The Digital marketing world has exploded in the last year due to companies facing the global Covid 19 pandemic. Companies have been forced to go online and think differently to the day-to-day traditional marketing. Today billions of people use digital media platforms to purchase or sell products. As a customer we compare various companies’ products before making a buying decision. Techniques vary now due to the change to digital.

The fundamentals of digital marketing include all modern marketing strategies to reach target customers. Advertisements on tv, radio or newspaper may not work in social media or online marketing. Therefore, companies need to adopt certain techniques to influence digital marketing. Before investing time or planning resources, businesses need to understand the following fundamentals:

  • User- friendly Website Design
  • SEO or Search Engine Optimization
  • Search engine Marketing or SEM
  • Social Media Marketing or SMM


  1. User- friendly Website Design

The purpose of digital marketing through social media or search engines or online advertisements is to attract potential customers your company’s website. Therefore, a website must be informative and easily understandable that attracts potential customers. Before launching any website, your company needs to consider the following points without spending their entire budget:

  • Good hosting platform: It is necessary to maintain and prosper in business inside the digital space. A solid hosting platform provides essential resources including file storage, email hosting, server space, database and many more.
  • Selecting an Effective URL or Uniform Resource Locator: This is required for the company website. The URL must be short and simple representing the company’s name or brand name.
  • Strong and Effective Content Management system: A strong and Effective Content Management System or CMS is recommended to build a solid foundation for the website. WordPress, Wix and Joomla are commonly used CMS
  • Informative Content: The informative content provides the best result to address specific requirements for the clients. Visitors enter your site to get solutions for their needs. So, content on a website needs to be effective and eye catching in forms of one-page text, infographics or videos to present to help your shoppers or prospective shoppers.


  1. Search Engine Optimization or SEO

Before making any big purchasing decisions online most buyers do research online through search engines like Google, Bing or Yahoo. So, your business website must be optimized to search engine results. Basically, SEO improves the visibility of a website in organic search engine results. SEO is a competitive environment and stating this companies need to have a SEO strategy to stay relevant and important in queries. SEO strategy helps to focus on many keywords to bring better traffic to websites.

To achieve the best long-term SEO results you need to take the follow steps:

  • The heading and meta-description of website pages are important pieces of information’s to a prospective visitor. The title and the description must be pertinent which shows up as a heading in search results.
  • The sitemaps must be up-to-date.
  • Choosing the right keywords that is relevant to the business to survive competition.


  1. Search Engine Marketing

Search Engine Marketing or SEM is another way of online advertising to draw attention of customers or your company’s website which may provide valuable information to them. PPC is the easiest way to get traffic to your site. PPC or Pay-Per-Click advertising whereby your company must pay a certain amount if somebody clicks on that company’s ad. To make SEM successful you need to consider the following:

  • The campaign in SEM must be interlinked with relevant keywords and ad groups which work together.
  • To make ads successful it is necessary to place it in an appropriate place.
  • The Ad rank provided by paid platforms determines the actual position within other advertisements


  1. Social Media Marketing

Social Media Marketing or SMM is quickly growing as an important avenue for promoting word-of-mouth for branding. Today millions of users of social media use this platform to discuss various issues including their preferred products or services. The profile on the chosen platform must provide useful, relevant information for the public and needs to be updated regularly. Popular social media platforms like Facebook, Twitter, Instagram, Pinterest, LinkedIN, Youtube and many more are used by various companies for marketing.