right people is a big plus). Digital marketing helps build lasting connections, nurtures leads, and ultimately drives growth. Here’s why it matters—and how it can move your business forward.

Grow your business

More conversions mean more revenue—and digital marketing is a powerful way to make that happen. It not only draws in potential customers but also helps them understand why your product or service is the right choice, guiding them smoothly toward a purchase.

A well-crafted digital marketing plan gives you valuable insights into what’s working (and what’s not). Use a marketing plan template to get started, set clear goals, and track your key performance indicators (KPIs) to measure your success as you grow.

Increase return on investment (ROI)

One of the biggest perks of digital marketing is that it’s measurable. By tracking and analyzing your results, you can pinpoint what’s working best—and do more of it.

These insights help you fine-tune your strategy, lower the cost of acquiring new customers, and ensure your budget is focused on what delivers real value. In short, it’s about spending smarter, not just more.

Improve your global impact

It’s easy to fall into the trap of trying everything and hoping something works. But effective digital marketing starts with knowing your audience—so you can deliver the right message, on the right platform, at exactly the right moment.

Organic strategies like social media marketing and SEO can help level the playing field, allowing smaller brands to stand out—even against big-name competitors with massive ad budgets. With the right approach, you can expand your reach and make a meaningful impact on a global scale.

13 types of digital marketing

A strong digital marketing strategy brings together multiple channels to reach your audience in meaningful ways. Most brands lean on a mix of social media, email marketing, and SEO—but the best combination for your business depends on your audience, budget, and goals.

To help you find what works, here are 13 popular and effective digital marketing channels you can use to promote your online business and grow your brand.

Social media marketing is a powerful way to engage with current customers while building relationships with new ones. From household names like Facebook, TikTok, and Instagram to more niche platforms like Houzz and Twitch, social media offers endless opportunities to connect and grow your brand.

Here are some of the top platforms to consider:

Facebook – 3.04 billion monthly active users
TikTok – 1.56 billion monthly active users
Instagram – Over 2 billion monthly active users
X (formerly Twitter) – 41.5 million daily monetizable users in the U.S.
Pinterest – 498 million monthly active users
Snapchat – 406 million daily active users

Each platform allows for organic social posts—content you share without paying to promote it. These posts help you stay connected with your audience, especially when you focus on a healthy balance of engaging and promotional content (leaning more toward engaging to avoid follower fatigue).

For example, fragrance brand Dossier uses TikTok to post fun, relatable content that showcases its personality and connects with followers in an authentic way.

2. Messaging marketing

Messaging marketing allows you to connect with shoppers directly through channels like SMS or Facebook Messenger. It’s a great way to build stronger relationships with existing customers and offer exclusive perks to your most loyal fans.

That said, inboxes—especially text message inboxes—are personal spaces. Use them thoughtfully. Stick to important updates, timely offers, or content that truly adds value.

A clever example? Toilet paper brand Who Gives a Crap sends friendly text reminders when it’s time to restock, helping customers avoid awkward emergencies while encouraging repeat purchases. It’s a simple, effective way to stay top of mind—and in the bathroom.

3. Email marketing

Email remains one of the most powerful digital communication tools for businesses—and its reach is only growing. With around 4.37 billion users worldwide, expected to climb to 4.73 billion by 2026, email offers incredible potential. That said, many people are tired of generic branded emails, which means brands that get it right have a real opportunity to stand out.

Email lets you share a mix of promotional and helpful content—think newsletters with tips on how to use your products, exclusive discounts for subscribers, early announcements, and special access to sales or affiliate programs.

Using email marketing software, you can build detailed customer profiles and segment your list to send personalized campaigns that truly resonate. For example, Shopify Email lets you craft fully customizable emails directly from your Shopify dashboard, complete with direct product links to boost clicks and conversions.

4. SEM and SEO

Search engine marketing (SEM) and search engine optimization (SEO) both focus on boosting your website’s visibility in search engines—but they work in different ways. SEM covers paid tactics, like ads, while SEO involves organic, non-paid efforts.

To kickstart your SEM, you can run pay-per-click (PPC) ads or Google Shopping campaigns through the Google Ads platform. By targeting specific keywords and locations, you control who sees your ads—and your budget can be tailored to fit your goals and competition.

