Digital marketing is an essential part of any business's success. It is the process of using digital channels to reach target audiences and promote products and services. There are many different types of digital marketing strategies that can be used to reach potential customers, such as content marketing, influencer marketing, mobile marketing, display advertising, email marketing, and social media marketing. Each type of digital marketing has its own advantages and can be used in combination with other strategies to maximize results.
Content marketing is a type of digital marketing that focuses on creating and promoting different types of content, such as blog posts, social media posts, videos, infographics, and podcasts. Content marketing is SEO-heavy and easy to use and organically attracts new customers. Content marketing involves creating and distributing content that adds value to your audience, rather than simply spreading an advertising message. Display advertising is much like traditional print ads that would appear in magazines, except that they are online and you can target specific publications that you know your audience reads.
It has now become much more sophisticated with programmatic advertising (where ads are automatically reserved, analyzed and optimized using algorithms) and retargeting (such as when you look at a pair of shoes on your favorite department store's website and then those shoes follow you on every website you visit months later). Mobile marketing is almost as broad as digital marketing itself and will overlap with many of the other types. It involves doing everything you do on the desktop, but adapting it to mobile devices, as well as doing mobile-specific things, such as in-app advertising, texting, and using social messaging apps. It's especially important if you're targeting a younger audience who spends all their time on their phones.
Social media marketing involves leveraging social media platforms to reach target audiences. There are all kinds of channels: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat and options ranging from organic (for example, Facebook groups, page posts, stories and Messenger) to paid ads like Facebook. Practically every company should be on at least a couple of these social channels. Influencer marketing involves partnering with influencers, celebrities, experts, and authority figures who have an existing audience.
When they promote your product to their audience, often on platforms such as Instagram, Snapchat or YouTube, loyal followers will stick to their recommendation and buy from you. Naturally, you could think of the Kardashians or some super cool young actress who helps promote your product to individual customers, but influencers can also be effective for B2B; it's just that you'll partner with thought leaders or experts who are more serious and specific in your industry. Email marketing is still alive and well despite what some people may say. It involves sending emails to potential customers with offers or content that will help them make a purchase decision. Email campaigns can be tailored to individual customers based on their interests or past purchases. A digital marketing strategy is a plan that describes how your company will achieve its marketing objectives through online channels such as search engines and social media.
Most strategic plans will summarize what online channels and digital marketing tactics you will use as well as how much you will invest in these channels and tactics. Most companies would do well to start with a combination of website optimization, content marketing, SEO (Search Engine Optimization), SEM (Search Engine Marketing), and social media; then expand to other types as they become familiar with digital marketing. Digital marketing platforms can also be beneficial in easily measuring and adjusting company objectives and providing a better return on investment. Modern marketing relies on technology to analyze the comprehensive performance of a marketing campaign and help guide future strategies and decision-making. Whether you're looking to increase sales or build brand awareness for your business, there are many different types of digital marketing strategies that can help you achieve your goals.
