What Does Digital Marketing Do and Why It Matters

 

 

Every time you Google a product, scroll past a social ad, read a blog, or open a brand’s email — you're engaging with digital marketing.

But what exactly is digital marketing? And why does it matter so much in today’s world?

In simple terms, digital marketing is how businesses attract, engage, and convert people online. It’s everything from being found on search engines, to staying connected on social media, to running email campaigns that actually get opened.

Whether you run a local service, an online shop, or a growing franchise, your audience is online — searching, comparing, and buying. If your business doesn’t show up when and where they need you, someone else’s will.

So, what does a digital marketer do?

They wear a lot of hats. A good digital marketer is part analyst, part creative, and part tech-savvy problem solver. Their job is to understand your audience, craft a plan, and use the right tools to bring in more leads, more customers, and more growth.

And here’s the good news: you don’t have to be a big brand or tech genius to make it work. With the right approach — or the right agency — digital marketing can help any business grow smarter, faster, and more efficiently.

In this updated guide, you’ll discover:

●     What digital marketing actually includes

●     What different channels like SEO and email work together

●     When to DIY and when to bring in pros

●     What kind of results you can realistically expect

Whether you’re just getting started or looking to level up, this guide is here to help you understand the real-world power of digital marketing — and how it can work for your business.

Key Takeaways: What Digital Marketing Really Does

Before we dive deeper into the channels, tactics, and tools, let’s take a moment to look at the big picture. What does digital marketing actually do for a business?

Here are the key things to keep in mind:

Digital marketing helps your business get found. Whether someone’s searching on Google, scrolling social media, or watching a video on YouTube, digital marketing makes sure your brand shows up in the right place at the right time.

It helps you build trust and connection. Through helpful content, consistent messaging, and positive user experiences, you’re able to educate, engage, and build credibility — long before a customer ever speaks to you.

It’s designed to turn interest into action. From email campaigns and landing pages to Google Ads and retargeting, the goal is always to guide people toward taking the next step — clicking, calling, buying, or booking.

It works across platforms, not just search engines. People don’t just use Google anymore. They check Instagram, compare products on Amazon, ask Siri, or scroll TikTok. Digital marketing helps you meet customers wherever they are.

And most importantly, it’s measurable. You don’t have to guess whether your efforts are working. You can see what’s getting clicks, what’s driving leads, and what needs tweaking — all in real time.

So, if you’re asking what digital marketing really does — the short answer is:
 It connects you with your audience in ways that are timely, relevant, and trackable. And when done right, it drives real growth.

What Digital Marketing Covers: Core Roles and Responsibilities

So, what exactly does a digital marketer do day to day? While the tools and platforms may change depending on the industry, the core responsibilities tend to follow the same playbook — one that blends creativity, strategy, data, and tech.

At its heart, digital marketing is about connecting your business with the right people online — and guiding those people toward becoming customers. That involves a mix of strategy, content, design, data analysis, and platform management.

Here’s what a digital marketer is typically responsible for:

Developing a Strategy That Aligns with Business Goals

They don’t just start posting on social media or running ads. First, they figure out what your business actually needs — whether that’s brand awareness, lead generation, or more local foot traffic — and then build a plan to match.

Choosing the Right Channels

A digital marketer helps decide where to focus your efforts: SEO, Google Ads, social media, email, video — or a mix of all of them. The best channel depends on your audience and your goals.

Creating and Managing Content

Content is the fuel that drives everything online. A digital marketer may write blog posts, design social graphics, create landing pages, or even work with video teams to produce short-form content.

Optimizing for Search and Conversions

It’s not enough to just publish — it has to be findable and effective. Marketers use SEO best practices, conversion rate optimization (CRO), and performance tools to ensure your website and content actually deliver results.

Analyzing Data and Making Improvements

Everything gets tracked — traffic, clicks, conversions, time on site — and a digital marketer uses that data to figure out what’s working and what needs to change. No guesswork, just informed decision-making.

In smaller businesses, a single digital marketer may wear all these hats. In larger teams or agencies, each area might have its own specialist — but the goal is the same: grow your business by using digital tools to reach the right people.

