Digital marketing has become a significant part of our lives. From social media to mobile apps, digital marketing has changed how businesses operate. What exactly is digital marketing? And how does it differ from other forms of marketing?
Digital marketing encompasses many activities, including email marketing, search engine optimization (SEO), social media marketing, display advertising, audio marketing and more. These methods are often combined into a single strategy called integrated marketing communications (IMC).
Digital marketing is a broad term for various techniques to promote brands, services, and products through multiple digital channels. The main goal of digital marketing is to increase brand awareness, generate leads, and retain customers.
What are the types of digital marketing? Read on to learn the basics of 9 kinds of digital marketing.
The above question is crucial since digital marketing is a broad term that may become an epistle trying to describe it.
The above question is also essential because there has been a shift in how people interact with brands these past few months.
This shift has led to the acceleration of digital transformation in many organisations. So, what are the types of digital marketing?
Types of Digital Marketing
Below, I summarise the basics of 9 of the most common types of digital marketing channels that you can use for your marketing campaigns.
1. Search Engine Marketing (SEM)
It covers Pay-per-Click (PPC) and Search Engine Optimisation (SEO) work. The combination of PPC and SEO brings in targeted traffic through paid (PPC) and unpaid (SEO) means.
PPC and SEO also rely on finding a wide range of relevant keywords/target keywords to attract customers to your business.
These keywords must be ones that your customers will probably use in Google, Bing and social platforms like Facebook, Instagram and Twitter as search queries for your product or service.
2. Search Engine Optimisation (SEO)
Search Engine Optimization optimises your website’s content and aspects like page load speed, blog posts, etc. We can divide SEO into two parts: on-page SEO and off-page SEO.
Businesses hire digital marketers or SEO experts to do SEO as part of their digital marketing campaigns. Google and other search engines or social media channels will show the company’s content as a top result for searches of a particular keyword.
It makes your website easily discoverable by Google when people search for queries relevant to the content you have on your website.
When properly implemented, your website can rank high in Google’s organic search results, thus gaining more targeted traffic to your website by people actively searching for your product or service.
You need to invest in creating valuable content. Because if your content ranks high in the organic search engine result pages (SERPs), it will become a link-building magnet that will probably gain more clicks and organic traffic without subscribing to Search engine ads.
3. Pay-per-click (PPC) Advertising
This form of advertising is popular with search engines. The most famous example is Google Ads (formerly Google AdWords). The second most famous example is Facebook ads.
These keywords must be ones that your customers will probably use in Google, Bing and platforms like Facebook, Instagram and Twitter as search queries for your product or service. Click To Tweet
It’s called PPC because whatever digital platform you advertise will charge your advertising account whenever someone clicks on one of your adverts. It has nothing to do with you getting paid to click someone else’s adverts.
The purpose of PPC advertising campaigns is to attract targeted traffic within a short time, allowing businesses to boost revenue and promote products.
With this form of advertising, you buy your spot or rank on the first page of the search engine. But with SEO, you must earn your position in the SERPs.
4. Social Media Marketing (SMM)
Social Media Marketing uses platforms like Facebook, Instagram, Twitter, LinkedIn and YouTube to drive traffic to your website or increase app installs.
We use it to drive considerations among potential customers who want to buy your products or services and convince users to consider patronising your brand.
It is a great and fast way to get exposure and connect with your target audience. It is not about being self-promotional or viral marketing. Viral marketing/viral advertising is a business strategy that uses your existing social networks to promote your product/service, mainly on various social media platforms.
Instead, SMM is about creating or joining in conversations on various social channels around your content, brand, or industry. It is about being informative, educative, and entertaining.
You need to use it as a tool to interact with everyone following you on the various platforms and provide value to these communities.
Your social media posts or high-quality content must resonate with your target audience to get some engagement.
5. Content Marketing
Content marketing is about creating and sharing non-promotional content like blog posts, website pages, and e-books. There are many benefits your business can gain from using it.
Though it costs less than traditional outbound marketing tactics, it can generate more leads.
This is because great content helps your business improve its SEO. The more ‘indexable’ pages of content/digital media on your site, the greater your opportunities to reach and engage leads on Google.
