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Digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands.


Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool. These social media platforms enable brands to connect with their audience to:

  • Drive traffic to a website.
  • Increase sales.
  • Build a brand
  • Build a community of followers to share and engage content.

Producing relevant content that users share with their own network helps brands increase their exposure. It also extends their reach towards potential customers and potential employees when used as a recruitment tool. It gives end users a platform to ask questions, voice complaints and generally be heard. It also gives brands the opportunity to respond, adapt and adjust business processes or products.


SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to the brand, through non-paid search engine results. It’s about understanding what people are seeking for online, the answers they are looking for, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow one to connect to the people who are searching online for the solutions. While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. Optimizing a site will help deliver better information to search engines so that the content can be properly indexed and displayed within search results.