What Are the Types of Digital Marketing?
John / 06 Sep 2023
In today's fast-evolving digital age, businesses and brands have had to adapt to new ways of reaching their target audiences.
One of the most impactful methods they have embraced is digital marketing. Digital marketing is a broad term encompassing various strategies and techniques used to promote products or services through digital channels.
In this article, we will explore what digital marketing is, its significance, and the different types of digital marketing strategies.
What Is Digital Marketing?
Digital marketing is the use of electronic devices and the internet to connect with potential customers, engage with existing ones, and promote products or services.
It involves leveraging various online channels (e.g. search engines, social media, email, websites, web applications, mobile applications, etc.) to create brand awareness, drive traffic, and ultimately generate sales or conversions.
Types of Digital Marketing
Discussed below are the various types of digital marketing:
1. Search Engine Optimization (SEO)
SEO is the process of optimizing a website to rank higher on search engine results pages (SERPs) such as Google, Bing, and Yahoo.
The goal is to increase organic (non-paid) traffic by improving the website's visibility. SEO involves activities such as keyword research, on-page optimization, content creation, and link building.
For example, a local bakery may use SEO to ensure that when someone searches for "best cupcakes in [city name]," their bakery appears at the top of the search results and ultimately gets more traffic.
2. Pay-Per-Click (PPC) Advertising
PPC advertising is an internet advertising model used to drive traffic to websites by displaying ads on search engines and other online platforms, where the advertisers pay a fee each time their ad is clicked.
Google Ads is a popular PPC platform. Businesses bid on keywords to have their ads displayed when users search for specific terms. For example, if a user searches for "buy smartphone," sponsored ads from various smartphone manufacturers may appear at the top of the search results.
The cost of running PPC ads on search results can vary widely depending on the competition there is for your keywords. The more competitive your keywords are, the more expensive the ad will cost you, and vice versa.
3. Search Engine Marketing (SEM)
Search Engine Marketing is a method of digital marketing that targets gaining traffic and visibility from search engines through both paid and unpaid efforts. It encompasses both SEO and paid advertisements(PPC). Search Engine marketers do SEO, make PPC ads or do both to ensure their websites rank high in search engine results.
4. Social Media Marketing (SMM)
Social media marketing comprises all marketing efforts done via social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to connect with audiences and promote products or services.
It involves strategically and consistently creating content on social media and engaging with followers such as through replying to comments. Over time, social media marketers measure and analyze the performance of their posts to come up with robust strategies based on that data.
In addition to posting and commenting, SMM also involves creating targeted advertisement campaigns.
5. Affiliate Marketing
Affiliate marketing is a commission-based marketing strategy where businesses reward affiliates (publishers or influencers) for driving traffic or sales through their marketing efforts.
Most affiliate programs allow affiliates to register on their websites where they are given unique links with a tracking code. The affiliates then add the links on their websites or other platforms and when a user clicks and buys something, the affiliate will earn a commission of the transacted amount.
This is a win-win way of marketing as the business makes more sales while the affiliates generate income through commissions. A good example of an affiliate program is the Amazon Associates.
6. Email Marketing
Email marketing is a highly effective way of nurturing leads, building relationships, and driving website traffic and more sales.
It involves building a list of email addresses of existing and/or potential customers to a business, then periodically sending them personalized and relevant emails.
The content of these emails may include business information updates, new blog alerts, and promotional messages (deals and offers). For example, e-commerce companies like Amazon send personalized product recommendations and promotional offers based on a user's browsing and purchase history.
An effective way of building mailing lists that most marketers utilize is by having an opt-in (subscription) form on the website requesting website visitors to provide their email addresses.
It's however not advisable to bombard people with too many emails that may make them look spammy.
Also, put careful thought into your email subject lines as that influences whether or not a user opens your email.
7. Influencer Marketing
Influencer marketing involves collaborating with individuals with a significant online following to promote products or services and help reach a broader and more engaged audience.
8. Mobile Marketing
With the rise of smartphones, mobile marketing has gained prominence. It involves targeting mobile device users through methods like SMS marketing, in-app advertisements, and push notifications with promotions.
9. Remarketing/Retargeting
Remarketing or retargeting involves showing ads to users who have previously visited your website or interacted with your brand online.
These ads "follow" users across various websites and social media platforms, reminding them of your products or services.
For example, if a user visits an online clothing store but doesn't make a purchase, they might see ads for the same clothing items on their Facebook feed.
10. Content Marketing
Content marketing is a bit different from the other methods as it is more informational than it is sales-oriented.
It involves creating and sharing valuable and relevant content to attract and engage a target audience. Content can take the form of blog posts, videos, infographics, and social media posts.
The purpose is to provide valuable information while indirectly promoting a product or service and in the end increasing brand awareness, traffic, and conversions.
Conclusion
Digital marketing is an essential aspect of modern business, offering a myriad of strategies to connect with audiences, build brand awareness, and drive conversions.
By understanding and utilizing these various types of digital marketing, businesses can effectively navigate the digital landscape and stay competitive in today's online-driven world.
Through various strategies, the digital marketing landscape offers endless possibilities for businesses to thrive and grow.
