Digital Marketing: The analytical edge

Digital marketing is a term that has emerged to describe the usage of the Internet and digital media to support marketing. By using digital technologies, marketing teams achieve marketing objectives defined in the organization. As more consumers, customers and prospects are present and active on different online platforms, digital marketing needs to encompass different kinds of media channels. Paid media, earned media and owned media needs to be considered in the competitive and complex buying environment of today's market. Paid media are channels where investment is put forward to pay for visitors through ads or search ranking.