Types of digital marketing you should know !
It's really hard to define what are the types of digital marketing since it could be very difficult to find a basis to classify digital marketing and if it does, we might not be able to cover the whole genre of digital marketing in total. But, since the title says 'types of digital marketing, so I am gonna call the types of digital marketing, but they are more like types of activities done in digital marketing you should know, Since I have already discussed in my previous blog, you should check that out as well. Now following are the types/activities of digital marketing.
-SEO (Search Engine Optimization)
-SMM (Social Media Marketing)
-PPC (Pay Per Click)
-SMM (Social Media Marketing)
-PPC (Pay Per Click)
-Email Marketing
-Content Marketing
-Affiliate Marketing
-Influencer Marketing (This one is a fairly new concept and a little subjective)
Now, let's talk about them a little, one by one. Well, all of these topics have so much to discuss that each deserves a blog of their own, this blog will only give an idea or more like an overview of these above topics, This will not tell you how these types of digital marketing work or how these are performed. I'll write a dedicated blog for each which will cover everything. Now to start with;
SEO (Search Engine Optimization)
Ok, now let's break the work search engine optimization into two parts "Search Engine" + "Optimization", First let's focus on What is a "Search Engine"? Search engines are the software designed to provide the user with the information of the searched term (keyword) and Optimization means to design something or do something to make it most efficient and effective.
Now, coming back to the topic of search engine optimization. SEO can be rightly said as the process of making and designing your website in the most effective and efficient way possible, But what will happen when you have an effective and efficient website?. An efficient and effective website will always rank higher on SERP ( Search Engine Result Page ). A SERP is the first page that opens in front of the user after the user searches for a keyword (the search term).
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| This is a SERP |
Now, we all know the importance of ranking websites, But let's understand why websites want to rank?. Studies show that only 15% of users even go to the second page of the search. So, all the competition is left remains for page one. So in order to make a website optimized some activities need to be done, which can be classified into two parts, On-page SEO and Off-page SEO.
On-page SEO
In the process of on-page SEO, the main focus is to optimise the website internally, which means, make the website/webpage relevant to the targeted keyword as much as possible, reducing site loading time, using compressed optimised images, Using H1, H2 tags, usage of internal links, keeping the UI easy to navigate etc, more of this in a dedicated blog, so for now, I mean to say that every activity done inside a website to make it optimized for the search engine is called On-page SEO.
Off-page SEO
Now, in the process of off-page SEO, the main focus is to promote the already optimized product i.e the On-page SEO'ed website, this could include Submissions, social media posts, backlinking, influencer's marketing, this requires a little more description, which will be covered in the dedicated blog so stay tuned.
SMM (Social Media Marketing)
Now, social media marketing could be very simple but complex at the same time, this is how, now if you are reading this, most probably you must be registered on a social media, we have seen tons of pages, companies and sellers, selling various kinds of products and services on social media, which is good, since visual memories are the strongest, now thee question comes that, if you want to start selling a product on social media, how likely it is that a boo interested person to see your post/ad ? Now the solution is a social media marketing campaign designed specifically to your marketing goals.
Now if you simply post your product on social media, you can technically say that you are performing social media marketing, now this is simply assuming that you already have a set engaged audience that will interact with your post, but the complexity lies where you are new in the market and you need to market your product to your audience. Now, there is a solution to this known as paid ads and organic growth, but this will require some time and a dedicated blog, so stay tuned for that.
PPC (Pay Per Click)
To understand pay per click, the name says it all 'pay' 'per' 'click', this is a very general term used to describe paid ad deals done with the product owner/marketer and the platform owner where the ad needs to be shown. Now, this can be a little complex when comes to execution because most commonly pay per click is used to market in Search Engines, where the marketers have to go through a bidding system for that specific keyword, securing them the place accordingly, take help of the below screenshot of a SERP
Now, if we need to our product other than any other channel, the game becomes totally different, since they have different policies each for their PPC (Pay Per Click) programme, that I'll cover in a PPC specific blog, for now just understand this that pay per click involves when you click an ad, the ad owner is paying the decided amount to the platform owner for every click.
Email Marketing
Email marketing is all the digital marketing efforts done in the form of Emails is email marketing, which includes sending emails regarding discounts, new product launches, update about re-stocking etc. Email marketing is one of the hardest master activity of digital marketing, but at the same time, it is one of the most effective digital marketing activities. A good email marketing campaign can be 40X the result compared to any other form/activity of digital marketing. Now let's understand why email marketing is the most effective:
- You have a personalised space where you receive emails
- Checking emails is different from checking DMs.
