Digital Marketing Types and Examples PDF

**What Is Digital Marketing?** **Types and Examples** **What Is Digital Marketing?** Digital marketing is the use of websites, apps, mobile devices, [social media](https://www.investopedia.com/terms/s/social-media.asp), search engines, and other digital means to promote and sell products and serv...

**What Is Digital Marketing?** **Types and Examples** **What Is Digital Marketing?** Digital marketing is the use of websites, apps, mobile devices, [social media](https://www.investopedia.com/terms/s/social-media.asp), search engines, and other digital means to promote and sell products and services. Digital marketing involves many of the same principles as traditional marketing and is often considered an additional way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But digital marketing also comes with its own set of challenges. Digital marketing started to become popular with the widespread adoption of the internet in the 1990s. **How Digital Marketing Works** Marketing encompasses a wide range of techniques and media that companies can use to promote their products and services to potential consumers and improve their [market share](https://www.investopedia.com/terms/m/marketshare.asp). To be successful, it requires a combination of advertising and sales savvy. Professional marketers take on these tasks either internally at individual companies or externally at marketing firms that may serve many different clients. Companies once focused on marketing through print, television, and radio because that was all they had. Although those options still exist, the internet gave companies another way to reach consumers and gave rise to digital marketing. The new technologies and trends forced companies to change their marketing strategies and rethink their budgets. Email became a popular marketing tool in the early days of digital marketing. Then the focus shifted to search engines like Netscape, which allowed businesses to tag and keyword items to get themselves noticed. The development of social platforms like [Facebook](https://www.investopedia.com/ask/answers/120114/how-does-facebook-fb-make-money.asp) made it possible for companies to track user data and deliver their messages to very specific audiences. **Types of Digital Marketing Channels** Digital marketing channels have evolved since the 1990s and continue to do so. Here are eight of the most common channels in use today. **Website Marketing** Companies often use their own website as the centerpiece of their digital marketing activities. The most effective websites represent the [brand](https://www.investopedia.com/terms/b/brand.asp) and its products and services in a clear and memorable way. A website today must be fast-loading, mobile-friendly, and easy to navigate. **Pay-Per-Click Advertising** Pay-per-click (PPC) advertising enables marketers to reach audiences on news and other websites and digital platforms through paid ads. Marketers can set up PPC campaigns on [Google](https://www.investopedia.com/articles/investing/020515/business-google.asp), Bing, LinkedIn, X (formerly Twitter), Pinterest, and Facebook and show their ads to people searching terms related to their products or services. These campaigns can segment users based on their [demographic](https://www.investopedia.com/terms/d/demographics.asp) characteristics (such as age or gender), or their particular interests or location. The most widely used services for PPC are Google Ads and Facebook Ads. **Content Marketing** The goal of content marketing is to reach potential customers through the use of written, visual, or video [content that interests them](https://www.investopedia.com/articles/personal-finance/032515/taboola-how-content-you-may-makes-money.asp). That content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even pay-per-click campaigns. Content marketing attempts to be more subtle than advertising, and the product or service the sponsor is attempting to market may or may not be conspicuously highlighted. **Email Marketing** [Email marketing](https://www.investopedia.com/best-email-marketing-software-5088645) is still one of the most effective digital marketing channels, though many people associate it with spam and treat such messages accordingly. Many digital marketers use their other digital marketing channels to collect names for their email lists. Then, through email marketing, they try to turn those leads into customers. **Social Media Marketing** The primary goals of a social media marketing campaign are to [build brand awareness](https://www.investopedia.com/terms/m/mindshare.asp) and establish trust. As you go deeper into social media marketing, you can use it to obtain leads and as a [direct marketing](https://www.investopedia.com/terms/d/direct-marketing.asp) or sales channel. Promoted posts and tweets are two examples of social media marketing. **Affiliate Marketing** [Affiliate marketing](https://www.investopedia.com/terms/a/affiliate-marketing.asp) is one of the oldest forms of marketing, and the digital world has given it new life. In affiliate marketing, companies and individual \"influencers\" promote another company\'s products and get a commission every time a sale is made or a fresh lead is added to their list. Many well-known companies, including