Marketing in a Digital Space

Digital marketing has become an integral part of any business’s marketing strategy. As more and more people spend a significant portion of their time online, it has become crucial for businesses to not only have a strong online presence but to maximise their engagement digitally.

What is Digital Marketing?

Digital marketing refers to the promotion of products or services using digital channels, tools and approaches. This includes the use of websites, search engines, social media platforms, email, mobile apps, and other digital platforms. Our goal is to reach a targeted audience, build brand awareness, engage and drive conversions.

Components of Digital Marketing

Search Engine Optimisation (SEO)

SEO is the practice of optimising your website to rank higher on search engine results pages (SERPs). It involves various techniques such as keyword research, on-page optimisation, and link building to improve the visibility of your website on search engines like Google and Bing.

Pay-Per-Click Advertising (PPC)

PPC – or  paid for advertising involves placing ads on search engine results pages or social media platforms. Advertisers pay a fee each time someone clicks on their ad. This is a highly targeted form of advertising that can generate quick results.

Social Media Marketing

Social media marketing involves using social media platforms like Facebook, Twitter, Instagram, and LinkedIn to promote your brand, engage with customers, and drive traffic to your website.

Content Marketing

Content marketing involves creating and sharing valuable content such as blog posts,  long form articles, videos, and infographics to attract and engage your target audience. It reinformces your efforts in building brand awareness, establishing your brand as a thought leader, and ultimately driving conversions.

Email Marketing

Email marketing involves sending targeted emails to your subscribers to promote your brand, launch new products and services,  drive traffic to your website, and encourage repeat business. This highly effective marketing allows you to reach your customers directly in their inbox.

Benefits of Digital Marketing

Increased Reach

Digital marketing allows businesses to reach a larger audience than traditional marketing methods. With the right strategies and tactics, businesses can connect with customers around the world and build a global brand.


Digital marketing is often more cost-effective than traditional marketing methods. Businesses can create and publish content, run ads, and engage with customers on social media at a much lower cost than traditional advertising methods.

Targeted Marketing

Digital marketing allows businesses to target their ideal customers based on demographics, interests, and behaviors. This helps businesses reach the right audience with the right message at the right time.

Measurable Results

Digital marketing allows businesses to track their marketing efforts and measure their success in real-time. This provides valuable insights that can be used to optimize future marketing campaigns.

Digital marketing has become an essential part of any business’s marketing strategy. By understanding the various components of the enhanced digital marketing mix, and the benefits it offers, you too can create effective marketing campaigns that drive results. Whether you’re a small business just starting out or a large corporation looking to expand your reach, digital marketing can help you achieve your goals and grow your business.

Who’s Using Which Social Networks?

January 2015: As we start another year, YouGov has just released a new survey regarding Social Network usage among adults in the US. And, it seems that the majority are members of social networks: overall only 15% stated they are not a member of any social networks. This number is higher for men (18%) than it is for women (12%). Among the larger platform,s only LinkedIn and Google+ have more male than female members.

As expected, Facebook is still in the lead, with three-quarters of all survey participants (80% of women, 70% of men) reporting being members. From the other networks, Twitter has (31%), Google+ has (29%) and LinkedIn has (28%). While men and women reported roughly equal use of Twitter, men were slightly ahead in Google+ usage (31% vs. 28%), with the gap larger on LinkedIn (30% vs. 25%).

Bringing up the rear is Pinterest with 18%. Interestingly, there is a large gap between men and women using Pinterest (28% among women; 9% among men). This is followed by the fast-growing Instagram (13%), although its audience leans more heavily towards teens, whom were excluded from the survey.

This data originates from a survey questioning how users react to certain type of post (such as racist, political, and sexist ones). The survey was fielded online from December 19-22, 2014 among 2,341 adults (18+), with the figures weighted to be representative of all US adults.

Graph social media

The YouGov survey results indicate the following usage among age groups:

  • Twitter usage is highest among the 18-34 bracket (41%), with the 35-54 (31%) and 55+ (23%) brackets following behind;
  • That disparity is even greater for Instagram, with 27% stated penetration among 18-34-year-olds, versus 12% among the 35-54 group and 4% in the 55+ bracket; and
  • The +55 group (31%) is the largest user group on LinkedIn, compared to 28% of 35-54-year-olds and 23% of 18-34-year-olds.

Finally, when looking at race and ethnicity (in the US), the results reveal that:

  • Twitter continues to appeal to Black Americans (42%) more than Whites (29%) and Hispanics (26%);
  • LinkedIn is less popular among Hispanics (18%) than among Whites (28%) and Black Americans (28%);
  • Instagram proves more attractive to Black Americans (19%) and Hispanics (15%) than to Whites (11%); and
  • Google+ similarly sees higher reported penetration among Black Americans (35%) and Hispanics (34%) than among Whites (27%).