Digital Marketing Fundamentals

digital marketing

Digital Marketing is the part of advertising which uses modern digital technology including web and mobile phones, desktop computers and other electronic media and social networking platforms to advertise goods and services. It includes Search Engine Marketing (SEM), Pay-Per-Click (PPC) Advertising and Email Marketing. SEM refers to the process of collecting data on visitors to websites to analyze what keywords they used to arrive at the site, which then gives information on targeted marketing. SEM includes pay-per-click advertising, sponsored search engine advertisements, and display advertising, which are all digital marketing tools.

Channels of Digital Marketing

E-mail Marketing

E-mail Marketing involves sending unsolicited bulk or commercial messages via email. These are sometimes called ‘junk mail’, because many times the content of these spam messages can be very annoying and often contains viruses or spyware that is a threat to the users. There have been efforts in recent years by various governments and intelligence agencies around the world to reduce the number of spam messages sent online. The best way to get rid of junk mail and make sure your website is safe is to invest in quality email marketing software. When you use this form of digital marketing it is important that your website has a responsive web page and you have a responsive autoresponder

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Social Media Marketing

Social Media Marketing involves creating and promoting online social networks such as Facebook, Twitter, LinkedIn, Pinterest and Foursquare. These are networks that allow you to interact with your customers.

Social media marketing campaigns can be for one particular product or more than one product. For instance, if you sell shoes you could use Pinterest to advertise and share your promotions and discounts with all the users on this social network. You could also run advertising campaigns across all of the social media sites but the most successful campaigns tend to focus on a smaller number of social media sites.

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PPC (Pay Per Click)

Another very effective way of promoting a business is through the use of pay per click advertising. With this form of digital marketing, you pay a small fee to have Google track your advertisements. Every time a person clicks on your ad you will be charged a small fee. In turn, this allows you to see which advertisements are working for you and which ones aren’t – which is crucial because you want to improve the number of visitors to your website.

There are a number of digital channels that can be used to drive traffic to your website. The most popular of these are e-mail, e-commerce websites and Google’s organic search engine. The first type of channel requires you to build an email list which you can do by offering free reports, tips and tricks or general information about your niche. Once you have a list, you need to build a relationship with this list by sending out regular newsletters. You can use either a free newsletter or an opt-in page. You can also use a free report to drive customers to a particular offer on your website or blog.

Also Read – Search Engine Marketing (SEM), Pay-Per-Click (PPC) Advertising and Email Marketing


Alternatively, you can use digital channels that will convert your site visitors into sales. This can be done through pay per click advertising where you are charged a small fee every time someone clicks on an advertisement on your website. You can also make sales from your organic search engine results. You need to have relevant content and offer something of value to your visitors in order to achieve conversions – this will earn you money and improve your website’s ranking – both of which are powerful digital marketing channels.