WHAT IS DIGITAL MARKETING?
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.

The reality is, that people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy has changed, meaning offline marketing isn’t as effective as it used to be.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.

What Exactly is Digital Marketing?
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:
Assets
• Your website
• Blog posts
• eBooks and whitepapers
• Infographics
• Interactive tools
• Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
• Earned online coverage (PR, social media, and reviews)
• Online brochures and look books
• Branding assets (logos, fonts, etc.) Tactics

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.
Content Marketing
Content assets are created and promoted to generate brand awareness, traffic growth, lead generation, or customers.
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.
Pay-Per-Click (PPC)
A method of driving traffic to your website is 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 a commission for promoting someone else’s products or services on your website.
Native Advertising
Native advertising refers to primarily content-led advertisements 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 advertising and Instagram advertising.
Marketing Automation
Marketing automation refers to the software that exists to automate 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 and direct people toward the business’ website.
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.