🔑 Key Terms

SEO — Search Engine Optimization

Helps brands appear organically in search results by improving content, technical structure, and relevance.

Social Media Marketing

Uses platforms like Instagram, TikTok, and YouTube to connect with audiences, build awareness, and influence behavior.

Email & Content Marketing

Delivers personalized messages, storytelling, and helpful information that guide customers from interest to action.

E-commerce & Mobile

Where customers browse, compare, and purchase across online stores, apps, and mobile-optimized sites.

⭐ Why This Matters

These channels are the building blocks of every digital marketing strategy.

Understanding the strengths of each channel helps students see how brands guide customers through awareness, consideration, and purchase.

📚 Citations

Celestin, M. et al. (2024). Leveraging digital channels for customer engagement and sales.

Arora, R., & Tyagi, P. (2024). Comparative study on SEO vs SEM.

Kumar, R., & Singh, A. (2025). Understanding social media marketing effectiveness.

Bubphapant, J., & Brando, A. (2024). Content marketing research.

Singh, K., & Choudhary, R. (2024). Mobile marketing strategies.

Ge, J. (2024). Influencer marketing and Gen Z behavior.

Tanwar, S., & Sahu, P. (2024). Two decades of affiliate marketing research.