Digital Marketing, Types And Examples

What Is Digital Marketing

simply defined as the promotion of brands, products and services using internet digital channels like website, ads and banners etc.

Types of Digital Marketing

We have a quite number of digital marketing, right in this article, we would be discussing about the major types of digital marketing and they include:

1. Email marketing
2. Conversion rate optimization (CRO)
3. Pay per click (PPC)
4. Affiliate marketing
5. Search engine optimization (SEO)
6. Influencer marketing
7. Mobile marketing
8. Content marketing
9. Marketing automation
10. Native advertising
11. Social media marketing

In as much as we have and have outlined different types of digital marketing, it does not mean that all of them should be applied to your business.
But for the sole sake of knowledge, it’s important that you familiarize yourself with them so that you gain a better understanding of which methods should go into your own marketing strategy.

1. Email Marketing

Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. Email marketing is also the type of digital marketing strategy that involves communicating with your target audience via email with the goals of improving engagement, promoting products and driving conversions and sales.
There are four different types of marketing emails that can be practiced worldwide, they include:

A. Automated Transactional Emails:
This types of email marketing include automatic order confirmations, shipping updates and appointment reminders.

B. Automated Marketing Emails:
This types of email marketing are sent automatically based on predefined triggers, and they include welcome emails, birthday emails and reminder emails.

C. Email Campaigns Promote Products: This types of email marketing gives great offers or coupons, or encourage people to sign up for a product or service.

D. Email Newsletters:
This types of email marketing are sent on a consistent basis to provide subscribers with regular updates, such as new blog posts, industry news or upcoming events.

 

2. Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from a website or mobile app. CRO typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing. If we need to sum up the goals of digital marketing, we’d say it’s about bringing traffic to your site and increasing conversions. This latter component – called conversion rate optimization – requires designing your website with an understanding of the way users interact with it.
Obviously to achieve this, you’ll need to take into account how users navigate your site, which actions they take, and what guides them toward – or prevents them from – achieving your goals. Tracking tools and analytics can provide you with quantitative data about the ways users engage with your site, helping you guide them smoothly through the sales funnel.

 

3. Pay Per Click (PPC)

Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines.
Some digital marketing methods, such as blogging, SEO, and social media posting are organic – meaning that they draw traffic “naturally” to your business rather than requiring that you spend money directly. Other practices, however, come with a price tag.
PPC, an acronym for pay per click, is a particularly powerful form of paid online advertising. Like SEO, PPC is a type of search engine marketing.
If you’re familiar with posts labeled “Ad” at the top and bottom of Google search results pages, you’ve already seen PPC in action. By this model, advertisers pay a fee every time their link is clicked. As with other forms of digital marketing, the goal of PPC is to drive traffic to a website in order to generate leads and make sales.

Generally, PPC is used on either search engines or social media platforms:
Google: Search engine marketing PPC is most commonly associated with Google Ads. Take a look at this article to learn how to advertise on Google.

Facebook: You can further use the pay per click model to advertise on Facebook. Creating paid Facebook posts helps you expand your reach, exposing your content to people who don’t follow you.
LinkedIn: You can also do PPC on LinkedIn, helping you get in front of professional audiences.
Twitter: Likewise, you can use Twitter Ads to target your relevant audience and expand your reach.

 

4. Affiliate Marketing

This is a marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. Affiliate marketing Is also a digital marketing practice in which one party, such as an influencer or a brand, receives a commission for promoting someone else’s products or services. For businesses, this practice is beneficial because it allows them to reach that party’s followers.

How Affiliate Marketing Works
Through this mode of marketing, a company provides that party (called the affiliate) with a special link, usually leading to a page to purchase their product. The affiliate, in turn, will post about that product (usually on their blog or social media pages), promoting the given link in their content. When users click on that link and buy, it’s a win-win for both the brand and the affiliate: the company makes a sale, and the affiliate earns a commission on that sale.

 

5. Search Engine Optimization (SEO)

Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. SEO can be defined as the practice of optimizing your website to rank higher in search engine results.

Benefits of SEO
Website that appears as a top result on Google and other search engines, people are more likely to click on your link, learn about your brand, and perhaps even become customers.

Ways To Improve SEO On A Website
Basically, there three broad ways to improve your website’s SEO, they include:

i. On-page SEO
Basically, this type of SEO email marketing
involves optimizing the pages on your website by conducting keyword research. When you incorporate strategic keywords throughout your site, you can rank high on search engine results pages and guide customers through the sales procedures with relevant, authoritative content.

ii. Off-page SEO
This type of SEO email marketing is just the opposite of on-page SEO, it is basically about improving your SEO by looking at pages external to your website.
One of the critical components of off-page SEO are identified as backlinks, also linking up with publishers, writing guest posts, and providing information-rich content on your blog can really improve your off-page SEO within a short period.

iii. Technical SEO
This is the type is SEO that deals with the backend elements of your website such as coding, structured data, image compression and more. Optimizing these elements can make it easier for search engines to “read” your site and improve your page speed.

 

6. Influencer Marketing

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. This practice is similar to affiliate marketing in that it involves another person promoting your brand, typically on social media or within their blog. Unlike affiliates, however, influencers get paid by the company simply for the promotion – regardless of whether people actually purchase the product.
Of course influencer marketing is effective because it helps brands reach a particular influencer’s fanbase. When that influencer is trusted among their followers, they have the power to sway their fans’ purchasing decisions by recommending a product.
On the business side, the key to a successful partnership is to choose influencers whose audience matches your target market. For example, a company selling athletic wear would benefit most from collaborating with a well-known athlete. Likewise, a business selling cosmetics would be wise to seek out a collaboration with a beauty influencer.

