Digital marketing is basically the part of online marketing, which use modern digital technologies like mobile phones, desktop computers and other electronic media and platforms like the World Wide Web, social networking, email etc to promote services and products. It is a part of the overall online marketing strategy that is highly effective and helps in the development of various businesses. It helps in gaining new customers as well as keeping old ones interested. It also ensures that the company’s products are well advertised to all corners of the globe.
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In this regard, several channels have become very popular. These include the traditional search engine optimization or SEO channels, pay per click advertising channels, video marketing, RSS feeds, podcasting channels and many more. These channels are used by companies to promote their products and services through various online marketing strategies. One of the most important factors for online marketing success is the effectiveness of the channels, which can determine the success or failure of the entire campaign. One of the effective ways of getting immediate feedback on the performance of the particular channel is the usage of analytics tools.
Amongst the most popular of these tools are the Google Analytics and the Yahoo Search Marketing Tracker. Both these channels provide valuable insights into the performance of the online marketing campaign. The Google analytics provides valuable data like, click through rates, bounce rate, the number of pages per visit, pages per month and the keywords used. On the other hand, the Yahoo SMT is able to measure the number of impressions, the number of times users clicked on ads and the number of times users were directed to the landing page.