Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.

Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

Blowing their own horn. Yes, of course, the primary goal of marketing is to create leads. However, in the age of digital media a brand-centric, salesy approach deflects interest in your company. Make your marketing customer-centric.

Second biggest mistake: Far too often, digital marketers start and stop. You need to contribute a steady flow of content to the channels you use.

Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.

There can be no all-encompassing answer to this question except to say you should create content buyers will find relevant and useful. Leading candidates include blog posts, articles, ebooks, infographics, microsites, videos, courses, case studies, newsletters, visuals and various forms of interactive content.