Amazon, have affiliate programs that pay out millions of dollars to affiliates that help sell their products. **Video Marketing** A lot of internet users turn to sites like YouTube before making a buying decision, to learn how to do something, to read a review, or just to relax. Marketers can use any of several video marketing platforms, including Facebook Videos, Instagram, and TikTok, to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns. **Text Messaging** Companies also use text messages (formally known as SMS, or short message service) to send information about their latest products and promotions. Nonprofit organizations and political candidates also use texting to promote themselves and solicit donations. Today many marketing campaigns make it possible for consumers to make a payment or donation via a simple text message. **Key Performance Indicators (KPIs) in Digital Marketing** Digital marketers use [key performance indicators (KPIs)](https://www.investopedia.com/terms/k/kpi.asp) just like traditional marketers. KPIs let them measure the long-term performance of their marketing initiatives and compare those to their competitors\' efforts. The following are some of the most common KPIs that marketers can use to gauge how well they\'re doing: - **Click-through rate**: This KPI is commonly used to measure the effectiveness of online advertising, by counting the number of people who clicked on a particular ad as a percentage of all the people who might have seen it. - **Conversion rate**:** ** The conversion rate goes even further than the click-through rate to compare the percentage of people who took some desired action, such as making a purchase, to the total audience that a particular ad or promotion reached. - **Social media traffic**:** **This tracks how many people interact with a company\'s social media profiles. It includes likes, follows, views, shares, and/or other measurable actions. - **Website traffic**: This [metric](https://www.investopedia.com/terms/m/metrics.asp) tracks how many people visit a company\'s website during a given time period. Among other uses, it can help companies judge how effective their marketing efforts are at driving consumers to their site. **Digital Marketing Challenges** The digital world poses special challenges for marketers. For example, digital channels proliferate rapidly, and marketers have to keep up on them and figure out how to use them effectively. Marketers can also find it challenging to analyze and make productive use of the huge amount of data they can capture through these platforms. Perhaps most important, consumers are increasingly inundated with digital ads and other distractions, making it more and more difficult to capture their attention. **What Is a Digital Marketing Agency?** A digital marketing agency is a company that deals exclusively in marketing to consumers or businesses through digital channels. This includes creating and launching campaigns for clients through social media, pay-per-click advertising, videos, and custom websites, among other means. **What Is SEO in Digital Marketing?** Search engine optimization (SEO) describes a variety of techniques that companies use in an effort to increase traffic to their website and raise its position in search results. The higher a site appears on the search results page, the more likely consumers are to see it and potentially click to visit it. **What Is Internet Marketing?** Technically, internet marketing is marketing that takes place solely on the internet. As such, it is a subset of digital marketing, which can use many different kinds of digital platforms, including the internet, to reach its desired audience. **How Can You Become a Digital Marketer?** Digital marketers need strong writing and social media skills, along with a good understanding of data analytics. A bachelor\'s degree is required for most digital marketing positions. You might also want to take digital marketing courses or participate in a digital \"boot camp.\" In addition, completing an internship while in school can be useful.2 A master\'s degree in digital marketing may be useful but is not considered essential. **What Skills Are Needed in Digital Marketing?** Strong communication skills are essential if a marketer is going to be successful in telling a company or product\'s story to potential customers. Data analytics skills are also important for understanding how well a marketing campaign is performing and where it might be improved. Finally, social media skills are another must. **What Is Implicit Bias in Digital Marketing?** Implicit bias, also known as unconscious bias, refers to messages that unintentionally convey negative stereotypes or derogatory attitudes toward certain groups. In recent years it has come in for particular notice in the fields of advertising and marketing. In digital marketing it may manifest itself in something as simple as the choice of stock photos for a marketing campaign. For instance, without even thinking about it, companies may use images of only heterosexual White individuals while excluding Black, Indigenous, and other people of color, along with those of different body types and abilities. While digital marketers often use supposedly unbiased [algorithms](https://www.investopedia.com/terms/a/algorithm.asp) to help craft their campaigns, those algorithms are created by human beings who may bring their own unconscious biases to them. **The Bottom Line** The ways in which people consume media in the 21st century have caused marketers to put increased, and sometimes exclusive, emphasis on digital platforms for their campaigns. While digital marketing uses many of the same techniques as traditional marketing through print, television, and radio, it also has its own set of tools that marketers need to master in order to succeed. Sponsored Trade on the Go. 