The internet is the hub for information and entertainment.
Areas of digital marketing help achieve rewarding results in the current business scenario. However, achieving these results requires understanding and initiating an ideal strategy for the desired impact.
Digital marketing is a strategy to market a product through online channels. This includes communication via text and multimedia messages to enhance their digital presence.
Check out the following types of digital marketing models:
Table of Contents
Types of Digital Marketing
1. Content Marketing
Consumers are looking for solutions to their problems and learning more engagingly. One of the most well-known digital marketing terms, content marketing is also, one of the most promising forms of digital marketing, with a high conversion rate.
Consistently posting high-quality, informative, and useful content is substantial in portraying industry expertise and authority. This leads the customers to look up to the brand when a solution is required, or audiences need to decide.
This content includes texts and multimedia. This can be:
- How-to posts
- Other instructional sources
Content can be posted on various social media posts, blogs, e-books, videos, infographics, datasheets, case studies, emails, and others. B2B brands may resort to posting whitepapers, case studies, reports, webinars, and educational videos. Although, it is essential to note that each channel follows a different format.
Content marketing also creates brand awareness and leads to traffic growth, lead generation, and customers. This content should also add value to the audience rather than just advertise.
Content marketing allows brands to be trusted voices at a low cost, making it a highly versatile option.
The content marketing model is also a vital marketing funnel element. The first layer may have the basic content, such as blogs and testimonials and demonstrative videos in the last layer.
An ideal content marketing strategy is created by studying channels, formats, and types and creating the perfect buyer persona.
2. SEO (Search Engine Optimization)
Creating content solely doesn’t suffice; your audience must also be able to find it. SEO boosts the firms ranking and visibility so that it’s found by prospects looking for a solution.
Keywords are the foundation of an SEO search. This strategy can be driven by in-depth keyword and key phrase research. Search engines use an algorithm to gauge page relevance based on user-centric keywords. However, keywords shouldn’t be stuffed unnecessarily.
Writing high-quality content can also rank the content higher.
However, SEO company strategies aren’t quick fixes and will require time to yield results. The more details invested, the more results brands get, so you might want to bring optimization experts on board.
As the algorithms change frequently, strategies should also be adjusted.
3. Instant Messaging Marketing
Besides WhatsApp, instant messaging on social media is also used for direct messaging.
This is a quick way for customers to get in touch for a quick response. This also creates a positive customer support reputation for the brand.
4. Paid Advertising
There are multiple ways to pay for online media. Brands can advertise on social media and search engines.
The search engine ads appear on the top of the SERPs, which comes before the organic ads.
Paid ads may have different payment models:
PPC or Pay-per-click
PPC is the most used payment model and is used in most digital marketing services. PPC refers to buying clicks for the ad through a bid in a keyword auction. This helps brands buy a top-ranking position via an auction based on keywords, location, and demographics.
The cost of the ads depends on the number of ads clicked, hence known as pay-per-click.
CPM or Cost-per-mile
This impression-based model is yet another commonly used model. This is more useful when working with a short-tailed keyword.
CPM implies paying for just what is used.
5. Affiliate Marketing
Affiliate marketing refers to paying content marketers a commission for every conversion. The content producers act as sales representatives for the product.
They create original content and mention the partnering brand with a link. As the audience purchases by clicking the link, the content producers are paid a commission.
The affiliate marketing partners can be bloggers, digital influencers, and e-commerce sites.
There is no requirement for a large audience because the product will reach the audience via the content producer.
6. Influencer Marketing
Influencers have a vast audience who are interested in what they have to say. These third-party influencers may create specific content for brands that suit their image and style while mentioning the brand’s offerings.
These should be well-known and respected people in the industry. They can be celebrities, authority figures, and experts. For B2B, you must partner with thought leaders and experts.
The brand can grow substantially, with the support of a social media marketing agency, if it goes viral or trends on social media.
7. Display Advertising
Display advertising is like traditional display ads printed in magazines. Except now, they are published online, custom-made for your audience.
