Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

1. Digital Marketing
Done by: Poonam Gupta

2. Introduction
Digital marketing is an umbrella term for the marketing of
products or services using digital technologies, mainly on the
Internet, but also including mobile phones, display advertising,
and any other digital medium.Digital marketing's development
since the 1990s and 2000s has changed the way brands and
businesses utilize technology for marketing.As digital platforms
are increasingly incorporated into marketing plans and everyday
life,[3] and as people use digital devices instead of visiting
physical shops,digital marketing campaigns are becoming more
prevalent and efficient.

3. Objectives
● INCREASE SALES
● IMPROVE CONVERSION RATE
● PERCENTAGE OF RETURN VISITORS
● ORGANIC TRAFFIC VOLUMES
● REDUCE BOUNCE RATE

4. Benefits
● Use content to connect to consumers online
● Track customers from the first interaction and
throughout the entire buyer's journey
● Optimize for conversion
● Connect with mobile customers
● Realize higher ROI and revenue
● Analyze and adapt easily
● Become more competitive

5. Limitations
●
Although, internet marketing allows you to promote your business targeting
global customers, the set-up cost of a website is too high. Further, you need
to spend more time on choosing attractive layout for your website.
●
There are several customers still not aware of internet. Some people prefer
buying products on store instead of buying it online.
●
The rule of trading in internet changed rapidly. It needs constant attention
and surveillance to make sure the marketing strategy really works.
● When comes to online, you need to be aware of fraudulent activities and
online scam.
●
Spamming is one of the prime challenges for online marketing and
confidential data can be easily hacked.

6. New Strategies and Development
● Segmentation
● Influencer marketing
● Online behavioural advertising
● Collaborative Environment
● Data-driven advertising
● Remarketing
● Game advertising

7. Conclusion
As generations evolve and technology develops, the advancement
in the field of marketing and advertisements has been immense. No
longer are businesses bound by the limitations of traditional
marketing techniques. The old has been heavily replaced by the new.
One of the newest and most effective strategies has been of online
marketing, which is the topic that this whole e-book was centered on.
Online marketing utilizes the internet and its wealth of resources for
promotional, profile-raising purposes.
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● Thank you