Digital Marketing, Search Engine Optimization and Marketing

Digital marketing or online marketing as it is popularly known is a tool to carry on marketing for our product online.

Direct email marketing, search engine optimization and search engine marketing are few of the tools which come under this category. They are becoming more and more common in the online world. It is a very popular form of advertising,

Media is important now because we have access to a large number of data and more and more people are having access to this large data. They often view and review the data pertaining to customers tastes, ever changing choices, etc.

Other forms of marketing include text messaging, mobile apps, electronic billboards, digital television and radio messages. All are powerful tools to enhance our visibility to the customers.

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

So What Exactly is Digital Marketing?
It is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

Here’s a quick rundown of some of the most common assets and tactics:


Your website
Blog posts
eBooks and whitepapers
Interactive tools
Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
Earned online coverage (PR, social media, and reviews)
Online brochures and lookbooks
Branding assets (logos, fonts, etc.)

Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. (Read this post to teach yourself SEO in 30 days.)

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. (Learn what goes into a modern content marketing strategy here.)

Inbound Marketing

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources for learning how to leverage social media marketing here.)

Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Affiliate Marketing

A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook and Instagram advertising.

Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website. (Check out these 15 successful email marketing campaigns for inspiration.)

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

What’s the Difference Between Digital Marketing and Inbound Marketing?
On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?

The term ‘digital marketing’ doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.

On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.

Does Digital Marketing Work for All Businesses? B2B and B2C?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say that all businesses should implement a digital marketing strategy in the same way.

What I Learned About Digital Marketing From Having Bats In My Home

Yes, you heard that right: bats INSIDE my home. To say I’ve been creeped out is an understatement, but unfortunately, anyone who’s ever had to deal with bats knows that it’s not an easy fix. They are elusive creatures that humans have been studying for years. And when the exterminator says “I can’t help you,” you know you’re in trouble.

As I’ve reflected on this terrifying experience this summer, I’ve made a few connections between how you deal with bats inside your home, and how you manage digital marketing in today’s world.


You may not see bats, but that doesn’t mean they aren’t there. You see, in this entire process, I still have yet to see a single bat. The way our house works is that we have exposed logs as the beam structure for our roof and it’s all exposed. So, while we have bats “in” our house, they are between the ridge of our roof and the very top beam that runs along the length of our house. How did we know we had a problem? Well, guano. The [email protected]%* was really hitting the fan in our case because their guano was literally being pushed off of that top beam and falling every night onto our loft floor when the critters were moving at dawn and dusk. We never saw the animals themselves, but we saw the “evidence” of them.

In digital marketing, you may not know exactly how different strategies work. We can’t see Google and Facebook’s algorithms, or see exactly how people click through digital ads. What we can see are the results: the evidence if you will. When you are looking for proof that your digital marketing strategies are actually working, you need to look at your stats for social media, emails, website traffic, and paying customers. Are you collecting evidence or even looking for evidence in the first place?

You need to set up the right systems in order to collect data to see if your marketing strategies are working. Set up your website analytics to track your web traffic. Monitor your social media analytics and you email analytics. It takes time and work to check these, but by doing so on a regular basis, you can begin to inform future digital marketing efforts.


We are still building our arsenal of tools, and when we decided how we were going to seal off the interior of our house from these bats, we knew we needed a few more tools. This included a heavy-duty ladder to reach the top of our ceiling. We also had to purchase tinted caulk specifically for log homes. We also needed some rock-climbing gear for extra safety measures, but luckily we already had those! The tools allowed us to solve our problem, but we could not have done the project without the ladder, caulk, or even the rock climbing gear.

In the same way, you need tools to make your digital marketing work well. You need analytics tools to measure your platforms. You also need research tools to curate and inspire great content. You need tools to protect your websites from hackers and to keep them healthy. Sometimes the best tool you can have is an expert who truly understands content marketing so that you don’t waste time on worthless efforts. But perhaps the best tool you can have when you are doing digital marketing is your content plan. We are big believers in having a content strategy that directs all of your efforts from your web copy to your social posts and tweets, to your blog topics.


We had two different exterminators come out to consult on our bat problem. One said they couldn’t help, but referred us to a bat expert. This expert came out and gave us a wealth of information we needed to understand bats a little bit more. We discussed a ton of possibilities of what might be happening and then created a plan for how we would handle them. The problem, as I alluded to earlier, was that bats are still very much unknown. This meant that our planned course of action did not necessarily guarantee that we would resolve the bat issue. We may need to try something and then try something else until we found a solution.

Digital marketing is a similar situation. With an ever-changing digital landscape, and organic behavior by fickle humans online, it can be hard to know if a marketing campaign will be fully successful. That’s where research, A/B testing, strategic filtering, and monitoring campaigns comes in handy. What you do at first may not be the ultimate successful solution. However, you can learn from that first attempt and make smarter marketing decisions moving forward.

Fortunately, (knock on wood) we have been bat free for a while now and our interior seal off seems to be working. Little by little, we are working to improve this house that we bought, and sometimes that includes “adventures” like this one. These experiences help build a stronger structure to our homes, and also to our digital marketing. Whether you are evicting bats from your home, or working to improve your digital marketing, you can make progress! We’re living proof of that!

How Digital Marketing Is the Best Way to Establish Your Brand

Digital Marketing and its prospects are more or less known to the world of this age when every demand of a person can be met by digital means, starting from getting doctor’s advice till shopping and advertising. With the advent of Information Technology (IT) advertising is no more restricted to the outbound marketing in the local regions through TV, radio, newspaper etc. Digitally you are linked to every corner of the world and moreover it enables your audience to reach back to you which is perhaps not the case in the traditional way of marketing. However, apart from these, Internet Marketing is the best form of promoting your brand worldwide in the following ways:

a) Mobile focused technology: With every passing day, people are finding android phones more readily used than laptops or PCs. A fleet of mobile apps have licensed the users to reach the product or service more easily even when sitting in an auto rickshaw or a restaurant. Hence it is recommended to build a website that is mobile friendly and also a mobile app makes it more effective in bringing more buyers of the facilities you provide.

b) Imply trends of email marketing: A properly designed marketing trend of responsive email is in vogue these days. One of the most effective e-mail marketing trends in 2016 is the fluid hybrid design.

c) Smart phones are responsible for more traffic: With the coming up of smart phones, it has in fact become easy to hold back your target audience for long in your website as smart phones enable a huge consumption of digital media for dealing and receiving purposes. It can be also said that one of the reasons why digital media and marketing has flourished is due to the immense use of smart phones for commercial purposes along with personal use.

d) Social media marketing: This is one of the most effective ways to make your business a recognized brand globally almost in free of cost. Facebook, Twitter, LinkedIn, Google+ etc. are some of the most popular social networking sites that are also used for advertising and marketing. Even your SEO strategies enjoy significant results with their association with social media.

e) Quality content: The last but not the least comes the content that is responsible for holding back the audience for long. A content of good quality, proper information, error-free grammar and good language any way involves the reader to linger on your website. No matter how wonderfully and attractively you design your websites with 3D images and video contents. If the language is improper, readers will lose interest.

Thus your business has all the reasons to grow and create a brand identity of its own with this cheapest way of marketing and advertising: Digital Marketing, and achieve an international acclaim.