What is Digital Marketing ?

Digital Marketing - Important Features, Opportunities, and Challenges

Digital marketing taken as the umbrella term for all your marketing efforts carried out and delivered online through a myriad number of digital channels such as websites, social media, mobile apps, email, search engines, etc. Businesses connect with their present and potential customers in real time, leveraging the power of Internet to communicate their messages through digital technologies and digital mediums. Reports and statistics suggest that people spend twice as much time online as they did a dozen of years ago. The rise of the internet, smartphones, and other internet-enabled handheld devices has drastically transformed the way people shop and buy products and services. It has rendered traditional ways of marketing a bit ineffective and less profitable for corporations.


From your website itself to the entire spectrum and range of your online branding assets—digital advertising, email marketing, social media marketing, search engine optimisation(SEO), content marketing, email marketing and mobile marketing among others fall under the category of digital marketing. And only a digital marketer who truly possesses the ability to leverage the potential of these high values online marketing medium can hope of achieving the real objective of their business. In the following section, we will briefly cover some of the most important types of digital channels that organisations employ to increase their online sales and customer loyalty.

Digital Marketing Challenges

Marketing has, still is and always will be about connecting with the right people at the right time and the right place. In today’s technologically driven world, an effective and efficient marketing strategy means connecting with the customers where they are most of the time—the Internet. It is where digital marketing can prove its real worth by attracting, delighting and converting customers online.

Paid Search

Paid search or pay-per-click (PPC) advertising is the sponsored results you see on the top of the result pages returned by search engines. The best about PPC is that you only pay when the visitor clicks your website link. Another significant advantage offered by Paid Search is that you can tailor your PPC ads so that they only appear when a specific term is typed in by the visitor in the search box of the search engine. It helps you in taking your advertisement to a particular group you wish to target. PPC ads are flexible, active and visible helping organisations reach out specifically to their intended target audience. To achieve the success in paid marketing you must have a flexible budget and long-term planning.

Pay Per Click Marketing

Paid search are also contextual advertisements, meaning they are displayed on SERPs (search engine result pages) when the user types any particular term. For example, the term’ sports shoes’ in the search box may cause Google or any other popular search engines to display the name of one or two manufacturers on the top of their results pages.

SEO can take a long time to get meaningful results?

2020 Top 10 Google Ranking Key Factors