Digital Marketing

Looking to maximize your digital footprint but don’t know where to start? Aardvark Works can help you develop a successful online presence, targeting specific demographics and developing targeted strategies that will increase traffic and sales.

What is digital marketing?

Digital marketing is a process that uses channels like the internet, mobile devices, and social media to create, maintain, and deliver customer relationships.

It encompasses activities such as creating digital ads or landing pages, developing user profiles through data analysis, using search engine optimization (SEO) techniques to improve website content and organic search results and managing cross-channel communication efforts such as lead capture forms or email newsletters.

To see an explanation at the bottom of this page, click on any highlighted term.

Pros of digital marketing

Digital marketing can be significantly more cost-effective for small businesses for a number of reasons. Here are some of the top reasons small business owners are using digital marketing more and more.

1. Better targeting: As a small business owner you probably have a good idea of the groups of people that are interested in the products or services you offer. Digital marketing allows you to choose who sees your ads based on a wide variety of demographics. This means you’re only paying to get in front of the people who are most likely to buy from you.

2. Dynamic content: Traditional marketing is expensive to set up and produce, but with digital marketing, you can give customers something new on a regular basis to keep them engaged with your brand.

3. Create conversations: Your customers want to be heard. Whether it’s to sing your praises, to show their friends the new product they are using or experience they’ve had. Digital Marketing gives you the opportunity to engage with your customers on a large scale with limited resources.

4. Agile to change: In many industries, consumer interests change fast. Digital marketing allows you to test new marketing messages, benefits, and features on a small audience to see if it connects with your customers. Once you’ve found the right combination you can also scale your ads quickly with digital marketing.

5. A cost-effective way to build your brand: Repeat customers are one of the greatest assets any business can have. Digital marketing provides a cost-effective way to get in front of your repeat customers on a regular basis so you can continue to build your brand with them until they’re ready for their next purchase. Google and Facebook both offer retargeting programs specifically to re-engage existing customers.

Cons of digital marketing

Digital marketing can be significantly more cost-effective for small businesses for several reasons. Here are some top reasons small business owners use digital marketing more.

It’s important to know that there are some downsides to digital marketing. First, like all forms of marketing, you can waste a significant amount of time and money if you don’t know what you’re doing.

Here are some of small business owners’ most common digital marketing pitfalls.

1. Patience: Some forms of digital marketing, such as social media strategies, can take months or years before you start to see significant results. The floodgates open like magic, with SEO strategies even though they may take a few weeks to months.

2. Trial and error: To be good at digital marketing, you need to be willing to try lots of different approaches on different platforms before you find the right one for you. For example, you may need to create seven different versions of a Facebook ad to find the one that converts the best. As a result, the most effective ads are often not the ones you would guess initially.

3. Changes quickly: Digital marketing changes much faster than traditional marketing. For example, Facebook made numerous changes to their policies on how you can market on its platform and what products and services are not allowed even to buy paid ads on its platform at all.

If you’re seeking a digital marketing strategy that doesn’t include taking selfies or dancing on TikTok, schedule a live chat with a digital marketing specialist who can provide you with a winning financial strategy that lasts for years.

How does digital marketing benefit a local business?

Digital marketing is the perfect solution for small businesses that need to get their message out there but doesn’t have the resources or time to invest in traditional marketing strategies.

With digital media, you can target your audience more efficiently and inject more personality into your brand.

You can also use online platforms like social media and email campaigns to drive traffic back to your website and increase conversion rates.

Online marketing also helps local businesses create a strong presence on search engines, where potential customers will be able to find you at a moment’s notice.

Digital marketing can help businesses reduce ongoing business costs by increasing traffic to their website, improving conversion rates, and generating more leads.

By creating a robust online presence, businesses can reach potential customers searching for information on specific topics.

Additionally, digital media allows you to target your audience across multiple platforms with the same message, increasing engagement results in higher brand awareness and loyalty within your customer base.

Ultimately, reducing ongoing business costs through digital marketing is essential to any successful marketing strategy.

Is digital marketing easy?

Like many professions, digital marketing requires both a core set of hard skills (which can be relatively straightforward to learn) and a longer list of career attributes that might take years to master.

A big part of digital marketing is understanding what your customers want.

Using a single post-digital marketing strategy:

  • Compose a strategy.
  • Research to understand your audience using forums, social media, and data intelligence tools.
  • Keyword research
  • Copy written content to be on brand and in the voice of your market
  • Find the right image this could include hiring a photographer and/ or a Graphic designer
  • Create a landing page or pages
  • Set up any traffic tracking mechanisms to measure clicks, attention and returned visits or retention.

