15 Types of Digital Marketing Channels You Need to Use

Let’s talk about digital marketing for a few minutes and delve deeper into digital marketing specialists' methods and channels to grow businesses.

We want to promote our products or services effectively and attract potential clients to grow our businesses constantly, right? After all, this is what marketing is all about -- increasing brand awareness to cast potential buyers. To help you effectively promote your products, check out our guide on How to Run Ads Online.

To begin with, there are hundreds of different types of marketing strategies, methods, and channels out there, but not all strategies suit the current economic and social trends. If you're feeling a bit stuck creatively, our post on 10 Sources to Help You Come Out of Your Creative Slump might be the boost you need. In today’s competitive world of technology and the internet, it's essential to constantly look for suitable and innovative marketing channels to get ahead.

We’ve included in this article the top digital marketing channels that we believe will boost your business and elevate your sales for the better.

Content Marketing  

Everything you do online includes content. But, to ensure this content drives users to convert, consider implementing strategies From Clicks to Cash: Top 10 CRO Strategies. Content marketing is the backbone of communications and is one of the oldest forms of marketing that exists and is still going strong until now. So, what does content marketing include? Content marketing is a strategic approach focused on creating valuable content to attract and retain targeted audiences. Anything from blogs, videos, webpages, and infographics to podcasts, webinars, and forums is considered content marketing. However, to achieve the best results, one must think strategically and constantly develop new and different ideas to get into the game.

Social Media Marketing

A new study by Statista shows that an estimated 3.6 billion people are using social media worldwide, projected to increase to almost 4.41 billion in 2025. That being said, social media is essential for applying your business marketing strategy. One of the most significant advantages of social media is that you can reach millions of people across the globe quickly and easily. You can also target particular groups of people based on gender, age, and location to attract and ensure potential buyers. Last but not least and most importantly, social media helps get the word out and generates brand awareness. If you're refining your online presence, read Creating the Perfect Social Media Strategy for Your Brand. Today's most popular social media platforms are Facebook, YouTube, Instagram, Twitter, Snapchat, and TikTok.

Mobile Marketing

44.81% of the world's population owns a smartphone. That means almost half of the world’s population is on their phones. Like social media marketing, mobile marketing is one of the fastest digital marketing channels. Planning a mobile marketing strategy aims to reach customers on their mobile devices. Mobile marketing offers different advertising formats, including SMS, MMS text messaging, push notifications, in-app marketing, mobile websites, and scanning QR codes. As you can see, there are many channels to choose from, and all you need to do is select the ones that suit your brand or business. If you want to dive deeper into ads that attract attention and convert, see 7 Ways to Run Ads that Convert.

Email Marketing

Email marketing is one of the oldest forms of digital marketing that marketers are widely using up to date. Why? Simply because it still works! We can’t deny that social media gets more attention than email marketing. However, planning and executing your email marketing campaign wisely could be more effective and cheaper than social media marketing. Note that not all businesses need email marketing, but if you’re looking to build relationships with prospects, leads, and current or past customers, email marketing allows you to communicate directly to them at a time that is convenient for them to check their inbox.

A critical aspect of successful email marketing is crafting effective reach-out emails. For additional insights, you might find our guide on 10 Psychological Secrets for Marketing Success quite enlightening. To help you improve your outreach efforts, we've put together a guide outlining 7 proven strategies for writing emails that get results. Check it out for tips on increasing response rates and achieving your goals.

Search Engine Optimization (SEO)

How do I show up on the first page of Google? The answer to this question is easy, but the process isn't. It’s by using search engine optimization techniques. To improve your website’s visibility on Google, one has to determine many things. First things first, have a list of keywords you think your potential buyers will search to reach your website. Once you’ve decided on your keywords, the next step is to tell Google about it. Insert your keywords, alt tags, meta title, and description in your URL. Although keywords are essential for SEO, try not to stuff extensively since Google can now detect stuffed keywords but rather write for humans by providing helpful information. Moreover, don’t forget to target location-based queries to get on the first page of “near me” results. To further optimize your content, delve into 7 Content Optimization Tactics to Avoid Common SEO Mistakes. Last but not least, make your website responsive and mobile-friendly since most of your target audience is literally on their phones the whole time.

Pay Per Click  (PPC)

Whether you want to increase your sales, generate potential leads, or promote brand awareness quickly and reasonably, you can consistently achieve this through Pay-per-Click marketing. As the name suggests, PPC is an advertising method where you set up an ad and pay only when someone clicks on the ad. Many small businesses can benefit from PPC marketing. Firstly, it is budget-friendly, meaning you can set the maximum amount you will pay for each click. It also increases brand recognition even if the user doesn’t click on the ad. Last but not least, it also helps you reach your ideal targeted audience by segmenting your market to make sure your ads appear to your targeted audience. In short, regardless of your budget, PPC will quickly drive traffic to your website. For those looking to maximize the return on their ad spends, our post on 9 ways to lower your Ad costs offers some great insights.

Search Engine Marketing (SEM) 

If you wish to increase your website’s search visibility on Google, search engine marketing will do it. SEM is the act of using paid strategies to increase search visibility. You need to pay for ads to appear as search results on search engine results pages. It might take time, but once implemented correctly, the results are usually long-lasting and will get you long-term traffic to your website. And finally, every time you run an ad, always review its performance consistently and make improvements if necessary.

Display Marketing

While we revel in the marvels of content and social media marketing, Display Marketing is a silent player influencing the digital space. You've likely encountered Display Marketing while surfing your favorite websites. These are the banner ads, sidebars, or even pop-ups that brands utilize to get in front of potential clients. They’re visually appealing and programmed to target users based on specific behaviors, preferences, and past searches. A carefully designed display ad boosts brand visibility and can lead to significant conversion rates when placed correctly.

