Digital marketing utilizes digital technologies like the internet, mobile apps, and display advertising to market products and services. It allows companies to create, accelerate, and transmit value from producer to consumer through digital networks. To develop an effective digital strategy, companies must define their online value proposition, select target markets and personas, and review their marketing mix of the traditional 4Ps - Product, Price, Promotion and Place - or the expanded 7Ps. Common types of digital marketing include SEO, SEM, social media marketing, content marketing, affiliate marketing, influencer marketing, email marketing, viral marketing, and mobile advertising.

1. DIGITAL MARKETING

2. INTRODUCTION
 Digital marketing is the marketing of products or services using
digital technologies on the Internet, through mobile phone Apps,
display advertising, and any other digital mediums. Digital
marketing channels are systems based on the Internet that can
create, accelerate, and transmit product value from producer to a
consumer terminal, through digital networks.

3. STRATEGY
 To create a planned digital strategy, the company must review their digital
proposition (what you are offering to consumers) and communicate it using
digital customer targeting techniques. So, they must define online value
proposition (OVP), this means the company must express clearly what they are
offering customers online e.g. brand positioning.
 The company should also (re)select target market segments and personas and
define digital targeting approaches.
 After doing this effectively, it is important to review the marketing mix for online
options. The marketing mix comprises the 4Ps – Product, Price, Promotion and
Place. Some academics have added three additional elements to the traditional
4Ps of marketing Process, Place and Physical appearance making it 7Ps of
marketing.

4. TYPES OF ONLINE DIGITAL MARKETING
 Search engine optimization (seo)
 Search engine marketing and pay-per-click advertising
 Social media marketing
 Content marketing
 Affiliate marketing
 Influencer marketing
 Email marketing
 Viral marketing
 Mobile phone advertising