Of course, you already know social media marketing, which is where you use one or several social media channels to engage with customers, build relationships, and then send them to your products and services.
What are the 8 Types of Digital Marketing?
Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .
In the past decade, digital marketing has become a vital component in an organization’s overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product.
Two academic team members from Southern New Hampshire University (SNHU) spoke about how digital marketing aligns with traditional tactics and shared information on some of the types of digital marketing in practice now.
What is Digital Marketing
Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.
A senior associate dean of business programs, Dr. Mark Hobson, said although digital marketing seems like a new world, in fact, it is based on many of the principles familiar to traditional marketers and requires both foundational marketing knowledge and technical know-how.
Dr. Jessica Rogers, associate dean of marketing programs, said the two disciplines serve to connect with distinct groups of consumers. “… Traditional media is a great way to reach a broad consumer base, whereas digital media has the ability to reach very specific audiences,” she said “A key point is that depending on the target audience, some channels are more effective than others.”
Your title tag and meta description are what shows up on a given Google search result. For example, if someone searches for “SEO Tips,” my post will show up with the headline and description that I’ve personally customized.
But they do contribute to click-through rate. When your title tags and meta descriptions are more compelling or related to the topic that someone is searching for, you can expect higher click-through rates.
Searching for your basic keyword will give you a list of metrics telling you the volume (how many searches per month), difficulty (competition ranking for it), and the number of clicks that come from organic search.
Examples of Online Marketing
This well-known activewear brand initially began by only offering yoga attire. However, through the strategic use of social media marketing, the brand discovered the activewear preferences of its target audience. It has since evolved to offer a variety of casual wear and activewear and has become a household name in the industry.
Uber is one of the most well-known driving services, and this company’s online marketing strategies play a large role in the company’s global recognition. One example of how Uber uses online marketing to increase its brand awareness and drive sales is through email marketing and segmentation. The company collects geographical data from its current customers to target new customers through segmented email campaigns.
Most notably, Uber will send select demographics in certain areas emails promoting the company before or during a big event in the potential or current customers’ location. This keeps Uber at the forefront of a person’s mind as they try to navigate traffic and parking as a result of the event and increases sales for the company.
The famous shoe brand Nike has dramatically increased its sales and reach by turning the recent influencer trend into one of its primary online marketing strategies. One way Nike has used the power of influencers to broaden its brand awareness. They did this by researching and finding some of the most influential trendsetters in the social media world. The company then commissioned them to collaborate with Nike to design their own line of shoes.
The strong fan base associated with these influencers ensures that Nike will receive ample exposure when the influencers promote their shoe line. Additionally, allowing influencers to create their own customized line of Nikes helps buyers feel as if they are purchasing exclusive products rather than those that are mass-marketed for everyone.
As you can see, online marketing is a key strategy that many companies use to promote their products and services. Especially with the continued growth of electronics and computers, online marketing is only going to continue to develop in the coming years. Using this guide, and other helpful marketing resources, you can start building an effective online marketing campaign for your business and brand.
It is safe to say that social media plays a vital role in every company’s Digital Marketing strategy. The major difference between the two comes in the platform that they are using as well as the tone they choose.
Benefits of Digital Marketing
1. The most measurable form of marketing
We all know that the only way to ensure that a marketing strategy is working is to check its success over time. Since everything on the internet runs on numbers and algorithms, it is easy to keep track of just how effective a marketing strategy really is.
Through these analytics, you can measure in real-time how many people are looking at your posts or ads, as well as how many users have opened your posts, along with all of the people that have replied, liked, or shared your post.
2. The most cost-effective marketing technique
While there was once a paywall between major companies and smaller ones in terms of advertising and exposure, that is no longer the case. Nowadays, smaller companies can get the attention of people that they otherwise could not.
3. Allows you to choose any audience
You can also market to a very broad audience through internet ads or sponsored posts on Facebook and Instagram. No matter who your target demographic is, you are sure to find them through Digital Marketing.
4. Everyone is already there
5. Customers start their buying journey on the internet
6. The message can be customized
Advertising today is different from the old days. Back then, when you wanted to talk to you public, you needed a generic message, that could be used in mass media such as billboards, TV broadcasts, flyers, etc.
