What exactly is digital marketing?  Wikipedia describes digital marketing as an "umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium." It’s a virtual marketplace where consumers connect to brands, products/services, and each other through social networking.

Social media has a huge impact on how consumers view advertisements, and has changed how businesses reach their customers. Ever been on Facebook or Instagram and see products or services being offered? Of course you have! Everyone seems to be sharing pictures and videos. For companies, these segments - niche and broad - represent contain tremendous potential for personalized selling. Forrester Research predicts social media marketing spend to reach $17.3 billion dollars in 2019.

Why are people so hyped about being online?  My guess is “FOMO” (fear of missing out). To be online is how we remain informed on the biggest topics or hottest trends. We want to be seen as knowledgeable and relevant. We want to remain attuned to what’s current and what’s newsworthy. Social networks are perfect venues for targeted ad placements as technology advances in forecasting our digital behaviors.

Giants like Facebook, Twitter, and YouTube shape modern culture through virality. Think of the “Ice Bucket Challenge” or any meme. These networks are not just used by enterprises to gain access to consumers but also for individuals to market themselves, their businesses, and their ideas. Here, social platforms house countless value exchanges between decision-makers and influencers.

We want to keep up with what’s going on, but can your company keep up with digital marketing?

Take Linkedin for instance. People display their skills, experience, and credentials. No products are explicitly sold. However, it’s a marketplace for talent acquisition, human resource recruiters, and job searches. Emerging power hubs like SnapChat and Instagram are increasingly offering branding tools for businesses large and small, where sponsored advertisements role through my feed just like any other snap or 'gram.

There's never been an easier way for companies to share with their customers. Regardless if you're a corporate titan or a small shop, you'll witness measurable results if you invest time and quality in your interactions online and off.