How the elements of a digital marketing program fit together and support your website


When it comes to expressing your brand, it’s important to think about the purpose your brand serves, how you want to connect with your audience and how you drive value. Your content should reinforce this purpose but also your strategy and essential brand elements. No marketing effort is a stand-alone exercise, and this holds true for digital marketing. Digital marketing can express your brand across multiple channels while getting instant feedback from consumers.

Digital marketing starts with your website. As the central hub for your brand, your website can use your brand experience to teach consumers what you think is important and how you can solve their problems. When you use web design as a foundation for a digital marketing campaign, you reinforce what clients already know about you, and you expand that knowledge while compelling them to take action.


Having clearly defined brand goals and objectives when launching a digital marketing campaign is imperative. Not only will this save time in the long run, but it will keep your content and campaigns focused. One of the advantages of digital marketing is that it’s incredibly measurable. Data is available at every step, and, if you have clearly defined goals from the start, you will be able to track your progress and make adjustments.

It’s crucial to set achievable goals. These goals can be aggressive, but you want to set yourself up for success. Common goals for digital marketing campaigns include product sales, email list sign-ups or website visits. No matter your goal, you need to be flexible. Take advantage of digital marketing’s ability to measure success and change strategy.

Audience identification

Once you’ve set your goals and objectives for your digital marketing & branding initiatives, it’s time to start thinking about your audience. Who is your ideal customer, and what action do you want them to take? Research can provide important insight into your strategy.

There are tools available to help you conduct this kind of research, but a great place to start is your own website. Google Analytics is a free tool and the industry standard for providing insights into your website data. You will be able to see who is visiting your website, what pages they visit and how they came to the website.