These display advertising verticals are quite sophisticated through automation tools and optimizing them to perfection.
8. Email Marketing
Despite the common notion of email marketing being dead, it continues to be a source of driving revenue.
Once website visitors subscribe to the email list, brands can send them emails about discounts, special offers, sales, product releases, or special events.
Brands can add value by offering exclusives unavailable on any other vertical, leading to a mutually beneficial relationship.
Updates and relevant content, such as promoting or introducing new products and services, keep the audiences engaged. While following the email marketing strategy, it is essential to ensure privacy and not spam the users. They may have certain preferences. For example, a study shows that 49% of consumers want to receive promotional emails weekly.
Email marketing software is significant for tracking the click and open rates.
50% of small and medium-sized businesses use marketing automation software to send email drip campaigns. This makes automation to be substantial for a seamless process.
The examples of these emails are:
- Welcome emails
- Blog subscription newsletters
- Follow-up emails
- Holiday promotions
- Weekly or monthly tips
9. SMM (Social Media Marketing)
There are 1.5 billion social media users globally, which gives the brand massive exposure. Since it has great interaction potential, it helps brands get closer to their audiences, serving as a direct communication platform. This communication style keeps both sides updated.
As the name suggests, Social Media Marketing uses social media to promote a product, making it one of the most promising types of online marketing. The initial steps include creating a business page, creating posts, and advertising them to enhance sales.
Social Media Marketers should work in teams to produce comprehensive pieces rather than in silos. This also establishes that teams are creative-thinking and work on a data-driven strategy, leading to share-worthy posts.
This ensures consistent messaging across platforms (online and offline)
Social media ads can be run organically and with paid ads or that can be done simultaneously.
10. Mobile Marketing
Everyone has a mobile, which makes it the quickest route to get in touch with your audience. This makes up for an easily adaptable communication style. Besides the desktop version, mobile marketing can use push notifications and apps to reach audiences.
Since the consumer journey is becoming tricky, mobile marketing promptly reaches the customers.
Mobile marketing includes texting, in-app advertising, and social messaging apps. It is also perfect for customers to connect with bands for queries. This immediately solves a smartphone problem, which places brands ahead of their competitors.
This can be done by:
- Creating an app
- Adopting instant messenger marketing
- Using Geo localization to offer product/services
- Offer mobile content with SMS
- Mobile marketing is perfect for the younger audience, usually on their phone
11. Audio Marketing
Podcasts are now an increasingly popular way of audio marketing. Mentioning your product in a relevant context may help.
Gauging the audience helps come up with podcast topics.
Other popular examples of audio marketing include smart home assistants such as Amazon Alexa and Google Home and online platforms including Spotify.
Audio marketing is highly preferred since information can be consumed passively while working on a task.
12. Video Marketing
Videos are an engaging and entertaining way to grasp audiences’ attention and make up for an essential step in the marketing funnel.
Short and quick videos are great for grasping the attention of a user instead of endless texts. These videos can help audiences understand the product in detail. The best video production companies excel at providing these services.
13. Virtual Reality Marketing
Virtual reality marketing offers an immersive experience.
Its continued adoption shows that it’s here to stay. This vertical helps brands set their business apart from competitors, as it puts the brand ahead of time.
Expert Insights on Types of Digital Marketing
We asked the agency experts: "How can businesses determine the best type of digital marketing for their needs?"
Latoya Robinson, CEO of Top Notch Dezigns
"The type of business you run has a significant bearing on the type of digital marketing that works best for you. For example, a B2B company tends to focus its efforts on lead generation and while it needs a good website, it would also benefit by using LinkedIn, a social media platform for professionals. A B2C business, on the other hand, needs a website too, but would also stand to gain by turning to social media platforms like Facebook, Instagram, and Twitter.
When it comes to using social media platforms, businesses need to determine which might work best for them based on the ones their target audiences predominantly use. For example, while Instagram is perfect for reaching out to younger demographics, X might work better for your business if it wants to reach out to older and more affluent users."
