Digital marketing is the promotion of brands or products using digital technologies, mainly on the Internet. It involves creating, setting up, and managing profiles on social network sites and other websites to connect with current and potential customers. It can be divided into two main areas online marketing which includes web marketing and online advertising which includes PPC, display advertising, e-mail marketing, SEO, and social media marketing.

Types of Digital Marketing:

On the basis of delivery mode, Digital marketing can be divided into two categories – content marketing and active, direct, or traditional marketing.

Content Marketing

Content Marketing is a process that focuses on creating, publishing, and distributing valuable, relevant, and consistent content to attract, acquire and engage a clearly defined audience – with the objective of driving profitable customer action.

Traditional Marketing

Traditional Marketing is sub-divided into paid, earned ” “and owned media.

Content Marketing is defined as the virtual creation of something that has value for users; it is not about creating ads but providing useful information

Paid Media

Paid Media – Paid media is a part of any marketing budget. It includes both online and offline advertising that you pay for as either costs or investments to achieve a return from those ads. This type of marketing involves paying for the placement of your message in front of an audience it is the largest and most used part of the marketing mix. However, it is still just one part

Earned Media

Earned media – is achieved by creating content that users are likely to share with their audience. If your company has a budget for digital marketing this includes content marketing and social media.

Earned Media is a marketing strategy that focuses on earned media or publicity achieved at little to no cost. Unlike paid media, achieved through advertising and publicity – owned media – Earned Media can be shared by word-of-mouth between consumers as recommendations and testimonials or by reviews.

The Attributes of Digital Marketing: [FOCUS ON HOW TO WRITE GREAT CONTENT, NOT WHAT WE KNOW ABOUT DIGITAL MARKETING]

Digital marketing is not just about putting up a website and building links to it. It’s also about measuring and optimizing your marketing efforts, to ensure that you’re getting the most out of your website.

How to measure digital marketing success?

· Reach

· Awareness of new products or services

· Engagement – consumers interacting with brands via

Owned Media

Owned media – is any form of advertising that you control. It includes the content that you publish on your own website, blog, or social media accounts, including email newsletters, etc. You can also produce or take part in campaigns that other people organize and promote through their channels.

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