Types of digital marketing
All the techniques used to promote a company’s products or services through electronic devices and on the internet is referred to as digital marketing.
Several techniques and know-how are hidden behind this expression. But what exactly are the different types of digital marketing, the advantages and disadvantages of each type? Which of them should you use? And where do you start?
To help you, we’ll look at 10 different types of digital marketing in this article. The boundaries between these types of marketing are not always clear-cut, but you’ll have details that will help you decide what will work for your organization.
Generally, the choices you make in digital marketing are conditioned by these two questions: WHY do you turn to digital marketing? And WHO are you trying to reach?
Answering these two questions will help you select the right formats and channels to reach your goals.
Let’s take a closer look at the 10 types of internet marketing and the basics you need to know to get started.
Unlike other channels such as television, posters or radio, social networks bring a whole new dimension: interaction.
Instead of simply spreading your message to the masses, social networks offer the opportunity to interact with your customers and listen to what they have to say. There are many different platforms: Facebook, Instagram, Twitter, LinkedIn,YouTube, etc… You can do free and natural marketing (Facebook groups, stories, Messenger, etc.), or paid marketing (Facebook paid ads, for example). All businesses should be available on at least some of these social networks.
Social networks should in any case be part of your content marketing strategy: decide what type of content you should create, then what format and channels to use. You should also create a publication calendar, so you know when you will publish and what you will publish. Don’t forget that the main benefit of social networks is to be able to interact with your audience.
Content marketing is the creation and distribution of text, image, or video content in order to create value for your audience, as opposed to advertising, which has only one goal: to sell. If you are in the B2C (business to consumer), a simple publication on social networks can sometimes be more effective than a report, white paper, conference or other.
Create a simple content marketing strategy, including :
The themes you want to focus on, between the needs and preferences of your audience, and the message you want to get across.
The formats you want to use (video, audio, text…)
The channels you will use for each content you will create (website, social networks…)
The principle of search engine marketing is to ensure that your company, your site, and your products/services appear at the top of the search results, every time Internet users search for information that is relevant to your industry. This type of marketing includes both natural search engine optimization (known as SEO or search engine optimization) and paid search engine optimization (PPC or pay per click).
SEO corresponds to the fact of being well “referenced” on search engines. This means creating content that your audience will actively search for, and making sure that the platforms your content is on are also optimized for SEO. It’s something everyone should do, regardless of your type of business or industry.
Before you start talking about SEO, you need to have content first. Search for keywords used by Internet users in your industry, and stay tuned to all the news from Google in your field. If you’re just getting started, you can use a plug-in to help you optimise your site (like Yoast for WordPress), or, if you have a larger budget, hire a professional in the field like Digital Gong Technologies.
Pay per click” is a form of paid search engine optimization, for example, Google Adwords or Bing Ads. It’s almost like natural SEO, except that these results appear above the natural search results, and the word “ad” is added to the result. You can buy one of the best positions through auctions, based on words, geographic locations or demographic segments. This is especially useful for e-commerce sites and small businesses.
If your budget allows, use PPC to complement your SEO strategy. You will need to do keyword searches to test different combinations of the most relevant words. Remember to measure and optimize as you go along. SEM can be quite complex, so if you can afford it, hire a specialized agency.
Display advertising (or display ad), also known as banner advertising, is very similar to print ads in magazines, except that it is online and can be targeted to a specific type of reader. This type of marketing has become more sophisticated since the birth of programmatic advertising (where ads are bought, analyzed and optimized automatically using algorithms) and retargeting (for example the fact that the shoes you looked at on a website reappear everywhere you go online afterwards, for months on end).
For display advertising, you must first think about design (creating an ad that is clear, striking and memorable) and placement (finding the place where your content and message naturally positions itself and where it will be able to reach your audience). If you’re running a small business and probably know your market fairly well, you can contact industry professionals directly. Otherwise, use a service like Google Display Network or Facebook Audience Network.
Email is almost out of fashion in Cameroon and a little worldwide these days, with WhatsApp and the many instant messengers available on the market. Yet email marketing campaigns remain one of the most effective ways to reach your target audience. Clothing brands and e-commerce sites get excellent results with seasonal promotions (Mother’s Day, Valentine’s Day, etc.), while taking care of their prospects through newsletters.
Choose the emailing service that suits you (Mailchimp, Mailjet, GetResponse) and start keeping your customers’ email addresses. Give them a good reason to subscribe to your list, e.g. offer them a step-by-step PDF guide or a free design template. Once you’ve started collecting your contacts’ addresses, plan to send them a regular newsletter and make sure they’re filled with useful information, not just promotions and commercial messages.
