DIGITAL AND SOCIAL MEDIA MARKETING

The rise of digital technology over the past decade has changed the outlook for businesses
in the way they promote their brand, products and services and in how they engage with
their existing and prospective customers. The use of digital technology in marketing activities
is now a norm as businesses gain better customer interaction over a range of social media
platforms and websites. Digital marketing has a commonly used terminology that includes a variety of online communication channels such as social media marketing, search engine
marketing, email marketing and online advertising including paid and display advertising.
Digital marketing is carried out using multiple channels (along with traditional media such
as print and direct mail) as it supports better and quick identification of customer journeys
(Chaffey and Ellis-Chadwick, 2015).