Overview of The Main Strategies in Digital Marketing

Search Engine Optimization

Search engine optimization is when companies make their website rank higher on search engines for example if you type smartphones into google one of the first few websites that come up is carphone warehouse, this is because carphone warehouse have optimized the search engine usually be providing a fee to the search engine, which essentially allows the company to have a higher amount of organic traffic into their website as it is one of the first few sites which comes up, which is what online users usually click first, this will increase sales and market share for the company. Some of the channels which will benefit from using search engine optimization include; websites and blogs.

Content Marketing

Content marketing is when companies create and share online material for example videos and social media posts. Content marketing isn’t always used to specifically promote a brand but is usually used to create interest in products or services. For example, when coca cola allowed people to personalize their coke bottles by having their name on the bottle, it increased the general public’s interest in the product not only boosting the sales of the personalized coke bottles but normal coke bottles as well.

Social Media Marketing

Social media marketing is when companies use different social media platforms to promote their brand awareness and promote their products, some of the social media channels that are typically used for social media marketing include; Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest and Google+. An example of a successful social media marketing campaign is ASOS’s #AsSeenOnMe campaign which is when Asos encouraged customers to use the hashtag when wearing clothes from the retailer, in turn they would feature them on their page which gave Asos free advertising and increased brand awareness.

Pay Per Click (PPC)

Pay per click is when companies pay a website every time an advert of their company that is on their website is clicked on examples of pay per click methods include; Google AdWords, paid ads on Facebook, Promoted Tweets on Twitter and Sponsored Messages on LinkedIn.

Affiliate Marketing

Affiliate marketing is usually a commission based marketing technique, it is when companies pay someone to promote their product or service using their own social media platform or websites, some channels which are used for affiliate marketing include; Video ads through the YouTube Partner program, and posting links from social media accounts. Examples of affiliate marketing is when YouTube channels post specific ads before there videos which they get commission for. Marketing AutomationMarketing automation is the software companies use for their general marketing methods, these usually have to do with repetitive tasks for example; email newsletters, social media post scheduling and contact list updating.

Email Marketing

Email marketing is a method of marketing that companies use to communicate with their customer base, emails are usually used by companies to promote products or services, offer discounts to existing customers, advertise events and also are used to direct target audiences to the company’s website examples of different types of emails sent in email marketing include; subscription newsletters, follow up emails after the company has provided a product of service, welcome emails.

Video Marketing

Video marketing is when a business uses videos to promote or market their product or brand. Some of the advantages of using a video marketing is that it easily accessible, it is effective and videos often bring out more emotion in the public rather than using text or pictures.