Digital Marketing Tools in 2022

Offline channels are no longer enough, if a company wants to make itself known, it must necessarily combine it with those on the Internet.

We often hear about digital marketing but what exactly is it? What are the digital marketing tools?

In this article, we will find out together what it is and what tools are necessary, especially for businesses.

Digital Marketing: What is it?

Among the many definitions that have been introduced over time, the term digital marketing can be said to refer to the promotion of brands, products or services through means that use technology and the Internet.

Businesses take advantage of digital channels such as search engines, social media, email, and websites to reach and connect with existing and potential customers.

The exclusive use of digital channels is the main factor that differentiates digital marketing from traditional marketing. But in fact, by analyzing the concept well, the differences go beyond the tools used.

Traditional marketing is one-way and static as opposed to dynamic and ever-changing digital marketing. The role of the consumer is also changing, thanks to the world of the Internet, communication becomes two-way, and the customer can interact with brands, which he clearly could not do before with a print advertisement or a billboard.

Digital marketing largely combines the fundamentals of traditional marketing with the characteristics of the Internet and helps companies build a strong and lasting relationship with their customers.

Has digital marketing completely gone beyond traditional marketing? It certainly will not work, in fact, it is still necessary to integrate online channels with those outside the Internet by focusing on multi-channel marketing.

Digital marketing has different strengths. First, target audience segmentation and message personalization. Thus the firm can differentiate its offer according to the consumer and his needs.

Another strong point is the measurability of campaign effectiveness. Indeed, new technologies provide marketers with useful tools to continuously monitor the results and target strategy.

The main tools of digital marketing

Digital marketing includes a whole range of activities that use different channels and tactics. Let’s analyze it together.

1. Search Engine Optimization

SEO or Search Engine Optimization refers to all activities aimed at improving the positioning of a website or web page in the organic results of search engines. Being at the top of the Google Serp not only increases website clicks, but above all increases visibility.

There are several ways to engage with SEO in order to increase qualified traffic to a website. These include on-page, off-page, and technical SEO.

2. The sea

On the other hand, SEA or search engine advertising refers to all the paid activities that generate traffic to the site. In fact, it is possible to purchase qualified traffic via paid advertising. How it works? The advertiser pays for an ad to appear at the top of the SERP.

Each search engine has its own platform for buying these ads, and the most popular is definitely Google Adwords. Once the keyword is chosen, the advertisers participate in a real auction. The way to buy SEA ads is PPC or pay-per-click, i.e. you pay only when a user clicks on the ad being advertised.

3. Social media marketing

By SMM we mean all activities aimed at promoting the brand through social networks. Between Instagram, Facebook, Twitter and Tik Tok today, the world of social networks is very wide and can reach a wide audience. However, it is necessary to select the appropriate platform depending on the goals and audience you want to intercept.

4. Content Marketing

This term refers to the creation and promotion of content to generate greater brand awareness, traffic growth, and lead generation. Blog posts, website content, e-books or infographics are the main channels used to create a successful content marketing strategy.

5- Direct Marketing

The Dem acronym for Direct Email Marketing is nothing more than sending newsletters or promotional emails with the aim of getting new contacts, increasing brand awareness or even sales. It is a type of one-on-one marketing because it is sent to one person and the communication is direct between the brand and the customer.

6. Video Marketing

Video marketing is a relatively new thing, but it has become so popular that it should be taken into account.

YouTube, the second most used search engine, has made video a channel to advertise products or services and increase brand awareness. But not only Youtube, but also other platforms like Facebook or Instagram can be especially useful for video marketing.

Why is digital marketing beneficial for businesses?

If change is one of the main aspects affecting business growth, then in 2022 we cannot think of not building an online presence and being left behind.

Why focus on digital marketing? First of all, to remain competitive. Consumers today are becoming more and more connected, before buying they get information and do it on the web. Not being present would run the risk of losing a large market share and giving way to competition. Why not intercept your potential customers where they spend the most time – on the Internet?

Digital marketing, unlike traditional methods, allows you to reach a well-defined audience through targeting to create targeted campaigns and get more conversions.

Digital channels also help build real relationships. Today, consumers want to interact with brands and do so, for example, via social networks. Thanks to social media, companies can establish lasting relationships over time with their current and potential customers.

Finally, digital marketing helps companies achieve results even without having to spend an excessively high budget as is often the case with traditional channels. To ensure a good result, remember to contact the Swiss agency Edana.


Now that it is clear what digital marketing is and why it is beneficial, every company, big or small, should seize the opportunity that this type of marketing presents to their business. Only by investing in digital can they succeed and grow.

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