Digital marketing changes almost every day, but here are a few key tactics that brands should consider when working on their customer journey (if you’re not ready to implement an augmented reality strategy just yet!). Search engine optimisation (SEO)  When it comes to ecommerce, SEO is one of the most important drivers for sales. By optimising product pages and product descriptions, brands can move their products up to the top spot on search results and see huge boosts in traffic to their ecommerce store. Paid search Paid search enters where SEO might fail. Brands can use paid search advertising to buy their way to the top spot of search results, and even zip past competitors.  Social media Social media marketing can take a variety of forms, from organic posting to paid advertising, and even influencer campaigns. They can also be great brand awareness tools. What matters more is on which social media platforms your brand is most active, and what your target audience is. If you’re a health and beauty brand marketed toward teens and 20-somethings, TikTok might be more up your alley, while a brand geared toward older consumers might consider platforms like Facebook.