Updated : July, 2020

In this article, I like to highlight various concepts of digital marketing, which I came across as a digital marketing specialist during practical experiences. This context presents an overview and precise information on the most influential marketing method in recent time.

Digital marketing 

While defining this term in my own words, it is the method to improve a visibility of a person or a business to increase sales and simultaneously develop connections by using the internet, social media sites, and various digital media by applying digital marketing skills, for instance, creativity, writing and bit of coding (Author: Deepak Arya)


However, according to many of the books, it can be defined as; 

” An integrated approach to internet marketing” (1)

Therefore, digital marketing contributed by many of the tools which can be known by various technical terms, that I have mentioned as under:

Search engine optimization (SEO)

SEO is mainly, about optimizing your website, either on page optimization or off page optimization. On page, optimization constitutes Title tags and Meta descriptions, header tags, URLs, Image alt text, Internal links, keywords, sitemap. Whereas, off page, optimization is all about link building.  (2)

Web analytics

To generating leads and increasing sales many of the e-commerce brands use web analytics data to control the consumer interaction in real time. It means if you are doing serious business in retails than you really need to know about the online traffic on your eCommerce website at that particular time interval . In other words, it is necessary to optimize your data with web analytics tools for the improvement in the sales growth.  (3)

Pay Per Click (PPC)

Visitors click on your advertisement, which was placed on the search results for a specific keyword in return for a specified payment. Moreover, an advertiser only pays the amount (bid) they have agreed to a person or agency for increasing sales by getting maximum clicks on the advertisement that directs to the landing page on their website. Thus, an advertiser doesn’t need to pay for the advertisement appearing on the search result page. In simple words, the advertiser only pays when visitor click on the advertisement. Therefore, it is carried out in two key segments of PPC campaigns and selecting the right keywords. (4)

Conversion rate optimization

It analyzes the behavior of a consumer to getting motivate for buying a particular product in the consumer segment on reacting towards a marketing element by the sales employee. Therefore, a main focus of the phenomenon conversion rate optimization is to convert a percentage of the visitor into buyers by using a marketing campaign or various marketing techniques. Consequently, it can be done by various SEO and link-building tools available online. (5)

Email marketing

Email marketing is considered one of the most efficient way of direct communication between consumers and businesses. Earlier, direct marketing is the most recommended approach to the consumers. At the moment, email marketing encouraging businesses to achieve better conversion rate. One of the advantages of email marketing campaign is higher response rates of campaigns created with shorter duration and lower cost. Also, email marketing can be used as a market research purpose for instance, carried out an extensive campaign for the consumers to responding to a product. (6)

Content marketing

Content marketing is the creation of engaging content for a particular target market and publishing on the internet. It could be in a form of blogs, newsletters, social media posts, business plan & video sharing sites. Now, it is a most indeed part between business conglomerates.  As a result, various industries are focused to prepare content and market them strategically to addresses customer needs. Consequently, content marketing solidify the branding and market position of the product.(7), (7 *)

Social media

Social media is used for branding a name of the product or person by publicize the content by increasing visibility of the service across the online users. All sizes of enterprise are benefited with the effort put on social media. Similarly, a person working in a small or large enterprise on a digital marketing position or an entrepreneur can use social media marketing to achieve financial, as well as economical success in a business. (8)


“Definitions are the base of the theoretical concepts, it is a precise overview of the entire research completed by an intellectual that reflects the understanding of a particular topic and the meaning of the subject”


Author: Deepak Arya

Reading articles

Link building tools

Books Recommendation

Social media share

Share on facebook
Share on twitter
Share on linkedin
Share on tumblr
Share on whatsapp
Share on google
Share on print
Share on reddit


1) Marjolein Visser, Berend Sikkenga, Mike Berry (2019) ‘Introduction of digital marketing’, in Marjolein Visser, Berend Sikkenga, Mike Berry (ed.) Digital Marketing Fundamentals From Strategy to ROINetherland: IGI Global, pp. 1-3

2) Ryan Deiss, Russ Henneberry (2017) Digital Marketing For Dummies, illustrated edn., Hoboken, New Jersey: John Wiley & Sons.

3) Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola (2009) The Art of SEO: Mastering Search Engine Optimization, sebastopol: O’Reilly Media.

4) Wordstream (2020) Pay-Per-Click Marketing: Using PPC to Build Your Business, Available at: (Accessed: 16/09/2018).

5) MOZ (2020) Conversion Rate Optimization, Available at:  (Accessed: 16/9/2018)

6) Jeanniey Mullen, David Daniels (2009) Email Marketing: An Hour a Day, Indiana: John Wiley & Sons.

7) Rebecca Lieb (2012) Content Marketing: Think Like a Publisher– how to Use Content to Market Online and in Social Media, illustrated, reprint edn., Indianapolis, Indiana: Que Publishing.

8) Josh Steimle (2014) What Is Content Marketing?, Available at: (Accessed: 16/09/2018).

9) Wordstream, Social Media Marketing for Businesses, Available at: (Accessed: 16/09/2018).