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Digital Marketing
Digital Marketing is the type of marketing that involves the use of digital media for the promotion of a product, service, individual or an organization. It is a wide term, which covers all the digital efforts conducted by a business or an individual to enhance the level of awareness of the audience, increase sales or achieve the other set objectives. Online marketing is just one form of digital marketing. The other forms include the use of SMS and MMS for marketing purposes.

Importance of Digital Marketing
The role of digital marketing is becoming highly important because of the fast-paced activities of people. Everyone wants to get the best product without wasting money or time. Digital Marketing helps people to access the relevant products, services and organizations to ensure that the time and money is saved. Additionally, it enhances the spectrum of customers by making them aware of the new products that are available in the market. Furthermore, in the current scenario, development of relationship between the brands and customers is considered an essential element for developing loyalty in the customers, so the role of digital media has become important in this respect as well. The relationship building has become easier and yields better results when it comes to digital channels of communication. This is another dimension of digital marketing.

Channels of Digital Marketing
Some of the digital channels that are used by the business include search engines, websites, emails, and social media. A brief description of each of these tools is discussed below:

Search Engines: SEO techniques are employed by digital marketers for page ranking and viewership Websites: The websites of the product or company are promoted through digital advertisements E-mails: Digital marketers use e-mails for keeping in touch with the customers, creating awareness about the products and services being offered and providing customized deals and promotional offers Social Media: Campaigns on different social media for product promotion and sales are initiated by digital marketers. The campaigning on social media can be in paid (inorganic) or non-paid (organic) form.

Indicators for measuring the effectiveness of Digital Marketing
Digital Marketing and its effectiveness is gauged by some specific indicators. These indicators include:

Views: visibility of a particular page or post

Likes: likes for a particular post indicates the effectiveness of the post and generate the user engagement

Comments: comments on a particular post are also a way for generating user engagement. It also enhances the visibility of a post

Conversion rates: This is one of the most important tools as it compares the visitors on a particular medium with the actual sales that are generated as a result