David Ispiryan, Founder and CEO of Effeect agency and Ranxy agency
"To determine the best type of digital marketing for their needs, businesses need to identify their target audience. For B2B, LinkedIn, email campaigns and SEO-focused content marketing are effective, while B2C may benefit more from social media and influencer collaborations."
Bryan Philips, Head of Marketing at In Motion Marketing
"Determining the best type of digital marketing for a business hinges on understanding the target audience and their online behavior. For B2B companies, LinkedIn and email marketing might be most effective, while B2C businesses could benefit more from a strong presence on platforms like Instagram or Facebook combined with targeted PPC campaigns. It's about aligning the marketing efforts with where the audience is most active and engaged."
Tommy Babil, Biggest Geek at Dirt Geek Media
"To determine what form of digital marketing your business needs, the organization must understand its target audience, what their outcome goals are, and assess the effectiveness of the different media channels."
Isaac Gross, CEO of IG PPC
"By understanding where your customers start the journey when looking for your product or service, you’ll be able to determine your best way of marketing."
Aziz Musa, CEO of Cush Digital
"Determining the optimal digital marketing strategy for a business hinges on understanding two key variables: the client's current growth stage (whether they are a startup or a corporate entity) and a detailed analysis of their existing buyer cycle. This analysis aids in identifying the most suitable stage to target, which could range from Awareness, Consideration, Evaluation, Decision, Purchase, to Post-Purchase.
Our initial step involves a thorough understanding of these variables. We delve into an in-depth analysis of the competitive landscape, scrutinizing tactics utilized in adjacent markets. This comprehensive process allows us to identify the digital channels that are most likely to deliver a significant impact for the client.
However, our approach extends beyond initial planning. As a dynamic agency, we adopt a philosophy of continuous evolution. We engage in rigorous testing and learning, applying a cycle of trial and improvement. This adaptive methodology ensures that our strategies remain relevant, effective, and aligned with the ever-changing digital marketing landscape. In this way, we don't just rely on our initial insights but constantly refine our approach to deliver the best possible results for our clients."
Henrique Paranhos, CEO of WEbrand Agency
"Choosing the right digital marketing strategy is pivotal for business success. Conduct a comprehensive analysis of your target audience, industry trends, and budget constraints. Tailor your approach based on these insights to ensure maximum impact and ROI. Prioritize platforms that align with your brand identity and resonate with your audience. Embrace a dynamic approach, staying informed about emerging trends and technologies. Regularly evaluate and refine your digital marketing strategy to adapt to evolving market dynamics. Also choosing a reputable marketing agency is crucial for tailored, effective campaigns. And remember, a well-informed decision leads to effective and sustainable results."
João Aparício, Founder, CEO and Head of SEO @ Digital24
"You need to know your audience, what grabs their attention, and where. Match that with your business goals. Short-term results like selling as many products fast? Social media and Google Ads. Building a brand? Content marketing and SEO. In the end, knowing your audience is, and will always be, the most important factor here."
Nick Fernandez, Founder at Upsway Marketing
"We always recommend putting yourselves in the shoes of your customer base. What platforms are they using? What content would resonate with them the best? Then, test platforms and content based on that knowledge."
Types of Digital Marketing – Key Takeaways
Once brands establish an audience, they must finalize the digital marketing types that work for their strategy. Audience segmentation may help figure out the content that may work best.
Getting this strategy right boosts traffic, increases leads and brand awareness, and engages with the audience to build a loyal audience. The digital marketing benefits are simply endless! While no digital presence means losing out on tremendous opportunities.
While some marketing verticals are here to stay, some could change to align with the current times and consumer preferences.
While the strategy works for all businesses, adjusting the size of the business is imperative. To ensure leaving no gaps, brands can seek a professional approach through an internet marketing company.
A professional digital marketing company can also help you with this process, so we advise looking for the right agency to partner with for your project.