Types of Digital Marketing Channels
As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These channels still exist and are used today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common digital avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
Search engine optimization
Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.
The "art and science" part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a serch engine results page (SERP).
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-per-click (PPC) advertising enables marketers to reach internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, and Facebook and show their ads to people searching on terms related to products or services.
These campaigns can segment users based on their demographic characteristics (such as age or gender), or even target their particular interests or location. The most popular platforms for PPC are Google Ads and Facebook Ads.
The goal of content marketing is to reach potential customers through the use of content that interests them. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even pay-per-click campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is about. This type of marketing allows companies to reach potential customers and anyone else interested in their brands and products.
Many digital marketers use all other digital marketing channels to add leads to their email lists. Then, using email marketing, they create customer acquisition funnels to turn those leads into customers.
Social Media Marketing
The primary goals of a social media marketing campaign are to build brand awareness and establish social trust. As you go deeper into social media marketing, you can use it to obtain leads and as a direct marketing or sales channel. Promoted posts and tweets are two examples of social media marketing.
Affiliate marketing is one of the oldest forms of marketing, and the internet has given it new life. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies including Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.