Digital Marketing

Graphic design

Graphic design is the process of visual communication and problem-solving through the use
of typography, photography, and illustration. The field is considered a subset of visual
communication and communication design, but sometimes the term “graphic design” is used
synonymously. Graphic designers create and combine symbols, images and text to form visual
representations of ideas and messages. They use typography, visual arts, and page
layout techniques to create visual compositions. Common uses of graphic design
include corporate design (logos and branding), editorial design (magazines, newspapers and
books), wayfinding or environmental design, advertising, web design, communication design,
product packaging, and signage.

Search engine optimization

Search engine optimization (SEO) is the process of increasing the quality and quantity
of website traffic by increasing the visibility of a website or a web page to users of a web search
engine. [1]
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and
excludes direct traffic/visitors and the purchase of paid placement.
SEO may target different kinds of searches, including image search, video search, academic
search, [2]  news search, and industry-specific vertical search engines. 
Optimizing a website may involve editing its content, adding content, and modifying HTML and
associated coding to both increase its relevance to specific keywords and remove barriers to
the indexing activities of search engines. [citation needed] Promoting a site to increase the number
of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile searchhad surpassed
desktop search. [3]
As an Internet marketing strategy, SEO considers how search engines work, the computer-
programmed algorithms that dictate search engine behavior, what people search for, the actual

search terms or keywords typed into search engines, and which search engines are preferred by
their targeted audience. SEO is performed because a website will receive more visitors from a
search engine the higher the website ranks in the search engine results page (SERP). These
visitors can then be converted into customers. [4]
SEO differs from local search engine optimization in that the latter is focused on optimizing a
business’ online presence so that its web pages will be displayed by search engines when a user
enters a local search for its products or services. The former instead is more focused on national
or international searches.

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) primarily through
paid advertising. [1]  SEM may incorporate search engine optimization (SEO), which adjusts or
rewrites website content and site architecture to achieve a higher ranking in search engine
results pages to enhance pay per click (PPC) listings. [2]

Social media marketing

Social media marketing is the use of social media platforms and websites to promote a product
or service. [1]  Although the terms e-marketing and digital marketing are still dominant in academia,
social media marketing is becoming more popular for both practitioners and researchers. [2]  Most
social media platforms have built-in data analytics tools, which enable companies to track the
progress, success, and engagement of ad campaigns. Companies address a range of
stakeholders through social media marketing, including current and potential customers, current
and potential employees, journalists, bloggers, and the general public. On a strategic level, social
media marketing includes the management of a marketing campaign, governance, setting the
scope (e.g. more active or passive use) and the establishment of a firm’s desired social media
“culture” and “tone.”
When using social media marketing, firms can allow customers and Internet users to post user-
generated content (e.g., online comments, product reviews, etc.), also known as “earned media,”
rather than use marketer-prepared advertising copy.

Email marketing

Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send advertisements, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

Marketing emails can be sent to a purchased lead list or a current customer database. The term
usually refers to sending email messages with the purpose of enhancing a merchant’s
relationship with current or previous customers, encouraging customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.