Digital Marketing is a powerful tool for businesses looking to achieve their marketing goals. To effectively boost its potential, it is important to understand its workings, and the different types of Digital Marketing available. This knowledge will allow you to reach your target audience, increase brand awareness, engage your team, and ultimately drive success for your business. In this guide, we delve into the key types of Digital Marketing and explore their unique benefits, objectives, and best use cases. By the end of this guide, you’ll have a solid understanding of the various digital marketing options at your disposal, ready to take your marketing efforts to the next level!
Types of Digital Marketing & how to use them?
Digital marketing refers to the use of digital channels and technologies to reach and engage with an audience. It can be divided into two categories: online digital marketing and offline digital marketing.
Online digital marketing refers to marketing efforts that take place online, using the internet and digital technologies.
Some common types of online digital marketing include:
- Search engine optimization (SEO)
- Pay-per-click (PPC) advertising
- Social media marketing
- Email marketing
- Content marketing
- Influencer marketing
- Affiliate marketing
- Video Marketing
- Mobile Marketing
- Instant message marketing
Offline digital marketing refers to marketing efforts that take place offline. While offline digital marketing may not be as common as it was in the past, it can still be an effective way to reach and engage with an audience, especially for businesses that have a local focus or want to target specific demographics, some common types of offline digital marketing include:
- TV and radio ads
- Print ads (newspaper, magazine, etc.)
- Outdoor advertising (billboards, bus shelters, etc.)
- Event marketing (trade shows, conferences, etc.)
- Direct mail marketing
- Telemarketing
Types of Online Digital Marketing & their uses
Search engine optimization (SEO):
Search engine optimization (SEO) is the process of optimizing a website’s content and structure to rank higher in search engine results pages (SERPs) and attract more organic traffic, it helps businesses reach their target audience through search engines like Google and Bing.
There are several factors that search engines consider when ranking websites, including the relevance and quality of the website’s content, the structure and organization of the website, and the number and quality of external links pointing to the website.
To optimize a website for search engines, businesses can use a range of tactics, such as:
- Keyword research: Identify the keywords and phrases that people are using to search for the products or services offered by the business, and incorporate these keywords into the website’s content and meta tags.
- On-page optimization: Make sure the website’s content is relevant, valuable, and consistent, and that it is organized and structured in a way that is easy for search engines to understand.
- Off-page optimization: Build high-quality external links pointing to the website, as this can help improve its authority and ranking in search results.
- Mobile optimization: Make sure the website is mobile-friendly and optimized for mobile devices, as mobile traffic is increasingly important for search engines.
- Local SEO: Optimize the website for local search results by including location-specific information and building local citations.
Social media marketing:
Social media marketing is the use of social media platforms, such as Facebook, Instagram, and Twitter, to promote products, services, and brands. It involves creating and sharing content, such as posts, photos, and videos, to reach and engage with an audience.
Social media marketing is an important part of digital marketing, as it allows businesses to reach a large and diverse audience and interact with them in real-time. According to a survey by Hootsuite, 90% of businesses use social media for marketing, with Facebook being the most popular platform.
To effectively use social media marketing, businesses should:
- Identify their target audience: Determine who they want to reach and which social media platforms their audience is most active on.
- Develop a social media strategy: Outline their goals, budget, and tactics, and create a content calendar to plan and schedule their posts.
- Create and share engaging content: Use a mix of text, images, and video to create and share valuable, relevant, and consistent content that resonates with their target audience.
- Use paid advertising: Leverage paid advertising on social media platforms to reach a wider audience and target specific demographics.
- Monitor and analyze results: Use tools like social media analytics and Google Analytics to track the effectiveness of their social media marketing efforts and make data-driven decisions.
Email marketing:
Email marketing is the use of email to promote products, services, and brands to a target audience. It involves collecting email addresses and permission to send marketing messages to an audience. It allows businesses to reach their target audience directly and personalize their messages. A study by the Data & Marketing Association found that for every $1 spent on email marketing, the average return on investment is $42.
To effectively use email marketing, businesses should:
- Collect email addresses: Use opt-in forms on their website, social media platforms, and other channels to collect email addresses from customers and leads.
- Segment their audience: Group their email list into smaller, more specific segments based on factors like location, age, interests, and past purchase history. This will allow them to send more targeted and personalized emails.
