Where is Digital Marketing Used?

Digital marketing refers to any online promotional activities through channels like search engines, social media, emails, websites, mobile apps, online ads, and more. It has applications across virtually every modern industry and area of business.

Here is an overview of how various sectors use different forms of digital marketing to connect with audiences and drive results.

Retail Digital Marketing

Digital Marketing

Retail thrives on digital marketing for critical objectives like:

  • Driving website traffic – SEO, SEM, affiliate links, email, social media
  • Collecting leads – Offer downloads, run contests, capture emails
  • Building loyalty – Email newsletters, social media engagement
  • Promoting products – Showcase on social media, retargeting ads
  • Increasing sales – Optimize site UX, promote deals/offers
  • Analytics – Track traffic, engagement, purchases end-to-end

Examples of retail digital marketing:

  • Search ads for branded and generic keywords
  • Promotional social media ads
  • Behavioral email segmented by past purchase data
  • Retargeting display ads for site visitors
  • Affiliate links and content from relevant blogs
  • Customer loyalty programs
  • UGC and reviews to boost trust

Digital allows retailers to track sales driven and optimize efforts based on performance directly.

B2B Digital Marketing

For B2B companies, digital tactics are focused on:

  • Lead generation – PPC, content offers, nurture emails
  • Nurturing leads – Automated and personalized email
  • Converting leads – Calls-to-action, sales emails, chatbots
  • Engagement – Shared content, social media groups
  • Education – Content marketing, videos, webinars
  • Reputation building – Social media, PR outreach, reviews

Examples of B2B digital marketing:

  • Targeted LinkedIn-sponsored content
  • Industry keyword research for SEO content
  • Lead capture offers like whitepapers or webinars
  • Lead scoring and automated email nurturing
  • Retargeting display ads across the web
  • Client case studies and testimonials
  • Trade show promotion on social media

The ability to track conversions through forms and CRMs makes digital marketing ROI transparent.

Service Industry Digital Marketing

Professional service providers apply digital to:

  • Showcase services – Website pages explaining offerings
  • Demonstrate expertise – Blogging, content offers, videos
  • Gather leads – Contact forms, downloads, email signups
  • Build reviews – Review generation and management
  • Reduce churn – Email and retargeting to website visitors
  • Promote discounts – Limited-time offers sent by email
  • Make referrals easy – Social sharing buttons

Examples of service businesses:

  • Law firm blog providing legal guides
  • Dentist Facebook ads promoting teeth whitening discounts
  • Home contractor direct mail postcards with QR codes
  • Car repair shop positive review badges on their site
  • Salon promoting new styles and trends on Instagram
  • SEO agency recording educational webinars

Digital allows service businesses to scale lead generation and continuously engage customers.

Healthcare Digital Marketing

Healthcare providers have unique digital marketing needs like:

  • Increase appointments – PPC ads, chatbots, website forms
  • Establish authority – Thought leadership content
  • Promote services – Emails, social media engagement
  • Improve patient experience – Educational content, engagement
  • Drive reviews – Review generation, address negatives
  • Website conversions – Optimize journeys to bookings
  • CRM – Personalized patient communications

Healthcare examples include:

  • Doctor office promoting annual check-ups on Facebook
  • Dentist office retargeting ads to all website visitors
  • Chiropractor sharing wellness tips on her blog
  • Pharmacy urging flu shot signups via text message
  • Clinic targeting expecting mothers with offers on Google Ads
  • Hospital leveraging Patient Data to segment email outreach

Digital provides healthcare marketers with scalable and measurable promotion.

Financial Services Digital Marketing

Banks, credit unions, accounting firms, and other financial service providers market online to:

  • Promote services – Explainer and service pages
  • Generate leads – Calculators, quizzes, contact forms
  • Build trust – Thought leadership content like blogs
  • Capture emails – Offers and newsletters
  • Target high-value clients – Lookalike modeling, ideal customer research
  • Drive appointments – PPC and retargeting ads

Examples include:

  • Accountant promoting tax preparation services on Google Ads
  • Bank sending targeted email newsletters by customer age
  • Financial advisor writing market update blog posts
  • Insurance agency running a Facebook lead ad

Digital allows financial marketers to tap into intent signals and target specialized segments.

Nonprofit Digital Marketing

Nonprofits focus digital marketing on:

  • Raising awareness – Content marketing for brand and causes
  • Fundraising – Email campaigns, social media outreach
  • Volunteer recruitment – Social media, campus outreach
  • Event promotion – Social media, email, PPC ads
  • Donor management – CRM, personalized outreach
  • Peer-to-peer fundraising – Social campaigns

Examples include:

  • Animal shelter showcasing adoptable pets on social media
  • University Alumni Association event promotion via email
  • Museum targeting cultural keywords on Google Ads
  • Religious organizations sharing sermon videos on YouTube
  • Green nonprofits driving petition signatures via Facebook

Digital allows nonprofits to engage audiences and rally support cost-effectively.

