Digital marketing refers to the creation and dissemination of content through digital media channels websites, landing pages, social media, email, and mobile applications. The promotion of that content using a variety of strategies across paid, earned, and owned digital channels.
In recent years, Digital Marketing has exploded onto the marketing scene, and its effects have been anything but small. Traditional marketers companies have struggled to keep up with the ever-changing world of internet marketing. But companies can’t afford to ignore changes in the way people look to buy. While customers, leads, and clients have become more adept in this new landscape.
What are the different types of digital marketing?
Digital marketing is often divided into the three categories: paid, owned and earned.
1. Paid
Paid digital marketing comprises online ads and other paid digital content. These can appear on a variety of platforms. Such as:
· Search engines
· Social media
· Display (the website of another organization)
· Through affiliates and influencers (paying a commission or other remuneration for the marketing of your products)
Online ads are often known as pay-per-click ads because the advertiser pays when the ad is clicked.
2. Owned
Owned digital marketing is marketing through a company’s own online properties or content, such as:
· Websites
· Social media platforms
· Blogs
· Online publications
· Apps
· Emails
An important aspect of owned digital marketing is search engine optimization, which helps your online platform become more visible to existing and potential customers.
3. Earned
Earned online marketing is unsolicited promotion of your business and products by customers, product reviewers and others. “Earned media is a brand’s value gained from customer experience, such as through sharing, reposting or reviews,” Girolami says.
Importance of digital marketing
Digital marketing helps an organization appeal to a much larger audience than it could through traditional marketing methods because the reach of the internet is worldwide. This marketing method also enables organizations to target prospective customers who are most likely to buy their product or service.
Social media provides a common way for individuals to interact and communicate with organizations. Likewise, marketers can collect insights from their target audience on these platforms and increase customer engagement by communicating with them. Digital marketing strategies can be quickly shifted as needed.
Types of digital marketing
Digital marketing is so beneficial because of its flexibility. It comes in various forms, which gives businesses more opportunities than ever before to connect with their target audiences. Let’s look at the 5 key types of digital marketing.
Email marketing: Organizations reach out to customers and prospective customers through email with the goal of promoting current business practices such as sales or events.
Pay-per-click advertising: PPC advertising enables organizations to advertise on different websites with paid ads. An example of such an advertisement is a banner ad. If enough data or cookies are collected about a user, these ads can be targeted by characteristics like age, gender, location or general interests. The ad publisher is paid every time a user clicks on the ad.
Social media marketing: Organizations use social media marketing through platforms including Facebook, Twitter and Pinterest to connect and communicate with customers and prospective customers, notifying them of updates or deals, as well as just communicating and building social trust.
Content marketing: This digital marketing strategy tries to reach customers through content. Content refers to something an organization produces and publishes on a website with the intent to promote it through other marketing types, such as social media or email.
Affiliate marketing: An organization pays a commission to an influencer on a specific platform. Such as, (YouTube or Instagram) to promote its product or service.
Digital marketing important for a small business
Digital marketing offers an effective starting point to learn about and test marketing tactics, get to know your customers and obtain product or service feedback for a relatively small cost of entry and timely results and good visibility on the effectiveness of your efforts. It’s very useful for small companies.
“As a Saskatoon digital marketing agency & their strategies tells you how to target the right audience in the right environment, answering the right questions at the right time in the right mindset.”