6 types of digital marketing

Master the 6 Types of Digital Marketing for Unparalleled Success!

In online marketing, understanding and mastering the 6 types of digital marketing is crucial to skyrocketing your brand’s reach and engagement. With each digital marketing type offering unique benefits and targeting capabilities, a mix of understanding the fundamentals of these strategies could elevate your digital presence to unprecedented heights. So let’s decode and leverage each item in our digital marketing category list for unparalleled success!

Here is what you’ll find in this article:

  • 6 Types of Digital Marketing You Should Know
  • Search Engine Optimization
  • Pay-Per-Click
  • Influencer/Affiliate Marketing
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • Wrapping Up Digital Marketing Diversity

6 Types of Digital Marketing You Should Know

The digital age has revolutionised the way we connect with audiences, and at the forefront of this revolution are 6 types of digital marketing. Each type in our digital marketing category list serves as a powerful tool in the marketer’s arsenal, perfect for crafting a clearly defined online strategy that resonates with consumers everywhere.

Digital Marketing Strategy 1: Search Engine Optimization

Let’s kick things off with search engine optimization (SEO) from our lineup of 6 types of digital marketing. Search engine optimization is all about making sure your website shows up more when people search online. Requiring some technical expertise, it deals with fine-tuning your website’s content and structure. This way, you shoot up the search engine results pages (SERPs).

By incorporating relevant keywords, creating high-quality content, and enhancing user experience, businesses can attract valuable organic traffic to their websites. Search engine optimization is essential for long-term success since it’s not a one-time affair but an ongoing strategy game.

Using the right words is key to matching organic traffic searches your audience performs. To make the most of keywords, you need to put them in the right places. They should fit naturally in:

  • Titles and Headings: Create catchy titles that include the main keyword to show what your content is about and make it easier for search engines to figure out what you’re talking about.
  • Meta Descriptions: This snippet under your title in search results can entice clicks if it tastefully integrates keywords that resonate with searchers’ intent.
  • Introductory Sentences: Emphase your keyword early in your content to fortify its significance to both readers and search algorithms.
  • Concluding Paragraphs: Another mention towards the end can reinforce the overall theme and purpose of your piece.
  • Alt Text for Images: Provide descriptive, keyword-rich alt text for images to benefit both search engine interpretation and accessibility for users with visual impairments.

Nevertheless, the mere inclusion of keywords isn’t enough. Understanding the intent behind the search is as important. Align your keywords with user content to satisfy what the searcher is looking for. Users could be searching with different goals, such as:

  • Informational Intent: Someone inquiring about the “history of the English language” is likely looking for knowledge rather than a service.
  • Commercial Intent: When someone searches for “best SEO services, New York” it probably means they’re considering hiring.
  • Transactional Intent: A user looking up “buy natural skincare online” is probably ready to make a purchase.

Keyword research is essential for finding the right keywords that match the search habits and nuances of your audience. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs can help you figure out which keywords are popular, how much competition there is, and suggest related terms you might not have thought of.

On-page search engine optimization elements like meta tags are just as crucial as off-page factors including high-quality backlinks. Meta tags are snippets of text that describe a page’s content. You don’t see them when you look at the page, but they’re in the code behind it. They’re like little clues that help search engines figure out what your page is all about.

The most important meta tags are the following:

  • Title Tag: The title tag is arguably the most critical meta tag. It dictates the title of your webpage as it appears in search engine results. A good title tag needs to be spot-on and should include the main keyword you’re focusing on. But it’s not just for search engines; a catchy title tag can boost click-through rates.
  • Meta Description: This gives a quick overview of what your webpage is all about. Even though it doesn’t directly affect how high your page ranks in search results, a catchy meta description can make people more likely to click on your link. It’s like a mini-ad for your content, helping searchers decide if your page has what they’re looking for.
  • Header Tags (H1, H2, H3, etc.): Proper use of header tags helps to structure your content, making it easier for search engines to interpret and for users to read. Your main title should be under an H1 tag, and subsequent subheadings under H2, H3, and so on. These tags are helpful because they help spread important keywords throughout your page, which can improve its search engine ranking.

