Digital marketing is essentially any form of marketing that takes place in the digital space. Digital marketing is businesses using social media, emails, website content and more to attract, engage and persuade online audiences.

When done correctly, digital marketing (or DM) can be an effective and efficient way to achieve a variety of business goals, including raising awareness of a brand, improving reputation, driving more website traffic, boosting conversions and increasing sales and profits.  

Types of Digital Marketing

There are many, many different types of DM that businesses can use to boost their online visibility and improve brand recognition. This includes viral marketing, affiliate marketing, and more, but there are some options more popular than others:

  • SEO: Search engine optimisation helps to improve search engine rankings through the development of authority and the incorporation of common search words and phrases into website content.
  • PPC: Pay-per-click advertising is a paid form of DM that displays ads in prominent positions alongside and within the native search results for improved visibility. Businesses pay for each click the ad receives.
  • SMM: Social media marketing engages with audiences through social platforms such as LinkedIn, Facebook and Instagram with engagement tracked through likes, shares, comments and interactions.
  • Content Marketing: This is a broad umbrella term covering the creation of all content, including web copy, articles and blog posts, guest posts, reports and infographics.  
  • Email Marketing: A more traditional method of DM, email marketing directly targets individuals through their inbox, often with a very clear call to action.
  • Influencer Marketing: A more modern type of DM, businesses partner with recognisable online figures to gain access to ready-made, relevant and focused audience pools.

What’s Next?

With global internet penetration growing each year, we can expect digital marketing to remain the most effective way to attract, engage and convert leads in the future.

However, as buying behaviours shift, as customer expectations change and as new technologies begin to be introduced, we can expect the state of the digital marketing landscape to continue evolve in response. While older forms of DM like email marketing may start to become less popular over time, new techniques are anticipated to be introduced.

Conversational marketing and insights-driven marketing are looking set to be two of the biggest game changers for 2020, making use of big data and automation to connect with audiences more than ever. At Adrac, we’re competent in the more traditional forms of digital marketing but our team also continually develops skills, knowledge and expertise in line with the next generation of digital marketing.

Author Rebecca

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