social media digital marketing

Is there any difference between social media and digital marketing? Why do these two go hand in mind? To begin with, it’s worth mentioning that social media is a fundamental component of digital marketing, and many individuals strongly believe that social media engagement actually means digital marketing revamped. However, there’s more to a digital marketing campaign than just having an online presence on Facebook and Twitter.

Promoting your brand and building awareness over a service or product by incorporating all digital channels is a better definition of marketing in the digital environment. As for social media, this advertising medium is in trend these days, and internet marketing has been all crazy about what it can do.

Both Facebook and Twitter have completely changed the way people interact, shop, socialize and get access to online information; these two platforms – also known as the two most renowned social media platforms on the web – have a single goal: to connect people and bring them together.

Benefits of Social Media in Marketing Campaigns

There are lots of benefits associated with using social media channels to promote a marketing campaign – both online and offline. Since we live in a world of advanced technology, spreading the world has never been easier. Conveying a message to the masses is what social media does best. Here are other benefits of social media in marketing your brand and getting your product known to the masses.

  • Excellent for SEO–social media is widely used these days for SEO purposes. A properly ranked website in the top search engines boosts visibility, conversion rates and leads. However, for SEO to render results you need to have a well-defined social profile.
  • It’s trending – we can’t ignore the trends, and for your business to thrive it needs to comply with social media requirements.
  • Fine-tuned customer interaction method – social media helps businesses interact with your brand, as well as with people that have tried your product. It gives people a crystal-clear view of your company, and it helps them decide whether it’s good for them or not. Marketers can use these channels to stay in touch with customers and know whether your content, services or products need improvements.

Social Media Vs Digital Marketing

Social media is a vital branch of internet marketing and internet marketing matters a lot for digital marketing. If we were to make a comparison between the two, we can say that:

  • Digital marketing is not bound to the internet, whereas social media is. It goes beyond the mere definition of the internet because it can reach people in the offline environment too.
  • Digital marketing campaigns offer seamless experiences, meaning they connect to the internet via social media, but they can also work with additional components such as mobile ads, SMS, TV, and internet advertising.

Social media is directly linked to content strategy. Companies must craft useful content and then make use of social media to promote; digital marketing campaigns focus entirely on ads and banners, either offline or online for promoting products and services.

Which Marketing Channel Matters More, Social Media or Digital Marketing?

When it comes to choosing between social media and digital marketing, many companies have their own set of arguments. It often depends on the service provided, brand or product. In certain situations, digital marketing may be more appropriate to build awareness than social media. The latter is often advised when the audience is broad and spread at a larger scale (national, international).

For example, if your company sells software solutions, it might be best to use social media to find customers, explain to existing customers how to use it, and keep them as informed as possible with updates via press releases, email subscriptions, tweets and shares.

But if your business sells custom tools for constructors, social media is not that useful because it can only be employed to find information on the products. You need people buying what you have to sell, and to convince them you need to give them a taste of the product first hand.

A Closer Look at Social Media Marketing

In layman’s terms, social media marketing is an elaborated process of product or service promotion using various social media channels. Generally speaking, social media marketing campaigns are done via two main methods: the first method is free and it involves building a community of fans, followers and connections through content sharing and engaging users with promos and contents. The second method is via paid advertising. Companies can use Google Adwords, Facebook ads, and Twitter to promote and market their services or products.

Social Media is a Center of Gravity for Online Marketing

Many marketers consider social media a center of gravity when advertising a product or brand in the online environment. When marketers choose to use it for their campaigns, social media marketing splits into various branches across platforms such as Google+, Facebook, Instagram, Twitter, and more. Content matters the most, and as you build valuable blog posts, articles, videos, and press releases, your online campaign will gain organic visitors that are genuinely interested in what you have to say or sell.

At the other end of the line, we have content marketing which is actually your business’s website. In this case, social networks become paramount to get your website known to the masses. Social media channels are online distributors of links. Even though the content matters the most, the associated links are equally important because they let Google know you’re the real deal, and that you have something useful to offer to your followers.


Even though both content marketing and social media marketing can be employed for a wide array of purposes, the latter generally have a tendency to focus on 2 key objectives.

First of all, social media marketing helps build brand awareness by generating discussions and creating a buzz around your brand. Second, customers are engaged and their retention or satisfaction rates begin to fluctuate. Brands are at liberty to use social channels as a forum opened to everyone; customers can engage in direct dialogues, they can ask questions, and interact.

In contrast, the center of gravity of a website that is based on content marketing enables that site to center more on generating demand. Top-quality content appeals to potential customers looking for that specific service or product, and the more articles you write and post, the better chances you have to develop a relationship with those prospects.

Evolution of Marketing in the Online Environment

Many businesses develop their marketing strategies with social media in mind. However, the savviest business people don’t lash away from digital marketing either because they know that combining these two is the key to an outstanding campaign. But then again it all depends on the type of business you run. If you cater to a broad audience at a national or international level, then yes, social media is vital.

Local businesses on the other hand must also implements offline techniques to retain their audience and gain a voice in their targeted community. This means using direct mail advertising and other offline marketing techniques to make themselves heard. Bottom line is we can’t let social media rule our marketing needs; we need to implement it into our strategies and make it work together with our other channels for it to render the best results.