Influencer Marketing 

Don’t always focus on doing the same old thing. Some of the above-mentioned channels are proven effective, but in marketing, trying out new strategies is always worth the risk. There are always new ways to reach customers, and one of them is through influencer marketing. Influencer marketing is a type of marketing that focuses on using celebrities or known figures to drive your brand's message to the larger market. How does influencer marketing work? All you need to do is hire or pay an influencer, and they will promote your brand on different social media channels on behalf of you. However, to achieve the best results in this field, you must find authentic influencers who are a great fit and share your brand values, especially since not all influencers have the followers or targeted audience you’re looking for. One of the critical considerations when choosing influencers for your marketing campaign is avoiding audience duplication, as discussed in our blog post on "How to Avoid Audience Overlap in Influencer Marketing."

Video Marketing

If you have the budget, skills, and resources to invest in video marketing, now is the time to step ahead. Studies show that 72% of people prefer video over text when learning about a product or service. Video marketing has indeed many advantages. It boosts conversion rates, builds trust and credibility, enhances the depth and quality of your SEO content, and appeals to mobile users more. If you’re thinking of promoting your brand, explainer videos where you briefly demonstrate visually what your product or service is about will undoubtedly attract the attention of prospects and increase your conversion rate. You can also implement other types of video marketing, such as vlogs, video interviews, video presentations, tutorials,  product reviews, demos, and video ads.

Audio Marketing

While audio marketing has existed since the beginning of the 20th century, it lost its way with the emergence of TV ads. However, over the last couple of years, we have seen a growing popularity of audio media. For instance, since multitasking has become the way of life, many people are now hooked on podcasts, which are more convenient and practical for their everyday routine. So, the next time you want to plan a different marketing strategy, do not underestimate the power of audio marketing. You can start a podcast, optimize your website for voice search, or publish audiograms on social media such as Twitter, Facebook, or Instagram.

Connected Television (CTV) Marketing

Connected Television (CTV) Marketing is revolutionizing the advertising world. With the surge of smart TVs and streaming platforms, brands can now place their ads directly into streaming TV content. This approach allows micro-target audiences based on their viewing behaviors and preferences. So, instead of broadly targeting a demographic watching a traditional TV channel, CTV marketing will enable businesses to focus on niche markets, ensuring a better ROI.

Referral Marketing

Word of mouth has always been a potent tool, but Referral Marketing has taken it up a notch with the advent of the digital age. By incentivizing your current customers to refer your brand to others, you can tap into the trust and relationships they've already built. Every referral means a satisfied customer and a potential new lead with inherent trust in your product or service. A robust referral program amplifies your sales and ensures a loyal customer base.

Partnership Marketing

Two heads are better than one, especially in digital marketing. Partnership Marketing or Collaborative Marketing is about joining forces with another brand to co-create content that benefits both. Whether it's a webinar, a joint social media campaign, or even a combined product offer, partnering up can help brands reach a wider audience, leveraging each other's customer base. It's a win-win strategy that often leads to exponential growth.

Affiliate Marketing

Looking for a performance-based marketing strategy? Affiliate Marketing might be your answer. By leveraging affiliates (individuals or companies) who promote your products for a commission, you can ensure your brand gets visibility without the upfront cost. You only pay for the actual sales or leads generated. The key lies in choosing the right affiliates who align with your brand's values and significantly influence the market.

Final Thoughts 

In the ever-evolving digital landscape, marketers should never stop exploring new avenues. The more channels you harness, the broader your reach and the greater your chances of connecting with your potential customers. As technology continues to evolve, so do opportunities for businesses to make their mark. Whether through traditional methods like email or new-age techniques like CTV marketing, the future has possibilities. The question is, are you ready to seize them? If yes … no worries. Our marketing specialists at Aragil will plan, execute, and optimize a unique digital marketing strategy tailored to your business by using the proper channels to help you achieve your long-term marketing goals.

FAQ

What is the difference between SEO and SEM? SEO (Search Engine Optimization) focuses on improving a website's organic rankings on search engine results, while SEM (Search Engine Marketing) involves using paid advertising strategies to increase visibility.

How can I decide which digital marketing channel is right for my business? It largely depends on your target audience, business goals, and budget. It's often beneficial to test multiple channels and analyze performance data to determine the most effective for your needs.

Is email marketing still effective with the rise of social media? Absolutely. While social media has grown immensely, email marketing continues to offer a direct line of communication to prospects and customers, making it a powerful tool for relationship building and conversions.

How often should I post content for my content marketing strategy? Quality is more crucial than quantity. Producing valuable, well-researched content is more important than posting frequently. However, consistency can help keep your audience engaged, so find the best balance for you.

Should I be on every platform with so many people on social media? Not necessarily. It's more effective to choose platforms where your target audience is most active and focus your efforts there. Each platform has its unique audience and style, so understanding where your brand fits is critical.

What is influencer marketing, and why is it important? Influencer marketing involves partnering with individuals with a significant and engaged following, particularly on social media platforms. These influencers can help amplify your brand message and authentically reach potential customers.

Are PPC and SEM the same thing? While they're closely related, they're not the same. PPC (Pay-Per-Click) is a type of SEM strategy where advertisers pay a fee each time their ad is clicked. SEM includes other paid search strategies beyond just PPC.

How do I measure the success of my digital marketing efforts? There are various metrics to consider, including website traffic, conversion rates, click-through rates, engagement rates on social media, email open rates, and more. The key is to align your metrics with your business goals.

How do video and audio marketing compare in terms of engagement? Both have their strengths. Video marketing can be incredibly engaging and offers visual storytelling opportunities, while audio marketing, like podcasts, allows users to consume content on the go. The choice depends on your audience's preferences and your content goals.