On-page SEO is not only about keywords and meta tags. It also includes making sure your website is mobile-friendly because Google considers mobile-friendliness when ranking websites. A website that works well on mobile devices provides a better user experience, which can keep visitors on your site longer, decrease bounce rates, and possibly boost your ranking in search results.

Moreover, factors like page speed, properly labelled images, and using alt text, contribute significantly to on-page SEO. These elements ensure that pages load quickly and are accessible, both of which are valued by search engines and users alike.

Digital Marketing Strategy 2: Pay-Per-Click

Pay-per-click is the sprinter among the 6 types of digital marketing strategies. It gets your business seen quickly and accurately targets potential customers. The great thing is, you only pay when someone clicks on your ad.

Pay-per-click advertising allows businesses to bid on keywords and place ads on search engines and various digital platforms. It is a way for businesses to put up ads on search engines and other digital spots by bidding on certain keywords. Unlike search engine optimization, where it takes time to climb up the rankings, pay-per-click gets you instant visibility by putting your ads right at the top of search results or on relevant websites. With pay-per-click, advertisers only pay when users click on their ads, making it a cost-effective way to get the right people to your site without breaking the bank. By monitoring key performance indicators (KPIs) such as click-through rate (CTR) and conversion rate, businesses can optimise their pay-per-click campaigns for maximum ROI.

Granular targeting options ensure your ads appear in front of the right eyes. Instead of just putting them out there for anyone to stumble upon, pay-per-click granular targeting lets you zoom in on particular groups of people who are most likely to be interested in what you’re offering. It’s like using a microscope instead of a telescope—you’re honing in on exactly the right audience. This strategy relies on using lots of data and analytics to figure out who those people are and then show your ads specifically to them. It’s all about quality over quantity, making sure your message hits home with the right folks.

The aspects of pay-per-click granular targeting are:

  • Demographic Targeting: Customise your ad campaigns based on age, gender, income, education, and employment information. This ensures that your advertising efforts speak directly to the demographic that is most likely to be engaged with your product.
  • Geotargeting: Refine your ads to appear to users based on their geographical location. Whether it’s a country, city, or even within a certain distance from a pinpointed location, this feature can be especially useful for local businesses. It ensures that your ads reach the right people in the right place, increasing the likelihood of attracting nearby customers who are more likely to engage with your business.
  • Ad Scheduling: To maximise impact, ads can be scheduled to run at peak times when your audience is most active online. This helps you avoid wasting your budget and boosts the chances of your ad reaching the right people when they’re most likely to see it.
  • Interest and Behaviour Targeting: Create campaigns that connect with users’ interests, online actions, and previous interactions with your brand. By studying what your audience is looking for or the content they interact with, you can design your ads to be highly relevant.
  • Device Targeting: As people use the internet on various devices like mobile phones, tablets, or desktops, it’s crucial to make sure your ads look good and work well on all these devices. This means tweaking them to fit the screen and functionality of each device, depending on where your audience spends their time.
  • Keyword Targeting: Granular targeting relies heavily on keyword selection. Picking the right keywords ensures that your ads appear in search engine results when potential customers are looking for what you offer.

Real-time pay-per-click analytics give you the power to adjust your digital marketing campaigns on the fly for optimal results. These analytics let you track how your ads are performing while potential customers are engaging with them. This instant feedback empowers advertisers to make smart choices, quickly responding to trends, user actions, and outside factors that might affect their campaigns’ success.

