Types of Digital Marketing

Written by @Riya Jain

On 18 November 2022

Did you know that People spend 50% more with businesses that regularly respond to reviews, 93% of people read online reviews before making a purchase, and all of this comes via digital marketing?  

As people devour more and more time in front of screens, digital marketing has become an essential tool to reach customers effectively.

Digital marketing targets users of all electronic devices, from desktop computers to mobile phones. It would be best if you used various digital marketing types to advertise a business online and engage an audience successfully.

For better or for worse, the internet has revolutionized how we do business today. Telemarketing, print ads, and billboards dominated the advertising industry for decades. Still, now, it’s all about reaching your target market online.

In 2022, if marketers don’t have a website, profiles across social media platforms, and a solid online presence, they’re losing out on big business. A digital marketing strategy incorporating different platforms and practices can help you stand out in an oversaturated online landscape.

So, to help you choose the right type of marketing, we have curated this article in which we will be talking about various kinds of marketing!

Search Engine Optimization 

Search engine optimization (SEO) is the marketing mantra of the decade for a business that wishes to be seen. For a fair reason, more than 90% of online experiences start with a simple search via search engines like Google, Bing and Yahoo.

With SEO, marketers can rank on the search engine outcomes page of  Google or Bing for their most relevant keywords and reach many probable buyers or customers along the way. After all, more than 63,000 inquiries are made every second. That’s a lot of untapped possibilities!

An adequate SEO strategy comprises several synergistic approaches, including (but not restricted to) content creation, keyword research, backlink building, technical website optimization, and more. There’s even a detailed subset called local SEO, which concentrates on marketing small businesses to their regional communities.

One of the bases that this has become prevalent is because it’s a valuable form of inbound marketing platform. Instead of reaching out to customers, marketers concentrate on bringing clients this way via search engines – and these customers are, more frequently than not, already looking to make purchase decisions.

SEO allows marketers to optimize their online existence to bring high-quality website traffic with high conversion potential.

Pay Per Click Advertising (PPC) 

Pay-per-click, also known as PPC, is one of the most standard types of digital marketing. It’s a typical advertising model where you only spend on the number of clicks on your advertisement. PPC is underneath the search engine marketing umbrella as it involves ads on the SERP. Still, it can expand to affiliate marketing (more on that later) and show advertising on another site. Brand cognition can be improved by up to 80% through Google paid ads.

When you release a PPC ad, there’s usually little to no upfront cost. If a consumer clicks on your ad, you pay a minimal fee. If no one clicks on it, then you spend nothing. This makes it appealing for small businesses that are on a fixed budget. However, it’s also hard to anticipate how much you’ll have to shell out at the end of the month.

The moderate cost of a click is around $1-2, but it mainly depends on your industry and what keywords you want to aim for. Highly competitive industries or keywords will demand more – the highest cost-per-click is in the insurance enterprise. Some keywords can cost as much as $50+ per click. Some keywords cost you mere cents on the other end of the spectrum.

It would be best if you also remembered that paid advertising returns $2 for every $1 spent – a 200% ROI rate.

Content Marketing 

Content marketing is one of the most useful indirect types of digital marketing. According to Hubspot, 82% of marketers actively use content marketing. Usually, companies market themselves by advertising their products, usefulness, or branding. With content marketing, you redirect the focus of fostering your value via relevant and practical content. 

An effective content marketing strategy is about creating content your audience wants to see to influence their purchasing decisions. Content marketing encompasses many forms of content. Blogs, social media posts, videos, e-books, infographics, case studies, brochures, and templates are all examples of popular content types on the web.

As people say, “content is king” – content marketing drives results, increases trust, and builds brand awareness. You demonstrate yourself as an authority within your industry by publishing high-quality content. Great content is more likely to be shared and referenced, boosting your reputation among clients and fellow industry-specific experts.

Another advantage of content-based marketing is that it ties nicely with any digital marketing endeavor. Appropriate content should be the basis of your digital marketing plan.

For example, you can write articles that include crucial keywords for SEO. You can make exciting posts for Instagram and Facebook or even make a QR Code in your traditional marketing material.

If you are a service-based business or sell high-ticket products, combining your content marketing with proactive customer service is a powerful, one-two combo.

Search Media Marketing 

As the name suggests, social media marketing (SMM) is about utilizing the power of content on social media outlets to sell your business. Social media grids have conquered digital media over the last decade, drawing millions or even billions of users worldwide. This makes them a beneficial source of traffic.

Just review how many individuals there are on the three most prevalent social media mediums:

  • Facebook – 1.66 billion active daily users
  • Twitter – 330 million active monthly users
  • Instagram – 500 million active daily users

The key to a thriving social media marketing campaign is making shareable (maybe even viral) content. Marketers can publish directly on their profiles or add social media sharing controls on their websites to let people share their content with companions and family.

