How often do you check online to know about a particular brand or explore their latest collection?
How frequently do you find your inbox flooded with emails that take you to the latest sales, hot deals, discounted services or a whole new brand or business?
How recurrently do you see your FB and Instagram showing sponsored Ads of the things you just usually mentioned or typed?
This is because various brands have been targeting you as their potential customer through digital marketing.
Digital marketing includes all activities planned and carried out to promote your product or service through online platforms such as Social Media, Websites, Emails, Mobile Apps and SEO.
Why Does Digital Marketing Matter?
Every brand and business, no matter on what scale, is after one thing; Attention from the public.
And where do they find it the most these days? On the Internet.
This is why brands and businesses are spending a generous amount of their marketing budget on Digital marketing instead of traditional marketing. Because even when on the road, most eyes are glued to their phones instead of observing every passing billboard. See it for yourself next time you sit with someone in a car.
For one thing, digital marketing is more measurable than traditional advertising. You can see the viewership and analyze the results to pivot your direction almost instantly. At any point you feel that the results are not promising, you can adapt and change your digital marketing strategy.
Other than that, digital marketing allows you to reach a far larger audience than traditional marketing in a relatively cost-effective way, significantly boosting the conversion rate.
Digital marketing has proven effective time and again to understand and engage with your audience at every stage of awareness and develop a meaningful connection with them over time.
Types of Digital Marketing
Let’s have a look at different types of digital marketing one by one before you can develop an incredible marketing strategy for your brand.
While there a limitless options available to promote your businesses and brands online, most of these options fall into the following main categories.
1. Search Engine Optimization (SEO)
SEO is the process of optimizing your websites, blogs or infographics for search engines like Google and Bing. A well-optimized website will rank higher (the goal is to rank for the top 3 spots), increasing its visibility and driving a large organic audience to your website.
Brands are lately focusing on their SEO strategy more and more to increase their online presence. This includes working on different types of SEO:
This means to rank higher for a particular keyword or a set of keywords. These keywords are used by the audience to make a search on Google. Make sure to incorporate relevant and high-volume keywords in your content and provide valuable and authentic information to establish your authority.
This type of SEO focuses on creating backlinks, i.e. when one website links to another. The importance of having your website’s link appear on other websites is immense in SEO when done in the right way. The right way is to ensure that the website linking to you is credible and has authority in its area.
This type of SEO is performed at the backend of your website, where coding is done. Google and other search engines have defined their technical requirements for a website’s ranking. A technical SEO expert can help you achieve those.
2. Pay Per Click (PPC)
Pay per click is an advertising method on Search Engines and platforms like FB, Twitter and LinkedIn and where you pay for each click you get.
The most commonly used PPC method is Google Ads, where you pay to be on the topmost slots on Google for a relevant keyword. Normally top 4 slots are given to Google Ads, and with thousands aiming for one of those positions, the competition is fierce.
The cost per click is determined by the selected keyword’s competition and your website’s quality score.
3. Search Engine Marketing (SEM)
Search engine marketing is a broader term that means to increase traffic on your website by both paid advertisement and SEO.
SEM is an effective and powerful strategy to place your brand in front of customers who are interested in a relevant thing and search for it with the mind of buying it. When your product is the first thing they see on the internet search, they are likely to buy from you. This is why brands are using every opportunity to strengthen their Search engine marketing via PPC and SEO.
4. Content Marketing
Different from direct advertising, this type of marketing aims at creating valuable, informational and engaging content to enrich the customer experience, answer their queries and inform them about something.
This is mostly achieved through frequent blog posts, ebooks or whitepapers and videos to keep a strong connection with the audience and artfully persuade them to try your product/service.
5. Influencer/Affiliate Marketing
Affiliate and Influencer marketing is the practice of promoting your brand through other powerful influencers and industry experts. You pay them an agreed percentage as a commission for using their platforms to promote and market your product/service.
This is a relatively new but highly effective form of marketing that brands are inclined to. Social media celebrities have an already huge organic audience that follows them keenly. Targeting them to speak about your product is worth the money.
6. Social Media Marketing
Tapping the social media platforms like Twitter, LinkedIn, Facebook and Instagram to promote your brand is often part of the digital marketing strategy of big names.
Based on the type of brand and the audience you’re trying to reach, you can opt for a Social media platform or a combination of them to run campaigns and targeted Ads.
7. Email Marketing
Once you have an organic email list of the people who opted in or are already buying from you, email marketing is a good way to maintain communication, enhance customer experience and inform them about your new products or deals.
For email marketing to work, an email must be read by the potential lead, which means it should begin in a captivating manner and should stand out in a pool of hundred others you are getting daily. There are various analytic tools to determine the opening rate and how many people clicked the link, which helps you to adapt as you proceed.
8. Radio Advertising
With radio becoming digital, radio marketing now falls under the domain of digital marketing, which means you can run Ads on the radio to tap a whole new segment of the audience.
9. Instant Message Marketing
Sending direct messages on mobile phones or WhatsApp and FB messenger is Instant Message marketing. It’s a direct and simple way to inform your audience about your recent offers.
When it comes to digital marketing, the options are countless. Depending upon the type of business and audience, you can customize your digital marketing strategizes to make sure you are reaching the right audience at the right place and at the right time.