 

 

Key Channels in Digital Marketing: Where It All Happens

 

Digital marketing isn’t just one thing — it’s a mix of tools and platforms that work together to help your business grow online. Each channel plays a different role, but they all work toward the same goal: reaching your audience where they already spend time.

Let’s walk through the most important digital marketing channels and what each one actually does.

Search Engine Optimization (SEO)

What it is:
 SEO helps your website show up in search results when someone types in something related to your business — like “best dentist in Toronto” or “custom t-shirt printing near me.”

Why it matters:
 The higher your site ranks on Google, the more likely people are to visit it. SEO drives consistent, organic traffic without needing to pay for every click.

 

Pay-Per-Click Advertising (PPC)

What it is:
 PPC ads appear at the top of search engines or in social feeds. You only pay when someone clicks on your ad — hence the name.

Why it matters:
 It’s a fast way to get in front of people who are actively searching for what you offer. It’s also great for testing messaging or launching a new offer.

Social Media Marketing

What it is:
 This includes everything from regular posting to running ads on platforms like Instagram, Facebook, LinkedIn, and TikTok.

Why it matters:
 It helps build brand awareness and trust. People spend hours on social media every day — meeting them there keeps your business top of mind.

Content Marketing

What it is:
 Content marketing is about creating useful content — blog posts, guides, videos, infographics — that answers your audience’s questions and helps solve their problems.

Why it matters:
 It builds authority and keeps people coming back. Great content also supports SEO, email, and social strategies.

Email Marketing

What it is:
 This includes everything from weekly newsletters to automated follow-up sequences based on user behavior.

Why it matters:
 Email lets you nurture leads, stay in touch with past customers, and promote offers directly. It's still one of the best tools for converting interest into action.

Local SEO

What it is:
 Local SEO helps your business show up in searches like “near me” or on Google Maps. It involves optimizing your Google Business Profile and location-based content.

Why it matters:
 If you're a local business, most of your traffic comes from people in your area. Local SEO ensures they can actually find you when they need you most.

Each of these channels can stand on its own, but they work even better when used together in a strategy. Now, let’s talk about how to build that strategy and how to know what’s working.

 

Building a Strategy: How to Plan, Execute, and Measure Results

Digital marketing works best when it’s backed by a clear, thoughtful strategy. Without one, it’s easy to waste time posting aimlessly, running ads that don’t convert, or creating content that no one reads.

So how do you turn digital tools into a smart, results-focused plan?

Here’s how it all comes together.

Know Your Audience

Before anything else, you need to get clear on who you’re trying to reach. What are their problems? Where do they spend time online? What kind of content do they trust?

Audience research helps you:

●     Focus your message

●     Choose the right platforms

●     Create content that resonates

Whether it’s homeowners in Scarborough or Gen Z shoppers in downtown Toronto, knowing your audience shapes everything else.

Set Specific, Measurable Goals

What do you actually want from your digital marketing?

Instead of saying “get more traffic,” a stronger goal would be:
 “Grow website visits by 30% over the next 90 days using blog content and Google Ads.”

Goals give your strategy direction and let you measure success.

Choose the Right Channels

Once you know who you're talking to and what you want to achieve, choose the platforms that match.

For example:

●     Want local leads fast? Combine Google Ads with Local SEO.

●     Need to build brand awareness? Try social media + short-form video.

●     Selling online? Focus on SEO, retargeting, and content that ranks.

The right mix depends on your industry, budget, and goals.

Create a Plan You Can Actually Follow

This is where strategy becomes action. A good plan includes:

●     A content calendar

●     Campaign timelines

●     Who’s doing what (you, your team, or your agency)

●     A system for reviewing and adjusting based on results

You don’t need to be everywhere. Just show up consistently where it counts.

Track Performance and Improve

One of the best parts of digital marketing is that everything is trackable. With tools like Google Analytics, Meta Ads Manager, and email dashboards, you can see:

●     What’s driving traffic

●     Which ads or content convert best

●     Where people drop off

That insight helps you fine-tune campaigns over time — and stop wasting money on what doesn’t work.

