Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.[74] For instance, a typical digital marketing channel is email. Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.[74]
Placements — Choosing this you can target people that visit specific websites. Let’s say that you sell Macbook Pro Accessories and know your potential customers read Macworld.com. You can tell Adwords to show ads only on this website. To make the targeting even better you can combine Targeting Preferences. What this means is that I can show ads to people who read Macworld.com and read articles that contain the keyword “Macbook Pro Accessories”.

Remember also, that search engine marketing is only one online digital communications tool. For established brands, we commonly see from web analytics that more than half of site visitors arrive at a site, not through search engines, but directly through typing in the web address or following a bookmark (web analytics tools label these as ‘no referrer'). The volume of direct visitors shows the power of branding, PR and offline communications in driving visitor traffic.
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).[43] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[43] Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[46]
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[40] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.

Miscellaneous factors of modern SEO: The bounce rate, site speed, and very recently, content above the fold are known to be significant factors in the algorithms of the most important search engines. Also, display advertising, including behavioural targeting or retargeted marketing and contextual advertising use the targeted keywords generated in the organic search practices. Most of all, you all need to have a thorough idea on the marketing campaigns and business model, so that you can work in evocative ways.


When it comes to inbound marketing, social media marketing (SMM) holds a place of pride. It uses social media platforms like Facebook, Twitter, and Instagram to generate leads and attract clients. SMM doesn’t just equip you to write witty tweets and status updates but it also helps you build a dedicated audience, understand what they lik,e and engage with them on a regular basis.  
Simply put, digital marketing is the promotion of products or brands using electronic devices or the internet. It also includes text messaging, instant messaging, video, apps, podcasts, electronic billboards, digital television and radio channels, etc. Digital marketing uses multiple channels and technologies that allow an organization to analyze campaigns, content and strategy to understand what’s working and what isn’t – typically in real time.
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company's written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.
Search engines want to do their jobs as best as possible by referring users to websites and content that is most relevant to what the user is looking for. This is determined by the site content, how fast your site loads, how often your site is linked to from other credible online resources, and user experience, including design, navigation and bounce rate.
Apparently, it seemed there is no such difference between SEO and digital marketing approaches; both execute the same functions and possess the same skills. Only for marketing needs, different titles are resorted. To understand this, we need to pay a thorough look on these concepts. The below figure will clearly show how SEO is based as a subset of digital marketing.
Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[38] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
Yoast - a very useful and FREE (or freemium) WordPress plugin which analyses page copy in a traffic light signal basis for how SEO friendly the copy is based on keyword density, alt-attributes, SEO titles and Meta descriptions, slug etc. It cannot guarantee ranking, as it in no way affects search engine algorithms, but gives a great estimate of how well your copy is written based on your keyword. This is great to use as a guided SEO editor whilst you write and makes you aware of key on-page SEO techniques you should be utilizing.
Having a Facebook page is almost necessary for digital marketing efforts in the current online marketplace. Having multiple social media accounts on the right networks is even better. Moreover, posting relevant content regularly and building an engaged audience of followers can help grow your business immensely. Finally, paid social media campaigns have become immensely effective, even rivaling the similar efforts made on search engines.
Messages — 2017 was the year of introducing chatbots to businesses. Facebook is really trying to be a pioneer in this and so far they are succeeding. This type of ad encourages people to send messages to your business. With the Facebook Messenger SDK, you are able to create a bot which will show users content based on what they have messaged you. For example, you can give them some kind of discount, show them a carousel of products, play them a video etc. If you don’t have a chatbot you will have to chat with the user yourself. This has proven to be a very profitable Ad type for many advertisers.
There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently achieve the results you're hoping for.
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[43]

Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.


You know few years back I wasn't even known to this world. With time, I got an identity and that identity got shaped through the content I share in format of blog posts, status updates, presentations and videos. All of these content that I have shared on the internet by far has been related to Digital Marketing and Social Media which has helped me position myself as a Digital Marketing person.

User testing services e.g. WhatUsersDo - this platform allows you to test your website remotely with users in their own homes. Users record their screen and audio, so you can see the full experience. You give them tasks to focus the user test. You can then use their tagging tool to collect insights from the video outputs. It's fast, focused research that provides insights to help improve your website
We’re going to slightly modify their approach, though. The Bullseye Framework is an excellent tool for finding certain channels to try for your product, but it’s also useful for running experiments within a certain channel. For now, you want to stay focused on your stack, so you can use the Bullseye Framework to run certain experiments within those skills.
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