Digital Marketing is no longer just part of the bigger Marketing segment. It has become an integral part of the marketing mix for all companies. In today’s world, where consumers spend hours searching for businesses that offer what they need, companies need to reach them using all available channels. Digital marketing is simply the part of marketing that uses digital technologies, including mobile apps, desktop computers, and other electronic media and interactive platforms like the web and social media to advertise products and services and make the information known to consumers.

For digital marketing to reach the intended audience, it should be integrated into websites, content, emails, search engine results, and social media platforms. Some of the digital channels include SMS apps (which can be used as a lead-generation), games, apps, pay per click campaigns, and paid inclusion campaigns on various platforms. These platforms provide opportunities for digital marketers to test, track the effectiveness of their campaigns. They can also learn more about customers’ interests and needs.

The main advantages of digital marketing channels are: they help in measuring and tracking the effectiveness and results of campaigns; customers do not have to do anything to find out about a company or product; companies can track and measure campaigns across multiple platforms; digital channels provide immediate feedback to company management. Apart from being cost-effective, digital channels are better than traditional promotion methods because they reach the right audience at the right time with the right message. The traditional way of marketing requires massive investments from the company. But digital marketing can be managed and implemented easily by small companies, which do not have the money or staff to invest.

Digital marketing strategies need to focus on two main areas: the content and the platform. Content refers to the written material as well as the images and videos included in the campaign. On the other hand, the platform refers to how the campaign is conducted, including social media, websites, apps, etc. Most digital marketing strategies include one or more content or platform elements. Some popular content and platform elements are mentioned below.

Social Media: Social media help in connecting with customers. It is through social media that you can reach millions of people within a short period of time. Companies can use popular social media sites such as Facebook, Twitter, Google+, Pinterest, Linked In, YouTube, and many more to promote their products. Through these digital marketing channels, you can place digital ads or create brand awareness using popular social icons.

Mobile Devices: Digital marketing is very much prevalent in the mobile world. Almost every person now has a smartphone or a tablet in his/her hand. Thus, companies need to create mobile advertisements for promoting their products. Companies can also make use of their mobile devices to distribute SMS and MMS ads.

Video Marketing: Video promotion is one of the most effective ways to generate traffic and spread the word about your business. Most marketers are making use of video channels to advertise their products. Most videos are submitted to different video sharing sites such as YouTube, Vimeo, and Metacafe. You can also hire experts to create professional-looking videos that can be used as digital marketing tools. You can also optimize the video for better results.

There are numerous digital marketing strategy options available today. However, you must identify your target audience first before engaging in any form of advertisement. Once you have defined your target audience, then you can easily plan out your campaigns. Apart from creating awareness about your company, these campaigns can also help you convert prospective consumers into actual customers. These days, various online and offline marketing tools are used these days to help them advertise their products successfully.