What Is Digital Marketing?
At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.

Paid Search
PPC ads are flexible, visible, and most importantly, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term.

Search Engine Optimization

SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.
Content Marketing
- It is a key pillar of modern SEO
- It helps you get noticed on social media
- It gives you something of value to offer customers in emails and paid search ads
Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.

Social Media Marketing

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing
Email Marketing
But great marketers know that not just any email will do. Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:
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- Trustworthy
- Relevant
- Conversational
- Be coordinated across channels
- Strategic

Mobile Marketing

As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.
Marketing Automation
When used effectively, marketing automation will help you gain much-needed insight into which programs are working and which aren’t. It will give you the metrics needed to speak confidently about digital marketing’s impact on the bottom line.
