Different Types of Digital Marketing (and How to Use Them)

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Digital marketing is a beast. Which channels should you be on? What exactly do SEO and PPC mean? What are the advantages and disadvantages of each of the different types of digital marketing? Where do you even start?

Working Remotely Graphic Illustration To help you out, we’re looking at the top 10 types of digital marketing. Clearly, the lines blur between the different options, but at least you’ll have a menu of sorts to choose from.

When it comes to choosing, the usual questions will apply: Why do you want to use digital marketing and who are you trying to reach with your marketing efforts? This will help you choose the right format and channel to achieve your objectives.

types of digital marketing

  1. content marketing
  2. search engine marketing
  3. display advertising
  4. mobile marketing
  5. social media Marketing
  6. email marketing
  7. Influencer Marketing
  8. affiliate marketing
  9. video marketing
  10. audio marketing

Let’s take a look at the top 10 types of digital marketing, the pros and cons of each, and the next few steps if you want to get started.

1. Content Marketing

Content marketing involves creating and distributing content – ​​text, images, multimedia – that adds value to your audience, rather than simply broadcasting an advertising message. If you are in B2C (Business to Consumer), ‘content’ can mean social media posts, blog articles and funny videos; If you’re in B2B (business to business), this could be more white papers or reports, webinars, and educational videos.

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  • It’s free in the sense that it’s about attracting customers to you and your brand rather than paying to get your message across to a cold audience.
    Content is incredibly versatile and can help you build your brand when you educate, entertain and inspire your audience; This is what drives all other types of digital marketing, driving search engine optimization, social media, email, etc.
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  • With everyone now waking up to the importance of content and pumping out blog posts, videos and everything else, it’s a very cluttered space that makes it hard to stand out.

To be effective, you need to come up with consistent, high-quality content that meets the needs of your customers while representing your brand and achieving your business objectives.

next steps

Design a simple content strategy that includes:

4-5 main topics you want to focus on, what your ideal customer wants and wants on one hand and what your brand wants to communicate on the other;
the format you want to use (video, audio, text, etc.);
and channels where you will post each piece of content (on your website, on specific social channels, etc.)
Start simple—with regular blog posts if you’re a strong writer, or record weekly videos if you rely on the camera—and then build from there!

2. Search Engine Marketing

Search engine marketing is all about getting your website displayed at the top of the results when someone searches for your brand, your products and services, and other relevant words and phrases. Think of Google (let’s face it, it’s the main one) but Bing (often installed on business computers, great for B2B!) It also includes organic or natural search (search engine optimization, or SEO) and paid search (pay-per-view). Click, or PPC) and desktop computers and mobiles (as well as smart home assistants these days—see number 10-audio marketing).

SEO

Search Engine Optimization does what it says on the tin: Optimize for Search Engines! This means creating content that people are actively searching for as well as ensuring that this content and the platform it sits on is also optimized from a technical standpoint. Everyone should do it, no matter what business or industry you are in.

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It’s free!
When your brand appears in organic search results, it comes across as more ‘authentic’ and objective to your customers
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You may not have to pay exclusively for search results, but it takes time and effort to create amazing content and technical optimization of your website.
You are at the mercy of Google’s changing algorithms and with all the content it is now very hard to rank high in organic results
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SEO starts with content, so get to that content strategy first (see point 1). Do some keyword research to find out what people are looking for, and try to stay on top of the latest updates from the likes of Google. If you’re just starting out, you can use plug-ins to help you optimize your site (e.g. Yoast for WordPress) or, if you have a big budget, you can use more Can work with an expert to do extensive use .

PPC

Pay per click is paid search advertising, for example, Google AdWords or Bing Ads. It looks almost the same as natural search results, except that it appears at the top of the page with a small box that says ‘advertisement’. You can buy a top-ranking position via auction based on keywords, geographic location, and demographics—this is especially useful for e-commerce and local businesses.

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PPC can quickly buy you a top ranking if you are willing to pay for it
You only pay when someone clicks (hence the name!)
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This can be expensive, especially when you are targeting popular keywords.
Many customers are skeptical of paid ads and are more likely to trust natural search results
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If you have the money for it, you can use PPC to supplement and promote what you’re doing to optimize for natural search. Again, you’ll have to do keyword research and then play with different combinations of targeting and ad copy to see what works, making sure you track and optimize as you go. PPC can be quite complex so you will want to work with an agency if possible.

