What is Digital Marketing ? Types & Benefits

Digital marketing is the use of the internet, mobile devices, social media, search engines, and other digital channels to reach consumers and promote products or services. It's a constantly evolving field, and there are many different types of digital marketing that businesses can use to achieve their goals.

Here are some of the most common types of digital marketing & their benefits:

Search engine optimization (SEO):

This is the practice of improving the ranking of a website on search engine results pages (SERPs), organically. The higher a website ranks, the more likely it is to be seen by potential customers. SEO involves optimizing website content, landing page, titles, meta descriptions, and images with relevant keywords.

Benefits:

• More organic traffic: Free website visitors from search engines.

• Stronger brand awareness: Increased visibility in search results.

• Cost-effective marketing: Saves money compared to paid ads.

• Targeted audience: Reaches users actively searching for your offerings.

• Credibility boost: High rankings signal trust and authority.

• Long-term growth: Sustainable traffic and brand building over time.

• Measurable results: Track progress and adjust strategies as needed.

• Improved user experience: Makes your website more user-friendly.

• Competitive edge: Outrank competitors who neglect SEO.

Social media marketing (SMM):

This involves using social media platforms, such as Meta (Facebook,Instagram), X and LinkedIn, to connect with potential and current customers. Social media marketing can be used to promote content, build brand awareness, run contests and giveaways, and provide customer service.

Benefits:

• Boosting awareness and recognition through consistent engagement and valuable content.

• Driving website traffic with engaging content and website links.

• Generating leads and sales using features like lead capture forms and shoppable posts.

• Building relationships with customers through two-way communication.

• Offering cost-effective marketingcompared to traditional methods.

• Providing valuable market research and insights.

• Helping cultivate a positive brand reputation.

• Expanding reach through influencer marketing.

• Enabling real-time marketing to capitalize on trends.

• Delivering measurable results to track and adjust strategies.

Here's why YouTube is surging in digital marketing popularity:

Benefits:

• Massive Reach:YouTube boasts billions of users, offering unparalleled access to a vast and targeted audience.

• Engagement Powerhouse: Videos capture attention better than text, leading to higher brand recall and deeper audience connection.

• Search Engine Advantage:YouTube itself is a powerful search engine. Optimizing videos for search helps viewers find your content.

• SEO Booster: A strong YouTube presence can improve your overall search ranking on Google, driving more traffic to your website.

• Versatile Marketing Tool: From brand storytelling to direct product promotion, YouTube caters to diverse marketing goals

Pay-per-click (PPC) advertising:

This is a form of online advertising where businesses pay a fee each time someone clicks on their ad. PPC ads can be displayed on search engine results pages, websites, and social media platforms as sponsored content.

Benefits:

• See results fast:Reach your target audience immediately.

• Target the right people:Show ads to those most interested.

• Drive website traffic:Get qualified leads actively searching for you.

• Track and improve:Measure results and optimize campaigns for better performance.

• Boost brand awareness:Increase brand recognition even without clicks.

• Stay in control:Set budgets and adjust campaigns as needed.

• Works with SEO:Complement SEO efforts while building ranking.

• Reach them everywhere:Advertise across search engines and platforms.

• Target all buying stages: Reach users at every step of their buying journey.

Choosing the best PPC advertising platform depends on your specific needs and goals. Here's a breakdown of the top contenders to help you decide:

• Google Ads:The undisputed king of PPC, Google Ads offers unmatched reach with its massive search network and Google Display Network. It's great for beginners and experienced advertisers alike, allowing you to target by keywords, demographics, and interests.

• Bing Ads:A strong alternative to Google Ads, particularly for B2B audiences. It often boasts lower competition and cost-per-click.

• Social Media Ads (Facebook, Instagram, etc.):Target audiences based on demographics, interests, and behaviors on these massive social platforms. Ideal for brand awareness and engagement campaigns.

Content marketing:

This involves creating and sharing valuable content, such as blog posts, articles, infographics, videos, and ebooks, to attract and engage a target audience. The goal of content marketing is to establish thought leadership, build brand awareness, and ultimately drive sales.

Benefits:

• Attracts & Engages: Valuable content draws in potential customers and keeps your brand in mind.

• Thought Leader Status:Establish yourself as an industry expert and build trust.

• Boosts SEO & Traffic: Get found organically in search results without relying on ads.

• Leads & Sales:Educate and nurture leads, guiding them towards becoming customers.

• Brand Awareness Boost:Increase brand recognition and familiarity with your target audience.

• Cost-Effective Approach:Attract and retain customers for less compared to traditional advertising.

• Builds Loyalty:Valuable content fosters trust, leading to repeat business and positive word-of-mouth.

• Brand Advocates:Convert satisfied customers into promoters who organically recommend your business.

• Measurable Results: Track key metrics to gauge the success of your content marketing efforts.

• Versatile Strategy: Tailored content for various marketing goals, from brand awareness to sales.

