What Is Digital Marketing? (Types of Marketing and Tips)

By Indeed Editorial Team

Published June 26, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Digital marketing is the process of using technology to promote and sell products or services. Different digital marketing techniques improve brand awareness and convert audiences to customers. Understanding the function of different digital marketing tactics can help you choose what types of marketing jobs you want to pursue. In this article, we answer the question "What is digital marketing?" discuss its types, and provide tips for creating a campaign.

What is digital marketing?

The answer to the question "What is digital marketing?" involves understanding the different types of digital marketing techniques that are available. Digital marketing handles digital communications and platforms, including search engines, websites, e-mail, social media, and mobile applications. Reaching new people to increase website traffic is important to a company's overall marketing strategy. You can measure and track the success of campaigns with key performance indicators (KPIs). Depending on the type of digital marking you use, specific metrics can help to determine the success of digital campaigns.

Effective digital marketing starts with creating customer personas to determine which digital channels are appropriate to reach your target audience. A customer persona is a fictional customer that represents your target consumer to help determine buying behaviour, social media platforms, interests, and basic demographics. You can set digital marketing goals depending on your target audience and then select the metrics to measure and monitor performance.

Related: How to Become a Digital Marketing Freelancer in 9 Steps

Types of digital marketing

There are several types of digital marketing. Each has its strengths and challenges. Here's an overview of the most common types of digital marketing:

Search engine marketing (SEM)

SEM involves creating content using the ranking of your keywords in search results. Search engines order web content according to popularity and relevance in the search engine results pages (SERPs). Here are some SEM elements to consider when developing your strategy:

Search engine optimization (SEO)

SEO involves writing content to target better short-tailed keywords and long-tailed phrases with a high online search volume. Most people use search engines to find content, so having a powerful presence on SERPs can help users find your content. Keyword research is important to identify the alternative keywords and phrases people search for relating to your content.

On-page SEO

On-page SEO is when keywords in your content, like blogs or landing pages, assist the search engine in finding that content. Keyword research is important for optimizing your target keywords in blog posts, landing pages, and infographics. You can improve SEO using keywords in titles, text, and anchor words for links. You can use keyword phrases in the filename, caption text, and a short introductory paragraph.

Off-page SEO

Off-page SEO includes linking to content on other pages, like blogs or industry articles with the same keywords. Link building involves finding and managing the backlinks in the content from authoritative sources. You can research relevant keywords on the topics that relate to your company's industry and link back to authoritative pages to improve your content's reach and customer conversion.

Content index

A table of contents for blogs, e-books, landing pages, and infographics improves SEO by using keywords throughout the content. You can create an index page and organize website content using keywords in category titles to help readers find information and improve the search engine's results. The search engine crawls websites for this information to find content that ranks higher.

Pay-per-click advertising

Pay-per-click (PPC) advertising is a type of online marketing in which advertisers place ads on SERPs. Advertisers only pay when users click on their ad, making it cost-effective to reach new customers. PPC allows you to target customers on the basis of their location, demographics, and interests. There are certain metrics to consider when determining the effectiveness of your PPC campaign, such as:

  • Cost per click (CPC): CPC is the amount you pay for each click on your ad. The relevancy of your keywords, landing page, and conversion rate gives your ad a quality score, which determines the price you pay. A higher-quality score results in a lower CPC.

  • Click-through rate (CTR): This is the percentage of people who click on your ad out of the total number of people who see it. A higher CTR means your ad is more relevant to users, which results in a lower CPC. It's important to track your CTR to optimize your PPC campaign.

  • Conversion rate: This includes the percentage of people who click on your ad and then take the desired action, such as making a purchase or signing up for a newsletter. A higher conversion rate means your ad is more effective in reaching its target audience.

Social media marketing (SMM)

SMM is digital marketing that uses social media platforms to reach new customers and build relationships with existing customers. Businesses use SMM to create content that users can share on their social media accounts, increasing brand awareness. SMM can also run ads, boost website traffic and generate leads. There are various social media platforms to consider when using SMM, such as:

  • Facebook: Facebook is the largest social media platform with over 2 billion monthly active users. It has various features for businesses, such as creating a Page, running ads, and boosting posts.

  • Twitter: Twitter is a microblogging platform with over 321 million monthly active users. Businesses can use Twitter to tweet quick updates, run ads, and engage with customers.

  • Instagram: Instagram is a photo and video sharing platform with over 800 million monthly active users. This platform is popular with businesses in the fashion, food, and travel industries.

  • LinkedIn: LinkedIn is a professional networking platform with over 500 million monthly active users. Businesses in the business-to-business industry often use it to connect with potential customers and partners.

Related: 15 Social Media Tools for Digital Marketing (With Uses)

E-mail marketing

Direct marketing, also known as e-mail marketing, uses e-mail to promote a company's products or services. Marketing and sales can use e-mail marketing for various goals, including customer engagement, brand awareness, and lead generation. E-mail campaigns typically include a call-to-action (CTA) that encourages recipients to take the desired action, such as making a purchase or signing up for a newsletter. There are different e-mail campaigns, such as:

  • Newsletters: A newsletter is a type of e-mail that contains informative content, such as industry news, company updates, and tips. You can send newsletters on a monthly or yearly basis.

  • Promotional e-mails: Customers receive promotional e-mails to promote a firm's products or services. They usually include a CTA, such as a discount code or link to a landing page.

  • Transactional e-mails: After a consumer acts, such as making a purchase or signing up for a newsletter, they receive transactional e-mails. Transactional e-mails usually include information about the transaction, such as a confirmation number or shipping update.

Content marketing

Content marketing is to create and share content, such as blog posts, infographics, images, and videos, to attract and engage an audience. Content marketing aims to build relationships with potential and existing customers by providing valuable content. You can also use content marketing to increase brand awareness and generate leads. There are various types of content you can create, such as:

  • Blogs: A blog is a website containing informative articles, typically with regular updates. Businesses use blogs to establish relationships with their customers and provide helpful information.

  • Videos: You can create videos to promote your brand or product or educate and entertain your audience. You may share these videos via social media, website, or e-mail marketing.

  • Infographics: An infographic is a visual representation of information, data, or knowledge. They're typically helpful for communicating complex ideas in a more digestible format.

  • Podcasts: A podcast is an audio file you can download and listen to on your computer or mobile device. Businesses use podcasts to provide information or entertainment for their audience.

Related: The Most Important Digital Marketing Skills for Your Resume

Tips for creating a digital marketing campaign

There are many factors to consider when creating a digital marketing campaign. These factors can contribute to the success of your campaign. Here are some tips to remember:

Define your goals

You can start by establishing your objectives. Deciding what you want to achieve with your campaign can help you select which channels to use. It can also help you determine what type of content to create.

Research your audience

It's important to know your audience to create a successful digital marketing campaign. Take some time to research your target market. This includes demographics, interests, and online behaviours.

Choose the right channels

Once you figure out who you're marketing to and what you want to achieve, you can select the suitable digital marketing channels for reaching them. There are a variety of online and offline channels you can use. These include websites, social media, e-mail, and paid advertising.

Create quality content

Any digital marketing effort requires high-quality content. Keep your content relevant, valuable, and engaging. Make sure it's consistent with your brand voice and tone.

Analyze your results

After launching your digital marketing campaign, it's important to keep track of your results. This can help you determine what's working and what's not. Use analytics to track your website traffic, leads, and conversions. You can also use social media analytics to track your engagement and reach.

Please note that none of the companies, institutions, or organizations mentioned in this article are affiliated with Indeed.

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