In pre-Internet days, businesses could promote themselves through billboards, television spots, direct mail, or store window displays. But with commerce and consumers (and, let's face it, most of our attention) moving to the online world, marketing and advertising have moved online, too. Marketers can now reach their target audience via digital channels such as social media, search engines, websites, text messages, and email, and these comprise what we think of as digital marketing or online marketing.
To capitalize on opportunities and stand out from your competition in this digital landscape, you need a successful digital marketing strategy. That means embracing a range of digital marketing activities. For example, software review site G2 has found that marketers using three or more channels in their campaigns see a purchase and engagement that's rate 250% higher than marketers using single channels.
Your digital marketing strategy might include popular inbound marketing tactics like social media, paid advertising, email marketing, influencer marketing, content marketing, SEO strategy, Google Adwords, affiliate marketing, and conversion rate optimization.
Though the traditional channels are still in play, the digital marketing world offers several advantages.
With online marketing you can reach global audiences.
Personalization allows you to target and segment more effectively.
Efficiency and automation let you do more with less marketing budget, even with a small marketing team.
Your brand can attain greater visibility across digital channels.
Software makes adopting digital marketing strategies faster and easier.
You can communicate with customers more rapidly and frequently.
Data collection and analysis enables your business to make better decisions.