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Digital marketing refers to a wide range of activities meant to get your website, business, or brand seen and engaged with online. That can include website, social media, and review marketing as well as paid advertisements and many other efforts. Search engine optimization, which is the act of trying to increase where you rank in search results, is often a major factor in digital marketing.
A digital marketer manages online campaigns to help brands and companies connect with consumers. They may consult with companies to help them design multi-channel marketing campaigns, conduct SEO research to understand what keywords and topics fit best for a brand's audience, plan marketing materials and sites, and create content, such as landing pages, blog posts, social posts, ads, videos, and emails. Digital marketing agencies may work with contractors and freelancers to ensure they provide the best service possible for different specific jobs and marketing goals.
B2B stands for business-to-business. B2B digital marketing refers to online marketing efforts meant to market goods and services to other businesses. For example, a manufacturer selling restaurant equipment to eateries would engage in B2B marketing. This is different from business-to-consumer, or B2C, marketing, where the message is directed at the consumer.
Digital direct marketing involves speaking directly to the consumer. The primary methods for doing so include SEO, social media, email marketing, and PPC advertising. The goal is to get your company's message in front of consumers who are searching for or might be interested in your products
Digital marketing analytics is the review and measurement of a company’s digital marketing efforts. While digital marketing analytics includes web analytics—for example, the traffic metrics you might see in Google Analytics—it goes beyond these basic metrics, to look at things like user engagement, click-through rate (CTR), conversions, session duration and bounce rate. Unlike simple web analytics, digital marketing analytics also starts with a goal or objective the company aims to achieve with its digital marketing efforts, and measures specific metrics against that goal.
Search engine marketing, or SEM, is the use of advertisements that appear in the search engine results pages, or SERPs. With pay-per-click SEM, for example, the advertiser will bid on keywords that users are likely to enter into a search engine when searching for a product or service, and the advertiser’s ad will be shown to the user next to organic results for their search query. With local search marketing, also known as local SEO, a digital marketer will optimize a page’s meta data, focus on local content, and optimize their client’s company for Google My Business, to capture local customers at the moment they are searching for a product or service in their specific region.