Best Digital Marketing Strategies
#1. Social media marketing
Applications like Snapchat and Instagram allow users to connect with their friends and even celebrities. But it is also a great place for brands to show off their products and services, seeing how both the platforms rely on people sharing short videos or photos.
Other sites like Reddit rely greatly on the power of groups that share a common interest, making it a place for companies to know about the public’s current perception of their brands and publish content
These social media platforms only scratch the surface in terms of what Social Media Marketing can achieve. With over 2 billion people connected to each other through platforms like Facebook, social media cannot be ignored.
#2. Search Engine Marketing (SEM)
SEM is a specific form of marketing that caters directly to people and what they are looking for. This can be done by two ways: buying ad space on search results page or by SEO (Search Engine Optimization).
This means that your page will not appear as a regular search result and will be visibly different from the rest. This technique also applies to social media, such as Facebook and Instagram, seeing how both rely heavily on a search bar.
#3. Search Engine Optimization (SEO)
SEO’s biggest goal is to rank your content higher in the search engines, increasing the organic traffic your blog or site receives. This is so relevant in a world where 90% of the people who make Google research click on the results that are shown on the first page of the engine.
#4. Content Marketing
This strategy is based on the education of the market towards the solution your company offers. Using relevant content, you can increase your clients and possible clients by educating and engaging them.
#5. Affiliate Marketing
#7. Email Marketing
While each of the marketing tactics mentioned has its advantages, email marketing is the king of content and brings in an unbeatable return on investment compared to other Digital Marketing strategies.
#8. Marketing Automation
All of this while having more information on your clients and potential clients, mapping all steps of the buyer’s journey and having more time to think about your marketing strategy instead of doing the manual work.
#9. Inbound Marketing
As a methodology, it’s about more than simply driving traffic to your website and generating leads. It’s truly about making genuine connections with your potential customers and building strong long-term relationships with them.
#10. Pay-Per-Click (PPC)
The one you’re likely most familiar with is the paid advertising that appears at the top of Google search results. However, advertisements that appear before YouTube videos, in mobile apps, and so forth also follow the PPC model.
But PPC as a digital marketing discipline is highly flexible. You can target consumers located anywhere globally, including local customers you want to attract through the doors of a brick-and-mortar business.
#11. Sponsored Content
#12. Native Advertising
Consider the way the ads you see while scrolling through your social media feeds look just like the rest of the posts versus how an old-school banner ad on a website sticks out as something that doesn’t quite belong.
Like other forms of paid advertising, native advertising can take many forms. One of the most popular, effective options is in-feed advertising that appears as part of the news feed flow on social media platforms like Facebook, Twitter, LinkedIn, and Instagram.
The History and Evolution of Digital Marketing
In a world where over 170 million people use social media on a regular basis, every working professional is expected to be familiar with at least the core tenets of Digital Marketing. In simple terms, Digital Marketing is the promotion of products over the internet or any form of electronic media. According to the Digital Marketing Institute, "Digital Marketing is the use of digital channels to promote or market products and services to targeted consumers and businesses."
People are consuming digital content on a daily basis. Very soon, traditional marketing platforms will disappear, and the digital market will completely take over. There are a number of advantages in Digital Marketing. Unlike traditional marketing, digital marketing is more affordable.
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You can reach a larger audience in a shorter time period. Technological advances have resulted in considerable attrition of the customer-base of traditional marketing agencies and departments. People have moved on to tablets, phones, and computers, which are the areas where digital marketers have gained the most ground.
The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted but did not allow them to share this information over the web. Up until then, marketers worldwide were still unsure of the digital platform. They were not sure if their strategies would work since the internet had not yet seen widespread deployment.
In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo was launched.
Also known as "Jerry’s Guide to the World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within the first year. This prompted wholesale changes in the digital marketing space, with companies optimizing their websites to pull in higher search engine rankings. 1996 saw the launch of a couple of more search engines and tools like HotBot, LookSmart, and Alexa.
1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006 when search engine traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put MSN on the backburner and launched Live Search to compete with Google and Yahoo.
