Types and Strategies of Digital Marketing

The Three Main Types of Digital Marketing

     You must have seen a company's brand or product that does online advertising. Such things are known as digital marketing.

Digital marketing is done to boost product sales from a brand. Advances in technology are growing, trends in the business world are also increasingly varied. One of these is digital marketing.

Then, how important is digital marketing to be applied in a business that sells products?

What is Digital Marketing?

The definition of digital marketing is an activity of marketing or promoting a product using digital media or the internet. (investopedia.com)

The goal of digital marketing is to attract consumers quickly and efficiently.

The acceptance of internet technology in society is very broad so that digital marketing activities are made the main choice by many companies.

Companies compete with each other to create attractive content to be displayed in digital marketing.

Some examples of marketing techniques that are included in digital marketing are SEO (Search Engine Optimization), online advertising such as Google Ads and FB ads, email marketing, mobile marketing, etc.

Digital Marketing Types

Digital marketing is broadly divided into 3 main categories which are:

- Social Media Marketing

- Search Engine Optimization

- Pay Per Click Ads

1. Social Media Marketing

Since almost everyone is familiar with social media, digital marketers must take an integrated and strategic social approach. Social media marketing is more than just making posts for social channels and responding to comments.

In order to keep posts consistent, there are several helpful tools to automate and schedule social media posts. However, even though marketers are using automation as a tool, it is not a "set it and forget it" solution.

Social marketers need to work with the wider enterprise marketing team to coordinate their messages across platforms, whether online or offline, so that every part of the brand tells the same story.

Social media marketers must also be good at analyzing how their posts are performing, and creating strategies based on that data. It's important to measure how well your current social media posts are performing before moving on to implementing your new strategy.

2. Search Engine Optimization (SEO)

SEO is a way of getting a business or company website to rank higher in Google search results, thus increasing visitors to the business website.

To achieve this, SEO marketers research the words and phrases that consumers use to search for information online, and use these terms in the content of the company's website.

SEO includes many elements:

- The words on your web page.

- Your web layout.

- The way other sites link to your site on their web.

Here are some important things to understand how SEO works.

1. Indexing of content

It's important to allow search engines to clearly read your site's content, by doing things like adding alt text for images, and transcripts of text for video and audio content.

2. Good link structure

It's important that search engines can crawl through your site structure to easily find all the content on your site.

There's a lot that can be done to format links and sitemaps properly, so that your website is easily accessible to site crawlers.

3. Keyword targeting

Implementing keywords properly in your content and headers is one of the basics of Search Engine Optimization.

It is no longer the correct practice to fill your content with as many keywords and variations of those keywords as possible.

Writing high-quality content that uses keywords in the header, and multiple times in the content of the page is considered a better practice, and makes the page rank better in search results.

3. Pay Per Click (PPC)

Pay per click is the paid advertising of the search engine results that are promoted. This is a form of short-term digital marketing, meaning once you stop paying, the ad doesn't appear. Similar to Search Engine Optimization, PPC is a way of increasing visitors to a business website.

Pay-per-click advertising depends on the ad the consumer sees, at the top or side of the search results page, the ad you see while browsing the web, the ad before a YouTube video and the ad in mobile apps.

What makes pay-per-click advertising different from SEO is that you only pay for the results.

In a typical PPC model like Google AdWords, you will only pay when someone clicks on your ad, and lands on your website.

Some companies may see results from this type of digital marketing for only a few hundred dollars, but many large companies spend tens of thousands of dollars a month on pay-per-click advertising.

How much it costs to run your ads or promote your search results will depend on how much competition your keywords have.

High competition keywords (keywords that are used a lot for search) will be more expensive, and lower competition keywords will likely be cheaper.

You can also choose whether you want your website to be displayed to users all over the world, or only within certain geographic areas.