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Digital Marketing

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Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

How Do You Define Digital Marketing?
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets –digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”
Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.

Search Engine Optimization (SEO)

This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include:

Website                                                 Infographics
Content Marketing                               Blogs

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:

Blog posts                                           Ebooks and whitepapers
Infographics                                     Online brochures andlookbooks.

Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:

  • Facebook
  • Twitter
  • Linkedin
  • Instagram

Pay-Per-Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:

Paid ads on Facebook                                    Affiliate Marketing
Promoted Tweets on Twitter                        Sponsored Messages on LinkedIn

This is a type of performance-based advertising where you receive a commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
Hosting video ads through the YouTube Partner Program.
Posting affiliate links from your social media accounts.
Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook

Marketing Automation

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

    • Email newsletters.
    • Social media post scheduling.
    • Contact list updating.
    • Lead-nurturing workflows.
    • Campaign tracking and reporting.
    • Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:

  • Blog subscription newsletters.
  • Follow-up emails to website visitors who downloaded something.
  • Customer welcome emails.
  • Holiday promotions to loyalty program members.
  • Tips or similar series emails for customer nurturing.
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