You’ve likely heard of paid search or may already be familiar with it by now. Many businesses may have waited to add paid search to their marketing strategy before, viewing it as an option that could come later. But with people spending most of their time at home and online—consuming media, researching, browsing and shopping—, well, paid search is now a must.

Businesses today, no matter the product or service they sell, have essentially become e-commerce. Buying and selling products over the Internet is increasingly commonplace and the need to be seen online has ramped up marketing competition like never before.

Branding is not a marketing tool reserved for big-budget companies like Coca-Cola, Starbucks or Google. Branding is not a concept created to live in academic books, nor a fancy word used by gurus to sell their all-in-one marketing solutions. And, certainly, branding is not a magic tonic that will make your business profitable in one day.

Brands have an incredible amount of power and influence in the buyer’s journey. They help buyers understand why you’re in business and how you can help them. If built well, brands can represent things like quality and innovation, or emotions such as excitement and fun.

Wondering how you can grow your business using email marketing? In this article we created a few lists of guidelines and trends you should know before you build your next digital marketing campaign.