3. Display Ads

Display ads, also known as banners, are like the traditional print ads you’ll find in magazines, except they’re online, and you can target specific publications that you know your audience will read. are. Huh. Programmatic advertising (where ads are booked, analyzed and optimized automatically using algorithms) and retargeting (like when you see a pair of shoes on your favorite department store website and then They follow you on every website) It has become more sophisticated now. You come months later).

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You can target and retarget customers very effectively
Display ads are really easy to track and allow you to measure conversions in real time
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Customers may suffer from ‘ad blindness’ to focus on the content they are trying to read
You need to find a way to maximize the impact, so that people notice you, but not so much that they get annoyed!
next steps

For display ads, you need to think about creative—making it clear, impactful, and memorable—and placement—choose a relevant context that fits your message and matches your audience. If you are a small business and know your market well, you can contact specific publishers directly about advertising on their sites; Or you can also use a third-party solution, such as the Google Display Network or Facebook Audience Network.

4. Mobile Marketing

Mobile marketing is almost as broad as digital marketing and will overlap with many other types. This includes doing everything you’d be doing on a desktop but making it mobile-friendly, as well as mobile-specific things like in-app ads, sending text messages, and using social messaging apps. This is especially important if you’re targeting a younger audience that spends all of their time on their phones.

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Customers (that includes you and me!) are on their phones much more than their computers these days, so mobile marketing means getting to where they’re spending their time.
Mobile marketing can be targeted more towards specific audience segments or use geo-fencing to reach people in a specific location
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You have little space to play creatively on the phone, mobile ads have a low click rate (with a few clicks you get mainly because of Fat Finger Syndrome!) and most apps are dodwdnldoaded once and then forget
People don’t want to be interrupted by brand and marketing messages when they are in the middle of communicating with friends and family.
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The absolute priority is to make sure that your entire website and all of your content is ‘mobile friendly’ so that it works and looks great on all different devices. This usually means keeping things short and simple, using clear text and big buttons, and putting captions on your videos so people can get the message even when there’s no sound. It’s already a great place to start and then you can consider more specialized mobile ads, text messaging campaigns or apps later.

5. Social Media Marketing

Compared to other channels like TV, print and even online display advertising, social media adds a whole new dimension of engagement and interaction. Instead of broadcasting the message to a mass audience, you can actually interact with your customers and hear what they have to say. Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat—and there are all kinds of channels ranging from organic—for example, Facebook Groups, Page posts, Stories, and Messenger—to paid-like Facebook ads. Almost every business should be on at least some of these social channels.

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The effort you put in can be multiplied as people like, comment and share your content with their friends and connections
Facebook ads, in particular, have become very sophisticated and you can target specific customer segments with your content to get your message seen by the right people.
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The Mark Zuckerberg who is behind these social channels is constantly making changes, adjusting their algorithms or finding new ways to make money, and staying on top of all these changes is difficult to do their marketing work effectively. Is.
Posting something on social may seem easy, but you need a proper strategy and a lot of time to do it properly and consistently.


next steps

Your social channels should be part of your content marketing strategy (see point 1) and the same steps apply: Decide what content you want to create, what format, and then on which channels you are going to distribute it. . An additional step is to create a calendar so you know what content you’re posting on which channel. Remember that social media is interactive, so it’s not only about pushing your beautiful photos and posts, but also about giving your customers feedback and having real conversations.

6. Email Marketing

Email may seem old school in a world where everyone is instant messaging or Snapchatting, but email marketing is still one of the most effective digital marketing tools. E-commerce sites and retail brands in particular are seeing a lot of success with seasonal promotions and discounts (Black Friday deals or Mother’s Day), while you can use email newsletters to ‘nourish’ your prospects by giving them a lot of value. can do. can do. , can also do. Beyond just promoting your products and services.

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Having an email list means you can keep in touch with your followers independently of any changing algorithms (for example, if Mr. Zuckerberg suddenly decides to close your Facebook group)
Staying in touch with your email list regularly will help you build relationships and keep you ‘on top’ when they’re ready to buy.
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A lot of emails don’t stay open, so you’ll have to come up with strong subject headings to take people’s attention away from their cluttered inboxes
You need to find a way to add value so that they stick with you and don’t unsubscribe
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Choose an email software (like Mailchimp, ConvertKit, GetResponse) and then start collecting people’s emails. You’ll need to give them a reason to opt-in, for example, provide them with a step-by-step PDF guide, or a set of free design templates, and make sure you’re checking the rules (if you have one). European customers) , you need to pay attention to the new GDPR rules). Once you start collecting those emails, you should be in regular contact with your list, so create a weekly newsletter and make sure it includes not only sales messages and promotions, but value (and material) is also included. !) are filled.