With real-time PPC analytics, you have access to a suite of actionable data:

  • Click-Through Rate (CTR): This important metric shows you the percentage of people who click on your ad once they’ve seen it. A live feed of CTR helps you understand how attractive and relevant your ad is to viewers. This means you can make instant adjustments to improve how well your ad performs.
  • Cost Per Click (CPC): Keeping track of the CPC in real-time helps you handle your budget wisely. It lets you spot which ads or specific keywords are using up your resources without giving you the results you hoped for.
  • Conversion Rate: Ultimately, conversions are the lifeblood of any digital marketing campaign. Real-time analytics shows you exactly which ads are converting and at what rate, allowing you to focus more on what works well or shift away from tactics that aren’t bringing in results.
  • Quality Score: Google’s Quality Score can be influenced by a myriad of factors including CTR, relevance, and landing page quality. Monitoring this in real-time ensures that you can take steps to maintain or improve your Quality Score, potentially reducing your CPC and improving ad rank.

Use Google Ads to bid on phrases your potential customers are searching for. For example, if you’re selling electronics and want to promote the newest smartphone, you can bid on phrases like “2024 latest smartphone models” or “smartphones online”. Each time a user types in these phrases, Google holds an auction to determine which ads to show. They consider factors like how relevant and high-quality your ad is, along with how much you’re willing to pay for each click.

The bidding isn’t just about how much you spend; it’s also about the quality score assigned to your ads by Google. Ads that offer a great user experience usually cost less and get better positions on the page. The quality score considers things like how relevant your ad is to the search, its history of getting clicks, and the quality of the landing page to which the ad directs the user.

With Google Ads, you’re in the driver’s seat when it comes to budgeting. Instead of being stuck with fixed spending limits, you can set daily budgets and adjust bids based on how your campaign is doing. This flexibility means you can react quickly to what’s happening in your ads. If some keywords are bringing in lots of leads or sales, you can up your bids for those. But for keywords that aren’t doing so well, you can dial back your spending or even pause them entirely.

Digital Marketing Strategy 3: Influencer/Affiliate Marketing

No digital marketing category list is complete without influencer/affiliate marketing. This marketing strategy works on a simple idea: performance-based compensation. Here’s how it works: you team up with influencers or affiliate networks who promote your products or services in exchange for a commission. This approach harnesses the power of people or groups who have big followings to boost your sales and leads. By building mutually beneficial relationships with influencers, businesses can reach more people and tap into new audiences. Influencer/affiliate marketing is particularly effective for e-commerce businesses looking to increase sales and revenue.

Influencer/affiliate marketing works best when the people promoting your product are credible and have a wide audience. Influencers, who have loyal followers, are seen as trusted sources by their audience. When they suggest a product, it’s like getting advice from a friend. This type of digital marketing takes advantage of that trust, blending brand messages into the genuine stories and experiences shared by these influencers every day.

Different influencers cater to different niches, making it crucial for businesses to collaborate with the right personalities. For instance, a fitness coach on Instagram could be the perfect affiliate for a sports nutrition brand, while a tech-savvy YouTuber might be better suited to promoting the latest gadgets.

When an influencer shares a product recommendation with their audience, they embed these unique links or mention the promo codes within their content—be it a blog post, a social media update, or a video. Whenever a member of their audience clicks on these links or uses the promo codes while making a purchase, the action is recorded by the tracking system.

Digital Marketing Strategy 4: Content Marketing

Among the 6 types of digital marketing, content marketing is the long game. It’s all about winning over and keeping your audience by sharing valuable, insightful content. It’s about forging lasting relationships and positioning your brand as a trusted expert in your field. Content marketing revolves around creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. From blog posts and articles to animated videos and infographics, content marketing encompasses various formats tailored to meet the needs and preferences of consumers. By providing informative and entertaining content, businesses can establish themselves as industry leaders and build trust with their audience. Thus this type of digital marketing doesn’t feel like marketing to your audience.

Running a blog that tackles your audience’s issues and provides solutions can establish trust and expertise. It shows you understand and empathise with your customers, which is key for building relationships. This isn’t just about proving your expertise; it’s about showing you hear and care about your customers’ needs—making your blog a go-to source for reliable solutions.

Furthermore, this approach positions your blog as a fountain of knowledge—a place where visitors can come with questions and leave feeling enlightened. Content focused on answering frequently asked questions (FAQs) or providing step-by-step guides empowers your audience with knowledge. This is especially impactful as it lowers the learning curve for customers who are new to your field, creating a welcoming atmosphere of inclusivity and reliability.

