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Importance of digital marketing

Digital marketing is an umbrella term for all marketing activities that are carried out online. Businesses use digital channels such as Google Search, social media, emails, and their own websites to connect with their current and potential customers.

People spend twice as much time online today than they did 12 years ago.  At the risk of repeating ourselves: the way, people shop today has changed completely. This means that traditional offline marketing is not as effective as it used to be. Digital marketing is any form of marketing that you find online.

Marketing has always been about getting in touch with your own target group in the right place and at the right time. Today, that means meeting your customers where they spend their time: on the Internet.

Use our free guide and template to Create Buyer Personas for your business.

At HubSpot, we often talk about inbound marketing as an extremely effective way to reach customers online, convert them, bring them to a close, and ultimately inspire them. But we always get questions from all over the world about digital marketing.

An experienced inbound marketer may be inclined to say that inbound marketing and digital marketing are nearly the same. However, there are a few small but subtle differences. We talked to marketers and business people in the US, UK, Asia, Australia and New Zealand, learning a lot about these small differences and how they are perceived around the world.  

Tactics & Tools in Digital Marketing

Digital marketing covers a wide range of tactics and materials – from your website to online branding, digital advertising, email marketing, online brochures, and more. The best digital marketers have a good understanding of which materials or tactics are best suited to each goal.

Here is a brief overview of common materials and tactics:


your website

Blog Posts

E-books and white papers


Interactive tools

Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)

Online reporting (PR, social media and reviews)

Online brochures and lookbooks

Branding materials (logos, fonts, etc.)


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