The power of digital marketing over traditional marketing methods is the ability to track the health of your campaigns and objectives at all times. This information can provide you with a better understanding of your clients and their browsing habits, enable you to identify trends or problems and create more relevant, focused content for your visitors.
In order for your website to be effective, visitors must be able to find you with relative ease. It doesn't help having an amazing offering if prospective clients are unable to find your site. This is where search engines come in - a search engine's primary function is to provide you with the content that you are looking for, within the context in which you are searching.
A popular way of improving online visibility and brand presence is to advertise your site using services such as Google Adwords and Microsoft adCenter. These services allow you to provide contextually relevant keywords for your products so that when consumers or potential clients search from within Google, Bing or Yahoo, your advert, relevant to their search, will appear on the page.