Digital marketing refers to promotional techniques using digital technologies to reach customers. It includes strategies across internet, social media, mobile phones and electronic media. Both digital marketing and inbound marketing aim to capture customer attention through their journey, but digital marketing focuses on how each tool can directly convert prospects while inbound marketing considers the overall goal and determines the best tools. Common types of digital marketing are social media marketing, search engine optimization, search engine marketing, email marketing, e-commerce, influencer marketing and content marketing.

1. What is Digital Marketing?
Digital Marketing is one of medium through which one can promote their products or brands via one or more forms of electronic media. For
example, advertising medium that might be used as part of the digital marketing strategy of a business could include promotional efforts made via
the internet, social media, mobile phones and electronic media.
Digital marketing is a broad term that refers to various promotional techniques deployed to reach customers via digital technologies.
Digital marketing and inbound marketing are easily confused, and for good reason. Digital marketing uses many of the same tools as inbound
marketing—email and online content, to name a few.
Both exist to capture the attention of prospects through the buyer’s journey and turn
them into customers. But the 2 approaches take different views of the relationship between the tool and the goal.
Digital marketing considers how each individual tool can convert prospects. A brand's digital marketing strategy may use multiple platforms or
focus all of its efforts on 1 platform.
Inbound marketing is a holistic concept.
It considers the goal first, then looks at the available tools to determine which will effectively reach target customers, and then at which stage of
the sales funnel that should happen.

2. Types of Digital Marketing
• Social Media Marketing – Organic.
• Social Media Marketing – Ads.
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Email Marketing.
• E-commerce.
• Influencer Marketing.
• Content Marketing.

3. 1) SEO:
The process of maximizing number of visitors to the particular website by ensuring that the site appears high on the list of results returned by a
search engine. SEO is the process of affecting the visibility of a website or web page in a search engines unpaid results often refers to as “natural”,
“organic” or ‘’earned” results.
2) SMM:
The term social media marketing (SMM) refers to the use of media and social networks to market a company’s products and services. Social
media marketing provides companies with a way to engage with existing customers and reach new ones while allowing them to promote their
desired culture, mission, or tone. Social media marketing has purpose-built data analytics tools that allow marketers to track the success of their
efforts.
3) SEM:
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).
... Search engine marketing is also alternately referred to as paid search or pay per click (PPC)

4. Advantages of Digital Marketing:
The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and measurable way. Other digital
marketing advantages include increasing brand loyalty and driving online sales.
The benefits of digital marketing include:
• Global reach - a website allows you to find new markets and trade globally for only a small investment.
• Lower cost - a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than
traditional marketing methods.
• Trackable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish
how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your
advertising.

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