Digital Marketing is the part of advertising which uses digital technology and internet-based digital technology including mobile phones, desktop computers and other electronic media and platforms to advertise goods and services. Digital Marketing includes Search Engine Marketing, display advertising, Pay per Click, media buying and e-mail marketing. It also includes social media marketing. Digital Marketing includes advertising on mobile phones, web pages, SMS and email.

This type of advertising is new to the advertising world and yet very much related to the evolution of modern business and the way people buy and sell. As digital marketers come up with new ways to reach their consumers, the traditional marketing organisations are forced to evolve with them or else they will be left behind. The days when digital marketers used to communicate in a conversational way are clearly gone but the ways and tools they use are the same.

A well devised digital marketing strategy has the ability to make a very big difference to any business. Digital marketing campaigns are generally very cheap and they yield very fast results. There are many different methods that you can use for your digital marketing campaign but if you want to get the maximum benefits, it is advisable that you start an inbound marketing campaign as well. If you start an inbound marketing campaign then you are able to send your message directly to your customers thus improving the chances of converting them into buyers.

The inbound digital channels include social media, email advertising, PPC advertising, search engine marketing, video channels and blogs. Social media allows you to interact with your customers, respond to their queries and also allows you to know what they are thinking. Twitter, Facebook and LinkedIn are great examples of social media channels where you can easily reach out to your customers. You can also advertise your products through social media. Email advertising lets you send specific ads to your customers through email and search engine marketing helps you to advertise your products online by creating unique web content for your website.

PPC advertising is used to target a specific group of people. It is basically a pay per click campaign. If you want to promote your product online through a PPC campaign then you should first build a list of potential customers. If you own a web design company then you can use social media for your digital marketing campaign. Blogs and video channels are some of the best ways to attract more attention to your website.

The last but not the least important component is the user experience. It is through this stage that your potential customers decide whether your product is worth investing in or not. The digital channels allow you to test the usability of your website. You can even track the performance of your landing page in the analytics. Digital marketing provides great opportunities to a company as it creates awareness, educates a customer about the benefits of your product, engages him with the product and in the long run creates a lifetime customer.

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Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.