Digital marketing is a strategic aspect of online marketing, which uses web and online technologies including desktop PCs, mobile phones and various other electronic media and platforms to advertise products and services. Basically it’s the process of advertising and promoting services and products over the Internet and online using various methods such as emails, online advertising, websites, billboards, television, radio, etc. The primary goal of any digital marketing strategy is to increase sales and awareness of a business in a cost effective manner. There are different types of digital marketing strategies that include pay per click, search engine marketing, media buying, contextual advertising, and viral marketing. The key objective of every type of online marketing is to drive quality traffic to the website, to convert visitors into customers and to increase website visibility.
Pay per click (PPC) is one of the most effective channels for online marketing because it is mostly paid for and the marketer gets the benefit of displaying their ads on relevant websites and on result pages of search engines such as Google, Yahoo, Bing, etc. The marketers use pay per click (PPC) as a way of promoting their brands. The benefits of PPC are that it targets specific groups of people who are most likely to be interested in the brand, thus resulting in increased sales and awareness. PPC campaigns are usually monitored and set up by experts who determine the optimal number of keywords and phrases that will be used in order to bring in the maximum traffic.
Social media is another important online marketing channel which involves networking sites and blogs that are specifically designed to share information about products and brands. These channels have grown considerably in the past few years and have become one of the most popular ways of reaching out to consumers. With the growth in social media, digital channels such as email, video, instant messaging and blogging are no longer sufficient. It is essential that any digital campaign be monitored closely by an expert in order to ensure that it is reaching the desired target audience and to increase customer loyalty.