Digital Marketing is a broad term that refers to the use of various digital tactics and channels to connect with customers where they spend much of their time—online. Digital marketers are able to deliver targeted and relevant messages to specific audiences, which helps them achieve their marketing goals more efficiently than other traditional marketing methods.

Digital marketing encompasses both inbound and outbound tactics, which vary in how they attract customers. Outbound digital marketing strategies, such as pay-per-click ads and social media posts, are designed to capture attention and drive traffic to your business. Inbound digital marketing, on the other hand, leverages content to nurture leads until they’re ready to purchase or engage with your business.

Measurability is a major advantage of digital marketing, as it allows marketers to track and measure the results of their campaigns in real-time. Compared to traditional marketing techniques, it’s almost impossible to gauge the success of an offline campaign without having access to data and analytics.

While digital marketing is a powerful tool, it comes with its own set of challenges. Unconscious bias is a common problem that can influence digital marketing campaigns. It can appear in something as simple as the choice of stock images for a campaign, which may perpetuate negative stereotypes or derogatory attitudes toward certain groups.

As a result, it’s important for digital marketers to be aware of the impact of their efforts and understand how their actions might affect the people they are trying to reach. With the right tools, such as Mailchimp’s digital marketing analytics reports, it’s easy to keep an eye on your campaigns and identify any areas for improvement.