Mobile marketing:

• Engage instantly on devices they always have with them.
• Deliver targeted messages based on location for better relevance.
• Boost brand awareness and stay top-of-mind with mobile strategies.
• Drive in-store traffic with mobile promotions and loyalty programs.
• Reach a large audience cost-effectively with SMS and social media marketing.
• Foster stronger relationships through two-way communication on mobile.
• Track results and optimize campaigns for better performance.
• Build customer loyalty with mobile-friendly programs and offers.
• Capture attention with rich media content designed for mobile.
• Respond to trends and engage with your audience in real-time.

WhatsApp bulk messaging offers businesses a powerful way to connect with customers:

• High Open Rates:Messages get seen more compared to email.

• Direct Channel: Enables two-way communication for better engagement.

• Cost-Effective: Reaches a large audience for less than traditional methods.

• Rich Media:Makes messages visually appealing and informative.

• Boosts Sales & Loyalty: Drives traffic, conversions, and brand awareness.

There are two main ways to do bulk messaging on WhatsApp:

• WhatsApp Business App:This is a free app designed for small businesses. It allows you to create broadcast lists of up to 256 contacts and send them the same message. You can also personalize the messages with contact names.

• WhatsApp Business API:This is a paid option that allows businesses to send bulk messages to a larger number of contacts. It also offers more features, such as message scheduling, message templates, and analytics. You'll need to use a third-party provider to connect to the WhatsApp Business API.

App store optimization (ASO):

This is the process of improving how your mobile app appears and ranks in app stores like the Apple App Store and Google Play Store. The goal of ASO is to increase the visibility and discoverability of your app, ultimately driving more organic downloads.

Benefits:

• More organic downloads: Rank higher, get found organically without relying on ads.

• Enhanced app discovery: Increase visibility beyond search within the app store.

• Improved user acquisition:Convert lookers into installers with a compelling app listing.

• Cost-effective marketing:Acquire users for less with organic downloads.

• Target the right audience: Reach users actively searching for what your app offers.

Affiliate marketing:

This is a performance-based marketing strategy where businesses reward affiliates for each customer or sale they generate. Affiliates can be bloggers, influencers, or other website owners who promote a business's products or services to their audience.

Benefits:

Businesses benefit from:

• Low cost & risk:Pay only for results (sales or leads).

• Increased brand awareness:Reach new audiences through affiliates.

• Targeted traffic:Get qualified leads interested in your offerings.

• Improved sales & ROI:Generate sales and maximize return on investment.

• Scalability:Easily expand reach without high marketing costs.

Marketers (affiliates) benefit from:

• Passive income potential: Earn commissions even while you sleep.

• Work from anywhere:Location independent, work online.

• Be your own boss:Choose what to promote and set your own schedule.

• Low barrier to entry:Start with minimal investment (website/social media).

• Performance-based earnings:Earn more with better marketing efforts.

Email marketing:

This involves sending emails to a list of subscribers to promote products or services, share news and updates, and build relationships with customers. Email marketing can be a very effective way to reach a targeted audience and drive sales.

Benefits:

• High ROI:Get more bang for your marketing buck.

• Targeted Communication:Send right messages to the right people.

• Stronger Relationships:Build loyalty and keep your brand in mind.

• Cost-Effective:Reach a large audience for less.

• Measurable Results:Track what's working and improve your campaigns.

• Boost Sales:Nurture leads, promote offers, and drive conversions.

• Versatile: Achieve various marketing goals from brand awareness to sales.

• Reach Engaged Audience:People who want to hear from you.

• Timely Communication: Deliver updates and promotions right away.

• Scalable:Grow your marketing efforts alongside your business.

Ecommerce marketing

It is all about promoting a business that sells its products or services online. It's like having a digital storefront, but you also need ways to get people to visit your store and buy something.

Ecommerce marketing uses a variety of tactics to achieve this, including:

• Driving traffic to your online store:This can be done through search engine optimization (SEO) or PPC ads, to make your store appear higher in search results, social media marketing to target potential customers on platforms like Instagram or Facebook, or even mobile marketing & email marketing strategies to reach out to a list of subscribed customers.

• Converting visitors into paying customers:Once you've attracted people to your store, you need to convince them to make a purchase. This might involve creating high-quality product descriptions and images, offering promotions and discounts, or making the checkout process smooth and easy.

• Retaining customers after a purchase:The job isn't done after someone buys something. Ecommerce marketing also focuses on keeping customers happy and coming back for more. This can involve things like loyalty programs, personalized email recommendations, or excellent customer service.

Digital marketing provides businesses with a wide array of tools to connect with their target audience. From engaging on social media to harnessing YouTube's storytelling capabilities, businesses have many online channels at their disposal to achieve their objectives. Whether your goal is to boost brand recognition, increase sales, or foster customer loyalty, there's a digital marketing strategy tailored to your needs. It's important to consider your audience, budget, and specific goals when selecting the most suitable approach. Don't hesitate to experiment with different techniques, as the digital marketing landscape is constantly changing. By focusing on delivering value and employing the right strategy, you can leverage digital marketing to achieve significant success.

At Tikanga Academy, a leading digital marketing training institute in Mangalore, we offer advanced training on techniques and strategies developed by industry professionals. We also provide opportunities to work on real projects, personalized mentorship, placement assistance, and paid internships to help you become a digital marketing expert. These offerings set Tikanga Academy apart from the competition.