- Emails can be personalised according to their receiver.
- Engagement is easy with emails.
- Increases brand awareness.
- Emails are even used by people who are not active on social media.
- Emails more accurately tells the nature of business.
So these are the few points, which describes the effectiveness of email marketing, Now, let's jump up on the topic of " Email marketing is difficult to master". Email marketing is not just writing up some emails and sending them rather it has a much more complex aspect to it, we can understand this with the help of the following points:
- Writing emails is not easy, it requires skill to master, to make the reader interested is difficult
- It is difficult to extract emails in the first place.
- It is hard to keep up the flow and consistency with emails.
- You may easily get caught up in the spam filters.
- It takes a lot of time to have a sufficient amount of email lists relevant to your need.
This is just the tip of the iceberg, I have a detailed case study on Email Marketing and proven tips where you can master the art of email marketing, but more of it in the dedicated blog.
Content Marketing
Content marketing is the promotion of any kind of digital content like articles, blogs, videos, images etc. This is not a part of branding, the motive of content marketing is to provide customers with something which they cannot get anywhere, even in the same genre, For eg, I am an SEO expert, I started a youtube channel and I have a few tips and tricks which are unique in my way and no one else know, so I made a video telling those unique tips and tricks. Now the thing to notice here is that there are already a ton of youtube channels sharing SEO knowledge with consistency, what's different is my experience and those tips and tricks, now that is my USP (unique selling point) and marketing this kind of content is content marketing.
Content marketing can be done in several ways depending upon your product, you could use social media for almost any kind of product, Content marketing is the backbone of digital marketing and is relevant to every other form of digital marketing. Here's how!
SEO ( Search Engine Optimization ) - A great content is always appreciated on search engines, this has to do with bounce rate, but we'll cover it in the SEO blog
SMM ( Social Media Marketing ) - A great engaging content is far better than a paid ad, it will give us a more loyal audience.
PPC (Pay Per Click ) - A grat catchy phrase is crucial to attracting a customer, with consistent behaviour.
Affiliate Marketing - The content that describes is the key to actual sales of that product, this could be a video, infographic describing your product.
Influencer's Marketing - This type of marketing is solely based on the content that the influencer produces, hence the content is the backbone.
This topic is a lot to talk about, please share in the comments, should I write a blog on how content marketing is the backbone of digital marketing and a dedicated blog on content marketing.
Affiliate Marketing
Affiliate marketing is the digitised version of commission-based business, basically, you promote someone else's product and gets a cut/commission in exchange of your service, now this could get a little complicated depending upon the deal done between the two parties,
for eg, you are an affiliate marketer,
- -Now the deal could be you get paid after the product is sold,
- Your deal could be you just need to display your product on your platform,
- Your deal could be you get paid for every click on your affiliate product,
- You might even get paid just for impressions and a deal could be a combination of the above mentions.
Affiliate marketing is extremely profitable for both the business and the affiliate marketer because as a business you hiring a non-salaried employee, money-motivated person, who will go mountains and seas to get you a sale, since his income is dependent upon it as well, and a good affiliate marketer knows its job and he will be working far more efficiently and effectively than a salaried employee.
Email marketing is also the cheapest and reliable source of marketing as a business since you don't need to pay upfront, you pay only after the service is served or the product is sold. This is just not it, affiliate marketing has a lot to cover, more of it in a dedicated blog.
Influencer Marketing
Influencer marketing is using the acquired audience of an individual to promote a product relevant to that audience through the content of that audience acquiree. Basically to use an influence to promote a product or service is influencer marketing. Influencer marketing is cheap and effective because for eg if we have a clothing brand and want to promote our streetwear brand, we look for celebrities, yeah they'll charge a fortune and they also don't have a specific niche audience, now if we bend towards influencer marketing. influencers are easy to approach, unlike celebrities, marketers don't have to deal with their tantrums, and they also agree to do promotion cheap, since influencers could be anyone, most of them are daily working individuals.
One of the reasons for influencer marketing being more effective is because unlike celebs they are being paid for what they like to do, what they are passionate about, and customers are also more likely to connect with them since they have a very normal life like a regular individual. So this makes it more effective and efficient. Influencer marketing has a lot to discuss upon. more of it on a dedicated blog. Till then stay tuned, till next Wednesday.
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