Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.

Key components include website optimization, content marketing, social media marketing, email marketing, search engine optimization (SEO), search engine marketing (SEM), and analytics to measure performance.

Social media marketing involves creating and sharing content on social media platforms to engage with the audience, build brand awareness, drive website traffic, and generate leads or sales through organic or paid methods.

SEO (Search Engine Optimization) is the process of optimizing a website to rank higher in search engine results pages (SERPs), thereby increasing organic (non-paid) traffic. It’s essential because higher rankings lead to more visibility and credibility, resulting in more website visitors and potential customers.

SEO focuses on optimizing a website to improve its visibility in organic search results, while SEM (Search Engine Marketing) involves paid advertising to appear in search engine results pages, often through pay-per-click (PPC) campaigns.

Email marketing allows businesses to directly communicate with their audience, build relationships, promote products or services, drive traffic, and generate leads or sales. It’s cost-effective, customizable, and measurable, providing a high return on investment (ROI).

Key performance indicators (KPIs) such as website traffic, conversion rates, click-through rates (CTR), engagement metrics (likes, shares, comments), email open and click rates, and ROI can be tracked using various analytics tools like Google Analytics, social media insights, and email marketing platforms.