The advent of web 2.0 in 2004 marked the beginning of a Read–Write–Publish era, allowing common users to actively interact with the web. It initiated the User-generated content (UGC) phase, where any form of content—videos, blogs, discussion forum posts, digital images, audio files, and other media—created by consumers or end-users became publicly available to others in an online system.

The tremendous growth in mobile networks and the decline in data costs compelled users to spend more time on social media and other online channels using their smartphones. Beneath this shift, a steady transition of digital media completely transformed the earlier phase of marketing. Today, Digital marketing has become one of the core marketing strategies for businesses worldwide. The most crucial aspect is its facilitation of easier customer acquisition and retention compared to traditional marketing. With effective strategies, one can easily generate business leads by making smart choices of new media platforms based on the products and services offered by enterprises.

In today’s tech-savvy world digital marketing subsumes all the key drivers for marketing, promoting and advertising. Typically emerging from a well-researched process.

Few key-takeaways for an impactful marketing includes no less than the following series of tasks:

• Defining your goals and objectives. What do you want to achieve from the digital marketing ?


• Doing accurate research to find out the target audience for better lead generation.


• Doing research about your competitors, figuring out their strategies in regard to online presence.


• Spending on Search Engine Optimization & Search Engine Marketing, Paid search advertisements and Pay per clicks.


• Selecting appropriate social media channels that shall help in planning and optimizing your social content.


• Doing content marketing with the help of blogs, info-graphics, pictographs, press releases, forums, videos, pod-castings and webinars.


• Strategic mobile marketing.


• E-mail Marketing

Moreover, apart from all these well proven digital strategies, it’s a must to apply empirical analytics that can figure out enhancements in your online presence. Also, it is imperative to comprehend that digital marketing is a tactical marketing that requires constant update. If something isn’t working, we need to quickly plan an alternative approach.