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What is Digital Marketing? [Digital marketing](https://www.simplilearn.com/tutorials/digital-marketing-tutorial/what-is-digital-marketing) refers to any marketing strategy that uses an electronic device that may or may not is connected to the internet. Even radio ads and television commercials are digital marketing strategies, though [digital marketing has evolved](https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article), and new strategies can be much more effective. Digital marketing is important when it comes to being competitive and relevant within your industry. If your business has no web or digital presence, you're missing out on countless opportunities to reach out to your target audience. 15 Types of Digital Marketing There are many types of digital marketing that you can leverage to increase your audience reach. Using multiple digital marketing channels can help you create a well-rounded strategy that will yield the best results. To help you determine which digital marketing strategies may work best for your business, here are six of the most effective types of digital marketing: 1\. Content Marketing [Content marketing](https://www.simplilearn.com/free-content-marketing-training-course-skillup) refers to informational, valuable content like blog posts, how-to videos, and other instructional materials. This type of marketing helps you connect with your audience and answer their questions. It can also help to generate leads and close sales. Content should be published regularly with the target audience in mind. Ideally, your brand would become a trusted voice within the industry by publishing quality, reliable content. You want your audience to come to you first for information on the latest industry trends. Pros: 1\. It's free of cost.  2\. Content is a highly versatile option. It allows you to build your brand by educating, entertaining and inspiring the audience.  3\. It fuels all the other types of digital marketing. Cons: 1\. The competition is high, it takes a lot of time to rank organically for target keywords. 2\. Consistency and high-quality is vital to be effective. Your content must meet your customers\' requirements while branding and achieving your business targets.  The Next Steps Designing a simple and effective content strategy is the key to a promising beginning:  - Choose 4 to 5 core themes considering the customer needs and what your brand wishes to communicate to the masses.  - Decide the formats: video, audio, articles, or others.  - Finalize the channels you will use to post each piece of content.  2\. Search Engine Optimization [Search engine optimization](https://www.simplilearn.com/tutorials/seo-tutorial/what-is-seo) (SEO) is the strategy of creating content in such a way that search engines like Google will rank your page high on the search engine results page (SERP).  Google uses algorithms to decide how relevant your page is to the keywords that the user is searching for. These algorithms update frequently, and SEO strategies must be adjusted just as regularly to remain effective. When done properly, SEO efforts will put your page at the top of the SERP and bring in more organic traffic. Pros: 1\. It increases the brand visibility.  2\. It is cost efficient, compared to PPC.  Cons: 1\. SEO depends on content and tech.  2\. Google\'s changing algorithms might come in the way of your efforts.  3\. It takes time for SEO to work.  The Next Steps - SEO begins with good content. Follow a good content strategy and do keyword research to discover what people search for. - Stay updated on Google\'s recommendations for content.  - Beginners opt for a plug-in that would assist them in optimizing their site (e.g. [Yoast for WordPress](https://www.simplilearn.com/how-to-use-yoast-seo-on-wordpress-article)). 3\. Search Engine Marketing/Pay-per-Click Search engine marketing, or SEM, refers to paid advertisements that appear at the top of the SERP. The cost of these ads typically depends on the number of clicks the link receives, hence "[pay-per-click](https://www.simplilearn.com/pay-per-click-ppc-to-boost-your-digital-marketing-efforts-article)." When you pay for these top SERP slots, the "Ad" label will appear next to your URL. Despite consumer knowledge that these are ads, many still click on these links, and it can be a very effective digital marketing strategy. Pros: 1\. It helps attain a top rank quickly.  2\. It is time efficient.  Cons: 1\. It can often be expensive to target popular keywords. 