Today’s businesses operate in an environment with changing technology that requires them to communicate with their customers, innovate sales processes, and increase brand awareness. Digital marketing encompasses the creation of a relationship between a company and its customers through the use of content, data, and storytelling as well as the selling of products or services via online platforms.

Digital marketing utilizes a variety of online platforms including: • Social Media • Search Engines • Email • Websites • Google Ads (Paid Advertising) • Facebook Ads (Paid Advertising) • SEO (Search Engine Optimization) There are more than 100 different channels of Digital Marketing. Since Digital Marketing is generally much less expensive than traditional forms of marketing, Digital Marketing allows smaller businesses to be competitive on an equal level with larger companies while also allowing for greater targeting of prospective customers based on location, demographic information, online shopping behavior and interests, and online purchasing behavior.

Another significant advantage of Digital Marketing is the ability to measure metrics/results on digital marketing campaigns. Digital Marketing campaigns provide real-time results (such as clicks, conversions, and engagement) immediately following the launch of a campaign unlike television and print media which do not provide measurements like clicks. The immediate availability of real-time metrics allows digital marketers the opportunity to utilize this information to evaluate their campaigns and to make data-driven decisions regarding how to improve the overall performance of their digital marketing campaign. By studying the flow of traffic to their websites or their social media activity level, digital marketers can see what type of content is most popular and appealing to their target audience and, therefore, produce the greatest level of engagement from their target audience.

The two primary components for attaining Digital Success are High-quality Content Marketing and High-quality Social Media Marketing. In addition to utilizing High-Quality Content Marketing and High-Quality Social Media Marketing to attract customers, marketers must also use the most effective tools to connect with their audiences.