A content marketing strategy helps businesses experience higher conversion rates than other paid media marketing tactics.
As we mentioned previously, there are many types of content that you can create to attract, engage, and convert your site visitors. Like there are many types of digital marketing.
6. Email Marketing
As the name implies, this involves sending emails to persons who have given you their permission to send them emails.
Sending unsolicited advertising and promotional emails to people without their permission is spam. Spam is illegal. So please don’t do it.
Search Engine Optimisation (SEO) optimises your website's content and various aspects, like page load speed. Click To Tweet
Through your newsletter, email marketing allows you to communicate with your customers after they have purchased something.
The ROI of email marketing campaigns are even better than Google Ads, etc.
7. Influencer / Affiliate Marketing
Through Instagram, YouTube, etc, these types of digital marketing efforts have become increasingly popular, where companies hire well-known influencers to promote their products or services.
Influencer and affiliate marketing rely on those with a level of influence or ‘power’ to sway their fans or followers in patronising your brand.
These influencers are usually celebrities, industry experts, or people with large followings on social.
They help you create some buzz around your brand or business through their tweets, blog posts, video content, podcasts or other forms of content to showcase your brand and hopefully bring in more sales for your business.
With influencer marketing, the most important thing is finding the right influencer for your business. Using the wrong influencers can do more harm than good to your brand.
8. Viral Marketing
It is one of the most challenging types of digital marketing. Some brands use memes and video skits that become popular online as digital marketing.
These memes and video marketing content will indirectly promote your product or service online, hoping people will also share it. It is an excellent option for b2c businesses.
If you create a viral piece of content, your ROI on that piece will also increase. That viral content will generate an increase in brand awareness.
9. Mobile Advertising
Mobile devices dominate consumers’ digital lives, so businesses worldwide focus their advertising budgets on mobile.
Therefore, you see an increase in mobile marketing and social ads, search adverts or even mobile TV and radio ads. It is interesting to note that we can turn all other types of digital marketing mentioned above into mobile ads.
Which Type of Digital Marketing Is Best?
As a business owner, you are undoubtedly interested in cost-effective strategies that offer a good return on investment.
But the answer to this question depends on the type of content and your digital strategy. While each of the three digital media has its role, using them together will make your strategy much more effective.
What Are the Three Types of Digital Media?
We cannot talk about the types of digital marketing without addressing these three types of digital media.
When properly implemented, your website can rank high in Google's organic search results, thus gaining more targeted traffic to your website by people actively searching for your product or service. Click To TweetThere are three types; Paid, Earned and Owned media, otherwise known by the acronym PEO.
There is an overlap between the three different types of media. It is essential to note this since achieving this overlap requires the integration of campaigns, resources and infrastructure throughout your multichannel marketing strategy.
1. Paid Media
It is the media you buy. With paid media, you get total control over messaging, reach and frequency, as much as your budget allows.
Paid or bought media are media where there is an investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing.
Offline traditional media like print and television advertising and direct mail remain essential, accounting for a large share of paid media spend.
Examples include:
a) Paid Social Media
Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, and Pinterest are now pay-to-play!
These platforms now offer paid options. So you have to pay to create ads or boost existing posts for your followers to see.
Several factors also affect the viewership of your ads or boosted posts. These include the interests of your target customers, their behaviour, demographics, location, etc.
b) Search Engine Ads
These include the Pay-Per-Click (PPC) adverts and Pay Per Impression (PPI) ads. These types of ads appear on search engine results pages (SERPs). They look almost like a native ad at the top, with subtle indications that it is an ad.
They may also appear on websites, blogs, mobile apps and digital devices. You can see them at the top, left, or right panel or at intervals within the content itself.
c) Banner Ads
Banner adverts are also known as display advertising or web ads. They are usually image-based ads.
Sometimes, publishers embed them into their websites as an image or GIFs.
They show up on sites for a limited period and lead users to the advertiser’s site or a specific landing page.
Because if your content ranks high in the organic search engine result pages (SERPs), it will become a link building magnet that will probably gain more clicks and traffic without subscribing to Search engine ads. Click To Tweet
d) Native Advertising
Native advertising is those visual or text ads that match the look and feel of the website they appear in. These types of ads may appear as:
- in-feed ads
- sponsored
- recommended content
- search and promoted listings
- promoted stories
- advertorials, etc.
e) Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising.