- Create and send emails: Use email marketing software, such as Mailchimp or Constant Contact, to create and send emails to their audience. Make sure the emails are visually appealing and include relevant, valuable, and consistent content.
- Use personalization: Use personalization tactics, such as personalized subject lines and dynamic content, to make the emails more relevant and engaging.
- Analyze and optimize results: Use tools like email marketing software and Google Analytics to track the effectiveness of their email marketing efforts and make data-driven decisions.
Content marketing:
Content marketing is the creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. The goal of content marketing is to educate and engage an audience, rather than directly promoting a product or service. Moreover, it helps businesses attract and retain customers by providing them with valuable information. A survey by the Content Marketing Institute found that content marketing generates three times as many leads as traditional marketing and costs 62% less.
To effectively use content marketing, businesses should:
- Identify their target audience: Determine who they want to reach and what types of content will be most relevant and valuable to them.
- Develop a content marketing strategy: Outline their goals, budget, and tactics, and create a content calendar to plan and schedule their content.
- Create and distribute content: Use a mix of text, images, and video to create and distribute valuable, relevant, and consistent content that resonates with their target audience. This can include blogs, articles, infographics, podcasts, and videos.
- Promote and amplify content: Use social media, email marketing, and other channels to promote and amplify their content and reach a wider audience.
- Analyze and optimize results: Use tools like Google Analytics to track the effectiveness of their content marketing efforts and make data-driven decisions.
Pay-per-click advertising (PPC):
Pay-per-click (PPC) advertising is digital advertising in which businesses place ads on search engine results pages (SERPs) or other websites and pay each time someone clicks on an ad. PPC advertising allows businesses to reach their target audience through targeted keywords and demographics and drive traffic to their website.
To effectively use PPC advertising, businesses should:
- Identify their target audience: Determine who they want to reach and which keywords and demographics will be most relevant to their business.
- Develop a PPC strategy: Outline their goals, budget, and tactics, and create a plan for targeting specific keywords and demographics.
- Set up and manage campaigns: Use PPC advertising platforms, such as Google Ads or Bing Ads, to set up and manage campaigns. This includes creating ad groups, writing ad copy, and setting bid amounts for keywords.
- Monitor and analyze results: Use the analytics provided by the PPC platform to track the effectiveness of their campaigns and make data-driven decisions.
- Optimize and refine campaigns: Continuously test and optimize ad copy, landing pages, and other elements to improve the performance of their campaigns.
PPC advertising can be an effective way for businesses to drive traffic to their website and generate leads. A study by WordStream found that the average conversion rate for PPC ads is 5.66%.
Affiliate marketing:
Affiliate marketing is performance-based marketing in which businesses pay affiliates (publishers) a commission for promoting their products or services. Affiliate marketing allows businesses to reach a wider audience through affiliates who have their own websites, blogs, or social media channels.
To effectively use affiliate marketing, businesses should:
- Identify their target audience: Determine who they want to reach and which affiliates will be most relevant to them.
- Choose the right affiliates: Research and select affiliates who have a relevant and engaged audience, and who align with the business’s values and brand.
- Set up an affiliate program: Use an affiliate platform, such as Commission Junction or ShareASale, to set up an affiliate program and manage affiliates, commissions, and payments.
- Provide affiliates with resources: Provide affiliates with marketing materials, such as banners and product descriptions, to help them promote the business’s products or services.
- Monitor and optimize results: Use the affiliate platform’s analytics tools to track the performance of the affiliate program and make data-driven decisions to optimize it for better results.
Affiliate marketing is a good way for businesses to drive sales and increase brand awareness. A study by the Performance Marketing Association found that affiliate marketing generated $6.82 for every $1 spent in the US in 2020.
Mobile Marketing:
Mobile marketing is the use of mobile devices and technologies, such as smartphones and tablets, to reach and engage with a target audience. It encompasses a wide range of activities, including mobile apps, SMS marketing, and mobile advertising. It helps businesses to reach and engage with their target audience through the devices they use most frequently. A survey by ComScore found that the average person spends more than three hours per day on their mobile device.
To effectively use mobile marketing, businesses should:
- Identify their target audience: Determine who they want to reach and which mobile devices and platforms their audience is most active on.
- Develop a mobile marketing strategy: Outline their goals, budget, and tactics, and create a plan to execute and measure their mobile marketing efforts.
- Create and optimize a mobile-friendly website: Make sure the business’s website is mobile-friendly and optimized for mobile devices, as this is important for search engine ranking and user experience.
