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Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication.There are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of types of digital marketing tactics.

Search engine optimization (SEO)

SEO is the process of optimizing the content, technical setup, and reach of your website, so your pages appear at the top of a search engine result page for a specific set of keyword terms.

Today, the most important elements to consider when optimizing a web page for search engines include:

• Quality of content
• Level of user engagement
• Mobile-friendliness
• Number and quality of inbound links

In addition to the elements above, you need to optimize technical SEO, which is all the back-end components of your site. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site.

The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art.

Ultimately, the goal is to rank on the first page of a search engine’s result page. This ensures that those searching for a specific query related to your brand can easily find your products or services. While there are many search engines, digital marketers often focus on Google since it's a global leader in the search engine market.

In SEO, there's no quantifiable rubric or consistent rule for ranking highly on search engines. Google and other search engines change their algorithm almost constantly, so it's impossible to make exact predictions. What you can do is closely monitor your page's performance and make adjustments to your strategy accordingly.

Bandwagon effect

The term bandwagon stems from the phrases “jump on the bandwagon” or "hop on the bandwagon" which are typically used in a derogatory manner to refer to the act of becoming interested in or following an activity to gain the acceptance or recognition of others. It is often associated with those who follow a trend without having made a rational evaluation of the idea but have rather copied the behaviour of others. This is a similar phenomenon to ‘herd mentality’ or ‘groupthink’.

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