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What is digital marketing?

Digital marketing is a form of marketing that is conducted on electronic devices or the internet. Due to the ever-expanding number of daily online users, businesses are now more inclined to advertise their products and services digitally. There are various avenues in which to do so, some of which include social media, search engines, email and mobile applications.

What are the different methods of digital marketing?

There are a number of differing ways that organizations attempt to successfully market their content:

• Search Engine Optimization (SEO): This is one of the most important ways in which to capitalise on your digital marketing. SEO allows the marketer to increase the visibility of their advertisements by creating content that is more likely to be popular with search engines. With almost 70% of google link clicks deriving from the top 3 results, search engine optimization is an extremely important and valuable way of increasing the click through rates (CTR) on the search engine results page (SERP).

• Pay-Per-Click (PPC): This type of digital marketing is where an organization pays for each time their advertisement is clicked on, the higher the CTR generated, the more is paid. This method of marketing involves buying traffic, rather than increasing it in a more organic way, as is perhaps seen with SEO. The most popular PPC system is Google Ads.

• Content Marketing: This is a method that has been around for many more years than digital marketing. It is now, however, a popular tool for digital marketers to use. Content marketing involves the creation and sharing of informative and consistent material in order to appeal to a target audience on a longer-term basis. Content marketing can be shared through areas such as blog posts, eBooks, whitepapers and online brochures.

• Social Media Marketing (SMM): Simply, this form of online marketing is implemented on social media networks. Marketers create and post content on social media platforms in order to increase exposure and thus popularity for their products and brand name. Some of the most popular social media platforms for SMM include: Facebook, Twitter, LinkedIn and Instagram.

• Affiliate Marketing: This digital marketing strategy is where product owners can increase their sales revenue by allowing other businesses to generate commission through recommendation of their product. Although less money is made per sale, as a percentage has to go to the affiliate, they indirectly benefit from their affiliate's marketing strategies.

• Email Marketing: This is used to communicate directly to a targeted customer base. It can present deals, offers and more personalised forms of communication, including a specific Call-to-Action (CTA). Some examples of email marketing include: subscription newsletters, welcome emails, follow-up messages and promotions.

How important is Digital Marketing?

This huge increase in online users has seen digital marketing go from just another form of marketing to one of the most important forms for businesses to grow brand and product exposure. It allows businesses, both small and large, to have a global audience with targeted consumers. If you wish to find out more about digital marketing and its importance, please refer to the links below:

The importance of digital marketing

Digital Marketing guide

Overview on digital marketing