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[learnwithusdigitally]

Digital Marketing

The internet has revolutionised marketing. Find out how you can leverage digital marketing to launch your career.

Digital marketing, or online marketing, is a form of advertising that uses the internet and digital technologies to connect with customers. Rather than traditional media, such as print, radio, or television, digital marketing uses computers, mobile, social media, search engines, and other digital channels to reach consumers wherever they spend the most time.

Learn all you need to know about digital marketing, its methodologies, and how to get started in this career.

Types of digital marketing 

Digital marketers connect with potential customers through different channels. The following digital marketing channels, used by small companies and big businesses alike, remain among the most popular and impactful used today. 

1. Search engine optimization (SEO) and search engine marketing (SEM)

Search engine optimization (SEO) is a technique that seeks to improve the ranking of online material on search engines such as Google or Bing. If you have ever searched for something on Google, you’ve likely noticed that even the simplest search can yield millions of results. Yet, you probably rarely go past the first few suggestions, let alone the next page. 

In such a highly crowded space, digital marketers use SEO marketing to ensure that potential customers actually find their products or services online. Generally, SEO marketing targets organic search terms, meaning marketers create content that naturally aligns with and ranks for top search terms related to their product. Search engine marketing (SEM) strategies typically incorporate both organic and paid media, such as buying ads on Google.

Some common ways to go about SEO include:

Creating quality content that meets searcher intent 

Using keywords to help search engines identify relevant material

Using long-tail keywords (specific phrases that searchers use) to help content reach its target audience

Ensuring that content loads quickly and is compatible with mobile devices 

2. Email marketing 

Marketers send out timely emails to large groups of people who have signed up for their contact list to inform potential customers of sales, discounts, and product launches. The impact of email marketing is clear: When used strategically, it can have an average return on investment (ROI) of 4,200 percent for every dollar invested [4].

Some common examples of emailing marketing include: 

Timed emails that raise brand awareness during holiday seasons 

Blast emails that inform recipients about upcoming sales events 

Targeted emails that send personalized offers and messages to specific groups on an email list 

3. Pay-per-click (PPC) advertising

Pay-per-click (PPC) advertising is a digital marketing model that involves an advertiser paying a publisher each time their ads are clicked. Typically, the publisher is a website owner, search engine operator, or social media platforms, such as Facebook or Instagram.

Typical examples of PPC advertising include: 

Banner ads that flank web content on the sides or top of the page 

Social media ads that appear in the feeds of targeted audiences 

Ads that appear when a specific keyword is searched on a search engine, such as Google

4. Social media marketing 

Social media marketing is a form of digital marketing that uses social networks such as Twitter, Instagram, Facebook, and TikTok, to reach customers. It leverages the reach of social media channels with data-driven efforts to reach targeted consumers. 

Whether through computers, mobile devices, or mobile apps, social media offers the opportunity to reach a wide—and targeted—audience of possible consumers. 

Examples of social media marketing include:  

Videos posted onto social media as a part of a larger campaign, such as this 80s-themed music video produced by peanut company Planters for the holidays 

Pictures posted on Instagram

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