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Search engine optimisation - or just SEO - is a form of marketing that aims to ensure that a website is found for relevant keywords. In practice, SEO consists of optimising text, images and other content on a website, optimising technical parameters and link building - the work of getting links from external websites to make one's website more authoritative in Google's eyes.

READ: What is SEO?

SEO is a long-term form of marketing, which has the advantage that you are guaranteed stable rankings in the long term. SEO represents the organic part of search engine marketing - also called search engine marketing or just SEM). This means that you don't pay for ad space, but instead work to boost your website's rankings in Google's organic search results.

PPC is a form of marketing where you pay each time a potential customer clicks on one of your ads. This marketing model is particularly well known from Google Ads, which is sponsored search results you've probably come across in Google search results. But it is also used, for example, in Youtube advertising, remarketing and display advertising.

Pay-Per-Click is a shorter-term form of marketing, which has the advantage that you get exposure here and now, just as you only pay for clicks - not for exposure. PPC is the paid part of search engine marketing.

Social Ads. Social Media Marketing. SoMe marketing. All terms that cover advertising on Facebook, Instagram, Linkedin, Youtube, TikTok and a myriad of other social platforms that many people carry around in their pockets

2/3 of Danes use social media daily, so you can reach a huge potential audience by working with social ads.

With email marketing, you can promote your company or product directly to your potential customers' inboxes. This gives you a unique opportunity to create a close relationship with your customers, increase engagement and most importantly - get more conversions.

If you have a webshop, you can use automated email flows to reach potential customers right where they are in the customer journey. In short, email marketing is an effective marketing strategy that saves you time while increasing sales for your business.

When you advertise online, you have much greater opportunities to measure the effectiveness of your investment.

For example, are you getting the desired number of exposures in search results? Are your users interacting with your website as desired? And last but not least: is your marketing converting into paid customers? You can measure all this and more when you advertise online. That way, you can more easily adapt and adjust your efforts along the way.

In this way, digital marketing is more agile than traditional marketing because you can easily shift your resources to relevant channels - hitting your audience where they are.

Conversely, with traditional marketing, it's harder to target your marketing - for example, with a bus ad or billboard ad, you can't make sure your target audience sees your ad. With digital marketing, you can.

The customer journey is a varied one, where your potential customers are not necessarily ready to buy. Some are just looking for information. Others may have an aspirational purchase need and have begun to explore the market. Some third parties, on the other hand, may be 100% ready to buy.

With online marketing, you can hit them all because you can tailor your marketing to specific points in the decision-making process. That way, you can make sure your marketing hits the mark.

The digital world has a wide audience - from the very young to the very old. For the same reason, online marketing gives you a much wider reach. For where traditional marketing is confined to physical settings, online marketing is almost ubiquitous.

Here you have the opportunity to reach your target audience, wherever they are. In other words, you have the opportunity to have nationwide - or even global - reach.