Agency Digital Marketing

Digital agencies selling services focus marketing on the following:

  • Showcasing work – Case studies, client examples
  • Establishing thought leadership – Blogging, speaking
  • Lead generation – Content offers, ads, chatbots
  • Converting leads – Retargeting, email nurturing
  • Building reviews and testimonials – Review calls-to-action
  • Promoting services – Tailored service pages

Marketing activities include:

  • Digital agency promoting web design services with a PPC campaign
  • Marketing consultant publishing videos of previous projects
  • PR agency highlighting client press mentions on their site
  • Web developer building an email nurture track for downloads
  • Creative agency showcasing work on Instagram and Behance

Digital allows agencies to demonstrate expertise and promote services affordably.

SaaS Digital Marketing

For Software as a Service (SaaS) companies, digital tactics focus on:

  • Product education – Demo videos, documentation
  • Promoting features – Targeted ads, product pages
  • Generating leads – Content offers, chat, live events
  • Converting trials – Retargeting ads, email nurturing
  • Reducing churn – Surveys, renewal promotions
  • Amplifying word-of-mouth – Reviews, case studies, referrals

Examples include:

  • Project management SaaS running LinkedIn ads targeted by job title
  • Email marketing SaaS sending lead nurture emails post-signup
  • Video SaaS promoting new features on their blog
  • Analytics SaaS offering free trial extensions to engaged leads
  • HR SaaS building a referral program for customers

Digital provides SaaS companies with scalable and measurable acquisition.

Education Digital Marketing

Schools and education providers market online to:

  • Promote programs – Website pages, video overviews
  • Drive registrations – PPC ads, chatbots
  • Engage students – Social media groups, apps
  • Generate leads – Content offers, live chats
  • Remarket – Ad retargeting to site visitors
  • Build authority – Blogging thought leadership

Common digital marketing includes:

  • University running Google Ads for specific master’s degrees
  • Coding bootcamp sharing alum testimonials on social media
  • Private high schools targeting parents via Facebook ads
  • Public school posting teacher features on Instagram
  • Tutoring service using messengers to chat with visitors

Digital allows academic marketers to drive enrollments through segmented outreach.

Real Estate Digital Marketing

Real estate agents and brokers focus digital marketing on:

  • Listing promotion – PPC ads, retargeting
  • Lead generation – Landing pages, contact forms
  • Engagement – Helpful local content
  • Reviews – Generating and managing reviews
  • Referrals – Social media content, asking clients
  • Closing sales – Following up on all leads
  • CRM – Managing contacts and communications

Typical digital marketing used includes:

  • Agents showcasing new listings on Instagram
  • Brokers installing live chat on their website
  • Team leader publishing market update videos on YouTube
  • The agent sends new listing emails to buyers
  • Developers running Facebook and Instagram ads

Digital allows agents to stay top of mind during the long home search process.

Hospitality Digital Marketing

Hotels, resorts, and tourism brands focus digital on:

  • Promoting offers – Email campaigns, PPC ads
  • Generating bookings – Retargeting ads, urgency messaging
  • Encouraging direct bookings – SEO, promotional pricing
  • Customer care – Monitoring and responding on review sites
  • Local SEO – Location-based content and optimization
  • Remarketing – Winback email campaigns, retargeting ads

Common digital marketing includes:

  • Hotel installing booking engine on a redesigned website
  • Resorts targeting similar customers via Google/Facebook Lookalike Audiences
  • Tourism board running paid social media ads focused on interest targeting
  • Restaurants promoting holiday meals via email and SMS
  • Museum promoting exhibits via location-based mobile ads

Digital provides the opportunity to engage and convert travelers continually.

Consumer Packaged Goods (CPG) Digital Marketing

For consumer brands marketing physical products, digital focuses on:

  • Educating buyers – Product description content
  • Driving sales – Paid product search ads
  • Promotions – Coupons, discounts sent via email
  • Customer care – Reviews and reputation management
  • Website conversions – Product page UX optimization
  • Omnichannel – Retargeting across devices and channels

Examples include:

  • Food brands sharing recipes on social media
  • Beverage company targeting bar-related keywords via paid search
  • CPG company building an email list with coupon offers
  • Electronics brands installing live chat on their site
  • Clothing line promoting seasonal sales on Instagram

Digital helps CPG companies directly generate sales and track performance.

