Digital Marketing – What It Is and What It Can Be

You’ve probably heard the term “digital marketing” more than once, but you may not have fully understood its meaning. Today, we will delve into digital marketing, its types, and distinctive features.

The Meaning and Types of Digital Marketing

Digital marketing is a collective term that refers to the promotion of goods or services via various digital channels. It can be divided into the following types:

• Performance Marketing (which includes SEO, GoogleAds, Facebook Ads);
• Influence Marketing (which includes PR and various integrations in social networks: collaborations with bloggers, promo posts, etc.);
• Retention Marketing (which includes everything aimed at returning and retaining the client: Viber chats, CRM systems, remarketing, mailings).

What Are the Features of Each Type of Digital Marketing

Performance Marketing

We can measure, increase, or decrease it. This type is accessible to every company and does not require large budgets. It is highly predictable in terms of clicks, reach, etc. This aids in strategic marketing and further planning of the company’s activities. Performance marketing includes:

• SEO Optimization – by knowing the number and quality of queries, we can ascertain how much organic traffic we will receive on our web resource;
• GoogleAds – this is contextual advertising in a search engine, where it is easy to calculate click costs, conversion, display costs, and other effectiveness indicators;
• Facebook Ads – advertisement setup through this service for Instagram, Facebook, WhatsApp. By choosing to pay per view, you can roughly calculate how many clicks, conversions, etc. you will receive;
• Teaser Advertising – similar to contextual advertising, used where it cannot be shown for some reason or where its effectiveness is lower.

Influence Marketing

Its advantage is its reputational nature, focusing on user reach. It includes:

• SERM – simply put, it’s about placing the right product reviews for your company on internet resources. SERM targets company reputation management, which is crucial, as most users try to find reviews about a product before purchasing;
• PR Articles – part of SERM, significantly impacting company image and improving SEO optimization. Usually, such articles are posted on various news portals and thematic resources;
• Integrations – various collaborations with bloggers. It can be hard to predict how many clicks you will get, and finding new bloggers with audiences not yet familiar with you is essential, as purchasing ads from the same source will be ineffective. It’s best to choose this promotion method when others have exhausted themselves.

Retention Marketing

This involves working with an audience that has already engaged with you, purchased your product, or used your company’s services. Its components include:

• Remarketing – helps “catch up” with clients. For instance, if you’ve set up remarketing on your website, your product ads will appear to the user on both Facebook and Instagram.
• Email Marketing – sending mails to contacts previously left by the user (phone, email, etc.). This promotion method is very cost-effective and doesn’t require much effort but helps keep your users’ attention;
• Chatbots – a modern tool known for process automation. Chatbots are effectively used as user support where they turn for questions and requests;
• Channels in Messengers and Social Networks – a great way to communicate with the audience. Here, special attention must be paid to content, making it as interesting and high-quality as possible, as this will engage the user and provide a desire to explore your products or services.