Digital marketing is a form of marketing that uses digital channels to reach and engage customers. Some of the most common digital marketing channels include search engines, social media, email, and websites. It is a rapidly growing field, and it is becoming increasingly important for businesses of all sizes.

1. Scope of Digital Marketing

The scope of digital marketing is vast. It can be used to achieve a variety of marketing objectives, such as:

• Increasing brand awareness
• Generating leads
• Driving sales
• Improving customer satisfaction
• Building customer loyalty

Digital marketing can be used to target specific demographics, interests, and behaviors. This allows businesses to tailor their marketing messages to their target audience and get a better return on their investment.

2. Techniques of Digital Marketing

There are many different techniques that can be used for digital marketing. Some of the most common techniques include:

1. Search Engine Optimization (SEO)

SEO is the process of optimizing a website so that it appears higher in search engine results pages (SERPs). There are two main types of SEO: on-page SEO and off-page SEO.  

• On-page SEO involves optimizing the content and structure of a website. This includes things like using relevant keywords, creating high-quality content, and improving website speed.  
• Off-page SEO involves building links to a website from other websites. This is known as link building.

2. Pay-Per-Click (PPC) Advertising

PPC advertising is a type of advertising where you pay each time someone clicks on one of your ads. PPC ads can appear on search engines, social media, and other websites.

3. Social Media Marketing

Social media marketing involves using social media platforms to reach and engage customers. This includes things like creating content, running ads, and interacting with users.

4. Email Marketing

Email marketing involves sending emails to a list of subscribers. This can be used to promote products or services, share news, and build relationships with customers.

5. Content Marketing

Content marketing involves creating and sharing valuable content to attract and engage customers. This includes things like blog posts, articles, videos, and infographics.