What Is Digital Marketing?

What is Digital Marketing? This is a question I face often—most commonly, in fact—from people who come to me seeking digital marketing services. And look, I understand the confusion. The platforms that comprise digital marketing continue to change and expand, causing the true definition of “digital marketing” to constantly evolve.

But I’m not here to talk logistics and lingo. I’m here to discuss what digital marketing is at its core—and why it is a crucial component of an effective marketing strategy. As hinted at above, technically speaking, digital marketing is a collection of marketing efforts diversified across various digital platforms. This can include (but is not limited to) email, SMS, SEO, social media, and web-based advertising. But what digital marketing really is—or what it should be—is storytelling. Yes, the goal is to market a product (i.e., drive sales). But the key to a successful digital marketing strategy is not a good sales pitch. It’s a good story.

The digital world—and the world in general, really—is so oversaturated with advertisements that most people ignore them entirely. Unless the right ad hits you at exactly the right time, chances are you’ll keep scrolling, keep walking, or stop listening until you get past it. This is where storytelling comes in.

Imagine this scenario: You’re listening to your favorite podcast, and suddenly, it cuts to an obnoxiously loud voice yelling about the latest and greatest lawn fertilizer—“Now available for three easy payments of $19.99!” Chances are, unless you actually need lawn fertilizer, you’ll ignore the commercial completely.

Now, imagine that same scenario, except the voice that comes on is that of a calm young man. He tells a story about how he started this fertilizer company with his father years ago, and now that he has kids of his own, he is grateful that he can pass the company on to them. Presenting the company in this way does a couple of key things. First, it gives the audience something to connect with. There’s a good chance that many people who are met with that ad have kids or parents they are close with, and this story would likely bring them to mind.  Additionally, it gives the audience something to remember. Maybe they don’t need lawn fertilizer at that moment. But when the time comes that they do, they’re far more likely to remember an endearing story than an obnoxious advertisement.

In their own way, nearly every digital platform is truly tailored to storytelling. Whether it’s a 7-second video clip, a temporary story post, a carousel of photos, or another form of sharing, the idea behind it all is the same—to give insight into a person or business’ story. Even things that don’t seem to tell a story on the surface (for example, a dance video or a funny meme) still do so in their own unique way. They provide the audience with insight into that person or company’s life—into their story.

So whether you’re just beginning your digital marketing journey or you’re a seasoned professional looking to step it up a notch, my advice to you is this: You don’t need to sell to make sales. Tell the story of yourself and your brand, and I assure you, the sales will come.