The Bottom Line

Digital marketing consists of various activities to attract and engage potential and existing customers online. That typically means some combination of website marketing, search engine marketing, online advertising, email marketing, blog marketing, social media marketing, audio/video and interactive marketing, online public relations, and mobile marketing.

Although the B2B industry in general has been slow to move to digital marketing, the migration from traditional marketing vehicles is starting to speed up. In most instances, you’ll add digital marketing to your existing marketing mix; you’ll probably shift expenditures from one to the other, rather than completely eliminate traditional marketing vehicles.

“...digital marketing helps you establish a closer bond with your customers...”