2\. Most people are skeptical of ads in the search results and prefer to trust the natural search results. **10 Essential Skills Every Digital Marketer Needs to Know** **1. Video Marketing** Video continues to take the internet by storm and this isn't about to stop. Customers love videos, particularly on social media, and [8 out of 10 people](https://ie.oberlo.com/blog/video-marketing-statistics) have purchased after watching a brand's video. For marketers, 93% who use video say it's an important part of their strategy and 87% report it gives them a positive Return on Investment (ROI) according to [The State of Video Marketing research. ](https://www.wyzowl.com/video-marketing-statistics/) Bear in mind that these are loose statistics that will vary depending on who you ask, but the point is that most statistics point to much higher conversion, engagement, and higher SEO rankings when it comes to video. What makes it so engaging? Because it's personal and relevant. When people can see your face (or the face of the person promoting the brand), they are more likely to trust your business. It's also wonderfully versatile content to use across different platforms. Just think about the success of Instagram and the [rapid rise of TikTok](https://digitalmarketinginstitute.com/blog/the-rapid-rise-of-tiktok)!  Digital marketing professionals don't have to know everything about video production. But knowing [how to make videos without hiring a professional](https://digitalmarketinginstitute.com/blog/how-to-make-videos-without-hiring-a-professional) is a good place to start. There are some great tools to help you do that such as Camtasia or an AI tool like CapCut. And if you have some training in this area and love it, your skills will never be wasted as video will always be in demand. If you want to learn more on your own, you can try out video editing tools like [Apple Final Cut Pro X](https://www.apple.com/ca/final-cut-pro/) or [Adobe Premiere Pro](https://www.adobe.com/products/premiere.html). **2. Search Engine Optimization (SEO) & Search Engine Marketing (SEM)** Search Engine Optimization (SEO) is key to all levels of digital marketing and anyone going into the field must have a basic handle on it. You can leave the highly technical, back-end stuff to the more technical people on the team, but knowing [how SEO really works](https://digitalmarketinginstitute.com/resources/podcasts/podcast-003-how-does-seo-really-work-joe-williams) and a solid understanding of best practices and content optimization are crucial for running a successful digital marketing campaign. This is even more true as AI technology, such as [Google\'s Search Generative Experience](https://digitalmarketinginstitute.com/blog/preparing-for-ai-search-with-google-search-generative-experience-sge), change the landscape.  **3. Content Marketing** Content is at the core of digital marketing and content marketing will continue to be a crucial part of the game no matter what happens. But content marketing is a huge job in itself. You have to be able to create high quality, SEO-friendly content for many channels and understand how to [create an effective content strategy](https://digitalmarketinginstitute.com/blog/how-to-create-a-content-marketing-strategy) to engage and convert audiences, including knowing the best ways to [use ChatGPT](https://digitalmarketinginstitute.com/resources/videos/walkthrough-get-started-with-chatgpt-basics) and other AI technologies. And to make things a little more challenging, it's important to note that content can take many forms, from video to social, emails, web content, blogs, e-books, videos, whitepapers...the list goes on. You also have to have a firm grasp of social media marketing as content is crucial on social platforms.  **4. Data & Analytics** No matter what facet of digital marketing you go into, analytics will be central to your strategy and help you make [better data-driven decisions](https://digitalmarketinginstitute.com/resources/webinars/webinar-data-driven-marketing-a-methodology-for-better-decisions) for campaigns. Monitoring and reporting via tools such as Google Analytics is pretty straightforward, but the tricky part is how to gather and use that information to learn more about consumer behavior and apply it to solutions that boost traffic and conversions. Most businesses (even small ones) have huge amounts of data to track, and great digital marketers need to understand how to gather and use this to their advantage. Companies will always be on the lookout for people who not only know how to "read" data using their marketing technical skills but to [extract value from customer data](https://digitalmarketinginstitute.com/blog/8-ways-to-extract-value-from-customer-data) to improve future strategies. If you can show that you can do this in innovative ways that result in campaign success, you will be a valuable asset in the industry. Bear in mind that you don't have to stick to one platform for your analytics, check out some [alternatives to Google Analytics](https://digitalmarketinginstitute.com/blog/what-are-some-of-the-best-alternatives-to-google-analytics) to see if they would work better for you. **5. Understand Design Thinking & Planning** Design thinking is a term that refers to a way of approaching problems from a user-centred perspective. The approach essentially encourages us to think in a human-centred way when solving large-scale complex problems. According to The Interaction Design Foundation, there are 5 key phases to this process: empathize, define, ideate, prototype, and test. The reason why this works well is that so much of it is (or should be) centered on the [user experience, which is key to digital marketing success](https://digitalmarketinginstitute.com/blog/why-user-experience-is-key-to-digital-marketing-success). Another interesting thing about this approach is that it can be used in a non-linear way: so you may find yourself getting to the testing phase and then coming back to the middle phase to reconsider ideas. Designers and developers are likely to use this type of approach, so it's a good idea to at least have a solid understanding of it to pump up your marketing resume and apply it when feasible.  **6. Social Media** As a marketer, it\'s essential to have some understanding of [social media marketing](https://digitalmarketinginstitute.com/blog/social-media-strategy). You need to understand that it\'s not as simple as creating a post and putting it out there. The content you create needs to be relevant, targeted and stand out so people will stop scrolling and click. It\'s also about understanding the strengths of each platform and if it will suit your audience.  For example, if you\'re a fitness brand with a customer base of 20-30 year olds then TikTok may help drive brand awareness. You could post a video of customers at a fitness class or a promo video showing what you have to offer. Conversely, if you supply computers to the B2B sector then [LinkedIn](https://digitalmarketinginstitute.com/blog/be-a-linkedin-leader) could help to make connections and engage in niche groups that drum up business.  It\'s about knowing your audience base, creating content that will resonate, and using the right social platforms.   **7. Email marketing** Email is an essential tool for any marketer, espeically as f[irst-party data is more important than ever](https://digitalmarketinginstitute.com/blog/why-first-party-data-is-more-important-than-ever-and-how-to-use-it), since the demise of cookies. It helps you to communicate with, and influence, a captive audience and deliver personalized messaging through segmentation and workflows.   There are [a lot of great tools](https://digitalmarketinginstitute.com/blog/a-practical-guide-to-the-top-email-marketing-platforms-automation-tools) out there that can help with email (e.g. MailChimp, Marketo) so it\'s important to familiarize yourself with them. It\'s also important to have lists to keep your contacts in order. For example, if you run a paid campaign on social media, collate your contacts into a list so you can target them with similar information or messaging.  Triggered workflows are also important, as you can use automation to send relevant messages at regular intervals to re-engage prospects or customers.  According to [Litmus](https://www.litmus.com/resources/email-marketing-roi/), for every \$1 you spend on email marketing, you can expect an average return of \$36 so it\'s worth putting time and energy into your email strategy to stay front of mind across your database.   **8. Be Tech Savvy** As the digital marketing industry is technology-driven, you need a decent grip on Martech as well as be able to learn it quickly. If you're a digital native or Gen-Zer, this is probably going to be second nature, but older generations may want to take some time to learn not only specific technologies but also get familiar with commonly-used software and tactics such as [audience listening](https://digitalmarketinginstitute.com/blog/7-of-the-best-free-audience-listening-tools) tools or SEM. It can also be beneficial to understand the technical skills needed for marketing such as the basics of web coding, using Content Management Systems (CMS), as well as [AI tools](https://digitalmarketinginstitute.com/blog/how-ai-is-changing-digital-marketing) and data privacy issues. **9. Be Persuasive** A great digital marketing leader will not only possess great people skills, they'll also be able to combine analytical thinking with creative [problem solving](https://digitalmarketinginstitute.com/resources/videos/essential-skills-7-problem-solving-skills). This will help their teams come up with innovative marketing campaign ideas to drive businesses forward. A big part of this is having great [persuading and influencing skills](https://digitalmarketinginstitute.com/resources/videos/essential-skills-3-persuading-and-influencing). Can you convince someone to purchase a product? What about persuading other team leaders that your idea is the best? This isn't about arguing, it's having the confidence that you know what you're doing and demonstrating it. **10. Highlight Your Unusual Skills** As far as [soft skills](https://digitalmarketinginstitute.com/blog/setting-yourself-apart-with-soft-skills) go, great digital marketers should be curious, enjoy versatility, forward-thinking, business-focused and strategy-centered. But there is plenty of room in this field for all kinds of personalities and skillsets. So, you should leverage your unique personality to stay competitive in the industry. It may, for instance, be unusual to find someone talented in SEO strategy as well as management, or it may be unique to find someone with a computing science degree that also loves social media. Never be afraid to use your strengths to your advantage.  -