Take LOVEBYT, a brand selling cruelty- and chemical-free toothpaste. They’ve strategically bid on the keyword “organic toothpaste,” ensuring their ad appears at the top of search results. Since the top ad typically captures about 2% of all clicks, this gives LOVEBYT a strong chance of attracting shoppers actively searching for their product.

5. Native advertising

Native advertising is a type of paid promotion designed to blend seamlessly with the look and feel of the platform it appears on. Whether it’s a social media post, a sponsored article, or a recommendations widget, native ads fit naturally into the user experience.

The goal isn’t to trick anyone into thinking it’s organic content—instead, it’s about creating a smooth, non-disruptive experience that feels relevant and helpful.

For example, you might see product recommendations for items that keep food fresh longer embedded within an article about kitchen tips. This kind of thoughtful product placement is a classic example of native advertising in action.

6. Pay-per-click (PPC)

Pay-per-click, or PPC, is an advertising model where you pay each time someone clicks on your ad. Also called cost-per-click (CPC), it’s a popular method on platforms like Google, Facebook, and Instagram.

Similar to SEM, you set your budget and design your ads. But while SEM targets users based on specific search keywords, PPC ads are shown to people who fit your target audience’s profile—whether or not they’re actively searching for your product.

With a variety of ad formats available, you can direct shoppers straight to your product page or even enable purchases directly within the social media platform, making it easier than ever to turn clicks into customers.

7. Content marketing

Content marketing involves creating or curating valuable content—often through a blog—to connect with your audience. In fact, over half of marketers include blogging in their digital strategy.

Content is a fantastic way to build trust with both new and existing customers, raise awareness about your brand and products, boost your SEO, and position yourself as an expert in your field.

For example, skincare brand Beauty Pie runs a blog packed with helpful insights and answers to common questions, guiding shoppers confidently toward their next purchase.

8. Affiliate marketing

Affiliate marketing lets consumers and influencers earn a commission by promoting and selling your products. It’s often paired with influencer marketing, where influencers receive a percentage every time someone makes a purchase through their unique link.

This strategy is a fantastic way to reach new audiences and motivate your most passionate customers to spread the word about your physical or digital products. To find the right partners, try using our creator archetype guide—it’s designed to help you identify influencers who align perfectly with your brand.

For example, when a shopper clicks on a product link in a roundup post and buys from Amazon, the affiliate behind that link earns a commission—making it a win-win for both you and your promoters.

9. Marketing automation

Marketing automation uses technology to trigger automatic actions within your digital marketing strategy. This can be as simple as a single tool or a combination of platforms working together through integrations. For instance, the Shopify App Store offers plenty of marketing automation apps that you can easily add to your ecommerce site.

You can also set up automation campaigns right from your Shopify dashboard. A popular example for many ecommerce brands is post-purchase automation.

Depending on your product and customer behavior, post-purchase messages can nurture relationships and boost sales by offering personalized product recommendations. Plus, you can track your campaign’s performance and optimize it using the marketing analytics available in your Shopify dashboard.

10. Remarketing

Remarketing, also known as behavioral retargeting, lets you reconnect with people who’ve already shown interest in your brand. By targeting audiences based on their previous interactions, you can create smarter, more personalized marketing campaigns.

For example, imagine you launched a collection of artist-designed mugs for your home goods store. A few months later, you collaborate with a different artist on a fresh design. Remarketing allows you to reach customers who bought the first mug, knowing they’re likely interested in this new release too.

11. Sponsored content

Sponsored content is a type of paid promotion that closely mirrors the look and feel of a platform’s editorial content. It often takes the form of an article or blog post but can also include sponsored posts on social media. This approach helps brands share their message in a way that feels natural and engaging to the audience.

12. Influencer marketing

Influencer marketing means teaming up with social media personalities who resonate with your audience to promote your brand or products. It often pairs well with affiliate marketing, since many collaborations use unique affiliate links for each influencer. But beyond sales, it’s also a fantastic way to create buzz around new launches or special campaigns.

For example, Olipop partners with influencers on Instagram to showcase its latest flavors, helping spread the word authentically and engagingly.

13. AI digital marketing

AI digital marketing harnesses the power of artificial intelligence and automation to supercharge your marketing efforts. It enables you to create personalized, automated workflows that deliver the right content to the right audience at the right time. From generating blog posts and social media captions with generative AI to analyzing data for smarter campaign decisions, AI is helping brands work smarter and connect more effectively with their customers.