For this type of marketing, you need to partner with an influencer (celebrity, expert, thought leaders etc.) that already has its own audience. When this person promotes your products on Instagram, Facebook or YouTube, their loyal followers will follow their recommendations and buy your products/services. Before getting started with influence marketing, think about what you want to accomplish by using an influencer. Make a short list of potential influencers who have the right audience for your brand (quantity is not everything, their level of engagement is also very important). Then get in touch with them and see what you can negotiate!
Affiliation means outsourcing the promotion of its products to an individual or a third party company in exchange for a commission on sales. This is a very common practice among bloggers and e-commerce site owners (see Amazon Associates). The affiliate will promote your products on its website, and if users click on this link and purchase your products, the affiliate will automatically receive a commission.
Start with an analysis of the competition to determine how many affiliate programs exist and see if you prefer to create your own program, or use a specialized agency. In any case, be very clear about the payment and conditions. Also prepare a small presentation of your company containing your style guide, so that affiliates can become familiar with your brand.
Mobile marketing is almost as extensive as the entire digital marketing industry, and encompasses many other types of marketing. Mobile marketing consists of doing everything you do on a desktop computer, adapting it to mobile devices, in addition to deploying specific strategies for this type of device (in app ads, SMS and instant messaging). It is all the more important to do mobile marketing if you are targeting a young audience.
The top priority is to make sure that your entire website and all your content is “mobile friendly”, i.e. suitable for mobile use. This often translates into simple and concise designs and content: texts are clear, buttons are big, and videos are subtitled so that the message remains accessible even without sound. This is already a great start. Then you can focus on ads, messages and campaigns specifically designed for mobiles.
Video is the star of digital marketing these days, and if there’s one thing you should remember about this article, it’s this! It can be a short video clip or a longer format, intended to educate or entertain, pre-recorded or live filmed, for example. Making a TV commercial and putting it online is no longer enough. It is now necessary to create custom content for digital channels.
Video should really be part of your content strategy. Be specific about what you are trying to do (inspire, educate, entertain), and make sure you stay focused on that goal throughout the process. Don’t overdo it though – many people make great videos with an iPhone. But be sure to take care of the lighting and sound. This will radically transform your video!
Radio has come a long way since the golden age of radio broadcasting in the 1920s, 30s and 40s. Although radio has been replaced by television, there are still many people who listen to the radio regularly. This is especially true today with the advent of internet radio. Channels like Spotify still offer the possibility to broadcast traditional commercials, but so-called audio marketing extends to much more than that! These include podcasts and PDAs like Amazon’s Alexa and Google Home.
There are so many things possible in audio marketing that the first thing to do is to decide exactly what you’re going to do: create a radio ad, launch a new podcast, experiment with PDAs… Think about your audience and where they spend their time. What is the best channel to use to reach them? What existing content do you have that you could reuse? Make a list of relevant podcasts available and contact them to possibly get invited.
That’s it! We’ve gone through 10 types of digital marketing that you should think about for your business. Don’t try to be all things to all people: you’ll get tired and end up doing things by halves. Think about your goals, the identity and habits of your audience, and base your choices on this data.
Each web marketing lever, to propel a product with a catapult worthy of the name, must be the subject of a prior study and must above all have objectives defined according to the competition and the budget allocated.
At Digital Gong, we offer complete digital marketing solutions tailored to your needs and your budget. Our services include: Digital Strategy Consulting, Social Media Marketing, Search Engine Optimization, PPC Marketing and Search Engines, Web Analytics, Email Marketing, Digital Content Creation, Digital Marketing creation and branding strategy.
Since we operate as an extension of our clients business. Just contact us and let’s start business, your online visibility is our priority. We will permit you to generate thousands of leads and convert them to revenue.
So do not hesitate to start today by contacting us online or placing a call on the contacts below. We will discuss how you can earn more leads and turnover with online marketing!
Belle Linda Kouatchet is the Head of the Digital Marketing department at Digital Gong Technologies; a creative digital marketing agency based in Douala. She has put together her skills and knowledge in marketing, sales, communication and mastery of digital technologies to the benefit of the company.
Digital Gong Technologies is made up of a group of passionate technologists, marketing strategists, learners, and creatives, putting out efforts to increase customer satisfaction and retention by intersecting Marketing, Technology, and Design.