Digital Marketing

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Online marketing is an extension to direct marketing and define it thus: online marketing entails interaction with known customers and others in the marketing channel, on a one-to-one basis, often in real-time, to maintain value-laden relationships and to generate a measurable response and/or transaction using electronic network tools and technologies. [1] In the era of information technologies, digital marketing become widely accepted as a major tool used by many businesses to handle customers relationship.

Digital Marketing Strategy[edit]

Digital marketing strategy consists of the steps taken and procedures followed for marketing a brand through the web. The center of attraction in any e-marketing strategy is the website of the company to which Internet users are to be attracted for increasing sales. But firstly, the company's website needs to be in a proper design, format, attractive, and one that will have a good impression on prospective buyers. [2] Some components of the digital marketing strategies are: Search Engine Optimization (SEO); Email Marketing; Online Advertising;Online Newsletters Media News Rooms.

Search Engine Marketing (SEM)[edit]

Search Marketing, also known as "Search Engine Marketing" or "SEM" is an umbrella term that includes both organic (SEO) and paid (PPC) marketing strategies.

Search Engine Optimization (SEO)[edit]

Designing your website so that it will "organically" or "naturally" show up at the top of search results. One of the most effective tactics for improving an organization's SEO is through blogging and other "content marketing" efforts whose purpose is to attract visitors to a company controlled property and increase awareness.

Pay Per Click Advertising (PPC or CPC)[edit]

Pay per click (PPC), also called cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.[3]

Display Advertising[edit]

Display advertising is an ever growing market consisting primarily of banner advertising. The entire market of display has hit a stride ever since Facebook started allowing ads on the site, and the entire market is estimated to earn $25.27 billion dollars in 2012 and $34.4 billion dollars in 2013.[4]

Social Media Marketing (SMM)[edit]

Social media marketing involves efforts to engage with customers or potential customers via social networks (e.g., Facebook, Twitter, Instagram, etc.) for the purpose of expanding awareness, increasing engagement, or providing customer service.

Email Marketing[edit]

Email marketing is one too many direct communication to email subscribers, also known as an Opt-in list. [5] Utilizing email marketing is an important ingredient required for building effective digital marketing strategies. Email marketing communication requires the sender to write a clear and concise message containing text, graphics, and links to useful resources.

Online Newsletters[edit]

Online newsletters typically fall into the category of email marketing, but can also be hosted on a website as a monthly, weekly, or bi-weekly newsletter. They are digitally stored reports that share news and other items pertaining to a particular field of study or a group of people. [6]

Video Marketing & Advertising[edit]

Video Marketing & Advertising envelops online presentation notices that encapsulate video, however it is commonly acknowledged that it alludes to promoting that happens previously, during or potentially after a video stream on the web.[7]

Media News Rooms[edit]


  1. Kotler, P., Brown, L., Adam, S., Burton, S., Armstrong G., (2007),Marketing 7th edition, Pearson Education Australia, New South Wales.