Franchise Digital Marketing

Franchises focus digital marketing on:

  • Lead generation – PPC ads, free consultation offers
  • Converting prospects – Forms, live chat, email nurturing
  • Promoting franchises – SEO, content marketing
  • Recruiting franchisees – Lead gen, retargeting ads
  • Training – Video tutorials, knowledge portal
  • Operations – Intranet, digital management

Examples include:

  • Fitness franchise running Google Ads by geography
  • Restaurant chain sharing behind-the-scenes social media video
  • Retail franchises sending email newsletters to subscribers
  • Home services franchise promoting mentorship program on their site
  • Pet care franchise using digital forms for franchisee onboarding

Digital provides cost-efficient scalability for generating and converting leads.

Industries That Rely on Digital Marketing

Here is an overview of some of the significant industries making extensive use of digital marketing strategies and tactics to achieve key business goals:

Software and SaaS

  • Lead generation – content offers, account-based ads
  • Product demo – video walkthroughs, free trials
  • Engagement – social media, user communities
  • Education – help portals, blogs, videos
  • Promotion – PPC, retargeting ads

Information Technology

  • Lead gen – content like ebooks, site chatbot
  • Branding – PR, podcast guest spots, awards
  • Recruiting – Employer branding on social media
  • Events – virtual trade show booths, webinars
  • Client retention – drip nurture campaigns

Financial Services

  • Acquisition – personalized ads, landing pages
  • Authority – market insights blogging
  • Promotion – targeted email campaigns
  • Lead management – CRM, automated workflows
  • Referrals – customer and partner portals

Retail and eCommerce

  • Traffic – SEO, affiliate, social media
  • Conversions – cart abandonment emails
  • Mobile – app install ads, local store ads
  • Promotions – email, retargeting ads
  • Loyalty – personalized offers, gamification


  • Lead gen – free consultation calendar ads
  • Reputation – review monitoring and responses
  • Engagement – educational videos, social media
  • Scheduling – automated follow-ups and confirmations
  • Referrals – patient ambassador programs

Professional Services

  • Awareness – content marketing, media outreach
  • Lead gen – PPC, chatbots, landing pages
  • Reputation – managing online reviews
  • Promotion – retargeting recent contacts
  • Referrals – digital client portals


  • Lead gen – program-specific landing pages
  • Promotion – PPC ads, direct mail postcards
  • Reputation – student testimonials and reviews
  • Engagement – social media, branded hashtags
  • Community – alum networking portal

Nonprofit and Associations

  • Donations – peer-to-peer social fundraising
  • Events – email and social media promotion
  • Membership- owned communities and forums
  • Advocacy – website and social call-to-action
  • Awareness – content amplification and PR

The depth and diversity of these examples illustrate how digital marketing has applications across every modern industry to meet unique objectives. The capabilities transform organizations of all types.

Business Functions Supported by Digital Marketing

Beyond just broad industries and sectors, digital marketing serves many critical business functions, including:


  • Generating new leads – content offers, paid ads
  • Qualifying leads – landing pages, forms
  • Nurturing leads – drip email campaigns, retargeting ads
  • Converting leads to sales – promotions, urgency
  • Retaining customers – loyalty programs, personalization

Customer Support

  • Self-service – knowledge bases, forums, FAQs
  • Human support – chat, email, social media
  • Community support – peer forums, ideation
  • Proactive support – drip email tips, onboarding
  • Feedback gathering – digital surveys, reviews

Public Relations

  • Media relations – blogger outreach, digital pressrooms
  • Thought leadership – executive blogging, speaking opportunities
  • Brand management – social media listening and outreach
  • Crisis management – social media monitoring and response
  • Trendjacking – relevant content tying into current events

Product Marketing

  • Education – demo videos, how-to content
  • Promotion – targeted ads, product category SEO
  • Launches – influencer promotion, pre-launch content
  • User feedback – social listening, product reviews
  • Trial promotion – free-trial offers, drip nurture

Human Resources

  • Employer branding – managing online reputation
  • Recruiting – job boards, campus digital ads
  • Candidate nurturing – applying marketing automation
  • Employee communications – portals, digital signage, email
  • Learning – video tutorials, documented processes

Executive Leadership

  • Strategy communication – digital presentations, email
  • Thought leadership – executive blogging, speaking
  • Market intelligence – digital listening, data analysis
  • Stakeholder relations – investor portals, email updates
  • Trend identification – content consumption, industry monitoring

The breadth of applications highlights the versatile value of digital capabilities. Skilled marketers contribute significantly.