It can be easy to forget this when we’re busy designing and writing posts, but it’s important to remember that our readers are not always looking for information on the same topics as us.

If you want to engage with your audience, make sure that you write content that is interesting and relevant.

In summary, is it easy to do digital marketing?

The steps are easy to understand, research, and write posts.

However, there’s a bit of time involved to do it well.

The real question is are you prepared to learn how to do each step of the process or take the shortcut and hire a digital marketing agency?

Can I do my own digital marketing?

You definitely can, but it requires some study and effort.

It’s important to remember that digital marketing is all about creating a relationship with your target audience – so you’ll need to be strategic in your planning and execution if you want to see any real results.

In addition, know that there are many different tools and channels out there – so you’ll need to find the ones that work best for your business.

Nevertheless, there is the option of making mistakes for years or paying to have a professional develop digital marketing strategies quickly so that you may get a quicker ROI.

Pros of self-managed digital marketing

Some potential pros of self-managed digital marketing include:

* Increased control over your own marketing initiatives – You can tailor your campaigns to better fit your business and target specific audiences.

* Greater flexibility with when, where, and how you reach your target audience – You can choose what media channels to use and when.

* Greater accountability for results – If you’re personally managing the campaign yourself, there’s no one else to blame if it doesn’t work out.

* More opportunities for personal branding – With more control over your online presence, you can showcase your unique brand and attract potential customers.

Cons of self-managed digital marketing

* Increased risk – If you don’t know what you’re doing, your campaigns can easily get out of hand.

* Can be time-consuming and challenging – It takes time to create effective campaigns on your own, and there’s always the chance that something will go wrong.

* Does not receive the same level of support from a traditional marketing agency – Since you’re managing your own campaigns, you may not have access to the same resources or expertise.

* Mistakes are costly

Overall, self-managed digital marketing has both positive and negative aspects. The key is to weigh the pros and cons carefully before making a decision on whether or not to pursue this type of marketing.

How much does a digital marketing campaign cost in NZ?

Digital marketing campaigns can range in price depending on the company and its needs. Still, they usually fall into three categories: search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing.

SEO typically costs the least because it improves a website’s overall “search engine ranking” within Google and other search engines. The reduced cost is because once an asset ranks in the search engines, it requires zero to little upkeep.

PPC is more expensive than SEO because it requires ads placed on web pages with specific keywords that might bring people to a business’ site via organic clicks.

Social media marketing is the most costly of the three because it involves creating and promoting social media profiles for a business, which might result in followers or “likes” on company pages.

How do you calculate digital marketing costs?

The first step in calculating the cost of a digital marketing campaign is to determine the goal, budget, timeline, and channel.

Calculating your marketing costs includes researching keywords, target audience, and budget constraints.

A final calculation will consider any revisions along the way, such as changes in target audience or budget restrictions.

However, depending on the strength of the competition, the business, its needs, and the specific services used.

However, Digital marketing campaigns can range in price from a few hundred dollars to tens of thousands. However, the average cost for digital marketing is around $2,500 per month.

Here are some average costs for local businesses and some of the most popular digital marketing strategies.

GOOGLE ADS (pay per click)
  • Landing page design $497+
  • Landing page copy $297+
  • Per click cost is $15+
  • Campaign manager
  • Landing page design $497+
  • Landing page copy $297+
  • Adspend $20-50 per day minimum
  • Campaign manager $600-2k+ per month
BANNER ADS (digital display)
  • Onetime setup fee $497
  • Ad designs (Set of 16) $297+
  • Ad spend $20-$40 per day 
  • Re-targeting $20-$40 per day 
  • Landing page design $497+
  • Landing page copy $297+
  • $1500+ per month
  • Landing page design $497+
  • Landing page copy $297+
  • $1500+ per month
  • Landing page design $497+
  • Landing page copy $297+
  • Link building/Outreach $2k+
  • $1500+ per month
  • Landing page design $497+
  • Landing page copy $297+
  • Video $497 – $2k+ 

Digital Marketing Glossary

Don’t worry if you’re confused by some of the terms you’ve seen in our Digital marketing starter guide!

Learning Digital marketing terminology and jargon can be difficult because it’s a new language.

We’ve made a chapter-by-chapter Digital marketing glossary with definitions and valuable links to help you get a grip on all the new terms we’re laying in your lap.

For future reference, you might want to bookmark this page.

Conversion Rates

The ability to generate leads and sales from target audiences is a metric that quantifies how many website visitors convert into customers.

