We realize there’s a lot of different types of digital marketing, but leading digital marketing expert that all digital marketing can be broadly broken into 7 main categories.
1: Search Engine Optimization
2: Social Media Optimization
3: Pay-per-click (PPC)
4: Content Marketing
5: Email Marketing
6: Influencer and Affiliate Marketing
7: Mobile Advertising
1: Search
Engine Optimization
Search engine
optimization often goes hand in hand with content marketing. When the customer
from the above example is conducting research for which gym shoes to buy, they
will probably click on one of the first three results that appear on Google.
With this in mind, the athletic shoes’ marketing team wants to ensure their
article appears in those top results. This is done by optimizing content for
user experience and ensuring the technical elements are in place to enable
search engine crawlers to easily find and index this content.
2: Social
Media Optimization
Social media optimization (SMO) is the use of
social media networks to manage and grow an organization's message and online
presence. As a digital marketing strategy, social media optimization can be
used to increase awareness of new products and services, connect with
customers, and ameliorate potential damaging news
3: Pay-per-click
(PPC)
Pay-per-click
is a form of paid advertising that allows marketing teams to essentially
purchase traffic to their website. Marketers place ads on websites or search
engines such as Google and Microsoft Bing, and pay a fee each time the ad is
clicked on. These ads often appear at the top of the search results page, and
are typically determined by bids on specific keywords, while banner ads on
websites usually have set prices.
4: Content Marketing
Content marketing allows marketing teams to be proactive in answering their users’ questions. Marketing teams create content, videos, and other assets to answer questions or provide context to consumers throughout the three stages of the buyer’s journey:
- The awareness stage: Buyer realizes they have a need
- The consideration stage: Buyer determines a course of action to meet this need
- The decision stage: Buyer decides on a product/service to
purchase to meet the need
5: Email
Marketing
Email
marketing campaigns allow organizations to stay connected with prospects and
customers, sending them customized newsletters or offers based on past shopping
history or brand engagements. If an individual has interacted with a few of
your branded touchpoints – like an email offer for 10 percent off the items
they have been considering, or free shipping - may be what ultimately brings
about a conversion. Nearly 60% of consumers say that email plays a role in their purchase decisions.
Furthermore, transactional emails are more likely to be opened by subscribers.
6: Influencer /Affiliate Marketing
Another effective way to harness digital channels to reach target audiences is with
influencer marketing. Brands can partner with celebrities, sites, or others
that are considered experts in their field, that share similar values. Brand
can then reach these influencers’ followers with branded content and offers.
Many marketers have found success with influencer marketing, with 9 out of 10 noting that it was the same or better than other channels they use.
Additionally, 1 out of 2 women based a purchase decision on a recommendation from an influence.
Affiliate
marketing is similar to referral programs; it involves working with outside
individuals or companies under the agreement that they promote your product in
exchange for a commission from each sale that can be attributed to their
efforts. This is a way to cut down on costs and outsource some of the heavy
lifting of promotion; however, you’re putting your brand's reputation in
someone else’s hands, so this type of marketing often requires more extensive
monitoring and tracking.
7: Mobile
Advertising
Mobile advertising is something that spans
across all forms of digital marketing, we’ve mentioned above. Whether it’s mobile
social ads, mobile search ads, or even mobile TV and radio ads, every form of
digital marketing we’ve mentioned can be transferred to mobile. Businesses all
over the world are shifting more of their advertising budget into mobile
because consumers spend more time on their mobile devices more than any other
device.
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