What is Digital Marketing and Digital Marketing Channels?
So what is digital marketing? Digital marketing encompasses all of your marketing activities that take place online. Its influence to engage customers grows every year as more people use the internet to browse, connect and buy.
That’s a lot of potential customers to reach online and it's the job of digital marketers to devise and execute digital campaigns that do just that.
What are the digital marketing channels?
SEO marketing or website marketing
SEO consists of many elements, and knowing what they are and how they work is key to understanding SEO’s importance. The elements to include in your marketing are:
- Keywords - Non-branded and branded keywords with high search rates and low competition
- Local SEO - Locally focused content (directories) and keywords
- Off-page SEO - External and third-party backlinks
- Content - Keywords and internal links peppered through content
- Search engine marketing - Paid marketing campaigns e.g. Google Ads, PPC, etc.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is all about optimizing your paid search advertising - unlike SEO which focuses on organic traffic.
SEM and SEO are a match made in heaven as they complement each other by ensuring your brand has a presence on search engines and spreading your budget across organic and paid channels.
Content Marketing
The term content marketing makes this part of digital marketing self-explanatory, but it’s an area that can be difficult to get right. It’s easy to create tons of content to distribute online, but the key is creating great digital content that performs.
Content marketing encompasses a wide range of formats such as video, blogs, emails, webinars, social media posts, and eBooks which can be used at all stages of the sales funnel. The benefits of content marketing done well are increased web traffic, a spike in subscribers, boosted sales, and loyal customers.
Email Marketing
Email marketing is a structured, systematic process to deliver marketing messages to targeted subscribers. Email is the oldest form of online communication and is still very effective at bringing customers through the sales funnel and driving conversions.
With the death of third-party cookies on Google, email will become more important. As a first-party data channel (i.e., information collected straight from customers), companies will become more reliant on email to communicate and convert.
Social Media Marketing
While there were once a limited number of social channels, the networks on offer are growing and attract new users every day. This offers great opportunities for marketers: just think about the viral possibilities on TikTok or the live stream features on WeChat.
It’s a bit of a playground when it comes to social media marketing, so do your research and choose your channels wisely. It’s not about being on every channel, but about being on the right ones for your brand and audience. It's also about being on-trends and piggybacking on topical issues, check out the 2022 social media calendar to see if you can find any event of interest.
Influencer Marketing
Influencer marketing came into the spotlight a few years ago and it’s now an important part of the digital marketing landscape. In a nutshell, it’s when a brand collaborates with an influencer, celebrity or industry leader on social media to endorse or sponsor a product or service.
The statistics speak for themselves as to how powerful it can be, with nearly half of consumers depending on influencers for recommendations. The real benefit of an influencer is when the collaboration makes sense to an audience.
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