The Who, What, Why, & How of Digital Marketing

 With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

It is. In fact, "constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing isn't as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter digital marketing — in other words, any form of marketing that exists online.

→ Click here to download our free guide to digital marketing fundamentals [Download Now].

At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.

  • What is digital marketing?
  • Why digital marketing?
  • Digital Marketing Examples
  • What does a digital marketer do?
  • Inbound Marketing vs. Digital Marketing: Which is it?
  • Does digital marketing work for all businesses?
  • Why is digital marketing important?
  • How to Do Digital Marketing
  • I'm ready to try digital marketing. Now what?
  • Feeling included so that a person feels that this brand is for me is at the heart of brand trust, love, and loyalty.

    There are actual identified feelings of inclusion in advertising, which can create connection and drive trust. Inclusive advertising can conjure two major feelings: joy, and trust. As a marketer, it's critical you look for brand connection points in product or features that can create these two main feelings.

    However, there is more to it than that – there are actually nine feelings that make up joy and trust, which is great news for advertising. If you can find a genuine and authentic way that your product creates any one of these feelings, this can convey inclusion, which – you guessed it, builds trust, brand love, and loyalty.

    This product marketing approach facilitates connections with people, making them feel like part of a community. Here are some marketing ideas to evoke feelings of joy and trust:

    • Celebration: Of people, their successes, honoring of holidays, etc. How does your product celebrate them?
    • Zest: For life (for ours, theirs, and that of the planet). Convey enthusiasm and energy. How does your product create a zest for life?
    • Hope: Bringing hope to conquer challenges and/or societal issues. How does your product give your consumers' hope?
    • Relaxation:Instead of portraying the need to be on guard, remove tension or anxiety for your customers. How does your product produce relaxation?
    • Relief: From concern or worry, removing something distressing or oppressive. How does your product bring relief?
    • Safety: Create experiences or highlight how your brand extends safety to all people. How does your brand experience make someone feel safe?
    • Confidence: Instill a sense of confidence—the belief that we strive to act in the right way. How does your product give your consumers' confidence?
    • Acceptance: Of others' differences, typically to be included as part of the group. How does your product make someone feel accepted or demonstrate you are accepting of others?
    • Clarity: Bring a sense of certainty, clarity, and transparency in ambiguity. How does your product bring clarity to a confusing situation?

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