Digital marketing is part of digital advertising which uses internet and digital technology like mobile phones, desktop computers and other electronic media and devices to advertise products and services worldwide. It is similar to traditional marketing but is done digitally. The content and presentation of a digital marketing message has to be more engaging and appealing than a conventional marketing message to gain greater appeal to target customers. With the increasing sophistication of viewers’ tastes, buying decisions are based on factors more than just price or brand. Online marketing helps companies stand out from the crowd to create an identity and build their brand value.

Different channels of Digital marketing have come up to help businesses advertise their brand online. The most popular channels are television, radio and print. TV advertising works well for medium-sized businesses, while radio advertising can work well for business owners who can afford to spend on it regularly. Print advertising is limited to newspapers but reaches far beyond metropolitan areas. All three forms of digital channels are better than conventional channels of advertising as they can reach a wide range of audiences.

Traditional channels of online marketing all share a common challenge: reaching potential customers. Social media provides a platform where businesses can get access to the core audience, interact with them and engage them in a conversation. Through the use of the right keywords, images, and video, businesses are able to connect with potential customers through these channels and convert them into loyal buyers.

Television advertisements are usually expensive as it requires a huge budget to rent time on commercial slots on various channels. In comparison, TV advertisements can be performed faster and cost less when done through social media. As the number of people using social media to communicate increases, companies can opt to create campaigns using billboard channels. The success of these kinds of campaigns depends on the type of content provided by the company.

Search Engine Marketing (SEM) and Pay Per Click (PPC) are two of the most popular forms of SEM and PPC, respectively. SEM involves creating ads based on keywords and then using these keywords to appear high on search engine results. This increases the chances of people searching for the product or service you offer to find you. Pay per click, on the other hand, involves paying a certain fee every time visitors click on your advertisement on major search engines like Google. Online advertising can be very effective means of attracting customers and further promoting your brand.