A blog that regularly serves up high-quality, relevant information will gradually establish your business as an authority in its niche. This isn’t just about showing up in search engine results, although that’s definitely a bonus of a solid content marketing plan. It’s about making a promise to your audience that you are the go-to resource for their needs. Each well-researched piece that contains valuable, actionable insights showcases your expertise and reinforces your credibility within the industry.

Integrating different types of content, such as infographics, videos, or podcasts, can inject life and variety into your blog, appealing to different tastes in content. Combining these with thoroughly researched articles enhances the user experience and makes your blog not just informative, but engaging and memorable as well. Unsure about what kind of videos you want to add to your digital marketing arsenal? Avail of a free consultation with Impact Animated Videos so we can discuss your goals.

Digital Marketing Strategy 5: Email Marketing

Email marketing is the wise old owl among the 6 types of digital marketing. It is all about nurturing and retaining customers. It delivers tailored communications straight to people’s digital doorstep, leading them through the buyer’s journey one click at a time.

You can fine-tune messages in email messaging apps by segmenting your audience, ensuring that your emails speak directly to different groups. Segmentation means dividing your subscribers into smaller groups based on certain criteria such as demographics, shopping habits, how often they interact with your emails, and what they’ve bought before. This way, you’re acknowledging that your subscribers are different and tailoring your messages to fit their specific interests and needs.

Using segmentation, you can:

  • Personalise the Experience: Knowing which segment your subscribers fall into allows you to customise your email content to match their likes and actions, which can boost their interest. For example, you might send a different email to someone who just signed up compared to someone who’s been a loyal customer for a while.
  • Increase Relevance: Tailoring your message to the interests or needs of a particular segment makes it more effective. For example, if you see that a group of your customers frequently buys children’s items, you can send them targeted emails about back-to-school promotions or new kids’ products before they’re available to everyone else.
  • Drive Conversions: Segmented emails have been shown to drive higher open and click-through rates, and ultimately, more conversions. When emails appear to speak directly to the recipients, they feel more compelled to take action.

Modern email messaging apps and tools like MailerLite, and ActiveCampaign provide a plethora of features that facilitate sophisticated segmentation. You can:

  • Automate the Segmentation Process: By setting criteria for segmentation, these apps can automatically sort subscribers into the appropriate groups based on their interactions with your previous emails, website behaviour, or even how valuable they’ve been as customers over time.
  • A/B Test Your Segments: Some apps allow you to conduct A/B testing specifically for different segments. This means you can try out different messages and see which ones work best for each group, helping you continuously improve your digital marketing strategy.
  • Integrate with Other Platforms: Many email marketing tools can integrate with CRM systems and other platforms, making it easy for data to move smoothly between them. This helps you segment your audience more effectively and keeps your marketing efforts informed and flexible.

Performance indicators such as metrics from email campaigns give you a clear ROI picture and areas to polish for better performance. The key metrics to monitor are:

Open Rate

The open rate reflects the percentage of recipients who have opened the email. It’s a good way to see if your subject lines are catching people’s attention and if there’s a specific time when more people are likely to open them. If your open rate is lower than expected, it might be time to try out new subject lines and targeting methods.

Click-Through Rate (CTR)

The click-through rate measures how many people clicked on one or more links contained in the email. High CTR implies that the message content is relevant and that call-to-actions (CTAs) are effective. Conversely, a low CTR could mean that the content or the offer isn’t resonating well with your audience.

Conversion Rate

Conversion rate is a critical measure of success. It tells you the percentage of email recipients who clicked on a link within the email and completed a desired action, such as making a purchase or filling out a form. This metric directly ties to revenue and indicates the persuasive power of your email content.

Bounce Rate

Both soft and hard bounce rates are vital to address. A soft bounce indicates a temporary problem with a valid email address, while a hard bounce usually means the address is non-existent or invalid. High bounce rates can hurt your reputation as a sender and must be quickly fixed.

