When it comes to digital marketing, two questions are often raised: what does it mean and why it is not framed as a branch of classical marketing? There is no right answer to these questions, but there are interpretations. Align Digital Marketing invites you to go through a brief introduction to the theme and look at the benefits and implications of digital marketing for a company.

Why is it not a marketing subcategory?

Unlike the traditional one, digital marketing does not currently have a code of good practice or good manners that we can follow. Those who are now working in this area are considered to be experimentalists. You can read here more information on digital marketing.

What is digital marketing?

Digital marketing refers to all efforts to promote a brand and manage its relationships with customers through existing online channels. In this case, the delivery of the messages to the consumer is done by permissive methods at the right time.

This is just a form of definition, because, as is to be expected, there is a multitude of definitions for our subject. Taking into account that digital is not an exact science and everything changes from day to day, the winners in digital marketing are those who correctly interpret trends.

This website provides a lot of insights: https://blog.hubspot.com/marketing/what-is-digital-marketing

What can a digital company do?

Reputation management

Sergey Brin (one of Google’s founders) said, in one of his first presentations, that all products or services will have at least one response or review online. And that’s the truth. Any business with any profile or location will have at least one review from a consumer in the online environment. It depends on the company whether or not it succeeds in assimilating and capitalizing on these opportunities.

Check out 10 reasons why you need a digital marketing strategy in 2018.

Complete service overview

Digital teaches us that presentations are done in 2 stages. The first is the one in which we show the important things we want to draw attention to and in the second stage, the emphasis is on the detailed and well-presented presentation – review, analysis, explanations.


If classic marketing often means a monologue, digital suggests a consumer-brand dialogue. All social platforms drive along the same path of continuous communication. Find additional info here.

What can a company win by digital?

Feedback (suggestions)

Many consumers are, in fact, people who want to share their ideas. After all, they are the ones who use your product and know what it is missing. Why not listen to them?


Every manager wants to have sales in all environments where he is present and the digital allows. As long as it starts with a proper premise and fulfills the initial steps (reputation management, service presentation and interaction), sales are a natural step.


Coca Cola, Samsung, Apple, or Nikon have become brands through their work, not just through their products. Having managed to create the desired brand is an art that requires a long journey, which must always be corrected. If you do not control what you are doing or communicating, you risk transforming yourself into what your consumer sees and receives, not what you want it to be.

What tools are specific to digital marketing?

Here we can list hundreds of platforms and tactics, more or less efficient. A good starting point is to know the consumer with his habits and then invest resources in interaction. Find additional information here: https://sproutsocial.com/insights/digital-marketing-tools/.

Classical weapons of digital marketing include Social Media, SEO and blogging. New and emphasis now – mobile advertising, contextual advertising and behavioral targeting.

The world has begun to gather information about digital marketing on Wikipedia, but it is still not even the tip of the iceberg mentioned. It’s a start, though.

There is no beginning or end in digital, no one was born too late to be able to live in the online environment;

Digital is a self-standing mechanism. It is not a subcategory of classical marketing, it is a separate branch precisely because of this. There have long been times when the success of a campaign was highly dependent on its presence on the classic advertising channels;

If you want to be successful, you have to listen to your consumers.