Digital marketing strategies are indeed diverse subjects with different types,  which include affiliate marketing, content marketing, email marketing, marketing analytics, mobile marketing, pay-per-click, search engine optimization, and social media marketing.

Does one’s colleagues and friends make use of marketing jargon that seems foreign to oneself? The need for a better grasp of innovative marketing methodologies and terminologies may be there. Keeping up with the different marketing types and industry trends might appear daunting.

Yet, with increasing competition, CAC  or customer acquisition costs have led to an increase tenfold, and marketers today do need to be careful about how they allocate their budgets. For few people starting in the industry, an excellent place to start, need to understand the diverse types of marketing and learn how they can each be applied to several business contexts.

Digital Marketing Types

Influencer marketing and affiliate marketing are at times used interchangeably. Letting others speak for oneself is a powerful way of getting one’s point across to one’s consumers. Affiliate marketing is a performance-based marketing strategy whereby a company pays another company or person for each sale, page visit, or lead generated. With a growing influencer marketing network, brands have specific budgets in order to invest in affiliate marketing. Instagram, Facebook, and YouTube are a few of the most prominent channels for influencer marketing. Other companies’ blog pages are indeed also growing as a medium for affiliate marketing. A report from the Internet focuses on the affiliate marketing business in India.

Besides sponsoring influencers’ posts, brands today also post sponsored comments on influencers’ posts, especially on Instagram, to get more engagement.

Content Marketing:

Several AI tools have helped content marketers to rather enhance their skills. While ChatGPT can write content, most marketers use it to generate content ideas. Other tools such as Grammarly can be used to improve grammar and also sentence structure. Meanwhile, more sophisticated tools such as Jasper AI help marketers create and draft specific content like blogs, social media posts, and emails.

Prior to starting with a content marketing campaign, knowing one’s audience thoroughly is good. A deep dive into their motivations, interests, most used platforms, and the types of trends they tend to helps craft better content.

Email Marketing:

email designs, send emails to a dedicated database, and track the campaign’s performance. Several email marketing campaigns directly complement the sales cycle.

Content marketing is not really restricted to only social media posts or blog writing. Content marketing is rather a vital strategy deeply rooted in the brand’s business goals and core messaging.

Apart from just trying to sell the product or service, content marketing is also made use of to build a strong brand. It is about building trust and advocacy with one’s consumers. While they might not be inclined to buy immediately, good content can help create awareness and also encourage repeat customers to become brand advocates in the long run.

Several AI tools have helped content marketers enhance their skills. While ChatGPT can write content, most marketers use it to generate content ideas. Other tools like Grammarly can be used to improve grammar and sentence structure. Meanwhile, more sophisticated tools like Jasper AI help marketers create and draft specific content like blogs, social media posts, and emails.

Before starting with a content marketing campaign, know one’s audience thoroughly. Do a deep dive into their motivations, interests, most used platforms, and the types of trends they follow to help craft better content.

Mobile Marketing:

In India, mobile penetration is around  78% of the population, while internet usage happens to be  52.4% in 2024. This means mobile marketing is an essential strategy for all consumer-focused brands. Mobile marketing involves reaching out to consumers on their mobile devices via SMS, mobile applications, social media, and more. Most brands presently have adopted a mobile-first consumer outreach strategy. This implies all the communication and design, such as websites, images, social media posts, etc., are tailored to be viewed on mobile devices.

E-commerce happens to be an integral part of mobile marketing. Whether it is marketing on large e-retail platforms or having one’s website, mobile marketing is essential to keep one’s consumers engaged and also updated with new promotions, limited offers, and more.

Mobile marketers also track the type of device being used by their target audience. This does help them guess the purchasing capacity of their audience and thus target their products accordingly.

Pay-per-click (PPC):

This sort of marketing refers to paid advertising on websites and also search engines. Companies only pay for an advertisement when a user has clicked on their link. A PPC marketer’s job is to strategize in a manner where the[i] wants to see their ads (search engine results while browsing on YouTube or mobile apps) and how much they should pay for each advertisement.

This type of marketing is a subtle art that involves creating the right content {ensuring the right keywords are made use of}, the right target audience, platform, and money. Few keywords might rank very high, meaning more people are searching and making use of such keywords. Yet, such keywords might also be in higher demand since more brands capture traffic, increasing the cost per click. Marketers need to make calculated decisions regarding investing in their PPC marketing strategies.

Dedicated courses on marketing, such as an online digital marketing degree, can equip the user with the proper skill set to start his or her journey with PPC marketing.

Apart from the search ad itself, optimize your landing pages effectively with the right keywords.

Search Engine Optimization (SEO):

This type of marketing helps companies list their websites higher in page results on search engine websites. Marketers do try to use keywords and phrases in their respective content that are most searched for by their consumers and target audiences. Keyword targeting: It is essential to choose the right keywords and ensure they are used adequately and appropriately.

Invest in creating good-quality backlinks in order to ensure one’s blog articles reach the right audience.

Social Media Marketing:

While everyone is on social media, marketers make use of social media as a strategic tool in order to build their product/service awareness and eventually lead users to purchase. Consistency is an important aspect of growing one’s audience or follower base online. Marketers do spend time strategizing the types of posts they want to create based on content.

Marketing Analytics:

Marketing analytics is marketing traditionally and is goal-oriented, with several metrics that eventually add to the growth of the customer base. Modern digital marketing types include:

  • Click-through rates: The number of clicks received on marketing collateral, indicating buyer interest.
  • Engagement rates: Typically measured on social media, this does indicate the number of people who have interacted with content written by or about one’s company or brand. This can mean time spent on a webpage or in a mobile application.
  • Return-on-investment: A measure to compare the money invested in the marketing efforts versus the returns (number of interests or leads, sales, etc.).

A few commonly used marketing analytics tools:

  • Google Analytics for website performance
  • SEMRush for keyword research and SEO
  • Hubspot Marketing Hub for customer data management
  • Tableau for visualizing and managing workflows across extensive customer data
  • CleverTap for managing mobile marketing engagement and analytics

Why Digital Marketing Types?

Digital marketers are important members of the core business team, directly influencing every stage of the sales cycle via data-driven information-based strategies.  They are meant to attract potential buyers and extend into the sales cycle via engagement techniques, like email marketing, in order to maintain customer interest and guide purchasing decisions.

Conclusion

Digital marketing types are essential for online business growth.