Digital Marketing 101: Understanding the Different Types
Digital marketing is the number one way to reach and engage with a target audience, build brand awareness, drive traffic, and ultimately drive sales and generate revenue. This process entails promoting products, services, or brands through digital channels to reach and engage potential customers.
There are several types of digital marketing to consider when creating an overarching marketing strategy. Here are some of the marketing efforts that fall under this umbrella and how to decide whether they’re worth pursuing.
Search Engine Optimization (SEO)
One of the primary types of digital marketing is Search Engine Optimization (SEO). SEO is the process of optimizing a website to rank higher in search engine results. The goal is to get ranked higher than the competition by providing relevant content that drives traffic to the website.
SEO is a complex, multifaceted process with both technical and content-oriented components. Businesses that rely on their website for discovery and transactions should invest in this digital marketing effort. Local businesses (restaurants, dentists, etc.) and eCommerce businesses particularly benefit from SEO. Even travel agencies can improve with the help of travel SEO.
Pay-Per-Click (PPC) Advertising
Pay-per-click (PPC) advertising is a type of online advertising where advertisers pay each time their ad is clicked. Advertisers create ads and bid on keywords for which they want their ads to appear in search engine results.
With Google’s plan to phase-out of third-party cookies, advertisers will need to find new ways to target and track users. This could include using alternative tracking technologies such as browser fingerprinting, first-party cookies, or device-level data, as well as exploring new ad targetings options, such as contextual targeting, based on the website’s content or the viewed page.
PPC is most common for eCommerce and local businesses but can also be beneficial for B2B service businesses and new businesses trying to gain traction.
Social Media Marketing
Social media marketing is perhaps the most accessible form of digital marketing. Brands can promote their product or service across social media platforms using text, static images, and videos.
Choosing the best platform ultimately depends on where the target customers are most active. Social media marketing also offers the benefit of cross-posting and repurposing.
It’s considered best practice for all modern brands to have a social media presence. Determine where your customers are most active and focus on doing a few platforms well rather than spreading your resources too thin.
Email Marketing
Contrary to popular belief, email marketing isn’t dead. In fact, it’s expected to make a strong comeback in 2023. This shift is riding on the tailcoats of the Meta service disruptions in 2021 and 2022. Brands — particularly small businesses — have come to realize the precariousness of channeling customers through another company’s monopolized product.
Email marketing is a worthwhile investment for businesses of all types — particularly for building rapport, trust, and retention.
Affiliate and Influencer Marketing
Affiliate and influencer marketing is a subset of digital marketing that overlaps with other channels. This type of digital marketing utilizes collaborations to build social proof and extend reach.
Affiliate and influencer marketing work best with product-based businesses but can also cater to some service-based businesses.
Understanding the options is an important first step when creating a digital marketing strategy. Brands can decide where to focus by considering their target audience, budget, and goals.