Unsubscribe Rate

The unsubscribe rate measures how many people opt out of your email list after an email campaign. It’s healthy to have some unsubscribes, as it refines your list, but a spike could suggest issues with email frequency, relevance, or content quality.

Customer Lifetime Value

It refers to the total worth of a customer to a business over the entire duration of their relationship. It calculates the net profit generated from a customer’s purchases, taking into account factors such as the frequency of purchases, the average order value, and the duration of the customer’s relationship with the business. By calculating CLV, businesses can determine how much they can afford to spend on acquiring new customers or retaining existing ones.

How do you make sense of these numbers? ROI in email marketing isn’t just calculated through direct sales. It’s about understanding the subscriber’s journey and fine-tuning your approach for maximum engagement. For instance, tracking the customer lifetime value against the unsubscribe rate can tell you if you’re retaining valuable customers or just occasional buyers.

Data from these metrics provides actionable insight. To improve your performance metrics, apply segmentation, split-test subject lines, rethink content strategy, or redesign the email layout. Regularly review and adjust your tactics based on performance analytics.

Digital Marketing Strategy 6: Social Media Marketing

Among the 6 types of digital marketing, social media marketing is the digital cocktail party. As the ultimate communications and entertainment tool, social media marketing involves leveraging social media platforms to connect with audiences, build brand awareness, and drive engagement. From Facebook and Instagram to X and LinkedIn, each platform offers unique opportunities for digital marketing professionals to engage with users through compelling content and interactive experiences. With a cohesive social media strategy, businesses can effectively communicate their brand identity, foster relationships with customers, and drive profitable actions. Social media marketing is essential for reaching target demographics, getting your message out there, and staying top-of-mind in today’s online world.

Social media strategy revolves around communications that click, chat, and convert. These three core actions represent the strategic aim to engage users at varying levels of interaction each step of the way. Let’s unpack what each of these elements entails and how they contribute to a comprehensive social media marketing approach.

Click: This critical phase is where content needs to be sufficiently eye-catching and compelling to prompt users to take that first action–clicking through the post. Visuals like images or videos, along with catchy headlines, are key here. Clickable content is more than just attractive; it’s about resonating with your target audience’s interests, problems, and emotions, prompting that all-important mouse click or screen tap.

Chat: By sparking conversations or sharing content that gets people talking, you create a sense of community among your followers. This could manifest in the form of constructive comments, direct messages, or even sharing experiences. Engaging your audience in conversation increases brand familiarity and trust, which are crucial for keeping customers around. It’s the social part of social media; dialogues keep the online community alive. Brands that ace the chat game not only understand their audience better but also get valuable feedback and user-generated content that can be used to fine-tune future strategies.

Convert: It’s the ultimate goal of any marketing strategy. Conversion means turning those engaged followers into customers or clients. An impactful conversion strategy will seamlessly guide users from casual browsers to committed buyers. This means having clearly defined calls-to-action (CTAs), exclusive offers, or intriguing product information that addresses users’ needs or desires. While clicks and chats are critical for engagement and building relationships, conversions are the tangible outcomes that contribute directly to the bottom line. Crafting a message that leads to conversion takes knowing your audience inside out, telling stories that persuade, and offering something that stands out from the digital noise.

Social Media Paid Advertisements

Paid advertisements in social media can ensure your communications reach desired demographics. For instance, Facebook’s comprehensive ad system allows advertisers to hone in on users who have demonstrated an interest in similar products or services, have certain job titles, or are part of niche communities. This way, you can ensure that your ads are seen by people who are more likely to be interested in what you offer, rather than wasting money on those who aren’t. It’s a smart way to make sure your marketing budget is spent wisely, reaching potential customers who are likely to engage with your brand.