- Use SMS marketing: Use SMS marketing to send targeted and personalized text messages to their target audience.
- Use mobile advertising: Leverage mobile advertising platforms, such as Google AdMob and Facebook Audience Network, to reach a wider audience and target specific demographics.
- Monitor and analyze results: Use tools like Google Analytics and mobile marketing software to track the effectiveness of their mobile marketing efforts and make data-driven decisions.
Influencer marketing
Influencer marketing involves partnering with influencers, or individuals who have a large following and influence on social media or other online platforms, to promote a product or service. Influencer marketing can be an effective way for businesses to reach and engage with their target audience, as influencers often have a strong connection with their followers and can help promote a product or service in a more authentic and relatable way.
There are a few key steps to using influencer marketing effectively:
- Identify your target audience: The first step in using influencer marketing is to identify your target audience. This will help you determine which influencers are most likely to reach and engage with your target audience.
- Research influencers: Once you have identified your target audience, you can start researching influencers who have a following that aligns with your target audience. Look for influencers who are authentic and have a strong connection with their followers, and consider their engagement rate and the content they produce.
- Reach out to influencers: Once you have identified potential influencers, reach out to them to see if they are interested in collaborating with your business. Be clear about what you are looking for and offer them fair compensation for their time and efforts.
- Create a campaign: After you have secured partnerships with influencers, work with them to create a campaign that aligns with your business goals and resonates with their followers. This could include creating sponsored posts, hosting giveaways, or creating branded content.
- Track and measure results: As with any digital marketing campaign, it’s important to track and measure the results of your influencer marketing efforts. Use tools like Google Analytics to track website traffic and conversions, and monitor social media metrics and engagement to see how your campaign is performing.
Video Marketing
Video marketing involves using video content to promote a product or service. Video marketing can be effective because video is a highly engaging and visually appealing medium that can be shared and consumed easily across various platforms.
There are several ways that businesses can use video marketing to promote their products or services:
- Product demonstrations: Creating videos that demonstrate how a product works can be an effective way to showcase its features and benefits. This type of video can be especially useful for products that have a lot of technical features or require a lot of explanation.
- Customer Testimonials: Sharing customer testimonials in video form can be a powerful way to build trust and credibility with potential customers. Testimonial videos can showcase real customers sharing their experiences with a product or service, and can help to build trust and credibility.
- Explainer videos: If your business offers a complex product or service, consider creating explainer videos that break down the key features and benefits in an easy-to-understand way. These types of videos can be especially helpful for introducing a new product or service to the market.
- Live streams: Live streaming can be a great way for businesses to connect with their audience in real time and answer questions or address concerns. Live streams can be used to announce new products, host Q&A sessions, or provide behind-the-scenes glimpses of a business.
- Branded content: Creating branded content, such as video ads or sponsored videos, can be an effective way to promote a business and reach a wider audience. By partnering with influencers or creating sponsored content, businesses can reach a new audience and increase brand awareness.
Instant message marketing
Instant message marketing, also known as SMS (short message service) or text message marketing, involves using SMS or messaging apps to communicate with and engage with customers.
There are a few key steps to using instant message marketing effectively:
- Build a list of opt-in subscribers: To use instant message marketing, you will need to build a list of subscribers who have opted in to receive text messages from your business. This can be done through sign-up forms on your website, in-store promotions, or other methods.
- Create a message plan: Develop a plan for the types of messages you will send to your subscribers and how often you will send them. Consider the needs and preferences of your audience, and make sure the messages you send are valuable and relevant.
- Segment your list: Consider segmenting your list into different groups based on factors such as location, interests, or past purchases. This will allow you to tailor your messages to specific groups and increase their relevance and effectiveness.
- Personalize your messages: Personalizing your messages can help increase the effectiveness of your instant message marketing campaign. Use merge tags or other personalization techniques to address subscribers by name and tailor your messages to their interests or needs.
- Track and measure results: As with any digital marketing campaign, it’s important to track and measure the results of your instant message marketing efforts. Use tools like Google Analytics to track website traffic and conversions, and monitor your open and click-through rates to see how your campaign is performing.
Ways that businesses can use instant message marketing to promote their products or services:
- Promotional offers: Sending promotional offers or discounts via SMS or messaging apps can be a great way to drive traffic to your business and encourage conversions.
