Digital Marketing vs. Influencer Marketing (Differences)

Last updated: February 17, 2022 9min read Written by: Jerzy Żurawiecki
Table of contents
Table of contents

If you’ve heard of influencer marketing, you’re not alone. Spending on influencer marketing has increased across the board, projected to reach a total of $16 billion this year. Money like that speaks to the power of influencer marketing, but how exactly does it fit in with digital marketing, and what does it mean for you and your brand?

If you find that you’re still confused about influencer marketing — what is it? Who is it for? Is it a smart investment? — you’ve come to the right place.

We’re going to define and compare digital marketing versus influencer marketing to help you stay in the know with the latest advertising trends. Then, you can figure out what works best for you and if you need to upgrade your marketing efforts.

Influencer Marketing in Digital Marketing

Social media has become integral to the way we communicate, consume content, and connect with audiences. It continues to change the game of digital marketing, and influencer marketing is the next big thing.

With the growth of social media platforms, content creation has expanded and earned a significant following. “Influencer” is the term we use to refer to someone on these platforms who is driving a new wave of content creation and engagement. A sort of internet celebrity, if you will.

With follower counts sometimes in the millions, these creators open new and natural routes for digital marketing. In short, influencer marketing is a new type of digital marketing.

That said, it’s important to understand details if you want to optimize your advertising campaigns and make use of digital marketing in any form, especially one as nuanced as influencer marketing.

What is Digital Marketing?

Digital Marketing is any kind of marketing that uses the internet or online platforms to communicate with customers and promote products. It can include different technology mediums, tools, devices, and approaches. For example, many brands plan different digital marketing strategies to target mobile and desktop users, or customers browsing Facebook versus searching in Google.

Using analytics, it’s easy to track the results of your digital marketing campaigns and, as a result, calculate your return on investment (ROI).

Businesses can be specific with their campaign spending and collect accurate data, allowing them to specify their target audiences based on factors such as age, gender, and location.

Digital marketing helps generate and improve website traffic and SEO. Let’s look at some of the most common types of digital marketing.


Pay-per-click (PPC) is one of the most popular and efficient digital marketing strategies. Often used to increase website traffic and engagement through targeted ads, PPC hinges on efficacy and economy.

The cost of PPC campaigns depends on how many clicks you’re getting and how much those clicks cost. It has proven successful across various platforms and niches and continues to play an important role in digital marketing.


Search Engine Optimization (SEO) helps people to see your website in their search results. As Google and other search engines have continued to evolve, SEO has as well. With changing search algorithms and other updates affecting ranking factors, this digital marketing strategy has become more complex.

That doesn’t mean, however, you should let it fall by the wayside. It’s a crucial tactic in order to keep up with the competition and get your small business or product page in front of the right audience.

Content & Social Media Marketing

The basis of successful content marketing comes down to relevance, value, and entertainment. It’s important that if you’re producing content, you’re keeping your audience both interested and entertained while still providing some sort of value.

Effective content marketing cuts through the thousands of other advertising messages people see every day. This usually means your brand has to be active on social media and engaging with your audience on a regular basis. Publishing content for your target audience can solidify your social media presence and increase your reach.

What is Influencer Marketing?

Consumers tend to trust recommendations from third parties more than they trust a brand itself. In fact, 70% of people will trust a review from a complete stranger. Now, imagine you replace that stranger with someone’s favorite online personality, who’s promoting your product or services to their followers in a way that feels natural and relatable.

Influencers are unique players in the digital marketing sphere because they have the power to affect purchasing decisions based on their authority, knowledge, position, or relationship with their audience. Examples of influencers include:

  • Bloggers
  • YouTubers
  • Podcasters
  • Streamers
  • Models
  • Authors

When you expand your digital marketing efforts to collaborate with influencers, you have the opportunity to engage with potential new customers across markets and niches.

