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Chapter 3.2: Digital Marketing

Introduction

It is undeniable that the development of technology in the last two decades has significantly affected

the lives of individuals. Digital marketing is a dynamic and rapidly evolving field that has

revolutionised the way businesses connect with their target audience. Businesses and companies

had to adjust their operations accordingly in order to maintain high results and achieve the yearly

goals. As Marketing plays a vital role in business growth, many companies had to leave behind the
traditional ways they used to market their brand and invest more in digital ways.

The term Digital Marketing lays to all marketing actions on the Internet via digital channels; such as

social media, websites and search engines. Through these channels the companies can create a

connection with prospective customers and also achieve a global expansion of their customer
portfolio. Digital marketing, also, offers young readers a gateway to a world of opportunities. It

provides insights into effective communication, opens up diverse career prospects, and equips them

with skills. From data analytics to content creation, digital marketing skills are in high demand across
industries. It allows for creative expression and the ability to make a meaningful impact in the digital

landscape. By exploring digital marketing, young individuals can gain valuable knowledge, stay

ahead in the job market, and shape the future of marketing in the digital age.

Types of businesses

Any type of business which targets fuelling business growth should invest in Digital marketing. Each
business after identifying the needs of its buyer persona, should create valuable digital content and

work on methods that will attract prospective customers. But as businesses operate in a different

way, their marketing strategies should also differ.

Companies can be categorised as B2B (business-to-business) and B2C (business-to-consumer). In

order for both types of companies to achieve successful results, they respectively focus on different

marketing strategies according to their audience. B2B companies work mainly with other

businesses, hence they need to have a very well-structured and detailed website. Through their
webpage and digital channels, like LinkedIn, their prospect client should be able to get fully informed

about the brand and the offered services. The next step would be communication with the

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