The digital area of marketing is huge right now, as more and more companies have taken to digital channels to reach their customers. Marketers are finding that digital channels allow businesses to capitalize on increased control of what consumers see. In today’s digital world, people google for whatever they want, so the first search result–whether organic or paid–is going to be seen by a lot of eyes.

The demand for digital marketing is growing because it allows more control over what consumers see and also focuses communication directly with advertisers instead of traditional broadcast methods that reach many people at once (which can be seen by those who are interested but ignore those who would never buy from them). Digital marketing has caused a shift from quantity-focused advertising techniques towards quality-centered communication strategies where marketers create high-quality content which encourages consumer engagement back with the business they contacted first through digital media.

Also, digital marketing has caused a shift from quantity-focused advertising techniques (such as radio stations sending out “broadcasts” which had a truncated connection with consumers) towards quality-centered techniques (e.g., online advertisements which consumer responses generate directly back at the advertiser). A new emphasis on creating high-quality content encouraged by digital marketing is another change with digital media.