What is Digital Marketing?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

Types of Digital Marketing?
1. Affiliate Marketing
Affiliate marketing is an advertising model in which a company compensates third-party publishers to generate traffic or leads to the company's products and services. The third-party publishers are affiliates, and the commission fee incentivizes them to find ways to promote the company.

2. Content Marketing
Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.

3. Email Marketing
Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services.

4. Marketing Analytics
Marketing analytics is the study of data to evaluate the performance of a marketing activity. By applying technology and analytical processes to marketing-related data, businesses can understand what drives consumer actions, refine their marketing campaigns, and optimise their return on investment.

5. Mobile Marketing
Mobile marketing is any promotional activity that takes place on smartphones and other handheld devices such as tablets. Mobile marketing aims to reach an audience of mobile device users through methods such as push notifications, marketing emails, and advertisements.

6. Pay-Per-Click
PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on. It's essentially a method of 'buying' visits to your site, in addition to driving website visits organically.

7. Search Engine Optimization
Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic. The aim is typically to rank on the first page of Google results for search terms that mean the most to your target audience.

8. Social Media Marketing.
Social media marketing (also known as digital marketing and e-marketing) is the use of social media—the platforms on which users build social networks and share information—to build a company's brand, increase sales, and drive website traffic.


Advantages and Benefits of Digital Marketing?
1. Cost-Effective and Measurable Results
Digital marketing gives you access to numerous tools that can track and analyze your campaign’s performance. When you have hard data that you can pull up in real-time, you can allocate your market dollars accordingly. You can also adjust your marketing strategy as you go instead of scrapping it and starting over or finding out that your strategy didn’t work after the fact. This approach can save you thousands of dollars, giving you a higher ROI in the long run.

2. Unlimited Customer/Client Targeting Options
What if your product is in the beta phase and you are performing market testing? What is the fastest way to get results on how people respond to your brand or your latest campaign? Digital marketing gives you unlimited options for targeting the right clients at the right time. You can develop and refine strategies such as retargeting, audience lists, surveys, reviews, backlinks, landing pages, Google analytics and others to determine if you are hitting the mark and how well your campaign is performing.

3. Customer Reach Anywhere in the Purchasing Journey
If digital marketing didn’t give birth to customer journey mapping, it made it more tangible and definable. You can now identify your brand touchpoints, choose your customer persona, understand your customers’ goals, map out your interactions and update your customer journey map instantly as needed.

4. Endless Customization on the Spot
One of the main benefits of customization is that it reduces the number of errors you make on the front end of your marketing campaign. If you have more options, you are likely to make more informed decisions on launching your strategy. Digital marketing gives you endless customization through every stage of your campaign from start to finish—and afterward.

5. More Interaction with Your Customers
Think about all the ways that digital marketing can put you in touch with your customers: email, instant messaging, website content, videos, images, social media posts, SMS, widgets and banners. Digital tools give you more opportunities to interact with your crowd and build customer loyalty. It also helps you to reach different people in different segments of your market. While some people still only check their email, others use the latest apps to see ads or banners.

6. Greater Brand Credibility
With digital marketing, your company can establish brand credibility across a larger market. You can deliver valuable advice through blogs or opinion columns, lean on influencers to promote your brand, trade guest posts with other companies, create case studies and convert consumer engagement into content. Best of all, you can make your mark without spending too much time, energy, money or resources.

Scope of Digital Marketing?
1. Digital marketing analytics
2. Social media influencers
3. Video remains king
4. Artificial intelligence
5. Augmented and virtual reality
6. Omni-channel marketing
7. Content to become more interactive

Companies leverage social media platforms for both business-to-business (B2B) and business-to-consumer (B2C) digital marketing campaigns.

B2B: To generate leads, B2B marketers are active on social media platforms like LinkedIn and Twitter. They also often rely on PPC campaigns to reach their target audiences without spending too much money.
B2C: B2C marketers focus on improving brand awareness and attracting customers to their websites and products using social media platforms like Facebook, Twitter, Instagram, and Pinterest.