Definition: 
 Digital Marketing is an internet marketing and also a medium through which we can promote our products and services. It is rising in India with fast rate. Many Indian companies are using digital marketing for increasing their business growth. Success of marketing campaign cannot be solely achieved by digital marketing only. But for success of any marketing campaign, it should fully harness the capabilities of various marketing techniques available within both  traditional and modern marketing.
Tactics of Digital Marketing are
->Search engine optimization (SEO)
->Social media marketing
->Content marketing
->Paid marketing
->Mobile marketing
Search Engine Optimization (SEO):
 SEO is the most powerful and sustainable way to build a website.SEO is an art of optimizing your website content for a certain set of keywords.It is done to increase the reach of your website so that your pages appear at the top of a search engine result for only specific keywords.A keyword is a most significant and fundamental elements of SEO
SEO can also help in optimizing the content for voice search, Accelerated Mobile Pages (AMP) and Backlinks. Across the world, 80% of the website traffic clicks on the organic results compare to the paid results and that is the main reason why SEO plays an important role in increasing the website traffic. There are  two types of digital marketing activities that is SEO’s ‘On Page’ and ‘Off Page’ . The former one refers to all the measures we take within the website or web pages, whereas the latter refers to building links and external signals for the website or webpage. Both play an equally important role in optimizing the website content.
Social Media Marketing: 

Email marketing is one of the social media marketing which is used to promote contents,events,discounts and to direct the people towards the business websites.Social media platforms are used by many people. Social media platform is the only platform that allows our prospective customers to react to our content, ads or post in the form of ‘Like, Comment, or Share’, which helps you as a marketer to understand what type of digital marketing campaign you should focus on and what you should not.The core attributes of this marketing is trustworthy,relevant,conversational,co-ordination and strategy.
Content Marketing:

Quality is the fuel that drives your Digital Marketing  strategies.It denotes the creation and promotion of contents such as videos and blogs.

 Digital marketing helps businesses in reaching out to the new customers and generate revenue growth(Return of Investment), therefore it is important that we build a practice of not promoting our products or services directly to our customers. We should work on providing truly relevant and valuable content to our customers to help them move down the marketing thought and convert visitors into customers.
Paid Marketing:

Paid search or Pay Per Click(PPC) advertising refers to sponsored result on search engine results pages(SERP). It is a costly method and requires proper planning and budgeting.Anyone can show their website ad on multiple places, like on search engine results page, on others’ website or on the Mobile Application or on the YouTube channel also.

Split ads into smaller segments to have a better click-through rate(CTR) Reviewing non-performing keywords help to make an analysis. 
Mobile Marketing 

   Sending marketing messages through SMS and push notifications is one way of getting the receiver's attention because 90% of messages are opened after receiving them. In the website marketing, responsive web design is a must for any company's profile. Since it responds to user environment based on screen size, platform, and orientation. User experience will also be good.
Challenges:
 1. Building an effective website.
 2. Understanding the audience.
 3. Creating valuable content.
 4.promoting Content