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Then came Web 2.0, where people became more active participants rather than remain passive users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and by 2004, internet advertising and marketing in the US alone brought in around 5000.9 billion.
Soon, social networking sites began to emerge. MySpace was the first social networking site to arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were popping up were beginning to open new doors of opportunities to market their products and brands. It opened fresh avenues for business and signaled the beginning of a new chapter to business. With new resources, they needed new approaches to promote their brands & capitalize on the social networking platform.
The cookie was another important milestone in the digital marketing industry. Advertisers had begun to look for other ways to capitalize on the fledgling technology. One such technique was to track common browsing habits and usage patterns of frequent users of the internet so as to tailor promotions and marketing collateral to their tastes. The first cookie was designed to record user-habits. The use of the cookie has changed over the years, and cookies today are coded to offer marketers a variety of ways to collect literal user data.
Products marketed digitally are now available to customers at all times. Statistics collected by the Marketingtechblog for 2014 show that posting on social media is the top online activity in the US. The average American spends 37 minutes a day on social media. 99% of digital marketers use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.
Start Seeing Results with Digital Marketing
There is no single right answer when it comes to building an effective digital marketing strategy. Each business has its own unique requirements and audience. Keep those needs and that audience in mind as you create your strategy using the examples of online marketing strategies in this article. With a good digital marketing strategy, you’ll start seeing fast results that will help your business thrive.
Every company, no matter what industry, needs a digital marketing strategy to thrive in today’s hyper-competitive, always-on world. That’s why there is a huge demand for highly skilled professionals in this field. If you want to get in on the action, check out Simplilearn’s Post Graduate Digital Marketing Program in partnership with Purdue University, to learn everything you need to know to succeed today.
Step 3: Set up your adtech and channels . Ad technology can take some time to navigate, so make sure you have the right data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPS), and ad exchanges in place before you get started. Align your team, communicate everyone’s objectives, and show how their channels fit into the big picture of digital marketing.
What is digital marketing?
At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumers heavily rely on digital means to research products. For example, Think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications.
While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. In order to achieve the true potential of digital marketing, marketers have to dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing. Engagement marketing is the method of forming meaningful interactions with potential and returning customers based on the data you collect over time. By engaging customers in a digital landscape, you build brand awareness, set yourself as an industry thought leader, and place your business at the forefront when the customer is ready to buy.
By implementing an omnichannel digital marketing strategy, marketers can collect valuable insights into target audience behaviors while opening the door to new methods of customer engagement. Additionally, companies can expect to see an increase in retention. According to a report by Invesp, companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers compared to companies with weak omnichannel programs that have a retention rate of just 33%.
As for the future of digital marketing, we can expect to see a continued increase in the variety of wearable devices available to consumers. Forbes also forecasts that social media will become increasingly conversational in the B2B space, video content will be refined for search engine optimization (SEO) purposes, and email marketing will become even more personalized.
Common problems that digital marketing can solve
To optimize your marketing strategies, digital is mandatory. Digital marketing can help you to get to know your audience, learn important data about them, and provide metrics that will give your marketing team credibility.
- Problem: I don’t know my audience well enough to get started. Getting to know your audience takes time, and while your marketing team may have developed audience personas that can be of use, consumers actively spending time online may not behave in the way you’d expect. You’ll need to test different language with different targets, keeping in mind that certain descriptors will appeal to different people and their place in the buying cycle. Attune yourself to your audience and you’ll build credibility that will set you apart from the competition.
What Are the Basics of Digital Marketing?
In a nutshell, digital marketing refers to any marketing methods conducted through electronic devices which utilize some form of a computer. This includes online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email and similar channels to reach customers.
Unlike traditional marketing—which is static and often referred to as “one-way” communication—digital marketing is an ever-changing, dynamic process. Stated otherwise, customers cannot interact with business through a billboard or print ad, whereas digital marketing provides an avenue for two-way communication between a business and its actual or prospective customers.
These days, screen time is at an all-time high for many people. Digital marketing takes advantage of this reality, promoting business products and services across the internet. In this way, businesses ensure that their marketing efforts are more likely to reach customers, by targeting them where they spend most of their time.
