types of digital marketing

7 Types of Digital marketing explained for beginners.

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Digital Marketing is booming. We should first understand what Digital Marketing is, how it works, and what types of Digital Marketing can be used to achieve more meaningful business results.

If you are a beginner and wondering what are the different types of digital marketing don’t worry you have came to the right place. When I started as a digital marketer I used to get confused about the different types of digital marketing, their meaning, purpose etc. So the reason why I have created this list of different types of digital marketing is so that you don’t get confused like I used to get between SEO and SMM.

This article will help you understand what digital marketing is and different types of digital marketing their purpose, meaning etc.

You will discover the most effective types of Digital Marketing, as well as their benefits and objectives, as well as when and how to use each one.

What is Digital Marketing?

Let us first understand what “Digital marketing” is. Digital marketing refers to the use of online marketing tactics such as social media marketing, search engine marketing, and email marketing to promote and sell products and services. The truth is, today, digital marketing is less about “digital” and more about “marketing,” largely because digital marketing has come of age. Its fundamentals have already been established. 

If marketing creates and satisfies demand, digital marketing drives the creation of demand using the power of the Internet, and satisfies this demand in new and innovative ways. The Internet is an interactive medium. It allows for the exchange of currency, but more than that, it allows for the exchange of value.

Why Digital Marketing? and Understanding Digital Marketing.

Digital marketing fits into this definition because there is no fundamental difference between ‘traditional’ and digital marketing. They are two sides of the same coin. It is essential to build long-term relationships with customers in any form of marketing. Digital communication tools allow you to connect with customers and gain their loyalty.

Through the power of the interconnected, interactive web, digital marketing can create demand among consumers. In addition to enabling the exchange of currency, it also enables the exchange of attention for value. That is known as the attention economy. 

  1. Digital audiences. There has been a shift in both the media landscape and the media habits of people. Multiple digital media channels play host to a vast array of fragmented and niche communities. Meanwhile, people are fragmented by the endless array of new media channels and tools available. Apart from traditional media, social media, email, mobile devices, web tools, and more are now taking up a lot of our attention.  Because audiences have so many choices and so little time to spend on marketing, they have developed the skill of ignoring marketing messages.
  1. Segmenting and custom messaging. All of those ideas about niche communities, influential media personalities, and fragmented attention spans are related to the ability to segment online audiences and customise messages. In segmentation, you take a single, general audience and separate it into specific groups based on certain characteristics. After this is done, each group can be targeted differently based on what they need from the brand. Banks, for example, may serve a wide range of customers, but the messages they send to segments such as young high-income earners, small business owners, and retirees are very different. 
  1. Measurability. Digital is characterised by its measurability. The technology that allowed the web to be built allows almost every action on it to be tracked, captured, measured, and analysed.  The benefit for marketers should be clear. While traditional media are undoubtedly effective, it’s sometimes hard to know exactly what is working, how well it’s working, and why. Digital can help you pinpoint the success of campaigns down to the channel, audience segment, and even time of day.

Digital audiences, Segmenting and custom messaging and Measurability are one of the core concepts of types of digital marketing activity.

Different types of Digital Marketing:

  1. Search Engine Optimization or SEO.
  2. Content Marketing.
  3. Email Marketing.
  4. Social Media Marketing or SMM.
  5. Market Research.
  6.  Affiliate/ Influencer Marketing.
  7. Online Advertising.
  8. Mobile Marketing.
  9. Video Marketing.
  10. Search Advertising or Pay-Per-Click.
  11. Customer Relationship Management.

Search Engine Optimisation.

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This is the practice of optimising a website to rank higher on the search engine results pages for relevant search terms. SEO involves creating relevant, fresh and user-friendly content that search engines index and serve when people enter a search term that is relevant to your product or service.

SEO has a key role to play in acquisition, as it ensures your organisation’s offering will appear in the search results, allowing you to reach potential customers. A site that is optimised for search engines is also a site that is clear, relevant and well designed. These elements ensure a great user experience, meaning that SEO also plays a role in retention.

According to Search Engine Journal, 91.5% of the web traffic comes from Google’s first page. The first organic search results in Google itself gathers 32.5% of total traffic. Organic search consists of high-quality content found through search engines like Google or Bing. Organic traffic is 51% of all website traffic.

Content Marketing.

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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. 

Content marketing is an umbrella term, one which focuses on matching content (information or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey. Unlike TV, where the advertiser pushes messages to a captive audience, the focus is on engaging content, which means that marketers must think like publishers (attracting an audience) rather than seeing themselves as advertisers (buying an audience) of a product. The Internet has, in many respects, cut out the middleman. Consumers and brands can now connect directly through a number of easily accessible online platforms.

You can do it through blogs, social media, emails, or other channels. There are even mobile formats, like apps and push notifications for smartphones. Content could be in different formats based on the channel. For example, blog posts, ebooks, infographics, videos, quizzes, templates, datasheets, and so on could be utilised.

Email Marketing.

Email marketing is a form of direct marketing that delivers commercial and content-based messages to an audience. It is extremely cost effective, highly targeted, customisable on a mass scale and completely measurable – all of which make it one of the most powerful digital marketing tactics. Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages. It should maximise the retention and value of these customers, ultimately leading to greater profitability for the organisation as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base in order to achieve the best results.

In short Email Marketing refers to sending the right personalised message to the right person at the right time.

Social Media Marketing or SMM.