At the end of the day, a strategy is what turns tactics into results. And the good news? You don’t need to figure it all out alone. Many businesses work with digital marketing pros to help map out and manage the process.

 

Additional Resources

·         Why Choose a Local Digital Marketing Agency

·         Affordable Website Design: A Startup’s Guide to Building a Strong Online Presence

·         SEO for Local Businesses & Online Stores: The 2025 Playbook to Rank Higher

·         The Facebook Ad Strategy That Slashed Lead Costs by 75%

·         Digital Marketing for Manufacturing Companies

Real-Life Results: What Digital Marketing Looks Like in Action

It’s one thing to talk about strategies and platforms — but what does digital marketing actually look like in real life? What kind of results can you expect?

Here are two examples from real Toronto-area businesses that used digital marketing to turn strategy into measurable growth.

TorontoPho.com: Boosting Local Visibility for a Growing Restaurant Chain

TorontoPho is a popular Vietnamese restaurant chain with multiple locations across the GTA and Ontario. As they expanded into new areas, they needed to make sure each location could be easily found online — especially in mobile and “near me” searches.

What we did:

●     Consolidated multiple restaurant websites into one user-friendly platform

●     Created SEO-optimized pages for each location

●     Optimized Google Business Profiles for maps, mobile, and voice search

●     Ran targeted Google Ads to support new openings

●     Integrated AI tools for order handling and call management

The results:

●     300% increase in local search visibility

●     60% boost in foot traffic during soft launches

●     Consistent rankings in the top 3 of Google Maps results for “pho near me”

●     A smoother customer experience through automation

This is a perfect example of how local SEO + smart automation = scalable growth.

AmazingNewFace.ca: Building Trust for a Beauty Brand from the Ground Up

AmazingNewFace is a personal aesthetics clinic that offers Botox, PRP, and advanced skincare — led by an experienced provider who recently relocated to Toronto and needed to build a brand from scratch.

What we did:

●     Launched a clean, SEO-friendly website with detailed service pages

●     Created a special offer landing page targeting first-time visitors

●     Wrote optimized content targeting searches like “Botox Treatment In Thornhill”

●     Developed an image-based consultation feature powered by AI

●     Promoted through local Alignable profiles and voice-search optimization

The results:

●     Page-one rankings for high-intent local searches

●     Dozens of new inquiries within the first month

●     Increased user engagement through personalized content

●     Trust built quickly through educational pages and local presence

This shows how even a brand-new business can gain traction quickly with targeted, well-executed digital marketing.

From restaurants to beauty clinics, these results aren’t unusual — they’re what happens when strategy meets execution. Whether you’re just getting started or scaling fast, digital marketing gives you a measurable way to grow.

 

When to Hire a Digital Marketing Agency (And Why Local Expertise Matters)

Digital marketing can be incredibly powerful — but it can also be a lot to handle on your own. If you’ve ever found yourself asking, “Do I really have time to keep up with this?” — you’re not alone.

Many businesses start with a DIY approach; then eventually realize they’ve outgrown it. That’s when bringing in a professional agency makes sense.

Here’s how to know it’s time.

You’re Too Busy Running the Business

You’ve got customers to serve, products to ship, or services to deliver. Spending hours learning SEO, setting up Facebook Ads, or writing blog posts? That can take a backseat — fast.

An agency lets you stay focused on running your business while a dedicated team handles your marketing.

You’re Not Sure What’s Working

If you’ve tried a few things — maybe posted on Instagram, dabbled in Google Ads, or started a blog — but aren’t seeing results (or don’t know how to measure them), an agency can help.

They’ll audit what you’ve done, identify opportunities, and map out a smarter plan based on your goals.

You’re Ready to Grow Faster

Maybe you’re opening a new location, launching a new product, or just want to finally start showing up on Google. A digital marketing agency can get you there faster — with a team of experts who already know what works.

