Digital Marketing refers to any strategic marketing plan and actions delivered through digital channels or media. And digital channels here are much recognized as internet channels.
You can read more about What is Digital Marketing here.
There are certainly many tactical activities we can implement through digital channels, but we will focus on the most common types here.
1. Content Marketing
You may have heard the expression “Content is King” repeatedly anywhere. It is indeed the heart and soul of digital marketing. Without content, it is almost impossible to expect great result in your strategy.
Content marketing is:
- The core of your website.
- The main activity of social media communication.
- The key of Search Engine Optimization (SEO).
Imagine if your website have minimal content. Would it be seen on search engine?
Imagine if you don’t update content to social media, would it be appear on news feed and timeline?
So, it is essential to post content to your digital channels. And it is not just any contents. They need to be relevant to your brand, suitable to your audiences, educative and inspiring. In short, they have to be valuable.
Read more about Content Marketing here.
2. Social Media Marketing
People gets socialized. That’s how social media came into place. It changes how we network and communicate with others.
And since your audiences are there, your brand should be there too. Let them find you, let them see you and let them talk to you.
To implement a successful social media marketing, you shouldn’t just post any content on Facebook, Twitter, Instagram and so on. Your content should be crafted in a way to be relevant but yet inspiring and entertaining.
The more interesting your content is, the more they want to engage with it. And since it is interesting, they are more likely willing to share it.
Imagine if only 1% of your followers are willing to share your content, how many engagement will you get and how many people will notice your brand.
This ultimately increase your chance to generate customer.
Read more about Social Media Marketing here.
3. Search Engine Optimization (SEO)
Since the rise of internet, search engine has played a major role as online directory. We find anything by using search engine.
We know the internet is very crowded now. As of March 2016, there are at least 4.62 billion websites are indexed. And it results in your website or digital media become much harder to be found.
That’s why search engine optimization plays much more significant role now. You need to optimize your website to a level that search engine like.
So, what should you do? Since Google likes valuable content, your website should be populated with valuable content to keep up and rank higher in search result. Optimized your content with specific keywords too. Also, don’t forget to optimize its backend code to suit search engine requirement.
It is good to note that 68% of clicks are coming from the first 5 result on search engine listing.
4. Paid Search
Paid Search or also being called Pay-per-Click (PPC) ads are digital advertising placed on search engine . It is usually placed on top, side or bottom of search engine result page (SERP).
As it is pay-per-click (PPC), you only pay when your ad is clicked. There is also cost-per-mille (CPM) ads which means you pay according to certain number of impression.
The good thing in paid search is you can customized the ads based on specific keywords and demography. It is indeed flexible and effective.
5. Email Marketing
Email marketing or email campaign has been around for more than two decades. It is much probably has been there shortly after electronic mail or email was first introduced.
What makes it so effective are:
- Everyone has at least one email account.
- It is still the fastest and most direct way to communicate with others.
- Email is available on our computer and mobile device, which attached to us all the time.
Similar to other digital marketing tools, content in email campaigns should be engaging too. Make sure the content in your email campaign features these 5 elements: informative, attractive, relevant, conversational and trustworthy.
You may want to read about How to Write A Good Business Email here.
6. Mobile Marketing
If there’s something that accompany us the whole day, it is mobile device.
We bring our smartphones in our pockets, checked the screens once in a while throughout the day and do most of our business and personal communication using them.
Since mobile devices increasingly become integral part of our life, it is definitely important for marketers to understand how to acquire them in the marketing strategy.
Creating mobile application, in-app advertising and messenger advertising are some of the commonly used strategies.
One thing to note is, make sure your mobile marketing is flawlessly integrated to the whole marketing mix.
7. Marketing Automation
As part of the digital marketing strategy, you need to implement a platform that is able to integrate all of them together.
Marketing Automation platform is a software that automates all your marketing strategy concepts including tactical implementation, tasks, workflows, analytic reports and ROI in one place. It allows you to streamlines and viewed the whole pictures of what you have done and what is the result to evaluate what you should do next.
You will be provided with data and metric to let you gain much better insight.
It certainly helps ease your marketing jobs and let you focus in a bigger picture such as growing revenue.
That’s it. Hope this post help you get a better insight on strategic digital marketing channels.
Wahidin Wong is a digital marketer. He is also a jazz and bossa lover.