Digital marketing may be inbound or outbound, performance-driven or branding-led. Inbound marketing or “pull” marketing involves creating collateral that your audience will find valuable and wish to read. Contrarily, outbound marketing or “push” marketing is targeted, one-way communication designed to push a product on to the audience. Performance marketing is a type of digital marketing that can be directly related to increasing sales and acquiring leads such as search engine marketing and social media advertising. Brand Marketing, on the other hand, is used to build awareness, customers, and long-term connections for the brand without a strong focus on selling.

Ideally, a mix of different types of digital marketing channels should be used to reach your audience across different stages in the marketing funnel. The most commonly used channels are:

Search Engine Optimisation: Optimising your content in order to increase ranking and visibility in the SERPs
Search Engine Marketing: Paid advertising on search engines with keywords and display ads
Social Media Marketing: Organic and paid content distribution and brand building on popular social media sites such as Youtube, Facebook, and Instagram.
Content Marketing: Readable and shareable content production that will be valuable to your target audience.
Email Marketing: Engagement with prospective customers, existing customers and advocates, right in their inbox!
Affiliate Marketing: Commission-based marketing through partners and networks

A business in Chennai needs local presence, a great website, quality traffic, and promotion.

Successful digital marketing begins with a strong understanding of the organisation, it’s products and USP, and its objectives. A digital marketer understands the target audience and how to find them online. Based on all this vital information, a digital marketing strategy can be created – leveraging the right channels to target and communicate with the aforementioned target market. A marketer and his team will need strong communication skills, a unique brand identity, and design expertise to implement this strategy. Analytical skills and tools are a must to measure and monitor the success of campaigns and the overall strategy, which is critical for revision and optimisation.

Digital marketing is a dynamic field – marketers need to be flexible, creative, and extremely adept at digital technical skills. Navigating digital marketing entails planning, setting objectives, creating, implementing, measuring and revising.