- Reminders: Using SMS or messaging apps to send reminders about appointments, events, or special promotions can help keep your business top of mind with customers and drive traffic.
- Customer service: Providing customer service via SMS or messaging apps can be an effective way to respond to customer inquiries and concerns in a timely manner. This can help improve the customer experience and build trust and loyalty.
- Product updates: Sending product updates or new product announcements via SMS or messaging apps can help keep customers informed and engaged with your business.
To use instant message marketing effectively, it’s important to follow best practices and adhere to laws and regulations, such as the CAN-SPAM Act in the United States. This includes obtaining consent from customers before sending them promotional messages, providing an opt-out option, and clearly identifying the sender of the message
Offline Digital Marketing & their uses
Tv and radio ads
TV and radio marketing, also known as traditional media marketing involves using traditional channels such as television and radio to reach and engage with a large audience in a short amount of time.
According to Nielsen, the average adult in the United States spends around four hours per day watching TV and around two hours per day listening to the radio. This represents a significant amount of time that businesses can use to reach and engage with their target audience.
TV and radio advertising can be expensive, with the cost per thousand (CPM) for TV advertising ranging from $10 to $30, and the CPM for radio advertising ranging from $5 to $20. However, these channels can also be highly effective, with TV advertising having an average conversion rate of 2.9%, and radio advertising having an average conversion rate of 1.9%.
TV and radio advertising can be especially effective for reaching specific demographics, such as older audiences or those in rural areas, who may not be as active on social media or the internet.
Print ads
Print ad marketing means using print media, such as magazines, newspapers, and brochures, to reach and engage specific demographics or interests of the audience.
Types of print ad marketing that businesses can use are:
- Magazine ads: Magazine ads allow businesses to reach a specific audience, such as a particular demographic or interest group. Magazine ads can be effective for promoting high-end or luxury products, as they often target a more affluent audience.
- Newspaper ads: Newspaper ads can be an effective way for businesses to reach a local audience, as newspapers often have a strong presence in a particular geographic area. Newspaper ads can be particularly effective for promoting local businesses or events.
- Brochures: Brochures are a useful tool for promoting products or services, and can be distributed in a variety of ways, such as at trade shows or through direct mail. Brochures can be an effective way to provide detailed information about a product or service and can be kept and referred to by the recipient.
Outdoor advertising
Outdoor advertising means using outdoor spaces such as billboards, bus shelters, and transit ads to reach and engage with an audience from a variety of locations, including on the go.
One of the main advantages of outdoor advertising is its ability to reach a large and diverse audience of specific demographics and geographic locations. Billboards, for example, can be seen by thousands of people every day and can be placed in high-traffic areas to maximize visibility.
However, outdoor advertising also has some potential drawbacks. It can be expensive, with the cost per thousand (CPM) for billboard advertising ranging from $5 to $20. In addition, outdoor advertising can be less effective for reaching specific audiences or targeting specific behaviors, as it is not as trackable or customizable as other forms of digital marketing.
Event marketing
Event marketing involves promoting products or services through events such as trade shows, conferences, and concerts. It is an effective way to reach and engage an audience, as it allows them to connect with potential customers in a face-to-face setting and showcase their products or services in a tangible way.
Event marketing can take many forms, from sponsoring an event to setting up a booth or hosting a workshop. It can be an effective way to generate leads, build brand awareness, and drive conversions. However, it is important to carefully plan and execute an event marketing strategy to ensure it is effective and aligns with business goals.
Direct mail marketing
Direct mail marketing involves using physical mail to reach and engage with an audience of specific demographics and geographic locations to promote businesses. This can include tactics such as postcards, brochures, catalogs, and letters.
However, direct mail marketing can also be expensive, as it involves printing and mailing physical materials. In addition, it can be less trackable and measurable than other forms of digital marketing, making it difficult to determine its effectiveness.
Telemarketing
Telemarketing means using phone calls to reach and engage with an audience. Telemarketers, or sales representatives, contact potential customers by phone to promote products or services and try to generate leads or drive conversions. Telemarketing can be an effective way for businesses to reach a targeted audience and build relationships with potential customers, but it can also be perceived as intrusive and may not be welcomed by all consumers.
Telemarketing is regulated by the Federal Trade Commission (FTC) in the United States, and businesses are required to follow specific guidelines, such as obtaining permission before calling a customer and providing a way for customers to opt-out of future calls.
