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Digital Marketing Overview

Put simply, digital marketing is the promotion of a brand, product or service  using technology, such as the internet or a cell phone. It can include things such as video, email, text, instant messaging, podcasts, electronic signs, television and radio, etc.

One of the biggest benefits to digital marketing is that it uses multiple channels that allow a company to analyze their efforts to learn what’s working and what isn’t. This feedback allows for data driven decisions to better capture visitors, or to learn more about their target audience. Resulting in increased brand awareness, sales, retention and more. 


“Content builds relationships. Relationships are built on trust. Trust drives revenue.”   – Andrew Davis


In today’s business climate it can be hard to get your message or content in front of your target audience or ahead of your competition. Even though consumers spend so much more time online, the sheer volume of content and choices that we have make for a lot of challenges. 

It’s important to note that more digital content is created in a single day than most people can consume in a year. Because of this, your target market has a very short attention span. 

Due to the amount of growth in the different digital ways to consume information has given rise to the importance of a targeted digital marketing strategy. 

Davis Works Digital Marketing is located in Destin, Florida and serves the surrounding areas of Pensacola, Niceville, Fort Walton Beach, Miramar, Santa Rosa and Panama City.

Digital Marketing Services Offered


What is branding?

Branding is your companies image.  It is the impression that your company has from your marketing efforts. It is what people think of when they hear your business’s name?

Branding is a concept that goes further than just coming up with an amazing  logo, a pretty flyer or an awesome sign.


First, your Brand is the link between your logo, colors, name, mission, purpose and to the appeal of your customers.

Next, think of your Brand as an asset for your business. It is what you present to the public. It has the power to create revenue and attract top talent to want to come work with you. It helps close sales or it confuses the audience and they shop someplace else.

Now, your Branding helps you close sales. By having a consistent message and brand you are proclaiming your mission and this allows you to be honest and open. Which in turn builds on consumer confidence, trust and loyalty.

One last important point about Branding would be Protection. It is harder for a competitor to steal your ideas or concept if you have a strong brand. If you have put in the work to build your audience based on open and clear content and branding, it will place a shield around your business that others will have a hard time imitating.


The following areas should be focused on when it comes to your branding:

    • Increase trust between you and your audience
    • Present a clear vision of your business
    • Have a consistent message regarding your business
    • Consistent in all your different digital marketing channels
    • Giving customers motivation to make a purchase from you
    • Improve your customer loyalty and awareness


Branding and Content go hand in hand. Next, add in the distribution of your message on your Social Media channels, and you are well on your way to Digital Marketing.

Video Marketing

What is Video Marketing?

Video marketing is the act of using videos to promote your service or product, or to educate your customers, or to increase engagement on your different channels.

The idea is not new. Companies and brands have know about the importance of having a video marketing strategy. What has shifted is how important video marketing has become and on every platform.

Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts … especially your social strategy.

But don’t worry or stress.  It is not as hard as many think to get started with Video Marketing and the more raw or authentic it looks the better it is. Your target audience will learn more about your from a few minutes of real talk or easy footage than some perfect video. Be authentic. As your content grows, so will the quality of your video content, and with it so will the trust your customers have with you.

What makes it easy, is how cost-effective shooting video has become — you can shoot in high-quality HD, and in some cases 4K video with just your smartphone.


Why is this important?

If you aren’t creating video, you’re competition likely is and you’re falling behind. Over the past few years, the popularity of video has exploded.

Recently a report from HubSpot Research, found that more than 50% of customers want to see videos from a company… more than an email or a picture or a blog post. Consumers want VIDEO!




Video marketing is growing and is now the most preferred method of content.

Important Video Marketing Statistics


US internet users who watch online video content monthly


Amount of Video Marketing professionals who are happy with their ROI


Amount of Marketing Professionals who use Video Marketing


% of Marketing Professionals that use Facebook


% of more qualified leads per year due to Video Marketing efforts


% of how many Marketing Professionals use YouTube

Data is found here

12 Types of Marketing Videos

Which one(s) do you use now or would like to implement?


    1. Event Videos
    2. Brand Videos
    3. Demo Videos
    4. Explainer Videos
    5. Expert Interviews
    6. Educational or How-To Videos
    7. Animated Videos
    8. Case Study or Customer Testimonial Videos
    9. Live Videos
    10. 360 or VR Videos
    11. Personalized Message
    12. Augmented Reality Video

Content Marketing

What is Content Marketing?

Simply put its the sharing of written or video media so that your audience can learn about your product or service, your expertise, or brand. From these efforts, use the statistics to improve your strategy and provide insight into the best way to target your audience and generate more leads. This will allow you to determine which techniques will work best for your business, customers, and leads.

To attract your audience and keep them interested, you need to provide them with quality and relevant content.


Content marketing has many benefits for any industry, product or service. It is available for use by anyone. It is inexpensive and safe, and really only costs time and little budget. Content marketing is like compound interest. The sooner you start investing in it, the sooner you will start to see results for your business and those results start to ramp up as time passes. Why? Well more content means more chances for Google to pick up your website. This will result in a higher page ranking and more views.

No matter if you are interested in increasing traffic flow, or a maybe a higher conversion rate, or just a better way to build trust and communicate with your clients, content marketing should never be overlooked.

Social Media Marketing

What is Social Media Marketing?

The term social media marketing (SMM) is the process of using social media and social networks to market a company’s products and services. Social media marketing gives a company a way to speak directly with their existing customers and to reach out to new ones. It also allows businesses to promote their culture, mission, or tone.

One of the largest benefits to social media marketing is the ability to pull clear data on the success of the companies marketing efforts. These social media platforms have purpose-built data analytics tools that provide the ability for marketers to track the success of their campaigns.


With more traffic on your social media accounts, this will equal more followers, which will in turn equal more shares of your content. As your circle of influence continues to grow, you will gain more trust and brand awareness.

Over time, all of your content and branding efforts will pay off in huge dividends as your traffic continues to rise.

Social media should be a factor in any marketing campaigns. Sites like Facebook and Instagram allow you to use SEO (Search Engine Optimization) and PPC (Pay Per Click) advertising on their platforms as well.

Facebook also allows a business to create targeted online ads within their social platform.

With so many new platforms and ways to product content, it’s important to stay fresh and up to date.

Digital Marketing in 5 Steps Infographic

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