Digital marketing has evolved with technologies like cloud, mobile, big data, and social media, becoming essential for organizations. Key strategies include conversion rate optimization for websites, search engine optimization (SEO) for content alignment, pay-per-click advertising for traffic generation, and affiliate marketing for partnerships. Other tactics involve online public relations, social networking, email marketing, and the rise of mobile marketing as smartphone use increases.

1. Digital Markting:
Technologiessuchascloud,mobile,bigdata,
analyticsandsocial mediahave restructured
the waythe worldfunctionsandorganizations
are embracingthese technologies
 Brand website: This is still the most important element in any digital marketing strategy.
Traffic to the website must be generated and, more important, converted to active users.
Conversion rate optimization, or CRO, uses analytics and user feedback to turn passive
browsers on a website into active users and purchasers of a product or service.
 Search engine optimization (SEO): Using key words, SEO aligns content on a website
to what prospects are searching for.
 Pay-per-click advertising (PPC): Marketers buy their way onto search-results pages for
chosen keywords or phrases. The aim is to generate search engine traffic.
 Affiliate marketing and strategic partnerships: Teaming with other organizations and
websites can be mutually beneficial in promoting products and services. In affiliate
marketing, a website owner or publisher posts an advertising banner or link for a brand or
advertiser. Then, every time a viewer visiting the affiliate's site clicks on the
advertisement and completes a specified action, usually a purchase, the affiliate (the
website owner/publisher) receives a commission. One example: Every time a consumer
“likes” a product on Facebook, that brand might receive a commission.
 Online public relations: Promoters eschew the printed press release in favor of the
online press release, article syndication and blogs to create a positive perception of a
brand. Print syndication has traditionally involved a publisher licensing the right to use
news articles, columns and cartoons; Web syndication means that Web feeds make a
portion of a website available to other sites and individuals.
 Social networking: Marketers target niche social groups based on the profile information
they volunteer to Facebook, Twitter and other sites.
 Email marketing: A relatively old strategy by digital marketing standards, email
marketing helps maintain relationships with customers but is taking a beating from spam
bombardment.
 Mobile marketing: Ryan and Jones call mobile the “the up-and-coming star” of digital,
now that smart-phone penetration is hitting new heights.