What does a digital marketer do?

A digital marketer is responsible for crafting and executing strategies that help brands connect with their audience online. It’s a dynamic role that blends creativity with data-driven thinking.

From brainstorming campaign ideas and developing content to choosing the right platforms and fine-tuning audience targeting, digital marketers wear many hats. They also dig into campaign analytics to understand what’s working—and what’s not—so they can continuously improve performance.

For example, running a social media ad campaign means designing eye-catching creatives, selecting the right audience, writing compelling content, and tracking results to refine your approach over time.

How to create a digital marketing strategy

Building an effective digital marketing strategy starts with a few essential ingredients: knowing who you want to reach, understanding the message you want to share, and choosing the right channels to deliver it.

Here’s a simple, step-by-step guide to help you craft a strategy that connects with your audience and drives results:

1. Set digital marketing goals

Start by defining what success looks like for your business. Do you want to increase online store sales by 30%? Or maybe you're aiming to grow your Instagram following to 10,000? Whether broad or campaign-specific, having clear goals gives your strategy direction.

Before diving into content creation or picking your channels, get crystal clear on what you want to achieve. These goals will be your guiding light, helping you measure progress and stay focused on what truly moves the needle for your business.

2. Identify your target audience

Who exactly are you trying to reach—ambitious 25-year-old digital entrepreneurs in New York, or busy working moms craving a moment of self-care? The more specific you get, the easier it is to choose the right platforms and craft messages that resonate.

To boost your chances of success, create detailed buyer personas. These profiles act as a reference point, keeping your messaging focused and your marketing efforts aligned with your ideal customers.

Here’s how to get started:

Check your analytics – Use tools like Google Analytics or sales data to understand who your top customers are.
Look for patterns – What do your best buyers have in common? Maybe they share an age group, job role, or lifestyle.
Go beyond demographics – Dig into their interests, struggles, and aspirations. What keeps them up at night? What motivates them to buy?
Create your personas – Combine all this info into a few detailed personas. Give each one a name, outline their key traits, and note the best channels to reach them.

With these personas in hand, you’ll have a clear view of who you’re talking to—and how to capture their attention.

3. Choose the right channels

Not every audience lives on the same platforms. While some might be endlessly scrolling through TikTok or Instagram, others prefer updates via email or even a good old-fashioned text message. That’s why it’s crucial to match your marketing channels to the preferences of your target audience.

As you build out your buyer personas, make note of where your customers are most active—and focus your efforts there.

It might be tempting to show up everywhere at once, but trying to juggle every platform can quickly lead to burnout (and diluted results). Instead, start by choosing three to five key channels where your brand can shine. This might include email, SMS, Instagram, TikTok, or any mix that suits your audience best.

Think quality over quantity—consistency and relevance on a few well-chosen platforms will go much further than spreading yourself too thin.

4. Create a content plan

Now that you know who you’re talking to and where you’re reaching them, it’s time to map out what you’re going to say. A thoughtful content plan keeps you consistent, relevant, and on-brand—without scrambling for ideas last minute.

By now, you should have a clear sense of what your audience likes to see online. Use that insight to brainstorm a mix of content formats that can connect with them in different ways. A well-rounded content plan might include:

Eye-catching Instagram Stories and Reels
Automated email sequences to welcome new subscribers
Short-form videos for TikTok and longer-form content on YouTube
SEO-optimized blog posts that drive organic traffic
Downloadable resources like ebooks, checklists, or reports
Collaborations with influencers and user-generated content
Targeted social media ads to boost visibility

Experiment with a few different formats to learn what resonates most. Pay attention to the posts that get the most engagement or conversions, then lean into those formats as you refine your strategy. Remember: consistency and creativity go hand-in-hand.

5. Measure and analyze results

The final (and crucial!) step in any digital marketing strategy is measuring how your efforts are performing. Analytics are your best friend here—they offer real insight into what’s clicking with your audience and what’s falling flat.

Keep an eye on your key metrics: download those social media reports, track conversion rates, monitor website traffic, and pay attention to engagement levels. These numbers tell a story—one that helps you understand what’s working, where there’s room for improvement, and how to optimize your campaigns moving forward.

By regularly reviewing your data, you can confidently fine-tune your strategy, double down on high-performing content, and leave the guesswork behind.

