Digital marketing is not a one man show.

It’s an ecosystem, “a system, or a group of interconnected elements, formed by the interaction of a community, or, any system or network of interconnecting and interacting parts”.

Diverse marketing channels

Digital marketing may be one component in a business’ overall marketing strategy, but it is a critical component because of its very nature.

This is because digital marketing makes use of a number of different but yet integrated marketing channels in order to promote products and services to consumers.

It is a dynamic mix of marketing tools that are critical for a brand to expand its online presence.

A holistic approach

Digital marketing does not only make use of internet marketing.

It uses other channels such as social media marketing, online advertising, content marketing, mobile phones (both SMS and MMS), display advertising, affiliate advertising, search engine marketing (SEM), SEO and any other type of digital media.  

And each channel comes with it a particular audience and also a distinctive approach in terms of use.

But to use one channel at the expense of another rather than using each of them together, holistically, can detract from your marketing strategy.

Why? 

Well, because each platform feeds off another, almost like a living organism that can only effectively sustain itself through the proper use of all its parts.

How does the integration work then?

Let’s consider social media platforms.  They are essentially the channels through which content is distributed. But in order for this content to be viewed or heard, engaged in or shared on social media, it needs to be wildly creative, innovative, interesting and useful.

You see; social media and content are essentially the yin and yang in a dynamic partnership that has revolutionised marketing exponentially.  And this is because the two simply can’t function without the other.

Then there’s SEO, one component of SEM.  SEO is primarily the use of a bunch of keywords in text to achieve a better ranking in search engine results.

Important? Absolutely. However, search engines now want authentic content.  So SEO has had to adapt.  It is now incorporated into content marketing in such a way so as to eliminate generic garble.   

Do SEO and content marketing need each other?  Most definitely!

And then we have mobile marketing, where the adaptation of content to meet the parameters of an electronic device is tantamount.   

So what are the lessons to be learnt?

Digital marketing channels need each other.  Period.
To assume that using one marketing tool is enough to drive brand awareness would be foolish.  You need to use a mix so as to expand your reach.
Devise an overall marketing strategy that incorporates a blend of marketing tools into a dynamic synergy.
Take advantage of what each channel has to offer because the collaboration of all their strengths will result in a marketing powerhouse.
Know your audience and establish what digital channels they are utilising.  Then ensure your brand’s voice is communicated through each channel effectively enough so that it is heard. Loud. And clear.