Digital marketing is the act of marketing online or through a digital device most often times using the internet to connect with users on their personal devices.

There are plenty of ways to break down digital marketing but I’m going to try my best to keep it as simple as I can.

Let’s start with a technical breakdown. Then we can move onto the customer journey and logically sequencing out your customer journey, website and content creation.

Digital Marketing Taxonomy

Let’s start with breaking it down from an efficiency standpoint.

  1. Owned traffic
  2. Earned / Organic traffic (social or search)
  3. Paid traffic (social or search)

Then there’s the main forms of marketing within those which are mainly:

  • Digital marketing research
  • Digital marketing strategy
  • Social media marketing
  • Search engine marketing
  • Search engine optimization
  • Email marketing
  • Content marketing
  • Digital marketing automation
  • Website data & analytics monitoring
  • CRO (Covnersion Rate Optimization) & CVO (Customer Value Optimization)

Let’s break these down and go over them first and then get into how they connect and interact with one another on a deeper level.

Owned traffic is traffic that you have permission to deliver messages to without having to rely on any other platforms to deliver the message. The most popular form of owned traffic is email marketing.

Email marketing is by far the most cost effective way to reach your target audience but it takes some money for paid ads or sweat to get organic traffic to start developing your email list.

The next best thing to email marketing as far as cost effectiveness goes is USUALLY Content Marketing and SEO.

Local search engine optimization is the type of search engine optimization that usually has the highest leverage point most local businesses can use to improve marketing spend.

After owned and earned traffic such as email marketing, SEO, website architecture, content marketing and content research / strategy, paid ads should be implemented last in an ideal situation.

Here’s a watered down version of some information we ask for to determine the digital marketing strategies and approaches.

  • Audience segments
  • Best traffic sources to connect with audience segments
  • Long term goals for the business
  • Offline objectives & KPIs
  • Website architecture
  • Business model & products / services (ecommerce? service based model?)
  • Cost effectiveness comparison of doing SEO, Local SEO, Content marketing, inbound marketing and just a lead generation strategy if that’s what is wanted
  • Budget
  • Competitiveneness in market for your service based seed keywords and keyword phrases
  • Website capabilities and technology stack
  • Internal hierarchies and general approval / decision times for projects.
  • Level of urgency for project completion / time frame

The next thing I want to discuss is data and the importance of it along with the use of it for decision making within your business.

Companies like IBM, Google, Microsoft and Facebook have such large amounts of data on everyone it’s stupid.

Most people don’t know the depth of the information that there is on most people collectively.

Here’s a massive list of the information that has been collected on people in the past.

Pretty crazy if you ask me.

When I first saw this, my mind was absolutely blown.

This means that you’re able to track users and utilize analytics on your website by inserting code that facebook, google, and other popular marketing platforms give you to enable conversion tracking.

Something else that’s useful if you’re going to get into data collection and website analytics usage for each marketing platform is google tag manager and hotjar.

Hotjar allows you to literally record the users website interactions and where their mouse has hovered over the most along with creating heat maps for showing how website visitors in aggregate went through your website.

Google tag manager helps you align all of your website HTML tracking codes and not get disorganized while doing so.

I’ll update this post later. But for now, use the links and resources above to help you find what you need. I’ll be releasing new content soon.

Hope this helped! Let me know in the comments below how this could be more helpful or what value you got from it so I can better my blogs and other content that I push out in the near future. Thanks a ton in advance for your comments and support!