The best digital marketers
have a clear picture of how
each digital marketing campaign supports their overarching goals.
And depending on the goals of their marketing strategy, marketers can support a larger campaign
through the free and paid
channels at their disposal.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.
Inbound marketing refers to
the "full-funnel" approach to
attracting, engaging, and delighting customers using online content.
You can use every digital marketing tactic listed above throughout an inbound marketing strategy.
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels -- both free and paid -- that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.