Digital Marketing is also referred to as “online marketing”, “web marketing” and “internet marketing” which uses the internet to promote products and services. These are marketing campaigns that appear on a phone, desktop computer, tablet, or other digital device.
What are the various types of digital marketing?
Search Engine Marketing (SEM):
The opportunity to appear in from of your target audience when someone types a keyword into Google with Pay Per Click “PPC” paid ads is enormous.
The three main campaign types are Search, Shopping, and Display.
Search – Both e-commerce and lead generation businesses can use search campaigns. These are text-only ads and will show when someone types into Google a keyword that matches a search term.
Shopping – For e-commerce businesses looking to elevate their sales. Shopping ads appear next to search results at the top of the page.
Display Ads – These are ads displayed on third-party websites and use a mix of video, image, and text elements to market products and services (e.g. will appear on the side of another webpage that you visit and will show an ad based on your data in the search cookies). Banner ads are an example and most of the display types are usually used for re-marketing purposes. The Google Display network can help you reach people worldwide across 35 million websites and apps (90% of all websites).
This is a powerful type of digital marketing for any serious business owner looking to attract a high return on investment. For Google Ads Support click here.
The process of improving your site both on-page and off-page (technical) to help your website rank higher on the search engine results page (SERPs) when people search for products or services related to your business.
With time and dedication, a properly optimised page can get you to the top page of Google but always remember that you are competing against four paid search ads and six shopping ads.
Used to communicate and build relationships with existing customers and prospective customers.
Examples of communication include; Newsletters, updates on a new product, promotional offers, and retarget lapsed clients. Content can be personalised and used alongside other digital marketing campaigns.
Email Automation when set up properly can reduce administrative time and help send a target email or series of emails, a welcome/onboarding email series and can integrate with your other platforms.
For instance, if you have a Shopify or Woo Commerce store you can send abandon cart emails, promotional offers as a reward to people that have spent a certain amount, and lots of other powerful features to help you sell more online.
There are lots of use cases and if you are keen to explore how email marketing can work for you find out more here.
Paid Social Ads
Unlike search ads paid social ads are used to generate demand and use interest-based targeting. The creative element is an essential element of a good social ad. The better the creative the more likely a user will stop scrolling and click on your ad.
Facebook and Instagram are examples of paid social channels and you will see that every 3rd or so post is now an advert.
There are paid social advertising opportunities across all the social channels which include, Meta (Facebook), Instagram, LinkedIn, Twitter, Snapchat, and Tiktok.
Social Media Marketing
Organic social media marketing is the use of social media platforms to promote a product or service, and help increase brand awareness to achieve your marketing and branding goals through the use of different content; posts, stories, videos, and guides.
Engagement is a key strategy for many brands to build relationships and create a community.
The Content Marketing Institute defines content marketing as “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.”
There are so many content formats to choose from including; e-books, blog articles, social posts, white papers, vlogs, case studies, email newsletters, surveys, videos, quotes and infographics.
This is a marketing technique that promotes services and products via mobile devices. Often used for location-based services and offers and push notifications from in-app gaming. Mobile marketing can be extremely effective as so much time is now spent on the phone.
Mobile marketing is tipped to overtake desktop advertising in the coming years.
Affiliate Marketing is the process where affiliates earn a commission (reward) every time they promote a product or service made by another business and drive a sale. One of the biggest affiliate marketing programs is Amazon and anyone can register to their affiliate network.
In a nutshell, any form of communication advocated digitally can be classed as digital marketing.
What are the key benefits of using Digital Marketing?
Create Brand awareness.
Reach your ideal customer where they already are (e.g. online).
You can automate E.g. If you are an e-commerce business and someone abandons their cart – you can retarget through email marketing or through a paid social ad or Google search ad.
Help with PR – your content could get noticed and shared by a journalist or influencer.
Valuable reporting and real time metrics at your disposal – With old traditional marketing methods like leaflet dropping you couldn’t always attribute whether the lead or sale came directly because of the leaflet. Where with the implantation of tools such as Google Analytics and Google Tag manager you can track conversions; everything from a page view, a button click right down to a telephone call.
Access and Cost – Digital Marketing is a cost-effective way to build your new business as you can set up social channels for free and start optimising your website. However, if you are looking to make sales and or leads straight away then PPC advertising can accelerate your marketing goals.
What digital marketing channels should I focus on?
Before you embark on any marketing activity, you need to think about creating a good digital marketing strategy.
This should clearly outline:
What your goals are
Who your audience is
Your marketing budget
Consideration of the channels most suited to your target audience.