The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.
Simply put, search engine optimization is the process of improving the quality and volume of web traffic to a website by employing a series of proven SEO techniques that help a website achieve a higher ranking with the major search engines when certain keywords and phrases are put in the search field. To put this into context, consider your own Internet search habits. When you want to find information, your first instinct is to use a search engine because it is the fastest and easiest way to get it. Once the search results are posted, you are far more likely to explore the links on the first page of results because they are the most relevant to what you are looking for and allow you to find what you are looking for easily. That is the goal of search engine optimization. To optimize your website so that the major search engines rank your site as highly as possible which, in turn, leads to a greater volume of qualified traffic. SEO can level the playing field for your business whether your business is a Fortune 500 company or a brand new business venture trying to get noticed in a competitive field. Done properly, SEO puts your site on the left side of the page where it gains instant credibility with the very people that you wish to reach.
Digital analytics is the current phrase for describing a set of business and technical activities that define, create, collect, verify, or transform digital data into reporting, research, analysis, optimizations, predictions, automations, and insights that create business value.
Digital analytics can help a business in many ways. The two goals for the highest and best usage of analytics are to create value by 1) generating profitable revenue, and 2) reducing cost. The McKinsey Global Institute (MGI) claims that a 60 percent increase in retailers operating margins are possible with big data, whereas just location-based big data has the potential to create a $600 billion market annually. The opportunity to generate commerce in an ethical and productive way is possible with digital data, but how does a person, a business, and a global enterprise get there? The answers are in this book with comments on the activities critical and necessary to analyze data, from the technical and process work (requirements/questions, data collection, definition, extraction, transformation, verification, and tool configuration) to the analytical methods to apply to data in order to analyze, report, and dashboard it. By bringing together data from different systems to create cohesive and relevant analysis, you can understand how digital data and analytics can be used to answer business questions and provide a foundation for fact-based decisions.
Social media marketing consists of the attempt to use social media to persuade consumers that one's company, products and/or services are worthwhile. Businesses using social media want to sell their products or services of course. But as blatant advertising on social media would, in most cases, alienate their intended audience or even get them kicked out of the particular social community they're trying to infiltrate, businesses need to use other methods to promote themselves. To use social media marketing effectively, businesses have to be perceived as members of the social media community, willing to interact with other members. The main problem with social media marketing from a business perspective is that it can be incredibly time-consuming. Social media marketing campaigns are not one-shot affairs; they need to be nurtured over time. While big businesses such as Dell, Microsoft and HP have been using social media marketing effectively, they have the kinds of marketing budgets that allow them to assign x number of staff to conduct and manage social media marketing campaigns, resources that a lot of small businesses don't have.