Advantages of social media paid advertisements:

  • Amplified Reach: Organic social media reach has been declining due to ever-changing algorithms. Paid advertisements guarantee that your content is seen by a larger, but still targeted, audience.
  • Enhanced Engagement: Ads designed with compelling calls-to-action can lead to increased interactions, from likes and shares to comments and direct messages.
  • Retargeting Capabilities: Retargeting ads to users who have previously visited your website but didn’t convert can significantly increase conversion rates.
  • Measurable Outcomes: With advanced analytics, it’s easy to track the performance of your paid campaigns in real-time, allowing for rapid adjustments to optimise effectiveness.
  • Cost-Effectiveness: Most social media advertising platforms operate on a pay-per-click or impressions basis, meaning you pay only when your ad is clicked or seen, making it a cost-effective solution.

Trends shift at breakneck speed in social media. Thus, brands must remain agile, continuously adapting their paid advertisement strategies to align with the latest platform updates and audience preferences. This may involve embracing new ad formats such as ephemeral stories, interactive polls, or shoppable posts.

Ephemeral Stories

Snapchat was the first to introduce the idea of ephemeral content through its Stories feature, which quickly caught on and spread to other platforms like Instagram, Facebook, and even LinkedIn. Ephemeral stories are temporary posts that vanish after 24 hours, creating a feeling of urgency and exclusivity among users.

The fleeting nature of these stories compels brands to craft concise, impactful messages that resonate quickly with viewers. When leveraged for paid advertising, the temporary status of these stories compels viewers to take immediate action, whether that’s swiping up for more information or grabbing a limited-time offer.

Interactive Polls

Interactive polls have surfaced as a two-fold powerhouse: they serve as a fun engagement tool while also granting marketers invaluable insights into consumer preferences. Conducted within stories or as standalone posts, such polls invite audiences to vote, thereby taking a more active role in the content they’re viewing.

For brands, the data gathered from these polls can inform future marketing strategies and product development. They’re not just an advertisement; they’re a focus group in disguise, providing real-time feedback from the target market.

Shoppable Posts

The advent of shoppable posts has transformed social platforms into virtual storefronts, seamlessly integrating commerce and content. These posts allow you to buy products directly from tagged items in images or videos, making it easier to go from discovering something you like to making a purchase.

Instagram, for example, has pushed the envelope with its Shop tab and in-app checkout feature, allowing users to buy products without even leaving the platform. Shoppable posts not only offer convenience to the consumer but also encourage impulse buying since the process of making a purchase is so quick and easy.

Wrapping Up Digital Marketing Diversity

In conclusion, mastering the 6 types of digital marketing is essential for achieving unparalleled business success. By understanding the fundamentals of search engine optimization, pay-per-click, influencer/affiliate marketing, content marketing, email marketing, and social media marketing, digital marketing professionals can create a comprehensive strategy that drives results. Whether it’s optimising websites for search engines, distributing engaging content, or building relationships with influencers, each type of digital marketing plays a crucial role in reaching and engaging target audiences. By leveraging the right mix of strategies and tactics, businesses can provide value to audiences, drive growth, increase revenue, and stay ahead of the competition in the dynamic world of digital marketing.

Take action now! Here’s how you can get started:

  • Define Your Goals: Clarify your objectives and key performance indicators (KPIs) for each digital marketing channel. Whether it’s increasing website traffic, boosting conversions, or enhancing brand awareness, having clear goals will guide your strategies and measure your success.
  • Allocate Resources Wisely: Prioritise your digital marketing efforts based on your business objectives, target audience, and available resources. Invest in channels that offer the highest potential for ROI while experimenting with new tactics to stay innovative and adaptable.

By taking proactive steps to master the 6 types of digital marketing and implementing a strategic approach tailored to your business needs, you’ll be well-positioned to achieve unparalleled success in digital marketing. Let the digital marketing journey towards unparalleled success begin!

Talk to us in the Comments section!

  1. How do you prioritise which types of digital marketing to focus on within your overall strategy, considering the varying benefits and targeting capabilities of each?
  2. What emerging trends or technologies do you foresee shaping the future of digital marketing, and how can businesses prepare to capitalise on these developments?

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