Digital Channels and Platforms Used

Here is an overview of the many specific digital marketing platforms and channels marketers leverage to achieve objectives:

Search Engine Marketing

  • Google Ads
  • Microsoft Advertising
  • Organic search optimization

Social Media Marketing

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • YouTube

Content Marketing

  • Blogging
  • Written guides, ebooks
  • Infographics
  • Videos
  • Podcasting
  • Interactive content

Email Marketing

  • Direct promotional email
  • Segmented newsletter campaigns
  • Automated email workflows
  • Triggers based on user behavior

Mobile Marketing

  • SMS text messaging
  • Mobile apps
  • App Store Optimization
  • Location-based messaging

Digital Advertising

  • Display ads – banners, video, native
  • Advanced TV
  • Digital out-of-home billboards
  • Audio ads – streaming, podcasts

Affiliate Marketing

  • Classic affiliate programs
  • Influencer marketing
  • Loyalty and rewards programs

Marketing Automation

  • CRM and marketing automation software
  • Lead scoring and segmentation
  • Customized multi-step workflows
  • Integration of platforms and data


  • Website optimization
  • Blog integration
  • Personalization
  • Chatbots and live chat

These are just some of the countless platforms making up modern digital marketing technology stacks. Roles focused on specific channels and tactics continue growing in demand.

Company Sizes Utilizing Digital Marketing

Organizations of all sizes leverage digital marketing:


Large enterprises use digital marketing at scale to:

  • Increase brand awareness globally
  • Connect with customers across touchpoints
  • Manage complex buying journeys
  • Integrate across channels and business units
  • Generate and manage millions of leads
  • Create personalized experiences

Examples of enterprise digital marketing include:

  • Global mega-brands like Nike, Disney, and Starbucks
  • Worldwide financial institutions
  • Major technology companies like IBM, Cisco, and SAP
  • Telecom providers like Verizon

Here is the continuation of the article highlighting how companies of different sizes utilize digital marketing:

Large Companies

Other large companies deploy digital marketing to:

  • Drive brand consistency nationally
  • Reach customers in all markets
  • Compete against other big brands
  • Manage extensive product/service portfolios
  • Generate leads through multiple business units
  • Build detailed customer profiles and segments

Examples include:

  • National restaurant chains like McDonald’s
  • Big box retailers like Target and Best Buy
  • Major airlines and hotel brands
  • Top healthcare networks
  • Large insurance providers

Mid-Size Companies

Mid-sized companies apply digital marketing to:

  • Increase regional awareness and share
  • Outcompete more prominent players locally
  • Launch and test national campaigns
  • Manage growing product lines
  • Develop segmented lead nurturing
  • Build more personalized experiences

Mid-size companies include:

  • Regional bank and credit union brands
  • Local service businesses like plumbers
  • Multi-location dental and doctor offices
  • B2B firms with 100-1000 employees
  • Fast-growing startups expanding their reach

Small Businesses

Small businesses use digital to:

  • Drive brand visibility in the community
  • Promote specialized products/services
  • Engage directly with local customers
  • Build loyalty and word-of-mouth
  • Capture leads from the web and social
  • Manage costs and maximize ROI

Examples of small business digital marketing include:

  • Local restaurants and boutiques
  • Tradespeople like electricians
  • Salons and spas
  • Independent consultants and agencies
  • Solo attorneys and accountants


Early-stage startups focus digital marketing on:

  • Introducing and explaining new brands
  • Generating awareness and interest
  • Acquiring early adopters and evangelists
  • Building engaged communities
  • Testing minimum viable campaigns
  • Setting foundations for future growth

Common startup digital marketing includes:

  • Content marketing to share their story
  • Leveraging founders’ brands
  • Grassroots social media outreach
  • Simple website and conversion tracking
  • Small paid ad tests to enter markets

Regardless of company size, digital marketing provides impactful strategies and tools. Comprehensive training helps organizations maximize their digital capabilities.


In today’s digital world, every company in every industry can leverage online marketing tactics and channels to achieve key business goals. For both B2B and B2C enterprises across sectors, digital capabilities provide measurable advantages.

From driving website traffic and conversions to generating leads, building brands, connecting with customers, and optimizing experiences, digital marketing has countless applications. Tactics can be tailored based on specific niche audiences and business objectives.

Major digital channels like search marketing, social media, content creation, email, and mobile provide versatile options for reaching people. Digital will only grow in importance as Millennial and Gen Z audiences age.

Whether you are in healthcare or retail, tech or hospitality, nonprofit or education, investing in essential digital marketing skills and strategies is critical for long-term success. Your company or clients can thrive digitally with quality training tailored to your industry’s needs. Contact SE Intellect today to explore our comprehensive digital marketing curriculum.

Similar Posts