Digital marketing refers to any advertising efforts in an online space, and the field has become quite specialized as the internet has developed. Today, there are several distinct services that digital marketing agencies commonly offer.
Search Engine Optimization: Ranking in Web Searches
Search engine optimization seeks to rank websites high in the search results pages for targeted phrases and terms. There are some non-competitive phrases that are easy to rank for, but other phrases are extremely competitive and difficult to rank for.
In general, the goal of search engine optimizations is to at least be on the first page of results and, hopefully, the first listing. Few people look at results beyond page one, and most people click the first link suggested.
Because search engines are constantly updating their algorithms, search engine optimization is always evolving. Any campaign in this field is also an ongoing effort, as there is constant competition to be among the top results.
Search engine optimization is commonly referred to as SEO. The field can be more specifically narrowed into off-site SEO and on-site SEO. The former is everything that's done off of a website to help the site rank, and the latter is everything that's done on the website itself.
Social Media Marketing: Developing Platform Presence
Social media marketing focuses on developing a business' presence on targeted social media platforms, with the ultimate goal of leveraging the business' social audience for conversions.
Businesses develop social media presence by regularly participating on the platform. Participation may come in the form of sharing content, interacting with influencers or responding to customers' questions.
Most social media marketing has thus far focused on driving traffic to a website, where visitors are then encouraged to make a purchase or take some other desired action. As the possibility to sell directly on social media grows, however, more and more campaigns are seeking to close the sale directly on a social platform.
Reputation Management: Ensuring a Business Looks Good
Reputation management is a unique form of digital marketing that helps ensure a business is viewed positively online by people who might search for it. The practice of reputation management doesn't so much focus on building a good reputation as much as burying a bad one.
The practice of burning a bad reputation uses other media about a business to bury any negative comments about it. Since something on the internet is difficult to get taken down, it's often easier to publish other things that bury the undesirable content lower down in search results -- preferably off of the first page.