The core purpose of this research paper is to provide knowledge to the organizations in India about how important is digital marketing for business growth and how to utilise digital channels effectively to be profitable. The paper is based on secondary data & professional experience acquired in digital marketing. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. In this study we acknowledge that businesses can truly benefit if the digital channels are deployed understanding their capabilities mapped to fulfil the business needs. In this study we will have an understanding of the core digital marketing channels like search engine optimization, organic social media management, social media advertising, influencer marketing, search engine marketing, affiliate marketing, what’s app marketing & content marketing which has the power to drive sales. This paper demonstrates targeting techniques platform wise in order to reach the precise target audience. Goals may vary company to company and industry to industry and hence Key Performance Indicators (KPIs) & metrics play an important role. The KPIs & metrics what you learnt, managed, monitored and reviewed earlier may seems little different what you see today. This paper aims to understand in detail about digital channel KPIs &performance measurement metrics and why are these required & important in digital era. This KPIs & performance measurement metrics can measure the success of digital marketing campaigns across the core digital channels in all fairness. The KPIs & performance measurement metrics of the core digital channels sets the digital managers expectations according to what the channels can actually deliver for the business. Many digital KPIs & metrics are explained with their specific objectives to understand and these could be used for business purpose to optimize & achieve the bottom line of the organization in the digitally adopted social world.

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Keywords: Digital Marketing, Digital Channels, Business Growth, Social Media, Targeting.