Digital marketing is simply the part of marketing which uses digital and web based technologies like mobile phones, desktop computers and various other web-based media and devices to market goods and services worldwide. As it is less expensive than traditional forms of marketing, more businesses are using digital marketing to maximize the benefits and increase profitability. Today, nearly three in every five dollars is spent on online marketing, according to estimates from ComScore. Let’s take a brief look at what digital marketing encompasses and some of the major players in this exciting industry.

Social media: Popularly known as Facebook, Twitter, Digg and LinkedIn, social media serves to connect people through various social channels. Social media allows users to share personal and relevant content with their friends, family and the entire world. The latest trends in digital marketing are likely to center around the increasing use of social media channels to get customers from across the globe to engage with businesses in one way or another. In fact, studies have shown that more people are logging onto their favorite social media channels to read news, updates and tips rather than visiting a business’s website. Digital marketers are finding great success by creating dedicated profiles on these channels and driving traffic through various pay per click campaigns and sponsored links.

Mobile marketing: Mobile marketing allows businesses to reach their audience more effectively. It also provides a higher Return On Marketing Investment (ROI). Many organizations now utilize advertising on mobile devices because they are cheaper than advertising on a standard TV or radio platform. In addition, consumers tend to remember advertisements on their mobile devices, especially if it comes with relevant links. Since people are constantly connected to their cell phones, digital marketing can deliver highly targeted ads to their fingertips where they can view them and make changes, following the company’s lead.

Content marketing: Content marketing is about offering and promoting valuable content to the audience. This content could be news, videos, images, podcasts or ebooks. It could also be information relevant to a company’s brand development. Companies that capitalize on content marketing have a high viewer response and have been proven to increase revenue.

The third leg of the digital channel’s strategy is engagement. In order to make their users’ journey to the conversion stage, marketers need to ensure that they have highly engaging content available for their audience to experience. Content needs to be highly relevant to the audience so it encourages them to take the necessary actions to buy the product. This can be done through an attention-grabbing title, descriptions and calls to action. Achieving this goal encourages the audience to engage with the brand via the digital channels and increase the chances of making a purchase.

Social media campaigns: Digital marketers are increasingly using social media platforms such as Facebook, Twitter, LinkedIn and Pinterest to advertise their brands. These platforms allow marketers to connect directly with their target audience. They also offer the opportunity to test and measure the effectiveness of their digital channels campaigns. Aids in this process, digital marketers can track their audience response and identify any obstacles that may be hindering their campaigns.

Traditional marketing: Digital advertising platforms are rapidly replacing traditional marketing methods as they are more effective and give digital marketers access to a global audience. By offering more options and choices to the consumer, traditional marketing techniques are slowly being left behind. For example, with the introduction of video marketing campaigns, it is now possible to reach a global audience without the need for travel and accommodation expenses. In fact, the cost of production can be highly affordable. Furthermore, by offering more options, traditional marketing techniques may no longer be used as consumers search for the most relevant content to their needs.

These four marketing strategies are the most important components of a successful digital marketing strategy. Although other elements such as social media and SEO can contribute to the success of a campaign, these four alone are essential to a company’s success. Using digital marketing to advertise your product or service globally will help you connect with a larger customer base and increase the overall effectiveness of your marketing campaign. This will lead to an increase in sales and profits. Additionally, using social media can help to spread the word about your brand globally, engaging new customers and gaining valuable backlinks which will increase your search engine rankings.