Digital marketing is a broad term that encompasses many different channels for promoting business interests to prospective customers.
It’s sort of catch-all for any marketing tactic that's done on a digital medium. So, things like SEO and social media campaigns are all examples of individual digital marketing tactics.
An inbound marketing strategy makes use of digital marketing tactics (like blogging and improving SEO), but it's a set methodology that works to draw in qualified visitors, and generate leads.
Channel KPIs
Leading Indicator | Primary KPI | Secondary KPI | Tertiary KPI | |
SEO | Impressions | Revenue | Conversions | Website Visits |
SEM | Impressions | CPA | Conversions | CTR |
Social | Followers | Conversions | Website Visits | Engagement |
Email | Delivery Rate | Conversion Rate | CTR | Open Rate |
Content | Page Views | Conversions | Content Shares | Bounce Rate |
Affiliate | Referrals | Revenue | Conversions | Website Visits |
Agile
Agile Digital Marketing is an approach that takes its inspiration from Agile Development and that values:
- Responding to change over following a plan
- Rapid iterations over Big-Bang campaigns
- Testing and data over opinions and conventions
- Numerous small experiments over a few large bets
- Individuals and interactions over target markets
- Collaboration over silos and hierarchy
Sources:
https://www.smartinsights.com/digital-marketing-strategy/
https://business.adobe.com/blog/basics/agile-marketing
Experiments