7. Influencer Marketing

Influencer marketing involves partnering with influencers—celebrities, experts, authority figures—who have an existing audience. When they promote your product to their audience, often on platforms like Instagram, Snapchat or YouTube, loyal followers will jump on their recommendation and buy from you. You might naturally think that the Kardashians or some uber-cool young actress are helping you promote your product to a variety of customers, but influencers can be effective for B2B as well – it’s just that. Whether you will partner with more serious and distinguished thought leaders or experts in your industry.

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Instead of waiting until you’ve created your own, you piggyback on the influencer’s existing audience.
Connecting with a popular personality can get you ‘good marks’ instantly, especially with younger audiences
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It’s not as easy as paying a ton of money to get a big celebrity – it’s even more effective if you choose the right influencers based on your brand and your audience, and find an authentic way to partner with them. Huh.
The distrust of influencers is on the rise and you need to be extremely careful and transparent about the fact that you are paying them to promote your brand.
next steps

Decide what you want to get from your influencer marketing campaign; Come up with a shortlist of potential influencers who have the right audience (it’s not just about size but who their followers are and how engaged they are) and feel like a good match for your brand; And then contact them and see what conversations you can come up with!

8. Affiliate Marketing

Affiliate marketing means outsourcing to other individuals or companies who will promote your products in exchange for commission. It’s especially popular with bloggers and e-commerce sites (one of the biggest programs is Amazon Associates). The affiliate will promote your product on their website and if the customer clicks through and buys, the affiliate will automatically receive a commission for driving that sale.

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Your affiliates are doing the hard work of marketing and sales for you!
No upfront cost because you only pay for conversions (when the affiliate is successful, and someone actually buys from you)
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You will not have 100% control over your brand, and you will need to educate them about your brand identity and messaging
You can’t just outsource it and that’s it, you have to spend time tracking and monitoring your colleagues
next steps

Begin with a competitive analysis to see what types of programs are out there and what level of commission they offer; Decide whether you want to run your program in-house or partner with an affiliated management agency; And get clear about the payment details, terms and conditions. Make sure you do a proper onboarding so they understand your brand guidelines and what is allowed and what is not.

9. Video Marketing

Video is the star of the show these days and if there’s one thing you should be doing, whatever your business, it probably is! It can be a short clip or longer format, educational or entertaining, pre-recorded or live streamed in real time. It is no longer just a matter of taking TV commercials and putting them online, but you are creating ready-made content for your digital channels.

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Video can be super effective in communicating your message because it creates an emotional connection with the audience and is far more memorable than a text or picture.
All the major channels—Facebook, Instagram, LinkedIn—are now pushing video so that your video content can gain more reach and engagement in those social feeds and rank higher in search engine results.
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With the short attention spans of today’s viewers, you need to grab people’s attention in seconds—or they’ll follow up on what they do in their feed
Although anyone can create a low-budget video, creating high-quality, engaging video content will take time, skill, and money.


next steps

Videos should be part of your content marketing strategy (again on point 1!). Be specific about whether you are trying to be inspirational, educational or entertaining and make sure you are focusing on that purpose when you start creating. It doesn’t have to be perfect with high production values—a lot of great video content is shot on an iPhone—but think about lighting and sound to make sure it’s clear and professional.

10. Audio Marketing

Radio has come a long way since the golden age of commercial broadcasting in the 1920s, 30s and 40s. Radio has been replaced by television, with most people still listening to radio every week – especially now with the development of Internet radio. You still have the option of doing traditional radio ads or similar ads on channels like Spotify; But audio marketing can be much broader, including podcasts and smart home assistants like Amazon Alexa or Google Home.

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Audio—whether you’re speaking more traditional radio or the new podcast—is a really convenient medium that lets busy listeners listen on the go, and that means you’re reaching those audiences. Where they ‘already spending their time’
Audio content can be easier and cheaper to create than video (and you may even be able to reuse the content, for example, taking audio from an existing video).
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Your audience will often be busy multitasking and it may be difficult to take the next step (there’s no easy button for them to click to learn more or sign up!).
Marketing on smart home assistants is still pretty experimental and the learning curve is steep without immediate return on investment
next steps

It’s such a diverse bucket of tools so the first step is deciding what you want to do—create a radio ad, start a podcast, start experimenting with smart home assistants… Think about who your audience is. Huh. And where are they spending your time, which is the best channel to focus on and maybe how you can use the content you already have instead of creating something new. A good place to start is to find a list of relevant podcasts that you can contact to see if you can be a guest.