Digital marketing examples

Dove: Purpose-driven digital marketing

Cosmetics brand Dove is a standout example of how digital marketing can go beyond selling products to spark meaningful conversations.

Dove’s campaigns consistently reflect its core values, using emotionally resonant storytelling to connect with its audience. From hashtag movements to user-generated content and heartfelt social videos, Dove has built a powerful digital presence that champions body confidence and self-esteem—while subtly weaving in product promotion along the way.

It’s a great reminder that when your marketing aligns with your brand’s mission, it doesn’t just drive sales—it builds community.

Samsonite: Search engine marketing (SEM)

Global luggage brand Samsonite brought its advertising strategy into the digital age by leaning into SEM (search engine marketing). The key? Understanding exactly what travelers were searching for.

By digging into customer intent and identifying high-impact keywords, Samsonite crafted targeted campaigns that placed the right message in front of the right audience—right when they were looking for it. This approach helped the brand stay visible in a crowded market and connect with shoppers at just the right moment in their journey.

In response to criticism around its camera quality, Apple turned to its most powerful advocates—its customers. The tech giant launched the #ShotOniPhone campaign, inviting users to share their best photos taken with an iPhone.

The result? A wave of stunning user-generated content that not only silenced skeptics but also celebrated the creativity of everyday photographers. Winning shots were showcased on billboards across the globe, proving that the iPhone’s camera was more than capable—and that Apple knew how to turn feedback into a movement.

Buoy: Email marketing automation

Wellness brand Buoy taps into the power of email marketing automation to connect with its most loyal customers. By offering exclusive discounts and time-sensitive deals—complete with engaging countdown timers—Buoy creates a sense of urgency that inspires action.

But it doesn’t stop there. The brand also encourages customers to share their love for Buoy with friends and family, sparking genuine word-of-mouth buzz that helps grow the community organically.

Campus Protein: SMS marketing

Campus Protein leverages personalized abandoned cart text messages to gently remind shoppers to complete their purchases. When a customer replies, the brand’s AI-powered chatbot steps in with helpful info, product links, and exclusive discounts—making it easy and enticing to come back and buy.

Final Thoughts

Kickstart your digital marketing
There are plenty of built-in marketing tools available to help you launch your digital marketing campaigns with ease.

From audience targeting and email marketing to SEO and paid social ads, the right tools can simplify your workflow and amplify your reach.

Plus, by using data-driven insights, you can reduce guesswork and continuously improve your campaigns over time. With the right platform, you can connect with the perfect shoppers—wherever they are—and turn interest into sales.

Digital Marketing FAQ

What are the latest trends in digital marketing?
Right now, AI is leading the charge in digital marketing. Brands are harnessing advanced AI tools to create content, automate communication, and dive deep into data analysis. Beyond tech, there’s a big focus on building stronger, more personal connections with customers through tailored marketing and thoughtful nurturing strategies.

How big is the digital marketing industry?
The digital marketing industry was valued at $363.05 billion in 2023, and it’s set to grow steadily—projected to rise by 13.1% over the next decade, reaching an impressive $1.09 trillion by 2032.

How has digital marketing evolved?
Digital marketing has come a long way. What used to be basic emails and static websites has transformed into a dynamic world of automated, personalized communication that reaches customers as individuals. Technology keeps pushing the boundaries, helping marketers meet ever-changing consumer expectations.

What are the common challenges of digital marketing?

Generating qualified leads
Measuring ROI effectively
Creating engaging, relevant content
Truly understanding and meeting customer needs
Keeping up with the latest trends and technology
Aligning big-picture goals with budget realities
Promoting and distributing content efficiently

How do you become a digital marketer?

Learn the fundamentals of digital marketing.
Get familiar with essential digital marketing tools.
Build a portfolio showcasing a variety of campaigns you’ve worked on.
Network and connect with professionals to find opportunities.
Stay up to date with the latest trends and industry developments.

How is AI changing the digital marketing landscape?
AI is transforming digital marketing by taking over repetitive manual tasks, boosting efficiency, and enabling smarter campaigns. From automatically tailoring ads to specific audiences, to predicting customer behavior, AI helps marketers run campaigns on autopilot and make smarter decisions based on real-time data. It’s a game changer for content creation, campaign management, and performance analysis.

What Is Digital Marketing in 2025? Definitions, Examples, Types & FAQs