What Are The Benefits Of Digital Marketing?

Andonette Wilkinson November 18, 2025

Insights

It’s pretty much a household phrase for anyone in the world of work. But what are the benefits of digital marketing? Is it something you should just put on the back burner?

At Made By Factory, we generally refer to it as Digital Marketing. You might call it PPC, Search Engine Marketing, “a minefield,” or “one of the dark arts”. Knowing what to call this medium is just one hurdle. As a former Googler, I had months of intense training and exams before I could even touch a client’s ad account. After several years there before running my own agency, I learned new tricks every day, and I still do.

Just what is Digital Marketing? Simply, it’s “The marketing of products or services using digital channels to reach consumers”.

Digital Marketing is essential for modern businesses. It gives you the ability to reach, engage, and convert more customers than traditional methods.

In 2024, UK businesses invested around £35.5 billion in digital advertising. Online formats now account for roughly 80% of total adspend, and Google and Meta alone capture more than half of the UK advertising market. If your digital activity is underfunded or reactive, you are competing with brands that treat digital as their primary channel, not a bolt-on.

Main Benefit: Digital marketing delivers measurable results, precise targeting, and real return on investment.

It’s highly measurable.
A strong Return on Investment potential if done right.
You set and control your advertising costs.
Ultra-advanced targeting methods across Search, Display & Video marketing.
Defined calls to action.
Comprehensive analytics and “live” reporting.
You choose how you pay – per click, per view, per thousand impressions, or per conversion – instead of paying for broad, untracked reach.

It might be that you’re already running marketing campaigns across one or more digital channels yourself or through another agency. But how do you know the best way to gain a significant return on your investment?

To ensure your Digital Marketing strategy is working for you, first consider setting the right goals. Do you have a SMART Goal as your primary KPI?

If your goal is realistic, is your budget realistic enough to achieve it?
The landscape is continually evolving, with new features always arising – are you up to date?
The opportunities for Digital Marketing are vast – are you utilising the right platform(s) for your goals?
Make every impression count – Are you using advanced targeting to reduce wasted ad spend?
Ultimately, for a successful Digital Marketing strategy to work, you must continually develop your reach, analyse the data, and refine it.

Digital Marketing Ad Mediums

With so much potential on offer through the likes of Google, Meta (Facebook, Instagram), Microsoft Advertising (Bing), LinkedIn, X (formerly Twitter), TikTok, and major retail media and marketplace platforms. Do you have the expertise on hand to make it work?

There are so many platforms to choose from, it’s a minefield, especially if you don’t have endless funds. Listed below are some common digital advertising suites.

This isn’t an exhaustive list, but we work with these platforms daily. To gain the benefits of digital marketing,

Google

Performance Max campaigns that use Google’s AI to run ads across Search, Shopping, YouTube, Display, Discover, Gmail, and Maps from a single goal-based campaign.
Google Search, Display Network Ads
Google Shopping Ads
YouTube Ads
App campaigns across Google’s networks (Search, Display, YouTube, Discover, Gmail, and Maps)

Meta (Facebook & Instagram Ads)

You can combine the power of the Meta Pixel by marketing on 2 of the world’s largest social media platforms. Here are some of the options you can utilise.

Photo Ads
Video Ads
Stories Ads
Messenger Ads
Carousel Ads
Slideshow Ads
Collection Ads
App Playable Ads

TikTok Ads and short-form video

Short-form vertical video is one of the fastest-growing paid media formats. TikTok in particular has become a core performance channel, with global ad revenues in the tens of billions and a strong grip on younger audiences.

On TikTok, you can run:

In-feed ads that sit natively in the For You feed
Top-view and takeover placements for large-scale launches
Spark Ads that amplify creator content and UGC
Shopping and live-commerce formats in supported markets

For many brands, the most efficient route is to use TikTok and Reels together, repurposing creative across TikTok, Instagram, and Facebook, and letting each platform’s algorithm optimise delivery.

Microsoft Advertising (Formerly Bing Ads)

Microsoft Advertising (formerly Bing Ads) gives you access to audiences who search on Bing and its partner network. In the UK, Bing accounts for just over 13% of desktop search – a smaller share than Google but still millions of high-intent queries every month, often at lower CPCs than Google.

Now Google’s number 1 competitor, Microsoft Advertising, has a small but significant share of UK desktop searches and, depending on your industry . With over 404 million monthly searches, are you present? Market across:

Microsoft Advertising Search Results Ads
Microsoft Advertising Display Ads (Including Outlook & MSN)
Microsoft Advertising Shopping Ads

Retail media and marketplace ads

A growing share of performance budgets now sits on retail and marketplace ad platforms such as Amazon Ads and other major retailers’ networks. These channels offer closed-loop measurement – you see impressions, clicks, and actual sales in the same system – and often reach customers closer to purchase than traditional search or social. For e-commerce and CPG brands, retail media can rival or outperform traditional search campaigns in terms of bottom-line ROAS.

(You can adapt which retailers you name depending on your client base.)

LinkedIn Ads

LinkedIn boasts powerful business social media platform with highly refined targeting capabilities. You can target unique audiences with powerful targeting options. Market to over over 1.2bn active business professionals worldwide with features like:

Boosted Content to defined audiences
Sponsored InMail Ads
Text Ads & a mixture of text and display ads

X – Formerly Twitter.

The quickfire social platform with high engagement levels. Twitter provides the opportunity to market throX (formerly Twitter) is still a high-velocity social platform, but ad performance and brand safety vary a lot by niche. It can work when you have a clear strategy, strong creativity, and an appetite for testing.

Reputation and advertiser usage are much more contested; many brands reduced spend due to brand safety and performance concerns.

Keeping Up To Date

Whether your digital marketing campaigns are in their infancy or well established, your in-house team or digSince 2021, the biggest shifts in digital marketing have come from AI-driven campaign types and privacy changes. Google’s Performance Max campaigns and Meta’s Advantage+ products rely heavily on machine learning to decide where and how to show your ads, which makes high-quality data, structured conversion tracking, and strong creative assets more important than manual bid tweaks.

At the same time, Chrome’s on-off third-party cookie plans, GDPR enforcement, and platform-level tracking limits mean brands increasingly rely on first-party data, server-side tagging, and robust consent setups instead of old-school pixel hacks.

Whether your digital marketing campaigns are in their infancy or well established, your in-house team or digital marketing agency needs to be carrying out the following regularly:

Industry & competitor research

Regular deep dive account optimisations
Implement new targeting methods.
Implementing new ad features and layouts
Ongoing keyword research
Refreshing your ad creatives in line with your data

At Made By Factory, we utilise the latest digital marketing tools to reach our clients’ audiences in new and inventive ways. With an ex-Googler heading up our Digital Marketing team, you can rest assured that we hold the capabilities and knowledge to make your construction business stand out in a crowded marketplace.

How Made By Factory Can Help

There are so many features and platforms to master. To see the benefits of digital marketing, you need the right expert by your side to create and implement a Digital Marketing Strategy for your organisation.

To see the real benefits of digital marketing, you need senior specialists who live in the data every day, not a set-and-forget campaign.

Made By Factory is an awesome PPC Agency in Manchester. Speak to our team of expert guides today to start seeing real rewards from your digital investment.