Each social media grid has funded or sponsored posts and paid adverts, but you do not need to shell out funds to get a large following. Eventually, that’s one of the most significant advantages of social media marketing – it’s convenient and inexpensive, even for small businesses.

Influencer Marketing 

The term “influencer” might be pretty new, but the idea isn’t. It directs to a social media content creator with a considerable following within a specific niche or community. They might not have the power and name recognition of an A-list celebrity endorser, but that doesn’t indicate they are less useful as a marketing tool.

Think of influencer marketing as an “elevated” version of the word-of-mouth marketing platform. By partnering with an influencer, you acquire access to their audience – often in the hundreds of thousands of supporters. These followers usually lean toward and respect the influencer, which makes them considerably more likely to buy a product suggested by one.

Like a wide variety of celebrities (e.g. actors, musicians, public figures, etc.), there are also many other kinds of influencers. The style that you target depends on your target market, friendly, and budget:

• Micro-influencers are individuals with thousands of followers, but usually not more than 100,000. These individuals typically have a specific niche or expertise and are trusted within their society, no matter how little.

• Macro-influencers are individuals who have anywhere from 100,000 to a million followers. If you like a bit of expertise and a bit of reach, this is the influencer sort to mark.

• Mega-influencers are individuals with millions of followers. These are usually celebs, but some social media superstars also make it to this level. 

When doing influencer marketing, ensure you are targeting the right influencer and, thus, the right target audience. Dan Seavers of Talkwalker recommends focusing on micro-influencers, who are more likely to be authentic. You also must be careful of influencers who have “bought” followers.

Email Marketing 

From a study by ‘Campaign Manager’ of 1,000 small business owners, the email market was ranked as the second most influential medium for creating brand awareness. 

Email marketing is one of the most prevalent and valuable digital marketing. HubSpot even calculates that the average ROI for email marketing is $38 for every dollar you pay – a whopping 3,800% return for something as easy as email. 

Email marketing is an ideal way to advertise your products and benefits, build connections, inspire client loyalty, and earn beneficial feedback from your clients. The bait is to create an email list, make engaging email marketing content targeting your audience or customers, craft enticing subject strings, and strategize the most suitable time to do an email blast.

There are endless possibilities for the kinds of emails you can send. Most clients are already acquainted with the brand newsletter, where you can give standard updates on the company’s goings-on. You can also send emails whenever you establish a new product or service, revamp your site, open a new store, or host an event. Validation emails, thank-you notes, and notifications should also be email marketing.

Affiliate Marketing 

Affiliate marketing is one of the most lucrative kinds of digital marketing. It applies to a partnership with an online retailer where you make a commission from every deal or lead that you get in. The two most typical ways of doing this are:

  • Delivering a unique discount code to their readers/followers
  • Connecting to your website from their content website

Whenever a user plugs in the discount code or clicks on the link, you pay your affiliate associate for the site traffic/deal. The most widespread affiliate grid is Amazon Associates. Still, there are fellow marketing programs with Shopify,eBay, and other e-commerce sites. You can also skip the intermediary and establish your affiliate program.

It’s a win-win in most chances. You outsource some to a marketing group, reach a new target audience in slot communities, dictate your cost-per-click/deal, and only settle for actual conversions. Your associates earn a stagnant income with minimal upfront cost and pressure.

Video Marketing 

Video can be a powerful online marketing tool if you know how to do it precisely. 87% of video marketers say that video has advanced traffic to their website, according to Wyzowl. Assuming that more than half of consumers want to see video content from their favoured brands, there’s no rejecting the need to incorporate videos into your digital marketing strategies.

Through video marketing, you can boost your business, improve traffic to your site, enlighten shoppers, uplift engagement, and even go viral. There are many additional types of digital marketing videos that you can create:

  • Demo videos let you showcase your product.
  • Educational videos are excellent for teaching clients about a new concept or training them on how to do a specific task.
  • Event videos help you emphasise the most exciting aspects of your event, whether it’s a meeting, conference, seminar, fete, or fundraiser.
  • Interview videos let you get insight from a professional in your field. Not only does this help educate your clients, but it also builds your credibility.
  • Testimonial/case study videos let you demonstrate to users why your business is the best choice. Hearing from other satisfied consumers and seeing actual results can go a long way in converting a customer!


Digital marketing is an extensive and compelling landscape. With such broad combinations of digital marketing, your business has unlimited possibilities.

You don’t have to include all types of digital marketing in your strategy. Still, you also shouldn’t hyperfocus on just one factor. Most businesses would do well, to begin with, with a mix of website optimization, content marketing, and social media and then extend to other types as they get a feel for digital marketing.

Try out a few, and see the ones that deliver the best results!