Digital marketing has multiple channels; as an entrepreneur, one’s core objective is to find the right channels which will result in maximum two-way communication and a better overall ROI for the brand. A few popular channels are:
1. Search Engine Optimization (SEO):
It is applicable to those entrepreneurs who have their own business website. Search Engine Optimization or SEO as it is popularly called is basially getting websites or specific web pages to show up on search engines (e.g. Google) when specific keywords are used as search terms. SEO helps a brand gain visibility across search engines and across online geographies.
2. Pay-per-click advertising (PPC):
This is a model of internet marketing in which advertisers pay a fee each time a potential customer clicks on one of their ads. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits through a direct type on google or any other search.
3. Content marketing:
Content is central to all marketing campaigns and activities. Content marketing involves choosing the right content to highlight your product/service on several digital marketing channels. The content displayed in this form of marketing can be in the form of blogs, infographics or video and it must be very focused as per the target audience.
4. Social Media Marketing (SMM):
Social Media Marketing, as the name suggests, is a digital marketing channel used to promote and market brands or businesses on various social media platforms. Some of the popular social media marketing platforms include Facebook, Twitter, LinkedIn, Instagram, etc. The platform you choose depends on whether you are B2B or B2C apart from a whole lot of other factors including your brand’s business goals.
The different types of social media platforms to serve Ads:
• Social networking (Facebook, LinkedIn, etc.)
• Microblogging (Twitter, Tumblr)
• Photo sharing (Instagram, Snapchat, Pinterest)
• Video sharing (YouTube, Facebook Live, Instagram, etc.)
5. Affiliate marketing:
It is a platform where one business is promoted on another business website and traffic is drawn through that route. Affiliate marketing is a business which brings profit at both ends. Your partners or referrals can mention your website and backlink it to your own. This way both businesses can mutually take advantage of customers visiting each other’s pages online.
6. Email marketing:
Email marketing is a digital marketing channel that is used to market brands and businesses through emails. It is a way to reach consumers directly interested in your business at a relatively low cost.
7. Display advertising:
As the term infers, Online Display Advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, video ads, contextual data, ads on the search engines, classified or dynamic advertisements, etc.
8. Video advertising:
Where advertisements are played on online videos, this is now one of the biggest ways to advertise and promote your business. YouTube is a platform where you can upload promotional videos of your business.