The proliferation of social media has defined the digital age, and has also created multiple options for businesses to engage with prospective customers via the internet, either 'earned' through compelling content or 'paid' through advertising on search engines or social media.
For most companies, digital marketing starts with their own website and tailoring content, blogs, news and announcements that appeal to their audience, or specifically include the key search terms relevant for their customers and prospects.
Digital marketing enables reporting to analyse behaviour and perfomance through various channels. Metrics such as social shares and likes have joined click throughs and page views to measure the success of online campaigns.
This capability has spawned a huge range of tools to both advertise and track digital campaigns, and these are often integrated into CRM packages or into Sales and Marketing Automation systems.
Privacy has more recently impacted some of these tools and capabilities, with regulators disallowing the practise of dropping advertising cookies on to devices for later use with determining campaign behaviour.
