Digital marketing can be broadly broken into 8 main categories including: Affiliate Marketing, Content Marketing, Email Marketing, Marketing Analytics, Mobile Marketing, Pay-per-click, Search Engine Optimization and Social Media Marketing.
In the past decade, digital marketing has become a vital component in an organization’s overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product.
One academic team member from Southern New Hampshire University (SNHU) spoke about how digital marketing aligns with traditional tactics and shared information on some of the types of digital marketing in practice now.
What is Digital Marketing in Simple Terms?
Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.
A senior associate dean of business programs at SNHU, Dr. Jessica Rogers, said digital marketing requires marketing savvy, strategic thinking and handling a great deal of data. It’s based on many of the principles familiar to traditional marketers and requires both foundational knowledge and technical know-how.
According to Rogers, the two disciplines serve to connect with distinct groups of consumers. “Traditional media is a great way to reach a broad consumer base, whereas digital media has the ability to reach very specific audiences,” she said. “A key point is that depending on the target audience, some channels are more effective than others.”
Learn more about the fundamentals of digital marketing.
What Are the 8 Types of Digital Marketing?
Rogers talked about some of the most popular types of digital marketing, providing a brief overview of each:
With the increased prominence of online marketing, affiliate marketing — also known as influencer marketing — has become popular among many organizations in bridging the gap between consumers and organizations. But what is affiliate marketing?
Affiliate marketing utilizes the ever-growing popularity of industry experts and social media influencers. In working with these third-party influencers, your organization will collaborate to promote your products or services for compensation. In collaboration, influencers will engage their audience with posts, blogs or videos to bring in more business for your organization and create new leads.
Within the last few years, affiliate or influencer marketing has grown immensely with new media like TikTok, Instagram, YouTube and blogs being a mainstream form of entertainment and news. Affiliate marketing has become one of the more popular forms of digital marketing. According to Influencer Marketing Hub, the affiliate marketing industry was estimated to be a $13 billion industry in 2023.
The job market is growing for marketers. The U.S. Bureau of Labor and Statistics (BLS) predicts a 6% increase through 2032 in the number of advertising, promotions and marketing managers.* In 2022, the median salary for those positions was $156,580, according to BLS.*
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have readers take action toward becoming a customer, such as requesting more information, signing up for an email list or making a purchase. “Content” can refer to blog posts, resources like white papers and e-books, digital videos, podcasts and much more.
In general, it should first and foremost provide value to the consumer — not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that can potentially lead to many sales over time, not just a single transaction.
Content marketing works in symbiosis with other types of digital marketing: It is a way to incorporate search engine optimization (SEO) into fresh website content, and the content created can be shared as social media posts and in email marketing publications. Looking at the analytics for your content marketing can tell you a lot about your customers:
- What are they looking for when they land on your site?
- What kinds of content make them stay on the site longer and keep looking around?
- What kinds make them lose interest and navigate away?
Unlike a method such as PPC, content marketing is a long-term strategy. Over time, marketers build up a library of content (text, video, podcasts, etc.) that will continue to bring users to the site via search engines, according to Adobe Experience Cloud, an organization that specializes in digital experience tools. This content library also helps promote knowledge of your brand and increases your profile as a resource for information.
And, if users are visiting your site for information, ideally they will remember you as an authority when it’s time to make a purchase.
Content marketing is a great avenue for people who enjoy writing and/or video and audio production. But as with digital marketing in general, it also calls for strong strategic and analytic skills.
There are tons of website-building platforms and blogging sites you can use to get into content marketing. For free and low-cost options, you can consider:
- WordPress
- Medium
- Hubspot CMS
- Wix
Some of these tools include features that provide tips on how to incorporate SEO, social media, email marketing, website design and more, so you can get the full digital marketing experience.
with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and, over time, converting an audience into customers.
Email marketing pros not only know how to create compelling campaigns, but they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association (AMA).
Email marketing software can offer many different analytical measures, but two that marketers are always striving to improve are the open rate — the percentage of recipients who opened the email — and the click-through rate — the number of recipients who opened the email and clicked on a link in the email.
According to leading email marketing software company Constant Contact, there are many things marketers can do to make their emails more appealing to users and more likely to be opened.
These include:
- Create a Sense of Urgency – Writing email copy that lets your recipients know that time is running out to get a special deal or that there are only a limited number of offers available can increase the number of people clicking through to your website.
- Personalize Your Email – Setting your emails and subject lines up to incorporate the recipient’s name is a proven way to increase open and click-through rates. (A sample subject line: “Katie, a special offer just for you.”)
- Let Recipients Set Their Preferences – Allowing users to specify how often they want to hear from you can help keep some of your email subscribers subscribed to your list and clicking on your emails.
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated.
Today, analytics allow marketers to track user behavior at a highly detailed level:
- How many times they click on a link
- How much time they spend on a web page
- How often they open emails and much more
But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages moving forward, it also means they can demonstrate their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work — and one that sets them apart from their traditional counterparts.
There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience. One of the most used tools for marketing analytics is Google Analytics, which can be customized in nearly endless ways to measure:
- How your site is performing
- Which keywords are bringing users to your site
- How users are navigating through your website and much more
Having good, accurate analytics and the know-how to interpret them can help marketers “fail fast,” quickly cutting campaigns that aren’t working and building better campaigns around concepts that have a proven track record of success. Over time, you won’t just be using analytics to measure your campaigns — the analytics will also inform and improve your campaigns.
In a digital marketing degree program, you’ll study a wide range of issues pertinent to a marketing career path, including marketing plans and strategies, branding, mobile marketing and digital advertising.