Broad terms are great for buzzy platitudes, but not for a targeted digital strategy.
“Digital marketing” is thrown around with broad strokes, but doing so does nothing to the furtherance of company growth. Today’s marketing mediums are so diversified and disparate that grouping them under a common banner is less than ill-advised. It’s reckless.
The companies who get the most out of their marketing budgets do so because they begin with the end in mind. They know exactly who their target demographic and customer persona is and what they want that person or group to do.
Then, they reach for the mediums that matter, crafting the messaging that will resonate with their end-user.
What follows is a list of the 13 most common types of digital marketing we use in client campaigns, how they are used and discussions on using them to achieve specific ROI.
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Advertising
- Paid Search Ads & PPC
- Display Ads / Banner Ads
- Affiliate Marketing
- Native Advertising
- Email Campaigns
- Ecommerce Marketing Automation
- Influencer Marketing
- Video & YouTube Advertising
- Mobile Marketing
- Digital Signage / Digital Out-of-Home
- To sum it up
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) helps your website appear higher in search results and get more visitors.
SEO should indeed be part of a bigger digital marketing plan to help you reach your goals, but it should never be the end-all of your digital marketing strategy.
Google hates SEO (mostly) and actually likes to be in control of the content that is fed to users.
SEO creates a juxtaposition between the user, Google and the marketer.
Content Marketing relates to SEO when it comes to building visibility online and increasing website traffic which is definitely an essential components when developing any successful digital strategy!
Social Media Advertising
Social media advertising is a powerful tool for connecting with customers, it creates brand awareness and engage potential buyers in whatever you are selling- may it be a product or a service.
Just like content marketing, It provides businesses with the ability to reach their target audience quickly and efficiently as everyone and anything can be already found in social media.
Social media can be used to promote products, services or content in an effective way that resonates with consumers because most of the people spend their time scrolling wherever they are.
However, as part of a broader marketing strategy, it should be used as one piece of the puzzle when it comes to reaching your goals, as well as complementing other forms such as SEO or content marketing to make it really effective.
Paid Search Ads & PPC
Paid search ads or pay-per-click (PPC) are a form of digital marketing where advertisers or marketers bid on targeted keywords to appear in search engine results pages (SERPs)- it’s what you first see whenever you search on Google.
PPC campaigns can be used to drive traffic and visibility to a website especially if the website appears on the first page of SERPs, as well as generate leads and conversions.
Display Ads / Banner Ads
Display ads and banner ads differ from paid search ads in that they are more visually appealing- they’re the real eye catcher and captures the attention of potential clients.
These type of ads typically appear on websites, social media platforms, or other online properties. They are designed to capture the attention of potential customers quickly and effectively with high-quality visuals and creativity.
Also, display ads often have a call-to-action (CTA) button or link which encourages viewers to click through to the advertiser’s website or landing page. Such as, “Click here” or “Get started!”.
Unlike PPC campaigns, display ad campaigns do not require advertisers to bid on keywords or pay per click; instead they simply pay for impressions or more commonly, views.
Affiliate marketing is also an important part of any effective digital marketing strategy. The only difference among those that were already mentioned is that It is a performance-based form of marketing , affiliates are rewarded when they successfully drive traffic and conversions to a business’s website or products. By this, it can be a great way to increase website visibility and acquire new customers.
Affiliate programs are typically administered through a network that connects advertisers with affiliate partners.
When an affiliate partner is successful in driving traffic and sales, the advertiser pays them a commission for their efforts. So it is very important that metrics and analytics are properly laid out so advertisers and firms can assess if the partnership is working.
Native advertising is a type of digital marketing that involves embedding advertisements within content, like newspapers, vlogs, blogs or just a simple post. People likes it when advertisement is like not an advertisement, it’s like a genuine encouragement, not forceful and just subtle.
This form of advertising is mostly designed to look like editorial content, allowing businesses to reach their target audience in a subtle yet effective way.
Email campaigns are one way to help with digital marketing. They let businesses send messages about their products or services to people who have given their email address- you can barely see any websites that doesn’t ask about your email ; because aside from using it as a credentials to their website, it is also a way for them to send you an email advertisements and updates.
This really helps businesses reach people who may be interested and helps them grow, plus it’s already normalized.
Ecommerce Marketing Automation
The term “Marketing automation” refers to the usage of technology and software in order to automate the different marketing process the company could be carrying out.
It is used to simplify, streamline and optimize processes such as customer segmentation, lead management, email communications, content delivery and many more- by automating these activities, marketers can save time while still achieving their goals.
Because human labor is already eliminated thanks to automation , e-commerce marketing can be quickly, easily and cost-effectively managed by firms- which is actually impossible before.
It enables companies to send custom emails, develop segmented campaigns, monitor customer activity, and do a number of other actions, which helps businesses better understand the demands of their clients thus improving conversion rates and more revenue.
Influencer marketing is an effective way to reach your target audience and boost the brand awareness. This is more common nowadays as the so called “Influencers” came to rise at the start of 2020.
You don’t need to pay celebrities anymore who are by the ways expensive, influencers are now everywhere and by partnering with them who are already established in their own niches, you can tap into their network of followers and build trust among potential customers.
When engaging in influencer marketing, it’s important to clearly define what type of content you want them to create, like what I’ve said influencers have different niches or industry where they are known.
It’s also beneficial to set clear goals and objectives so that both parties understand the end goal because aside from niches they also have different content ideas, some of them are comedic while others focuses on how-tos. It’s essential to track performance metrics such as clicks, impressions, conversions, etc., which will help determine if the campaign was successful or not.
Video & YouTube Advertising
Video and YouTube marketing is a type of digital marketing that involves creating and publishing videos to promote products, services, or other content. These videos are more commonly known as “Vlogs” and the people who create most videos on youtube are known as “vloggers”.
These videos being created by them is like the videos you usually on other social media sites, however it is longer and mostly detailed. These long forms videos can be used to reach potential customers with compelling visuals, including animations, product demos, interviews, tutorials, and more.
Mobile marketing is an integral part of the larger digital marketing landscape because who doesn’t have mobile phones nowadays?
It leverages the ubiquity of mobile devices to reach consumers wherever they are, which allows businesses to engage with their target audience in a highly personalized and tailored way .
Just like email marketing when potential customers are asked with their mobile numbers, most companies use this information for their ads without violating their privacy as they, of course, asked for consent.
Aside from SMS being sent to potential customers, mobile marketing can also involve activities such as creating ads for mobile search, display, in-app or social media platforms; creating mobile-friendly websites.
Digital Signage / Digital Out-of-Home
Digital signage or digital out-of-home (DOOH) advertising is a form of digital marketing that utilizes strategically placed electronic displays to deliver targeted messages, announcements, and advertisements in public spaces.
If you are familiar with billboards and posters, you can understand that, those were just digitalized thus the “Digital signage”. It can be found in places such as airports, shopping malls, stadiums and other public venues- basically where a lot of people can see it.
It allows businesses to display engaging content such as videos, animations, images, and other visuals to capture the attention of potential customers- whether they are waiting in lines or just passing by .
To sum it up
Digital marketing has indeed become an increasingly important part of businesses’ overall marketing strategies. With the right digital marketing tactics , companies can find more ways to reach potential customers, generate leads and sales conversions. From content creation to mobile advertising, having a strategy in place is essential for competing with bigger players on larger platforms.
By taking advantage of all 13 types of digital marketing available today, from social media campaigns to influencer outreach as well as using analytics to measure effectiveness and ROI – you can ensure that your business keeps up with consumer spending trends and makes calculated decisions about its digital presence going forward .
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