We have been hearing the term marketing since our school days, and the word digital is also familiar to us now. Digital marketing is referred to marketing efforts that are done by using the internet or any electronic device. Universities or educational institutes are offering certificates and diplomas as a specialized field.

Digital marketing is conducted on various mediums such as email, web-based websites, social media, and multimedia messaging. In other words, it can say that any marketing activity which is conducted using digital communication is digital marketing.

Internet marketing has become popular since people have started using the internet more often than print media or television advertisements. We will discuss the types and roles of digital marketing for a better understanding further.

Role of Digital Marketing in the eCommerce Industry

Digital marketing played a vital role in the eCommerce business and considered the backbone of the eCommerce industry. It is not possible to succeed without practising or following digital marketing tactics.

The following are the most important roles of digital marketing in any type of eCommerce business.

1.     Digital Marketing Impacts on Return on Investment – ROI

When it comes to cost, digital marketing is a great way to earn great ROI. As it doesn’t involve much cost compared to other traditional marketing techniques. If you plan to do it on your own, then it might not even let you pay to others. You can do it by using social media. You can always make a budget and plan even if you go for any paid campaign.

Most businesses have chosen this way as it is a cost-effective method. One cannot neglect the importance of digital marketing in promoting products and services by paying less amount in an advertisement.

2.       Know the Effectiveness of Marketing in Real-Time

It allows you to monitor the outcome of your marketing campaign in real-time, as it is impossible to do in traditional marketing campaigns. As the traditional market requires customers to come in and be asked how they know about us, it takes enough time to gather such details.

On the other hand, internet marketing always gives you an edge to monitor in real-time. Here, it will be a win-win situation for the business.

 Types of Digital Marketing

The following are the most common types of digital marketing widely practised by digital marketers and online businesses to promote products.

1.     Content Marketing

This term is common these days. Plenty of content creators work on it in various forms such as video, audio, images, and text. All of them have the same objective is to promote the product and service using these digital mediums. Such content is published via social media, SEO, email marketing, or PPC campaigns.

In any digital strategy, the main objective is to gain more leads that convert into customers later on. Following are the leading content marketing tools as follows:

  • Blogs
    • Webinars
    • PodCasts
    • Infographics
    • eBooks

2.     Search Engine Optimization

SEO is more of a marketing process than a form of marketing as it is performed to rank our website to the top of the search engine results. It increases the traffic to the websites, which helps to create more leads. Blogs, Websites, and Infographics are used in SEO marketing.

Research and various factors are required to perform effective SEO to get the highest ranking. SEO is an art as it requires constant changes in the strategy because Google changes its algorithm time by time. Therefore, it requires consideration of various elements and changes accordingly to rank high on the search engine.

3.     Pay Per Click Ads (PPC)

PPC is a method that attracts traffic by clicking on your published ad, and the publisher charges you every time your ad is visited or clicked. Most commonly, Google ads are used for the PPC where you pay google to get the top spot on Google’s search engine with every click on your ad.

PPC campaign has one or more objectives that viewers are supposed to complete after opening an ad. These objectives are called conversions.


Digital marketing should be the primary objective when it comes to digital strategy. With less effort and time, you get more return on your investment and help your business increase sales turnover. It also gives leverage to go more personalize with customers.

Businesses must understand digital marketing’s importance. It is an excellent way to attract more leads and convert them into customers.

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