Typically, there are two goals in digital marketing basics:
- Attract relevant visitors to a website
- Get that visitor to take action. This usually means that they become a lead for a service or buy a product. Other actions that visitors may take offer indirect benefits, such as subscribing to a newsletter or sharing an article. When a visitor takes action, it’s called a “conversion.”
There are two types of digital marketing, digital advertising and content marketing. Advertising involves paying for traffic, typically through display advertisements on websites, social media ads, or pay-per-click ads in search engines.
Content marketing involves attracting visitors by publishing helpful information and promoting it in social media, search engines or email newsletters.