Types of Digital Marketing Channels
As noted above, marketing has traditionally been done through print (newspapers and magazines) and broadcast advertisements (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to grow. Below are the eight most common ways companies can take to increase their marketing efforts. Note that some companies may use more than one channel in their efforts.
Website Marketing
A website is at the centre of all digital marketing activities. It is a potent channel on its own, but it is also the tool needed to run various online marketing campaigns. A website should represent a brand, product and service clearly and memorably. It should be fast, mobile-friendly and easy to use.
Pay Per Click (PPC) Advertising
Pay-per-click (PPC) advertising allows marketers to reach Internet users across various digital platforms through paid ads. Marketers can create PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest or Facebook and show their ads to people searching for terms related to products or services.
PPC campaigns can segment users by demographics (such as age or gender) or even target specific interests or locations. The most popular PPC platforms are Google Ads and Facebook Ads.
Content Marketing
The purpose of content marketing is to reach potential customers using content. Content is often posted on a website and then promoted through social media, email marketing, search engine optimization, or PPC campaigns. Content marketing tools include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email Marketing
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 communicate with potential customers and anyone interested in their brand.
Many digital marketers use all other digital marketing channels to add leads to their email lists and create customer acquisition funnels to convert those leads into customers through email marketing.
Social Media Marketing
The primary goal of a social media marketing campaign is to build brand awareness and social trust. As you dig deeper into social media marketing, you can use it to acquire leads or even as a direct sales channel. Promoted Posts and tweets are two examples of social media marketing.
Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the Internet has brought new life to this old standby. In affiliate marketing, influencers promote other people's products and receive a commission every time a sale is made or a lead is advanced. Many well-known companies like Amazon have affiliate programs that pay millions of dollars monthly to websites that sell their products.
Video Marketing
YouTube is one of the most popular search engines in the world. Many users turn to YouTube to learn, read a review, or relax before making a purchase decision.
There are several video marketing platforms to run a video marketing campaign, including Facebook Videos, Instagram, and even TikTok. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
SMS Marketing
Companies and nonprofits also use SMS or text messages to send information about their latest promotions or offer deals to willing customers. Political candidates running for office also use SMS messaging campaigns to spread positive information about their platforms. As technology advances, many send text campaigns to allow customers to pay or give directly via a simple text message.
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