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Download a free digital marketing template to optimize your customers' journeys. SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic.Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. Programmatic advertising is a powerful tool and global spend in 2020 topped $129 billion and is expected to surpass $150 billion in 2021. In 2017, digital advertising, content strategy, social media, and content creation were considered the most in-demand skills. 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