Digital Marketing

What is digital marketing?

Digital marketing is the practice of promoting products, services, and experiences across online channels such as websites, email, social media, search engines, mobile apps, and digital advertising. It leverages data, content, and automation to deliver personalized journeys that attract visitors, nurture relationships, and drive measurable business results. Kentico defines digital marketing as a unified approach where content, campaigns, personalization, automation, and analytics work together within one digital experience platform.

Why is digital marketing important for modern organizations?

Digital marketing plays a critical role in customer acquisition, engagement, and retention. Today’s audiences expect timely, relevant experiences regardless of where they interact with a brand.

Digital marketing matters because it: 

• Connects channels into cohesive customer journeys
• Enables data-driven targeting, segmentation, and personalization
• Supports measurable campaigns with clear ROI
• Allows rapid iteration and optimization
• Integrates marketing and content operations into one workflow

Ebooks like Simplify Your Life and Consolidation Unlocked show that fragmented tools create inconsistent messaging, inefficient processes, and lost opportunities. A unified digital marketing platform eliminates these barriers and accelerates time to value. 

How does digital marketing work, and why does integration matter?

Digital marketing operates through interconnected elements: content, campaigns, email, personalization, automation, analytics, and segmentation. A helpful analogy is a well-run communications studio. If the writing, design, planning, and delivery teams work from the same playbook, every message is aligned and delivered consistently. 

Integration matters because disconnected marketing tools slow down production, increase duplication, and risk outdated or inconsistent content. A unified DXP ensures marketers can reuse content, orchestrate journeys, and measure performance centrally.

What is included in digital marketing within Xperience by Kentico?

Xperience by Kentico offers a comprehensive digital marketing suite designed for speed, governance, and scale.

Key features include: 

• Contact management with activity tracking
• Segmentation and lead scoring
• Marketing automation for triggered campaigns
• Personalization for websites and emails
• Email marketing and Email Builder
• Campaign tracking and analytics
• Forms for lead capture
• Customer journey mapping
• Reusable structured content for consistent messaging
• AI-enabled marketing support, such as AI email writing and content suggestions 

Learn more about digital marketing in Xperience by Kentico on our website or in our documentation. 

How does Xperience by Kentico support digital marketing excellence?

Kentico brings marketing and content operations together in one platform. It helps organizations: 

• Launch campaigns faster through content reuse and visual editing
• Create personalized experiences across channels
• Automate customer journeys with behavior-based triggers
• Maintain consistent messaging using structured content and Content Hub
• Measure performance across pages, emails, and campaigns
• Integrate safely with CRMs, analytics tools, and external systems
• Reduce martech complexity through platform consolidation

This integrated approach ensures marketing teams stay agile without sacrificing control or governance. 

How do companies benefit from digital marketing using Xperience by Kentico?

Visit New Hampshire, implemented by SilverTech

• Industry: Travel and Tourism
• Highlights: Runs seasonal, multi-channel campaigns powered by structured content and personalization.
• Results: 30% increase in engagement time and nineteen point seven percent growth in event calendar visits.
• Digital Marketing Role: Xperience by Kentico serves as the marketing engine behind themed landing pages, emails, itineraries, and promotional journeys.

Greater Miami Convention and Visitors Bureau, implemented by Ntara

• Industry: Travel and Tourism
• Highlights: One of Kentico’s most advanced segmentation and personalization implementations.
• Results: Three hundred percent faster data import for rapid campaign updates and segmented experiences.
• Digital Marketing Role: Targeted content experiences for audience groups such as families, foodies, and cultural travelers.

ACF Fiorentina, implemented by Exetera

• Industry: Sports
• Highlights: Integrated fan ecosystem connecting CRM, loyalty programs, ticketing, and website.
• Results: Personalized fan campaigns across email, web, and app for more than forty thousand active profiles.
• Digital Marketing Role: Segmented campaigns, match alerts, merchandise promotions, and loyalty communications.

World Travel and Tourism Council, implemented by Cantarus

• Industry: Global Association
• Highlights: Tailored content journeys for both members and public audiences. 
  Results: Stronger engagement through gated content, newsletters, advocacy campaigns, and structured content operations. 
• Digital Marketing Role: Segmentation and automation power global communication efforts and event promotion.

How does digital marketing support multichannel and omnichannel strategies?

Kentico brings marketing and content operations together in one platform. It helps organizations: 

How does digital marketing support multichannel and omnichannel strategies?

Digital marketing connects channels into unified journeys. Kentico’s Content Hub and automation allow campaigns to span web, email, mobile, kiosks, and emerging channels with consistent messaging.

How does personalization improve digital marketing performance?

Personalization increases relevance by tailoring messaging to user interests, behavior, or lifecycle stage. Kentico’s segmentation and widget personalization enable highly targeted experiences. 

What role does marketing automation play in digital marketing?

Automation triggers timely messages and content based on user behavior. It improves efficiency, nurtures leads, and powers lifecycle campaigns in tourism, membership, sports, and retail. 

How does content modeling impact digital marketing success?

When content is structured and reusable, marketers create campaigns faster, ensure consistency, and avoid duplicating work across channels.