Today, more than ever before, we are bombarded with terms such as digital marketing, search engine optimization (SEO), pay per click (PPC)… And yet, some of us had no idea they exist. So, are you wondering what do they mean? Why are they important? How do they even work? If you answered “YES” to any of these questions, you are in the right place! In this article, we define digital marketing and some of its processes and features in a simple way so you can better understand each service, choose the one that is most appropriate to your business, and learn the skills to become a future digital marketing specialist!

Digital Marketing is an umbrella term that encompasses the promotion of products and services via electronic media, and monitors activities such as what’s being viewed, sales conversions, banner advertising, etc. Currently, digital marketing is best described as the practice of promoting products and services to reach consumers in a timely, relevant, personal and cost-effective manner, by using database-driven online distribution channels.


The skills necessary to becoming a digital marketing specialist are constantly evolving, and companies are still looking for broad digital marketing skills at different levels of the organization. As the industry matures, Jane Creaner points out that specializations in specific skills areas such as Content, SEO/SEM, Analytics and Social Media are becoming more prominent.

Search Engine Optimization (SEO) was referred to as improving a company’s website ranking, or “getting your website found”. However, according to Zara Burke, SEO is growing and evolving at a rapid rate, and digital marketing specialists must find people with a thorough comprehension of two core concepts:

  1. The importance of providing valuable and relevant information for the customer, while building important relationships through inbound marketing practices (quality content creation feeds into many essential elements of the digital marketing mix, including email marketing, social media and SEO strategy);
  2. The technical elements involved, such as canonicalization and XML sitemaps.

Simply put, Pay Per Click (PPC) campaigns generally focus on getting the company’s website to the highest raking possible, either on Google, Bing,, etc. Because PPC plays an important role in bringing targeted traffic to a specific website, the demand for digital marketing specialists is heating up.


Chances are, you too have a “go-to-website” for most of your queries, or a favorite webpage for news and media. It’s ‘something about that page’, right? User Experience Designers are the ones in charge of planning and creating the look and feel of a website and/or mobile application to meet the demands, wants and needs of a brand’s target audience. Daily tasks are varied but can include creating wireframes, conducting user testing, creating surveys, analyzing data and sketching out story-boards.

Per Zara Burke, a User Experience (UX) designer is responsible for enhancing customer satisfaction by improving the company’s website usability and ease of navigation. They have one goal in mind: improving the user’s experience on a particular website. As consumers continue to demand better products and experiences, businesses are recognizing the growing importance of this role.

People want brands they can trust, companies that know them, and offers that are tailored to their needs and preferences (no more “one size fits all”). Thus, if you are looking to increase your brand awareness, expand your customer base, improve business operations, and extend your outreach, please contact digital marketing specialist Christopher Savage. Also, for more information on digital marketing, SEO, web design, or any other marketing solution, feel free to use the Contact Us form below, or give us a call at (954) 383-7092.