The promotion of brands through the use of the internet and other forms of digital communication to communicate with potential clients is known as digital marketing, sometimes known as online marketing. This encompasses not only email, social media, and web-based advertising, but also text and multimedia messaging as a marketing channel.

In essence, digital marketing is any marketing campaign that makes use of digital communication.

Inbound marketing versus digital marketing

For good reason, the terms digital marketing and inbound marketing are commonly used interchangeably. Many of the same strategies used in inbound marketing are employed in digital marketing, such as email and online content, to name a few. Both exist to capture the attention of prospects and turn them into customers as they proceed through the buyer's journey. However, the two approaches take different positions on the relationship between the instrument and the goal.

Each digital marketing tool is rated based on its potential to convert prospects. The digital marketing strategy of a brand may include the use of multiple channels or the focus of all efforts on a single platform.

Inbound marketing is a broad concept. It evaluates the goal first, then studies the numerous tools to identify which will effectively reach target clients and when this should occur in the sales funnel.

The most important thing to realize about digital marketing and inbound marketing is that as a marketing expert, you do not have to choose between the two. They work well together. Inbound marketing provides structure and direction for effective digital marketing efforts, ensuring that each digital marketing channel contributes to a common goal.

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B2B versus B2C digital marketing

Both B2B and B2C companies can benefit from digital marketing, but best practices differ greatly.

• Longer decision-making processes for B2B clients result in longer sales funnels. Relationship-building strategies are more effective with these clients, whereas short-term deals and messaging are more effective with B2C customers.
• Professional B2B digital marketers express that business-to-business transactions are often predicated on logic and proof. B2C content is more likely to be emotionally charged, to make the customer feel good about making a purchase.
• B2B decisions usually require the involvement of more than one person. Marketing items that have the most influence on these decisions are usually shared and downloadable. B2C customers, on the other hand, prefer face-to-face encounters with brands.

Of course, there are exceptions to any rule. A B2C company selling a high-ticket item, such as a car or computer, may offer more informative and serious content. Whether you're a B2B or a B2C company, your strategy should always be tailored to your target audience.