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management personnel to establish business-client relationship. On the contrary, B2C businesses

usually attract their customers directly via digital platforms. Purchase of the offered product can be

completed without the interaction with a salesperson. B2C companies usually use media like
Instagram and Facebook as well as paid ads in order to promote their products and offers.

Digital Marketing Methods

All businesses set some short-term and long-term goals and focus on finding ways to achieve them.

In order to reach the desired results, they are using tools to build their strategy and implement

methods to enhance their brand accordingly. The digital marketing methods can be various, some
of them are:

Search Engine Marketing (SEM): the appearance of the website on top results in search engines,

for example via paid advertisements, can help to increase the views and visits of the webpages

Social Media Marketing (SMM): refers to the use of social platforms for advertising purposes and

the creation of marketing content

Content Promotion: this can be pay-per-click advertising, promotion through social media and via

emails or influencer outreach. A multi-channel approach could bring better results

Email Marketing: loyal customers are the email subscribers, as either they have expressed their
interest and signed up to the newsletter, either they have already completed a purchase. Marketing

via emails can have the form of promotional codes for discounts, information about the offered

products, promotional ones or new releases

Affiliate marketing: is a way that people can earn money and commissions by advertising and
promoting products and services through affiliate links

Search Engine Optimisation (SEO): the enhancement of the social image in order for webpages to

appear in the organic results. This will ensure high visibility by leads with high intentions to purchase

Interactive activities and resources

Interactive activities and resources play a crucial role in enhancing learning and understanding in

the field of digital marketing. Nowadays businesses choose to implement personalised marketing

campaigns as they offer higher profit results. In this way they can act based on the personal
preferences, and behaviour of the customer. Thanks to the technological advancement and the use

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