49 percent of organizations don’t have a digital marketing strategy. Coincidentally about half of new businesses fail within their first year. In today’s digital age, lack of a digital marketing strategy is a fast-track to failure. Digital marketing is much more than having a digital presence. We’ll give you an overview of the different types of digital marketing, but first, you need to understand why digital marketing is important.
What is Digital Marketing and Why is it Important?
Digital marketing refers to marketing activities that involve digital devices. By default, this includes internet marketing strategies like social media marketing, search engine optimization, email marketing. It also includes marketing that involves mobile devices like phones and tablets. Digital marketing is important because we live in an increasingly connected world. More purchases are being made online than ever before, and search engine research has become a key part of the buying process. Here are some statistics that highlight the importance of digital marketing:
- 88 percent of Americans have internet access
- Search engines drive 93 percent of all website traffic
- 90 percent of searchers haven’t made up their mind about a brand before a search
- 86 percent of people look at social media before making a purchase
- 80 percent of social media content is viewed on a mobile device
People spend an average of 3 hours and 23 minutes on their mobile device daily
Your customers are on the internet. They rely on search engines and posts on social media to learn everything they can about a brand before they make a purchase. Digital marketing is how you inject yourself into the conversation and get noticed in the online marketplace. To do this, you need a digital marketing strategy.
What is a Digital Marketing Strategy?
A digital marketing strategy is just like any other marketing plan, with the only difference being it focuses specifically on how you will use digital channels to achieve your business objectives.
Creating a digital marketing strategy starts with your target customers. Digital marketing techniques can be much more efficient in their targeting than traditional marketing methods. The more you know about the digital behaviors of your target customers, the easier it is to create and distribute content that moves them along the buying journey. Consider creating a survey asking your current customers about how often they check their email, use search engines, and spend time on social media. Ask them which social media platforms they use the most.
Use this information to choose which digital marketing channels to include in your digital marketing strategy. You also want to consider your marketing objectives when choosing which types of digital marketing to focus on. If you want to build brand awareness, search engine optimization and social media marketing are your best options. If you want to focus on building relationships with your target audience, email marketing, and social media marketing are good choices. It’s important to note the differences between the types of digital marketing are not black and white. Many of these strategies overlap, as you’ll see in the following section.
What are the Different Types of Digital Marketing?
Understanding the different types of digital marketing and the role each one plays in a holistic marketing mix is important even if you plan on outsourcing to a digital marketing agency. Below is a brief introduction to each type of digital marketing, as well as how each one can be used to reach your marketing goals.
Great content is the foundation of all digital marketing techniques. Content marketing is creating and distributing content for the purpose of educating consumers and answering the questions they have regarding your product or service. The end game is establishing trust with your target audience while also signaling to search engines that your website is an authoritative site in your niche
Content marketing is the first on this list because it includes all of the other types of digital marketing on this list.
Search Engine Optimization
Search engine optimization includes all marketing techniques designed to help a website rank on the first page of search engine results pages for keywords relevant to their niche. It is broken down into three areas: On-page SEO, off-page SEO, and technical SEO.
On-page SEO focuses on keyword use, inbound links, and optimizing metadata. Off-page SEO focuses on building relationships with other webmasters and influencers within your industry to get backlinks and social shares for your content. Finally, technical SEO focuses on the various technical and design aspects that can affect your website’s ranking.
Search Engine Marketing
Many people confuse search engine marketing with search engine optimization. The difference is search engine marketing refers to paid techniques used to improve search results, with the main method being pay-per-click advertising.
Google Adwords is the most used platform for PPC advertising since Google is the dominant search engine. It works like an auction. You set a price-per-click you are willing to pay for being shown at the top of a result for a certain keyword, then Google analyzes the bids and chooses the ones most likely to get clicks. It may seem like they would always choose the highest bid, but the reality is there are several factors that go into the decision.
Even though we just covered pay-per-click advertising, it has its section because it is used by Facebook and other advertising platforms besides search engines. Besides Google, Facebook is the most popular and effective advertising platform.
A successful PPC strategy depends upon a foundation of good content to convert clicks into customers.
Affiliate marketing is a type of digital marketing that involves collaboration with another business. You promote this business’s products or services on your website, and in exchange, you get a commission on each lead that your partner converts.
Affiliate marketing isn’t a strategy for every business, but it can be a great tool for tapping into a new audience.
Social Media Marketing
Social media marketing is arguably the most important type of digital marketing in your digital marketing strategy. Today’s consumer is highly skeptical of a brand they can’t research and connect with on social media. You have to build and maintain a strong digital presence on the social media channels frequented by your target audience.
Facebook is an absolute must for all types of brands, while Twitter, LinkdedIn, Instagram, and YouTube all have their uses depending on your niche. Social media platforms are also used to find and work with influencers in your niche who can help amplify your brand.
Email marketing is the use of email to nurture leads through the buying cycle. Many companies use email capture forms as the call-to-action for the content they create as a part of their content marketing and search engine optimization strategies.
The goal is to build an email list of leads who find your content valuable enough to get it delivered directly to their mailbox.
Mobile marketing is one of the hottest types of digital marketing and is only showing signs of growing. Having a website that functions well on mobile is crucial to the success of your business.
Mobile marketing also includes social media marketing, as apps like Twitter, Instagram, and Snapchat are used predominantly on mobile devices. Smart companies are taking advantage of being able to build relationships with their target audience in real time.
Types of Digital Marketing – Final Thoughts
Now that you are familiar with the different types of digital marketing, you are ready to create a targeted digital marketing strategy designed to get results. Our team of content writers, SEO experts, and experienced strategists are well-versed in their given areas of digital marketing. If you want to learn more about how these digital marketing strategies can help your business thrive, contact us for a conversation.