From startups to enterprise businesses, a multifaceted digital marketing approach can lead to significant commercial benefits. Successful digital marketing strategy generally involves a combination of various methods, including online advertising, search engine optimization and marketing, social media marketing and management and content creation, among others.
Are There Different Ways to Conduct Digital Marketing?
Digital marketing is a broad term that encompasses many different channels for promoting business interests to prospective customers. Depending on the business needs and goals, there are countless ways to conduct digital marketing. It is not a cookie-cutter exercise.
- Search Engine Optimization (SEO) — SEO is the practice of improving ranking within major search engines to increase online traffic.
- Search Engine Marketing (SEM) — SEM leverages paid online advertising to increase website visibility within search engines. SEM is often used in conjunction with SEO.
- Pay-Per-Click (PPC) — PPC is an online method for advertising where a business only pays for its ads when a person clicks on them.
- Social Media Marketing (SMM) — SMM is the practice of using social media channels to promote business products or services. The use of social media influencers, often referred to as influencer marketing, is prevalent in SMM.
- Email Marketing — Email marketing enables businesses to send branded, promotional content directly to prospective customers via email. The use of automated newsletters is common in this context.
- Affiliate Marketing — Affiliate marketing is a performance-based exercise that enables revenue sharing and pay-per-sale (PPS) compensation within a common network.
- Content Marketing — Content marketing refers to the publishing and distribution of text, video or audio materials to customers online. Blogs, videos and podcasts are common ways for businesses to engage in content marketing.
- Native Advertising — Native advertising involves blending marketing materials into a medium, making the underlying message and marketing purposes equally important. Sponsored content, in which one business posts its own content on a different website, is a common method of native advertising.
As the list above indicates, there are numerous ways to execute a digital marketing strategy. For most businesses, successful inbound marketing involves the use and application of multiple digital marketing methods.
How to Do Digital Marketing
1. Define your goals.
When you’re first getting started with digital marketing, it’s critical you start by identifying and defining your goals, since you’ll craft your strategy differently depending on those goals. For instance, if your goal is to increase brand awareness, you might want to pay more attention to reaching new audiences via social media.
Alternatively, perhaps you want to increase sales on a specific product — if that’s the case, it’s more important you focus on SEO and optimizing content to get potential buyers on your website in the first place. Additionally, if sales is your goal, you might test out PPC campaigns to drive traffic through paid ads.
2. Identify your target audience.
We’ve mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can’t take advantage of that benefit if you haven’t first identified your target audience.
For instance, perhaps you’ve noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You’ll want to vary your content to appeal to these different target audiences.
3. Establish a budget for each digital channel.
If you’re focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.
You can get started by hosting a website and creating content using HubSpot’s CMS. For those on a tight budget, you can get started using WordPress hosted on WP Engine, using a simple them from StudioPress, and building your site without code using the Elementor Website Builder for WordPress.
For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.
4. Strike a good balance between paid and free digital strategies.
For instance, if you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months despite minimal ad spend.
5. Create engaging content.
Once you know your audience and you have a budget, it’s time to start creating content for the various channels you’re going to use. This content can be social media posts, blog posts, PPC ads, sponsored content, email marketing newsletters, and more.
6. Optimize your digital assets for mobile.
Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn’t mobile’s biggest fan compared to other countries.
This means it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut-off.
There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.
7. Conduct keyword research.
Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Additionally, social media keyword research can be helpful for marketing your products or services on various social channels, as well.
Digital Marketing Examples
1. Lego’s Rebuild the World Campaign
In this day and age, it’s becoming increasingly important for companies to discuss global issues and show alignment with their customers in that way. The major play with this campaign is to help share the brand’s story and messaging.
2. Dove’s Reverse Selfie Campaign
As we continue to learn how social media is affecting children, especially young girls, Dove decided to send a message. The Reverse Selfie campaign shows the reverse of what a teen girl did to prepare for a selfie and photoshop the picture. The purpose is to increase awareness of how social media can negatively impact self-esteem.
This is an excellent example of what marketing content can look like when you know your audience intimately. By knowing its audience of real women, many of them parents, Dove was able to bring light to an often overlooked consequence of the growth of social media.