Digital Marketing IN Focus

Most organizations under-resource digital marketing, both in terms of management staff and content production. Unlike traditional marketing where a piece is submitted on an advertising schedule, digital marketing combines scheduled owned content, scheduled paid content, conversational/everyday content, and engagement efforts. 

Digital marketing encompasses a wide scope of paid and free (earned/organic) media vehicles and formats. Through a combination of free and paid (advertising/promoted) messaging targeted to specific audiences, digital marketing is one of the most effective and measurable ways to track marketing performance. 

External Platforms

Digital marketing external platforms include the outside digital and social media networks that are not owned by your organization. These include Facebook, Instagram, Twitter, YouTube, Search Engines (Google, Bing, etc.), SnapChat, LinkedIn, Pinterest, Tumblr, Reddit, Pandora, Spotify, Google, and dozens of others.  

Owned Platforms

Owned platforms are digital marketing tools where the messages are 100% owned and controlled by your organization. These include your website and blog, email marketing tools, automated marketing tools, and text messaging tools. There are multiple providers of all of these tools to manage your owned platforms. 


Digital marketing toolsare the free and/or pay-for-service portals by which you engage with your external and owned platforms.All of the platforms have their own integrated portal (i.e. Facebook Pages and Facebook for Business and YouTube Channel), but when managing multiple accounts, multiple chains of messages, and multiple editorial/content efforts, it is essential to develop a process and a set of tools whereby a team can manage the complicated network most effectively. These additional tools include social media management software, CRM tools, and process management tools. 

To be the most effective in digital marketing, it is essential to understand the goals of the organization, the target audiences, and which platforms and tools are best suited to reach your goals.