2. Identify your target audience. We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can't take advantage of that benefit if you haven't first identified your target audience. Of course, it's important to note, your target audience might vary depending on the channel or goal(s) you have for a specific product or campaign. For instance, perhaps you've noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You'll want to vary your content to appeal to these different target audiences. If you're starting from scratch, feel free to take a look at How to Find Your Target Audience.

10. Inbound Marketing Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing: Blogging vs. pop-up ads Video marketing vs. commercial advertising Email contact lists vs. email spam

If you place an advertisement on TV, in a magazine, or on a billboard, you have limited control over who sees the ad. Of course, you can measure certain demographics — including the magazine's typical readership, or the demographic of a certain neighborhood — but it's still largely a shot in the dark.