Digital marketing is the marketing of products and services that use digital technologies, especially the internet. It also includes mobile phones, display ads, and other digital media such as Social Media, Search Engine, Email Marketing to connect with existing and potential customers.
Digital marketing is divided into Search Engine Optimization (SEO), Content Marketing, Social Media Marketing (SMM), Pay-Per-Click (PPC), Affiliate Marketing, Native Advertising, Marketing Automation, Email Marketing, Online PR and Inbound Marketing.
The best digital marketers have a clear idea & picture of how each digital marketing campaign supports their overarching goals. Depending on the objectives of marketing strategies, marketers can offer a larger campaign to their own services through free and paid channels.
Search Engine Optimization (SEO):
This is the process to increase the amount of organic or free traffic to the website which results in a high ranking position in search engine result pages. Channels that benefit from SEO include:
This term refers to the creation and promotion of content assets for brand awareness, traffic growth, leads, and customers. Channels that can play a role in your content marketing strategy include:
- E-books and whitepapers
- Blog posts
- Online brochures
Social Media Marketing (SMM):
The process of Social Media Marketing (SMM) helps to promote the brand and content in social media channels to increase brand awareness, drive traffic, and create potential customers for your business. Channels you can use in social media marketing include:
PPC is a method of driving traffic to your website every time you click your ad, paying it to a publisher. One of the most common types of PPC is Google AdWords, which provides you with the best slot on search engine result pages, paying for a “Per-click” to link you place. Other channels for PPC include:
- Promoted Tweets on Twitter
- Paid ads on Facebook
- Sponsored Messages on LinkedIn
This is a type of performance-based advertisement that you commission to promote someone else’s products or services on your website. Affiliate marketing channels include:
- Posting affiliate links from your social media accounts
- Hosting video ads through the YouTube Channel
Native advertising is mostly content-focused and refers to ads that stand out on a platform alongside other non-paid content. BuzzFeed-supported publications are a good example, but many people think that social media advertising addresses “native” – for example, Facebook ad and Instagram advertising.
Marketing Automation refers to the software platform that performs to automate your core marketing operations. Many marketing departments can automate repetitive tasks or would be done manually:
- Social media post scheduling
- Email newsletters
- Contact list updating
- Lead-nurturing workflows
- Campaign tracking and reporting
Companies use e-mail marketing as a way to communicate with their audiences or customers. E-mail is often used to promote content, discounts, and events, as well as to direct the person to the business website. The types of emails you can send in an email marketing campaign include:
- Follow-up emails to website visitors who downloaded something
- Similar series emails for customer
- Blog subscription newsletters
- Holiday promotions to loyalty program members
- Customer welcome emails
Online PR is the practice of obtaining or increasing coverage through digital publications, blogs, and other content-based websites. It’s like traditional PR, but online space. The channels you can use to maximize your efforts are:
- Engaging online reviews of your company
- Reporter outreach via social media
- Appealing comments on your personal website or blog
Inbound marketing is a “full funnel” approach that uses online content to engage, influence, and delight customers. You can use any of the digital marketing strategies listed above throughout your inbound marketing strategy.