The most popular elements of a digital marketing strategy are search engine tactics, an expert has commented.

Andreas Roell, president and chief executive officer of digital marketing firm Geary Interactive, made his assertion as his company acquired search engine promotions firm Fathom Online.

He suggested that a search engine optimization campaign should incorporate many different search portal tactics.

"In order to effectively generate search demand and convert customers’ search clicks, the campaign must also include a strong integration with web development, paid and organic digital media planning and data analytics," Mr Roell continued.

Earlier today the digital marketing expert commented through an article for the ClickZ Network that online brand management is vital for firms needing to defend themselves against negative publicity from critical bloggers.

He urged marketers to ensure they have communication channels which are capable of ensuring a firm’s message is heard.