 

7. Mobile Marketing

Mobile marketing is any advertising activity that promotes products and services through mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual’s location.
Often, converting customers through the screens of their laptops seems like the ultimate goal. It’s important, however, that we also take full advantage of a smaller – but equally important – device: the smartphone. This is especially important considering that mobile internet usage comprises more than 50% of online traffic worldwide.
Mobile marketing involves adapting standard digital marketing practices to fit the mobile experience. Some of the mobile market practices include:

Mobile Page And Speed Optimization: Google uses page speed as a ranking factor for mobile as well as desktop search. In addition, users are quick to navigate away from a site with a slow load time. To improve the speed of your mobile site, try to keep your site lightweight – for instance, avoid heavy images, and minimize redirects.

Designing Your Website For Mobile:Your site is a fundamental marketing tool that represents your brand, showcases your product or service, and persuades people to buy. As such, the way it appears on mobile plays a crucial role in whether or not your audience will convert. Take a look at this article for mobile website design examples and tips.

Creating Mobile-friendly Emails: Research shows that mobile accounts for nearly half of all email opens. With this in mind, it’s critical that your email campaigns are designed for the mobile screen. That means short subject lines and a concise text.

Experimenting With In-app Ads: Don’t limit your ads to websites and search engines. Advertising within relevant mobile apps is also a valuable practice that can expand your reach even further.

 

8. Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This is also a core component of digital marketing. This involves creating and promoting content with the goals of building brand awareness, increasing traffic to your website, generating leads and converting customers.

The content you create can take many forms:
Blog posts: This is a piece of writing or other item of content published on a blog Creating a blog – and using strategic, long tail keywords in your articles – is a great way to bring traffic to your site and engage your customers.
E-books and whitepapers: An e-book is short for “electronic book.” They’re made for online use, notated by embedded links and videos. E-books are responsive and are usually guides for large topics. For instance, some popular e-book topics revolve around SEO, inbound marketing, and ecommerce.

Whitepapers are reports that break down a complex topic for the reader, and then provide an in-depth solution or opinion about that subject. They’re aimed at helping audiences comprehend a complex issue or inform a difficult decision. Adding in-depth, long-form content to your website establishes your expertise in the industry and builds trust among your audience. You can also offer this content for download in exchange for your readers’ contact information, helping you generate leads.
Videos: Website content doesn’t need to be in written form. Adding videos to your website is an engaging way to provide valuable information to your audience.

Infographics: This is visual representation of information or data, e.g. as a chart or diagram. Another form of visual content, infographics are a fun, helpful way to make information easier for readers to conceptualize. Complex explanations and statistics are particularly well-suited to this content format.

Podcasts: This is a digital audio file made available on the internet for downloading to a computer or mobile device, typically available as a series, new instalments of which can be received by subscribers automatically. This audible content format is a useful way to strengthen your connection with your audience and build a loyal community around your brand. To start a podcast, try repurposing existing website content, such as blog posts, and adapting it for audio.

Webinars: This is a seminar conducted over the internet. A merging of “web” and “seminar,” webinars further engage your audience, establish your authority, and delight customers with the extra value they provide.
Whichever content formats you choose, be sure to focus on subject matter that’s relevant and valuable for your audience and that will help boost your website’s SEO.

9. Marketing Automation

Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks.
Speaking of automated emails – they’re examples of a broader digital marketing practice called marketing automation. As the name suggests, this involves the automation of basic marketing tasks.

With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows may be defined by templates, custom-built from scratch, or modified mid-campaign to achieve better results.

Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency. When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced.

Marketing automation helps with lead generation, nurturing, and scoring, as well as with measuring overall ROI on campaigns. The time- and cost-saving effects of automation increase as an organization grows in size and complexity. Good marketing automation systems are designed to scale alongside your business.

The idea behind this practice is to streamline repetitive tasks that would otherwise be done manually, such as transactional emails, data analysis and more. Some tasks that benefit from automation include:

Thank you, confirmation and welcome emails
Social media post scheduling
Live chat
Data analytics

Marketing automation is a critical way to build relationships with your customers while sustaining an organized and productive workflow. To set up your own automated responses to actions and account activities on your site, try Ascend Business Tools.

 

10. Native Advertising

Native advertising, also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial.
Native advertising, too, is a popular online marketing model. In contrast to large pop-ups and other intrusive ads, native ads match the format and tone of the platform on which they appear. Native ads often appear on websites, and they display content that “blends in” with surrounding articles or blog posts. For example, they might appear as a video embedded within a blog post, or as recommended reading at the bottom of the page.
The goal of native advertising is to guide users to click on content that will take them to your company’s page. If the advertised content is unobtrusive and highly relevant to the material at hand, users may be more enticed to click.

 

11. Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Another cornerstone of a strong digital marketing strategy is social media marketing.

This involves promoting your brand on social channels in order to increase brand awareness, drive traffic to your website, and capture leads. You can do this by creating posts on popular social media channels such as: Twitter, WhatsApp, Facebook, YouTube, Instagram, Pinterest etc.

The posts on social media can include anything from insightful blog articles to videos of your product in action. Choose channels on which your audience is most active; often, this is a factor of their demographics, such as age and location, as well as their interests.

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