 

Why a Local Agency Can Make a Big Difference

 

There are agencies everywhere — but working with a local team that understands your market, your community, and your competition offers key advantages.

Here’s why local matters:

●     They understand regional trends, neighborhoods, and seasonal patterns

●     They can help optimize for searches like “near me” or “service in North York”

●     They’re close enough for in-person meetings or real-time collaboration

●     They often have connections with local platforms like Alignable, Your city directories, or regional influencers

Local marketing is personal — and local agencies get that.

What a Good Agency Should Offer

When choosing a digital marketing partner, look for one that offers:

●     Clear communication and transparent reporting

●     A track record of helping businesses like yours

●     Services aligned with your goals — not just a list of tactics

●     The ability to scale with you as your business grows

Whether you're located in the city or the surrounding areas, a local agency with full-service capabilities can be the strategic partner you didn’t know you needed.

 

FAQs — Answers to Common Digital Marketing Questions

1. What does a digital marketer actually do?

A digital marketer helps your business grow by getting the right message in front of the right people online. That includes things like creating content, running paid ads, improving your Google ranking, managing email lists, and analyzing data. Their job is to bring more qualified leads your way — and make sure your online efforts are working together.

2. Is digital marketing expensive?

It can be, but it doesn’t have to be. Some small businesses start with just a few hundred dollars a month on targeted campaigns. What matters more than how much you spend is how strategically you spend it. A well-structured plan with clear goals and smart targeting often pays for itself quickly — especially when managed by experienced pros.

3. How long does it take to see results?

It depends on your strategy. SEO can take a few months to build momentum, but paid ads and email campaigns can drive results in days or even hours. If you're consistent and working with a solid plan, you'll usually start to see meaningful progress within 30 to 90 days — with bigger, compounding results over time.

4. Do I really need SEO if I’m already running ads?

Yes, ideally you want both. Ads are great for quick wins, but SEO helps build long-term visibility that doesn’t cost you every time someone clicks. If you stop running ads, your traffic stops too. But a strong SEO presence keeps delivering value — even when your budget pauses. They work best together, not as either-or.

5. What’s the easiest way to start with digital marketing?

Start by making sure your Google Business Profile is up to date and optimized — especially if you're a local business. Then, choose one or two platforms where your customers already spend time (like Instagram or Google) and focus your efforts there. You don’t need to be everywhere — you just need to show up where it counts.

6. How do I know if my marketing is working?

The beauty of digital marketing is that everything is trackable. You can look at website traffic, leads, phone calls, form submissions, ad clicks, even how long people spend reading your blog. A good marketing partner will help you understand what the numbers mean — and show you exactly how your investment is performing.

7. Should I hire a digital marketing agency or do it myself?

If you have the time, tools, and skills — DIY is fine to get started. But most business owners find that marketing takes more time than they can give it. An agency can help you get better results faster and free up your time to focus on what you do best. The key is finding a team that understands your goals — and your market.

Conclusion: Why Digital Marketing Is No Longer Optional

If there's one thing to take away from this guide, it's that digital marketing isn't just for big brands or tech-savvy startups — it's for any business that wants to grow in today’s connected world.

Whether your customers are searching for answers, comparing options, or ready to buy, they’re looking online — often across multiple platforms, and often from their phones. If your business isn’t showing up in those moments, your competitors probably are.

Digital marketing helps you do more than get seen. It helps you earn trust, deliver value, and turn attention into action — whether that’s a phone call, a booking, or a sale.

And the best part? You don’t have to do it all at once. You can start with one platform, one strategy, or one campaign — and build from there.

Of course, if you're ready to take your efforts to the next level, partnering with the right team can make all the difference. Whether it's refining your local SEO, launching better ads, or creating content that actually converts — having experts on your side saves time, reduces stress, and gets results.

So, whether you're in Toronto or beyond, remember this: Digital marketing isn’t just a trend — it’s your most powerful growth tool.
 And the sooner you lean into it, the sooner you’ll start seeing the impact.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, UnlimitedExposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

UnlimitedExposure Online is also recognized a Digital Marketing Agency Toronto”