Cross-channel communication

Cross-channel communication is a critical element of successful digital marketing for local businesses.

By engaging with customers and fans across multiple platforms, businesses can create a more relevant experience that encourages customer loyalty and increases conversion rates.

In addition, Cross-channel communications help local companies build relationships with their audience, which drives more substantial support and advocacy for the brands they know and love.

Customer Relationships

Digital marketing helps local businesses build customer relationships. Relationships get created through digital channels, such as email, social media, or websites.

Digital marketing provides an opportunity to personalize the experience for the customer and allows them to connect with businesses cost-effectively.

Data Analysis

Digital marketing relies heavily on data analysis to optimize campaigns and measure results.

For example, local businesses can find patterns that indicate which channels are most effective by understanding how traffic behaves and making adjustments as needed.

This information also helps track ROI (return on investment) over time, so businesses can see whether their investments are paying off.

Digital Ads

Simply put, digital ads are the online equivalent of print or TV advertising. Ads get placed on websites, email newsletters, and social media platforms like Facebook and Twitter.

Digital ads use creative content (images, video, etc.), interactive features (such as quizzes), and persuasive language to capture the attention of potential customers.

Some of the different types of digital ads include display (banner or pop-up) ads, digital display Ads, Google Ads, Social media ads, and native ad formats such as interstitials and prerolls.

Email Newsletters

Email newsletters are a great way to stay up-to-date with the latest trends and news in digital marketing.

Businesses can keep their consumers updated on all new developments and changes in the sector and generate sales by regularly sending out email newsletters.

This communication also helps build relationships with customers and fans, leading to increased loyalty and conversion rates.

Landing Pages

Landing pages are typically single pages designed to convert visitors into customers.

However, they can be created specifically for digital marketing campaigns, such as directing internet traffic from various online channels such as social media, blogs, or any other search engine medium.

A landing page should have the following features:

First, a clear call to action (CTA) tells visitors what you want them to do next.

-High-quality content – This helps convince visitors to take action, whether signing up for your email list or making a purchase.

-Simple design – Landing pages shouldn’t be overly complicated, so everyone can understand and readily take action.

-Subtle branding – Landing pages should look like the rest of your website, but with a bit more emphasis on conversion possible.

Lead Capture Forms

Lead capture forms are a great way for businesses to gather information about their customers and potential customers.

By filling out a lead capture form, companies can learn more about the interests and needs of their target market.

Use the information to improve or create products that meet the needs of its audience, which in turn leads to increased sales and conversion rates.

Mobile Devices

There are a variety of mobile devices, and each has its unique set of features.

The kinds of devices that are helpful to your online digital marketing efforts are desktop computers, smartphones, tablets, and laptops.

Organic Search Results

Organic search results are the first pages of Google that appear when a person searches for specific keywords on the internet.

The search engine evaluates websites based on their authority, content, presentation and technical specifications, rather than relying solely on paid advertising.

As a result, local businesses with high-quality content and accurate information can rank higher on organic results pages, leading to increased visibility and conversion rates.


ROI stands for “return on investment.” It is a calculation to determine the financial return associated with a particular business decision or activity.

In other words, it measures how much money an organization makes relative to the costs incurred in undertaking that activity.

Search Engine Optimization

Search engine optimization (SEO) is a process of improving the ranking (online visibility) of a website or web page in search results from major search engines like Google, Bing, Yahoo, Duck duck go, and Brave.

SEO gets integrated into an individual website or any other online entity you own. SEO helps local businesses by positioning them higher in the organic results pages of Google and other major search engines.

For example, when people enter specific keywords into the Google Search bar, websites that rank well will appear first, creating more opportunities for sales.

Social Media Marketing

Social media allows people to exchange ideas, information, and opinions online.

As a result, it has become an essential part of digital marketing for businesses because it will enable them to connect with potential customers and partners cost-effectively.

Social media platforms include Facebook, Twitter, LinkedIn, Google+, and YouTube.

Traditional Marketing

Traditional marketing is creating, planning, implementing and measuring a marketing program that uses traditional mediums such as print, radio, television or outdoor to reach customers.

Website Content

Website content is one of the local businesses most critical forms of digital marketing.

Websites must contain high-quality content to promote potential and current consumers with relevant products, services, and news information to help encourage conversions.

This type of marketing makes it possible for businesses to target their audience more effectively, generating leads and sales in the process.

In addition, website content can be shared on social media platforms like Facebook and Twitter, leading to even more exposure and conversion rates.

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