They display these adverts outdoors and in public spaces. They target people walking, commuting, shopping, etc., to see.
They include traditional advertising via billboards, posters, bus shelters, benches, cinemas, etc.
2. Earned Media
Earned media is essentially “online word of mouth” through mentions, shares, reposts, reviews, recommendations, or “viral” content picked up by third-party sites.
The publicity you generate through your public relations activities is invested in targeting influencers to increase awareness about your brand.
Earned media is what others say about your brand, whether online or offline. Here, you have no control over what people say about your brand, but you can influence the outcomes if you’re smart.
Among the three types of digital media, this is one in which there is no direct investment in its acquisition, but it is still an investment.
Examples include:
a) Media Publicity
Many startups don’t have big marketing budgets. Thus, to attract the attention of your potential customers, you need to get some media publicity.
A good and affordable way to get this publicity is to send a press release.
Depending on your budget, you may also consider event sponsorships. How can you tell if your press release or event sponsorship is significant enough to earn publicity?
You can tell only when it grabs the attention of the press or your target customers.
b) Search Engine Optimisation (SEO)
As mentioned above, with SEO strategy, instead of spending money on paid ad space, you earn your place in the SERPs. You do this by creating unique targeted content that ranks in organic results.
Through Instagram, YouTube, etc, these types of digital marketing have become increasingly popular, where companies hire well-known influencers to promote their products or services. Click To Tweet
We do well to note that combining SEO and PPC makes for a great marketing strategy.
c) Review Sites
These days online reviews and testimonials as a great way to build credibility. The feedback you receive from your customers, whether positive or negative, creates awareness.
d) Social Media
Platforms like Facebook, Instagram, and the rest is where you find most people discussing brands or sharing content. It works well when used together with paid and owned media.
e) Word-of-mouth Marketing
It is another earned media channel that needs no further introduction. So if you offer an outstanding product or service, people will talk about it. The same applies if your brand is crap!
3. Owned Media
It is the content you create. You control the messaging, but you have no control over whether anyone reads/views it.
Examples include:
a) Your Website
Your website is your business introduction to the digital world. Compared to other owned media, your website, you have total control over your website for the long term.
b) Content Marketing
As already mentioned above, content marketing is one of the best ways to give direct value to your target audience and establish your brand position in the market. It is a form of marketing that adds tremendous value to your digital marketing campaign.
c) Social Media
Though you don’t own Facebook, Twitter, LinkedIn, Instagram and other platforms, we consider your social accounts and pages on these platforms owned media by you. You create, control, and are responsible for all content you post to your account.
d) Email Marketing
It is one of the most versatile forms of owned media. Even if your company pays for an email marketing service provider or service like Constant Contact, you still own your mailing list and the content of your emails. Therefore, we consider email lists and email marketing an owned digital marketing channel.
e) Word-of-mouth Marketing
As the name implies, this involves creating awareness of your product or service by telling people about it.
These types of ads appear on search engine results pages (SERPs). Click To TweetBut nowadays, we can consider social media as the “new” word-of-mouth marketing. By posting updates on your profiles and pages, you’re thus sharing your owned media.
According to this article, earned and owned media are morphing because of social media and audiences’ increasing willingness to trust their judgment about the validity of content rather than depend on the proxy of trust afforded by a media brand, such as The New York Times. And the changes in earned and owned media are transforming paid media.
Conclusion
In conclusion, these are just some ways to use digital marketing platforms to grow your business. There are many other options, too, including paid search advertising, which we’ll discuss later.
The above is a detailed summary of the digital marketing types, which are the best, and the types of digital media. We have shown you what online marketing and digital advertising are about.
You are well aware that digital technology is crucial and suitable for any business at this current time. And with this article, you must have understood what goes into a proper digital marketing strategy and marketing campaign.
When you work with a professional digital marketing agency like Mauco Enterprises, we will help you with your inbound marketing. We will develop a digital marketing strategy that grabs the attention of your target audience with relevant content. We can help you craft digital marketing campaigns that grow your business online. Contact us today to get started.
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