What are the different types of digital marketing?

Digital marketing refers to the action of promoting and selling products or services through digital channels, such as websites, social media platforms, mobile applications and email.

Making the most of digital marketing requires that you take a strategic and effective approach to each of the channels you invest in. Developing a cohesive and consistent strategy across all digital platforms is the difference between an efficient and effective digital marketing strategy, and an expensive and ineffective one. For more information on investing in different channels, check out our free digital marketing strategy planner.

Below we outline some of the key channels typically involved in a digital marketing strategy.

Paid Search Advertising

When you enter a query into a search engine like Google or Bing, you will often see at the top of the search results a number of items that businesses have paid to have advertised there. Companies bid on certain keywords and pay Google or Bing to have their websites and brands associated with specific keywords based on the products or services they sell. These “sponsored” links are paid for on a per-click basis.

Search Engine Optimisation

Search Engine Optimisation (or SEO) is the process of implementing tactics to affect the visibility of a website in search engine results. There are hundreds of factors that Google takes into account when deciding which websites to display in search results for specific keywords. These include several onsite optimisations that make your website easily crawlable by Google. Google also looks for relevancy and trust signals through things like the number of links pointing to the website, so search engine optimisation tactics can also include off-site activities such as building relevant links to a website. Over time, SEO tactics help Google to “trust” that the website is providing good quality information to consumers, and, in return, Google recommends the site to consumers by giving it a high ranking.

Read more about Search Engine Optimisation.

Content Marketing

As the name suggests, this form of digital marketing is all about producing great content. This could be anything from the copy on your website to blog articles, eBooks, white papers and infographics. Content marketing can be used for multiple goals, such as assisting with search engine optimisation, building an email database, engaging customers on social media and direct lead generation. It helps to establish the authority and trust of a brand and to educate customers or potential customers. Content marketing is a key strategy for strengthening customer engagement and building brand loyalty.

Social Media Marketing

Social media marketing encompasses both paid advertising and creative campaigns on social media platforms such as Facebook, Instagram, Twitter and LinkedIn. It provides marketers with the opportunity to have a direct, one-on-one conversation with the consumer. Social media also has a habit of amplifying a strong message, as people share social media posts, images, and videos with their own social networks.

Email Marketing

A “traditional” form of digital marketing, email marketing involves sending emails with new products, special offers, and other content to a person’s email address. It is highly effective when done right, and there are various tools and strategies available to tailor email content to the individual customer or potential customer.

Duncan Jones

Duncan Jones

Head of Strategy + Growth at Web Profits
Duncan has been building websites and online businesses since the days of the 56k modem and made his first $1 online from annoying popup ads. With over 10 years experience, he leads Strategy + Growth at Web Profits and still loves the thrill of launching digital marketing campaigns, getting the first conversion and then rapidly optimising and scaling them for clients across the company.

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