• Lenny Richardson

What Is Digital Marketing In 2020?

Ask any website or resource and the definition for Digital Marketing will vary from source to source.

First, we’ll dive into the general concept of marketing and narrow into what digital marketing actually is.

According to the American Marketing Association , Marketing is defined as: the set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

That definition sounds a bit over-complicated but to sum things up, marketing is essentially delivering value (usually from a company or business) to a potential client, customer, or consumer with the eventual desire to generate a sale.

Marketing can be virtually anything from an ad on TV to a simple postcard that from a local restaurant that says, “hello”.

The reason for this is because value is subjective. It’s in the eye of the beholder—or in this case, the consumer.

So, hopefully you get the general idea of marketing.

It gets deeper though. Now, we’re in the era of Digital Marketing.

Digital Marketing

In 2020, the number of people who go online every day is large and vast. Never have we been able to connect with so many different people from so many different places.

What if I told you that the pace isn’t slowing down and is increasing?

According to data from Pew Research internet usage is still increasing.

Also, according to HostingFacts there are more than 4 billion people using the internet. Keep in mind that there are a little under 8 billion people in the world. Never has any single person been able to connect with so many people.

Prior to the internet, in-person exchanges were the norm. In order to market your business, you would have to rely on newspaper ads, television or radio appearances, or flyers and hope your business was memorable and stood out from the competition.

This isn’t the case today.

You’re no longer limited to whoever is in your immediate vicinity or whoever gazes upon your signage. Depending on your industry and goals, you can be seen by the entire world.

With that being said, it’s extremely important to meet your consumer where they are. Where are they? They’re online! This is what digital marketing is—Marketing online.

Why You NEED To Use Digital Marketing

At this point, if you have a business and it isn’t online in some way, shape or form, you’re setting yourself up for a major disaster.

Many of the biggest businesses and brands have made the jump to either focusing or prioritizing their digital presence and marketing efforts. If you haven’t fully committed yet to doing the same, you should begin immediately.

If you’re not sure where to start, check out our FREE eBook, which walks you through what your business needs to survive in the digital era.

Now, many believe that simply having a website is enough. Honestly, in the early 2000s and perhaps up until a few years ago, this might have been the case.

However, it’s vital to understand that everyone has a website now, which means that you need to do even more in order to get your company’s name and brand out there more.

While we won’t get deep into branding and what it is, understand that it’s a major component of digital marketing and needs to be a primary focus of your marketing strategy.

One of the best benefits of digital marketing is the ability to track your efforts.

In the days before the internet, when a company would advertise on TV or in newspapers, they faced a major challenge—they were unable to track the performance of their campaign.

This meant that they couldn’t accurately determine which efforts brought the most results and which efforts were worth abandoning. Company’s back then had to hope something worked and take educated guesses based on projections they were given (which could be misleading or arbitrary or fall somewhere on that gradient).


Currently, this isn’t the case. Not only are there a wider variety of ways to market your company, you can almost always track your efforts with some degree of certainty using analytics.

Now, if you’re brand new to digital marketing, you might be interested to know exactly what types of digital marketing options you have.

While we won’t go into detail on each type of digital marketing in this article, we will list them all below and give a brief description. Look through these and see if any of them give you an idea of what you could be doing to increase traffic in your own company.

1. Affiliate Marketing

2. Content Marketing

3. Email Marketing

4. Social Media Marketing

5. Pay Per Click

6. Sponsored Content

7. Influencer Marketing

These are just a few examples of marketing but these tend to be the most popular and effective methods of marketing online.

Below are summaries:

Affiliate Marketing

A form of advertising that offers commission for promoting the products and services of others either through your website or through your list. There are endless ways to execute affiliate marketing but a simple example involves having an Amazon account, getting an affiliate link from their website for a specific product, and pasting the link or product to your website. Whenever someone uses the posted link to buy that specific product you get a percentage of the sales price.

Content Marketing

It’s a straightforward concept. Content marketing involves consistently posting content to your audience or intended audience in order to increase potential traffic, spread brand awareness, and ultimately generate a lead or sale. An example is creating an eBook on a website that might generate a lead which can later become a customer.

Email Marketing

Emails are not dead. Email marketing typically involves sending emails out to your audience in order to promote a product or service or also to remain top of mind. A basic example can be a restaurant sending out a coupon in order to hopefully get someone on their list back in the store.

Social Media Marketing

Social Media Marketing is similar to content marketing in which you’re actively putting out posts and content on various social media platforms in order to get exposure to your business, attract potential leads, and ultimately convert them into customers or clients. Every social media platform is different so be sure to tailor your content to the platform individually.

Pay Per Click (PPC)

This is an extremely common and effective means of marketing and advertising but it can also be very expensive. Using PPC, your business can target a potential consumer and bring them to your website. You pay each time someone clicks on your link or ad. This allows you to get directly in front of your potential audience ahead of your competition. One of the most common and effective forms of PPC is from Facebook.

Influencer Marketing/ Sponsored Content

Using sponsored content, you pay another company, influencer, or brand to show a product or service to their audience in order to attract potential customers and clients. This is very common on YouTube where an influencer might get paid to mention a product such as make up or a fitness supplement. Usually, the influencer gets a percentage of every item sold.

To Sum it Up

Digital Marketing is about finding the best and most cost-effective way of exposing your company to your audience in order to generate leads and ultimately create sales.

How We Turn the Traditional Model Upside Down

While many options exist to help expose your business online, this is both a blessing and a curse. So many options can be overwhelming and make it difficult to accurately choose which option is best for you.

This is where we come in. Most Digital Marketers and companies spend their time throwing spaghetti at a wall, so to speak. They’re trying to do everything at once without understanding what works best.

At Affinity, we understand less is more. We try to figure out exactly what your goals are and work backwards in order to develop the best strategy that produces results in an efficient and affordable manner.

How did we come up with this?

We start with what’s known as the Pareto Principle. If you’re unfamiliar with this concept, essentially 80% of a company’s efforts only lead to 20% of the results. Meanwhile, 20% of the efforts are what actually cause 80% of the results. Our objective is to narrow down on the 20% that produces 80% results.

If you have any questions at all, please don’t hesitate to leave a comment down below. If you’d like to set up an appointment to discuss what you’re problems are and figure out how we can help, use this link to set up a short 45-minute phone appointment on our calendar that fits your schedule.

We hope you enjoyed this article. Also, if you found it valuable or interesting at all, Please Share This Post!

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