If you are new to digital marketing or you are planning to start implementing digital marketing in your business, it’s important you know that there are various components or activities that make up digital marketing.

Categorically, there are two types of digital marketing, that is there are two different kinds of digital medium through which marketing activities can be implemented, the offline digital marketing which is also known as traditional marketing and the online digital marketing which is also known as internet marketing.

In this post we will be looking at various components that make up the online type of digital marketing.

Online digital marketing components are like different paths or channels online that marketers use to carry out marketing activities in the online world.

To become a prolific digital marketer or if you are going to be using digital tools and resources to promote and marketing business it’s necessary you understand these components, understanding how some of these components work will help you make better decisions on how and which online channels, tools or marketing  strategies that can help you grow your brand or business.

Let’s be honest here, digital marketing on it own is a vast subject even when you break it down to the two major medium that we mentioned earlier it might still be impossible to mastered all of the components in each medium of implementing digital marketing.

The best approach I have found in learning digital marketing skill is to understand the concept of marketing and digital marketing and then focus on any of the online or offline digital marketing components that will help you build your brand or business.

Before making decisions on the online digital marketing components to use for your brand or business, you need to understand how the major components work and that is what we will learn in the rest of this post.

The major components In online Digital Marketing

The major components of online digital marketing include:

  • Content Marketing
  • Social media marketing (SMM)
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Analytics
  • Email Marketing
  • Affiliate Marketing
  • Automation Marketing
  • Marketing Integration

Other components include

  • Paid Advertising
  • Mobile marketing
  • Conversions rate optimization
  • Customers journey, lead scoring, lead nurturing, etc.

Let’s briefly look at each of them.

Note: Before we get started I will like to let you know that my intention with this post is to point out what these components are all about, I will be writing an elaborate post on each of the components to explain more about them.

For now, here is a tip of what these components are all about:

Content Marketing

Content marketing as the name implies is all about marketing of contents, it involves the process of creating and distributing useful and valuable contents in form of posts, videos, images, audios, infographics, etc, through different platforms like social media, blog, email, video platforms, audio platform and some other kind of platforms.

It’s a form of marketing that focuses on building trust with customers before selling to them.

The objective of most content marketing is to attract prospective customers, build trust, nurture them and hopefully turn them into paying customers or loyal fans.

Content marketing is one of the most popular digital marketing strategy used by entrepreneurs or businesses owners today, among many reasons for its popularity is that it’s cost-effective and has a high Return on Investment (ROI)

Social Media Marketing

When you hear the phrase ‘Social Media Marketing’ it simply means using social media platforms to carry out marketing activities.

Any marketing activities you engage in any of the social media platforms is known as social media marketing.

You can use various Social Media platforms like Facebook, Instagram, Twitter, LinkedIn, etc to create awareness about your brand or business, generate leads or gain loyal fans, negotiate deals, nurture your prospective customers and increase sales.

Marketing activities are possible on social media because of various tools and features that social media platforms make available for marketers, tools and features like the ability to run paid advertising, publish posts, interact with audience and lot more.

Search Engine Optimization(SEO)

Search Engine Optimization (SEO) is one of the most complex modules in Digital Marketing.

It’s about optimising web platforms (websites, blogs, social platforms, etc) to organically rank high in search results on search engines like Google, Yahoo, Bing or other search engines, by that marketers can attract prospective customers to their platforms for free and possibly convert them into customers.

SEO is complex but it’s one of the most cost-effective online digital marketing components. It’s cost-effective in the sense that you can get leads and customers without paying for it, but SEO becomes cost-effective only when it’s producing results, and there are best practices to make that possible.

Search Engine Marketing (SEM)

Search engine marketing is the paid version SEO, it involves placing Advertisement (Ads) on search engines like Google, Yahoo, Bing or other search engines.

Unlike Search Engine Optimization (SEO), instead of hoping that your content gets ranked high in search results for people to see it, you can pay to search engines to show your content on the top first page of search results.

There are tools for SEM, one of the most used tools for search engine marketing campaign is AdWords which is own and managed by Google.


Analytics is about understanding various processes and activities (behaviour) of the users of your online platform

Analytics is one of the things that make online digital marketing more effective than offline (traditional) marketing, analytics enable online marketers to understand the behaviour of customers and prospective customers.

Analytics helps to monitor the source of traffics to a platform, like where users are coming from, what they are viewing, how long they are spending on the platform and the links they are clicking when they are on the platforms.

You can use analytics to determine and develop digital marketing strategies, it will help you understand how to draft your campaigns and where to focus on your marketing campaigns.

Email Marketing

Any marketing activities that are performed through email is known as email marketing.

Email marketing is also one of the cost-effective marketing channels in online digital marketing, it enables an end to end communications with prospective customers and already buying customers.

It’s cost-effective in the sense that when you have an email address of a prospective, you don’t need to pay for any promotion to reach that person, you can always communicate to the person any time and any day. 

But there are guidelines to follow in doing email marketing, to avoid violation of privacy.

Affiliate Marketing

Affiliate marketing is a type of marketing in which an affiliate (referral) is rewarded for referring visitor or customer to a business.

It’s performance-based marketing, you get paid commission based on the results of the action the person you referred to a business produced.

Automation Marketing

Automaton involves setting up digital marketing activities to run automatically.

For example, there are tools that you can use to automatically publish your post from your blog to your social media platforms, also you can schedule your post for publishing on your blog or social media platforms or schedule an email to be sent to your email list, or automatically reply messages through email, blog or social media. That is how marketing automation works.

Automation Marketing makes marketing online easy and flexible, it allows you to more with less time.

Marketing Integration

Digital Marketing Integration involves blending together various components of Digital Marketing in a way that they serve and complement each other towards your overall marketing objective.

For example, you can create a blog post, share it on social media with a link and gain traffic to your website or blog, the traffics might convert to leads, and in the future, to paying customers.

You can combine various digital marketing tools and components, Content marketing, social media, email marketing, etc., to achieve your overall marketing objective.

An effective online digital marketing campaign will always make use of two or more online digital marketing components and that is what is known as digital marketing Integration.

There are other modules like Mobile Marketing, Paid Advertising, Conversions Rate optimization, lead scoring, lead nurturing and so on, most of these other components are part of the major components listed above.


I mentioned earlier that digital marketing is a vast subject if you are new to digital marketing that statement is not to discourage you from learning digital marketing skills.

The thing is marketing and digital marketing are interesting and viable skills to learn in this digital era we live in, when it comes to digital marketing, you don’t need to master all the components listed above before you can start growing your brand or business with digital marketing, you can focus on the once that will serve you and your business or make a career out of one or two of all the many components.

It might be difficult to master all the components but you can become an expert in one or two components and produce prolific results.

I hope this post has helped you understand the major components of online digital marketing.

If you have learnt something from this post, feel free to share it with your friends, they might find it useful and I will appreciate it too.

What do you think? Which component of online digital marketing are you learning? comment below.


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