The best digital marketers have a clear picture of how each
digital marketing campaign supports their overarching goals.
Depending on the goals of their marketing strategy,
marketers can support larger campaigns through free and
paid channels at their disposal. A content marketer, for
example, can create a series of blog posts that serve to
generate leads from a new eBook the business recently
created. The company's social media marketer might then
help promote these blog posts through paid and organic
posts on the business's social media accounts. Perhaps the
email marketer creates an email campaign to send those
who download the eBook more information on the company.
Following are some of the most common digital marketing
tactics and the channels involved-