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Ultimately, digital marketing enables you to conduct the research necessary to identify your buyer persona, and lets you refine your marketing strategy over time to ensure you’re reaching prospects most likely to buy. Best of all, digital marketing helps you market to sub-groups within your larger target audience. If you sell multiple products or services to different buyer personas, this is especially helpful.

This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.

Digital marketing is advertising delivered through digital channels. Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.

Digital marketing poses special challenges for its purveyors. Digital channels are proliferating rapidly, and digital marketers have to keep up with how these channels work, how they’re used by receivers, and how to use these channels to effectively market their products or services. In addition, it’s becoming more difficult to capture receivers’ attention, because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company.

 We’ll talk more about these specific digital marketers in a minute.