Digital Marketing (DM), now an integral part of marketing, sales and brand communication strategy of a small company to a multinational major have grown to holistic set of traffic driving activities for a website irrespective of commodities or services sold on it.
Digital marketing in last one decade due to the massive proliferation of the internet and at present smart phones, assimilated, a number of varying online technologies under its influence to practice activities to raise a website’s traffic to a targeted proportion. Digital marketing as similar to conventional advertising relies upon audience reach and numbers to attain its goal of maximum lead generation and ROI (Return on Investment).
Before smart phones and social media, the traffic generation activities under digital marketing were largely based upon optimizing a website for search engine, whether, organically or by a paid medium. Based on keywords analysis for a keyword searched for a product or services by an audience, the pioneering efforts of traffic driving were based on SEO (Search Engine Optimization) and Search Engine Marketing (SEM).
Content of the website being pivotal while keyword playing central role in SEO, a search engine ranking for Google, Yahoo, Bing or any other search engine is obtained by on page and off page optimization. In SEM or PPC (Pay-Per-Click) the best bidding on a keyword brings assured SERP results. As better you have SERP ranking as much traffic your website would have.
However, with social media site like Facebook and Twitter emerging in the cyberspace, the behavior of content sharing has cultivated into as many as numbers of like and followers on a website thus attracting the maximum number of visitors to it.