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Content marketing has become vital for companies who want to engage their desired audiences, promote products or services, and convert sales.

While the array of digital channels has allowed companies to target audiences easily, it has created difficulties for brands when they need to evaluate the effectiveness of each digital outlet.

Digital marketing offers an array of advantages that traditional media doesn’t. It enables companies to customize their advertisements for specific consumer groups, manage their ad expense based on their budget, and grow their own social communities.

There has been an explosion of new channels in digital media which makes it challenging for companies who are trying to find the best mix of digital media channels to promote their brand.

According to the theory F.R.Y. which stands for frequency, reach, and yield, there are only 3 ways to increase revenue. You have to either increase the frequency in which customers buy your products, increase your audience size, or increase the average purchase value.

Valentine's Day is a little over a week away and customers have already started searching online for gift ideas, as seen on the graph below: Canada:

Aside from promoting content and interacting with fans on social networks, marketers have to conduct social media audits to see if they’re generating positive results from their social campaigns.

Sarah Finstad is currently the Director of Marketing and Communications at Regent College and the President of the British Columbia

A website is no longer just a digital catalogue that enables a retailer to showcase its product line. It’s also a sales platform that helps merchants convert visitors into buyers. However, while a website can be a powerful sales channel, many brands aren’t using it effectively.

You know about the traditional 4 P’s of marketing: Product, Place, Price, and Promotion. Marketing professionals also use the 4 C’s of marketing -- Consumer, Cost, Communication, and Convenience -- to develop consumer-oriented content and messages.