Say you find an influencer that shares content that seems relevant to your brand, and they seem like a good fit. If they agree to collaborate with you, where do you go from there? How do you find a place for this influencer to fit into your current digital marketing strategy?

These individuals are not simply marketing tools, but rather intermediaries with powerful social relationships. Let’s look at a few examples of commonly seen types of influencers and collaborations.

Brand Ambassadors

Brand ambassadors will help you share your products and the mission of your brand with a larger audience. With social media, these influencers help create a larger impact for your brand. How potential customers view your brand can be crucial to your marketing and sales efforts.

Influencers help create campaigns that solidify a certain message and perspective for your brand while also creating new opportunities for engagement.

Affiliate Marketing

In many cases, affiliate marketing becomes heavily intertwined with influencer marketing. Influencer marketing can often be seen as an extension of affiliate marketing since influencers can become affiliates of certain brands and then help advertise the products that they also earn a commission on.

This can work as a long-term marketing and sales strategy since both the audience and influencer can grow alongside your brand as you build meaningful marketing and customer relationships.

Through affiliate marketing strategies, you can collaborate with multiple influencers at the same time across platforms or across market niches. This can help you extend your reach in both numbers and the diversity of your customer base.


Influencers come in all shapes and sizes, you might say, and some might work better for your marketing campaigns based on the size of their following. Many marketers believe that micro-influencers are influencers with between 1,000 and 100,000 followers, and they’re a great choice if you’re looking to optimize your ROI.

Micro-influencers are often highly engaging, and their followers tend to think highly of their authenticity. From the perspective of your brand, they can be a great economic choice, as well. Due to their smaller following, they tend to charge lower rates for their services.

Some micro-influencers might be just at the beginning of their social media journey as well. Connecting with them at this level could help lay the groundwork for a successful and long-term working relationship with high levels of energy, creativity, and engagement.

Should You Use Digital Marketing or Influencer Marketing?

When it comes to choosing a marketing strategy, there’s no “wrong” choice. There are benefits to both digital marketing and influencer marketing, and the one you choose depends on your goals, your brand, and your budget.

The simple answer would be to balance both when and where it makes sense for your brand. Both influencer and digital marketing are viable strategies to help your brand succeed, but if you’re a new brand, for example, it might make sense to establish your digital presence before focusing on content and influencer marketing.

Or, if you’re a more established brand, it might be time to start scouting for influencers in industries that align with your company and target audience.

Here’s a quick overview of the major benefits of digital marketing and influencer marketing to help you figure out which might be best for you.

Benefits of Digital Marketing

  • Encompasses a diverse set of strategies and tools you can integrate with one another and expand on when necessary
  • Emphasizes the use of analytics and data to help you understand your reach and the efficacy of your campaigns
  • Reaches highly targeted audiences
  • Conforms to any budget with a high degree of accuracy
  • Includes multiple tactics for generating web traffic

Benefits of Influencer Marketing

  • Humanistic approach that’s relatable, authentic, and fosters trust with your potential customers
  • Support with content creation from collaborating influencers while creating less ad disruption
  • Ideal for long-term partnerships and one-off campaigns, simultaneously increasing brand awareness and expanding audience reach
  • Flexible opportunities for creativity and collaboration with brand ambassadors and their communities
  • Flexible scaling and ROI depending on the influencer and the size of their following

Landing Pages in Digital Marketing and Influencer Marketing

Whichever method you choose, landing pages can dramatically affect the outcome of your marketing campaigns. It’s important to prepare for what happens after a customer clicks on an ad or a referral link, and effective landing pages can drive higher conversion rates and lower cost-per-click.

Build Landing Pages Easier and Faster

But if you’re not sure how to get started with pages like that, Landingi has a solution for you. Don’t stress over hiring expensive web developers or designers, or even messing around with complicated landing page software.

Our drag-and-drop landing page builder is simple to use and equipped with powerful analytics tools to help you test and launch your landing pages. Turn more traffic into leads and sales by focusing on what produces the best results. Try Landingi today.

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