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Social media, also known as consumer-generated media, is media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer. 

From a strategic perspective, social media is useful for brand building, raising awareness of the brand story and allowing the consumer to become involved in the story through collaboration. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowdsourced feedback and allow brands to share valuable content directly with their fans.

Market Research.

The modern world is unpredictable, and things change very quickly in the digital age. It is becoming increasingly more difficult to keep up with trends, customer needs, popular opinions and competitors – and at the same time, staying at the forefront of the market is vital to success.

The answer is to conduct market research. Market research helps you make informed business decisions. It involves systematically gathering, recording and analysing data about customers, competitors and the market, and turning this data into insight that can drive marketing strategies and campaigns. Online market research is the process of using digital tools, data and connections to glean valuable insights about a brand’s target audience. In other words, it’s the process of learning about your audience by engaging and observing them online.

Technology plays a key role in gathering data and connecting with research participants, and makes the whole process quicker and easier to manage than traditional offline research methods.

Affiliate/ Influencer Marketing.

Affiliate/Influencer marketing is a system of reward whereby referrers are given a ‘finder’s fee’ for every referral they give. Online affiliate/influencer marketing is widely used to promote eCommerce websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts. It is a useful tactic for brand building and acquisition.

By partnering with third-party influencers, your organisation will collaborate to market your product or service. Affiliate marketing utilises the popularity of industry experts and social media influencers. By collaborating, influencers will engage their audiences with posts, blogs, or videos to drive traffic to your website and generate new leads for your business.

Online Advertising.

Online advertising covers advertising in all areas of the Internet – ads in emails, ads on social networks and mobile devices, and display ads on normal websites. The main objective of display advertising is to raise brand awareness online. It can also be more interactive and therefore less disruptive than traditional or static online advertising, as users can choose to engage with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much more.

The creative display of ads should be clear, meaningful, and memorable. The placement should also be relevant to your message and appropriate to your audience. For smaller businesses, you can contact specific publishers about advertising directly on their sites or use a third-party solution, such as the Google Display Network or Facebook Audience Network.

Also read: What are Digital Ads and 6 Different Types of Digital Ads You Should know.

The above 7 types of digital marketing are one of the most used and one of the most in demand of all types of digital marketing. Now here are the other different types of digital marketing that are in great demand for quite a recent time now. 

      

Mobile Marketing.

Mobile is an excellent marketing, advertising and distribution channel due to its always-on, always nearby nature. As mobile devices offer constant access and communication to users, they add a layer of interaction to existing real-world Relationships. 

At the foundation, people use mobile devices to communicate – by voice, text or web access. Belonging addresses the need to be social and to form communities, using tools such as mobile social networks. Further up, mobile devices allow a great degree of on-the-go convenience, such as online shopping, research, mobile banking, career listings, coupons, and more – these more advanced capabilities are not available on very basic mobile devices. Education and information gathering also fit in here. Finally, mobile phones can entertain through games, apps and rich Media.

Google research shows that 27% of global smartphone users use voice to search for products and services, and the consumer journey is becoming ever-more complex. This research also shows that immediacy is just as important as loyalty. A smartphone can solve a problem anywhere, at any time.

Video Marketing.

Video marketing involves creating video content. This can either be outright video advertising, or can be valuable, useful, content marketing. Since it is so interactive and engaging, video marketing is excellent for capturing and retaining customer attention. Done correctly, it provides tangible value – in the form of information, entertainment or inspiration – and boosts a brand’s image in the eyes of the public.

In addition to seeing reviews, people search for videos for a variety of reasons, including learning more about products and to see how others have used them previously. 80% of people use a combination of search engines and videos to review products and learn more about how other people have used them in the past. In fact, 55% of consumers do so before purchasing.

Search Advertising or Pay-Per-Click.

In pay-per-click or search advertising, the advertiser pays only when someone clicks on their ad. The ads appear on search engine results pages. The beauty of search advertising is that it is keyword based. This means an ad will come up in response to the search terms entered by the consumer. It therefore plays a role in sales, acquisition and retention. It allows the advertiser to reach people who are already in the buying cycle or are expressing interest in what they have to offer.

You can also decide whether to display your ads or promoted results globally, or only within a specific geographic area, when you are setting up a pay-per-click campaign. According to Google, this feature allows you to avoid wasting money by serving ads to people who don’t live nearby your business.

Customer Relationship Management.

Customers can be seen as the most important stakeholders in a business. Without customers purchasing goods or services, most businesses would not have a revenue stream. But it can be difficult to shift from realising this important fact to implementing it in day-to-day business decisions and strategy. 

CRM should not only mean implementing customer-centric processes and considering technology, but embracing customer-driven processes. Through innovations in digital technologies, enhanced customer engagement and the introduction of mass personalisation, the customer can often drive the business. 

People don’t start out as customers; they begin as prospects – people who merely view a business’s offering. Once a prospect has expressed interest, CRM can help to convert them into a customer. Some people will always shop on price – they need to be converted to loyal customers. Here brand perception and service are often the differentiators. Consider the prospect who walks into a car dealership and is given outstanding service. In this case, CRM – in the form of an aware and trained sales force – can help turn a prospect into a customer.

Conclusion.

I hope this article helped you understand various types of digital marketing. I have tried to explain the types of digital marketing in detail . Now Start by identifying what you’re trying to achieve, who your target audience is, and where they spend most of their time. Then choose a few marketing outlets to get started. Thank you.

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