The website is often the focus of your digital marketing efforts. Brands and organizations use websites to host content while using other media to distribute it. Most of your digital marketing activity will be linked to your website, where some action should take place, and conversions are tracked. For example, downloading a file, reserving a product or service, etc.

Content marketing

Content creation is the backbone of your entire digital marketing strategy. Whether or not you have a documented content marketing strategy, you create content to inform, entertain, inspire, or persuade your buyers through other channels. Some of the more common content formats include text (blog posts), videos, images, infographics, podcasts, slideshows, and eBooks.

Search engine optimization (SEO)

SEO acts as a jetpack for your content marketing efforts. SEO consists of on- and off-page activities to increase your website’s visibility in Search Engine Results Pages (SERPs) for your favorite keywords. SEO used to be mostly text-based, but in recent years voice search has grown in importance as well, which is why your SEO business should have a conversational approach.

Digital advertising

Digital advertising is an umbrella term for various online advertising strategies. Typical pricing / bidding strategies for digital advertising are cost per click (CPC) and cost per thousand (CPM), that is, per thousand impressions. Common digital advertising formats are search engine marketing (SEM), display advertising, native advertising, social media advertising, and programmatic advertising.

Email marketing

Email marketing is all about maintaining a database of cold and warm contacts and sending them email alerts about your brand, products, and services. It is an effective channel for communicating with your audience on an ongoing basis. Email marketing is useful for building your subscriber base, onboarding new customers, retaining existing customers, promoting discounts and offers, and distributing content.

Social media marketing

Social media marketing ensures that you are present on the platforms that your users spend the most time on. These include Facebook, Twitter, LinkedIn, Snapchat, and Instagram, where you can distribute content through organic and paid channels. Social media has also played a pivotal role in spreading video marketing and the rush of ephemeral content. It allows two-way communication and your fans and followers can interact with you about your content through likes, comments, direct messages or by posting on your official pages.

Affiliate Marketing

The concept of affiliate marketing is similar to sales based on commissions. Organizations provide personalized links to their affiliates. Affiliates earn a specific discount / commission every time someone purchases through their personalized link. Influencer marketing can be seen as a modern and evolved spinoff of affiliate marketing.

Mobile marketing

The number of smartphone users worldwide is expected to reach 3.5 billion in 2020. To take advantage of this opportunity, brands connect with their users on their smartphones through mobile apps, emails, websites tailored to mobile and social media. By connecting with users on the go, brands have been able to optimize their marketing strategies and send messages in a timely manner.

Online PR

Online PR is a won type of media. This is when a member of the press (journalist or online publication) mentions your brand through their stories, interviews, etc. Product reviews by customers, bloggers, and influencers mentioning your brand or products, whether paid or organic, also contribute to your online PR.

Web analysis

Web analytics is the collection, measurement, analysis and reporting of data. This is usually tracked through Google Analytics, but websites can build their analytics tools as well. The data collected can be quantitative or qualitative. Web analytics helps marketers understand the sources of traffic, what works and what doesn’t, return on investment (ROI), and how they can improve their digital marketing efforts.