Ultimate Digital Marketing Guide

Drive revenues with the right campaign strategy

Comprehensive Digital Marketing Guide

Digital marketing enthusiasts, whether marketing professionals, business owners, advertisers, or others, are looking for efficient ways to increase their sales. However, growing sales requires not only dedication but also proper understanding and implementation of running digital marketing campaigns via various channels.

In this guide, we will look at digital marketing in general, from its definition and importance to the various channels available to you to increase your visibility and conversions from your target audience.

What is Digital Marketing?

Digital marketing is a strategy to promote goods or services online. There are several approaches to digital marketing, both organic and paid advertising. Either way, those approaches aim to increase awareness and conversions to businesses, resulting in higher visibility and revenues.

Why Is Digital Marketing Important?

Aside from increasing visibility and revenue, digital marketing has several advantages over traditional marketing strategies. The following are the perks of using digital marketing to grow your business:


Digital marketing ought to be a cost-effective approach to promoting your services or products. You can focus your budget and other efforts on your target audience, who will most likely purchase your services or products.

Furthermore, digital marketing allows you to track the performance of your campaigns. If the ROI is unsatisfactory, you can adjust your strategies and reallocate your resources to meet your KPI.


The beauty of digital marketing lies in its measurability. There are measurable values or known as KPIs, that determine whether the ongoing campaigns are successful in achieving the main objectives.

If your business is unable to achieve excellent ROI, you may need to reevaluate your strategies to meet your objectives. This process is critical for increasing revenues and sustaining your business in the long run.

Increase Conversion Rate

Analysing your target audience and their behaviour is part of digital marketing. The research findings can be used to develop a strategy that is appealing to the target audience. Finally, using this method, you can increase your conversion rate.

Increase Engagement Rate

Social media marketing and email marketing are two examples of digital marketing strategies that focus on direct interaction with the target audience. You can increase your engagement rate by implementing these strategies.

Types of Digital Marketing

After we discuss what digital marketing is and why it is essential, we will look at some of the digital marketing channels. These channels include organic and paid advertising, which you can combine to increase your visibility and revenue.


SEO, or Search Engine Optimisation, is a strategy for increasing a website’s ranking in search results. The higher your website ranks on search engines, the more organic traffic you can drive, which raises your visibility.

SEO is a free and organic digital marketing strategy that helps businesses increase conversions over time. If you’d like to learn more about SEO, we have an SEO Guide that you can check out.

RD customgraphic SEO 2x scaled


SEM, or Search Engine Marketing, is a paid search marketing strategy that ranks websites higher in search results (i.e., in the paid search category). Businesses that employ this strategy can effectively capture the target audience when they search for specific keywords related to what they provide.

SEM may have several similarities with SEO. Yet, these two methods are different from one another, which you can learn more about through our SEM Guide.

RD customgraphic SEM 2x


Pay-per-click (PPC) advertising is a type of online advertising in which advertisers pay a fee each time someone clicks on their ads. PPC allows advertisers to manage their promotional budgets more effectively because the system only charges them for their most prospective customers who have already clicked on the ad and are likely to convert.

Social Media Marketing

Social media marketing entails using social media platforms to promote services or products to broad audiences. The primary objective of social media marketing is to engage and connect with the target audience and foster their brand awareness of your business.

The more your target audience is aware of your business and enjoys the human interaction you create on the platforms, the more likely they are to trust and buy from you. This human connection leads to higher conversion rates along with more outstanding retention rates.

Email Marketing

Email marketing involves sending commercial messages to a specific audience via email. Typically, businesses would keep their previous customers’ emails in a database and send the advertisement to those addresses.

Even though email marketing is a strategy for sending messages to a large group of people, you should make sure that the messages you send are personalised to each individual. Sending a personalised message increases the likelihood of them converting and increasing your sales.

Inbound Marketing

Inbound marketing is the process of attracting potential customers by developing content and experiences that address and cater to their specific concerns. If you provide potential customers with the solutions they demand, they are more likely to seek you out, resulting in long-term customer relationships.

Digital Marketing Agency

Running digital marketing campaigns on your own may come up with its trickiness. Fortunately, you can seek assistance from a reputable digital marketing agency in the midst of your confusion.


Generally, digital marketing agencies would provide a wide range of services, including both organic and paid advertising. The following are some of the digital marketing strategies that they can help you out with:

  • Search Engine Optimisation (SEO) 
  • Search Engine Marketing (SEM)
  • Pay-per-click (PPC)
  • Social Media Marketing (SMM)
  • Programmatic Advertising
  • Youtube Advertising
  • Link building services

Other services, on the other hand, may be available at the digital marketing agency of your choice. These additional services can allow you to take your digital marketing campaigns to the next level:

  • Lead Generation
  • Landing Page 
  • Conversion Rate Optimisation
  • Website Design
  • Website Development


The cost of digital marketing agency services varies according to the service packages you choose. The more diverse your campaign, the more of the team will be involved in handling it and assisting you in meeting your KPIs.

Looking for a trusted SEO agency in Singapore? Schedule a consultation with us today.

About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 70% on your digital marketing today!

Let's Explore the chapters

Chapter 1 :

Digital Marketing Strategy: Guide To The What, How, and Why of Digital Marketing

The marketing strategies you craft for your digital business will determine the goals you will achieve in the long run or your campaign will ..

Chapter 2 :

SEM vs SEO – An essential Digital Marketing Strategy for you

Growing your business online is challenging. You will look for strategies to sustain or even attain more of what you have set as an organisation ..

Chapter 3 :

Evergreen Content: Solidifying Your Content Marketing Strategy

Working for your content marketing strategy can be challenging. Your brand should know what is evergreen content, how to use it, and ..

Chapter 4 :

Why Timing Matters: Understanding Drip Marketing Campaigns

Drip marketing is an easy way to nurture leads, reduce abandoned carts and earn new customers. Find out how it works and why you ..

Chapter 5 :

Cross-Channel Marketing 101: What It Is and How To Get Started

The cross-channel marketing approach is an effective way to maximise the potential of your marketing strategy. Learn its benefits and ..

Chapter 6 :

Navigate Prospective Buyers Better With An Effective Customer Journey Map

The customer journey map illustrates your idea into a set of tangible actions that lead to a better experience. Learn how to create ..

Chapter 7 :
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