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Digital marketing strategies
More companies have moved to using digital marketing because of the increase in digital media usage by consumers. The author seeks to examine the various digital marketing strategies that are preferred by millennials because of their effectiveness in influencing the behavior of consumers.States that Millennials are the driving force behind the online activities. In the business world, Millennials are groups that like to network and are motivated by the desire for a personal touch; therefore, marketers have the role to ensure that their websites are attractive. According to the report of a survey that included 571 Millennials, the findings indicated that they prefer online coupons.M Similarly, other respondents strongly preferred side-panel ads. Regarding the marketing strategies that Millennials would avoid, most of them chose online pop-up advertisements. The effectiveness of digital marketing strategies is seen in their ability to grab attention, motivate users and solicit online reviews. An appropriate recommendation for marketers is that they should use side-panel ads as their marketing strategy. Moreover, if marketers want to appeal Millennials, they should offer coupons.

Digital marketing challenges
Argue that marketers concentrate more on opportunities provided by digital marketing and pay little attention to challenges. The internet offers a significant marketplace where suppliers and consumers transact their goods and service. However, the following are the challenges that companies face for marketing in the digital era. First, companies face the challenge of increasing prevalence of digital media. With a focus on financial resources, companies find it hard to interact with customers using the new approach. Other changes in the digital media include increasing access to data and finding new customers. Second, there is a challenge of market tension. Marketing executives often face the challenge of changing markets that are beyond their control. Some of these marketing tensions include digital revolution, talent gap, and customer insights. Lastly, the most prevalent challenge is the threatening power exhibited by social platforms for customer relationships and the company’s brand.

content marketing metrics
Seeks to examine the effectiveness of content marketing strategies. Also, the article illustrates metrics used for measuring content marketing. Content plays a critical role in digital communication compared to when companies use the conventional approach. The increase in the use of social networks and digital communication has boosted the use of a marketing strategy such as content marketing. This marketing strategy is effective in identifying brand awareness, creating website traffic, increasing sales, and acquiring and retaining customers. Argue that content marketing entails providing customers with unique, quality, dynamic and relevant content. The content that one offers should be able to generate interest and educate the customer. Individuals prefer consistency and uniqueness. Regarding content marketing metrics, they include sales, consumption, lead generation, and sharing metrics. Most firms prefer to use metrics to measure aspects connected to sharing and publication of content and pay little attention to using metrics to evaluate the economic and financial effect of content marketing strategies.