Digital marketing includes all ways of advertising goods or services using computers and other electronics. It has emerged as a critical channel for businesses to engage with existing and potential clients over the past decade.

Given the global user base of more than 4 billion individuals connected to the internet, digital marketing offers effective ways to engage with a wide audience.

What Makes Digital Marketing Different?

Digital marketing differs from traditional marketing in a few key ways:

  1. Businesses can focus their efforts on specific groups of people and places because it is much more focused. It lets you send more useful messages and get better results.
  2. It provides real-time metrics and data, enabling marketers to track performance and adjust campaigns as needed. It is much more difficult with traditional marketing channels.
  3. The costs involved in digital marketing tend to be more affordable, making it accessible for businesses of any size. There are also many free digital marketing tools businesses can leverage.

Digital marketing types

The 8 Main Types of Digital Marketing

There are a wide variety of digital marketing channels and strategies available. Here are the most influential 8 types of digital marketing.

1. Search Engine Optimization (SEO)

SEO is the process of making a website show up higher in natural search results. It means making the website easy for search engines to crawl and index and making sure that content is optimized for keywords that people are looking for.

To do good SEO, you need to do a lot of study on keywords, optimize the pages themselves using metadata and tags, write content, build backlinks, and look at metrics like clickthrough rates and search rankings.

2. Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content online to attract a clearly defined audience. It builds authority and trust to increase conversions over time.

Common content formats include blogs, videos, eBooks, case studies, how-tos, and webinars. The focus is on owned media channels instead of paid ads. Quality content boosts SEO rankings, too.

3. Social Media Marketing

It involves utilizing social platforms like Facebook ads, Instagram, Twitter, LinkedIn, Pinterest, etc., for marketing. Popular tactics include:

  • Posting engaging content.
  • Using hashtags.
  • Optimizing business pages.
  • Running contests and sweepstakes.
  • Leveraging influencer partnerships.
  • Advertising.
  • Analyzing performance with analytics.
  • Interacting directly with followers.

4. Email Marketing

Email marketing is the practice of sending promotional emails to lists of present or potential customers who have agreed to receive them. Some strategies that work well are dividing your lists into groups based on profile characteristics.

Writing catchy subject lines, personalization, mobile optimization, automation through funnels and workflows, A/B testing, and integrating with CRM software and landing pages to keep track of things.

5. Pay-Per-Click Advertising (PPC)

PPC requires bidding on specific keywords relevant to your products/services and paying a fee only when users click on your ads. PPC appears on SERPs and sites within ad networks like Google Ads and Microsoft Ads. Tactics involve:

  • Aggressive split testing.
  • Conversion tracking.
  • Location targeting.
  • Optimizing ads based on performance data.
  • Expanding into display/retargeting ads.
  • Refining landing pages

6. Affiliate Marketing

Affiliate marketing allows partner websites and influencers to promote your products and earn a commission on any resulting sales they drive.

You supply creatives like custom links or unique discount codes and optimize affiliate dashboard settings for the highest commissions. Ongoing recruitment, dedicated landing pages, tiered reward structures, and maintaining relationships are key.

7. Native Advertising

Native advertising fits in with the design, function, and user experience of the material that people are already looking at.

Paid posts in social media feeds, suggested posts on sites like Amazon, paid “Around the Web” boxes on publishers, and more are all common types of native ads. It makes people trust native ads more because they don’t feel like they’re in the way.

8. Marketing Automation

It involves using software and pre-programmed processes to automate repetitive marketing tasks. It provides efficiency, flexibility, more personalized communication at scale, and better data/analytics.

Automation is applied to email, social posting, SMS, push notifications, customer journeys based on behaviors, lead segmentation and scoring, and sales workflows.

The Power of Combining Digital Marketing Strategies


Digital Marketing Strategies

The most effective digital marketing strategies involve leveraging multiple channels to maximize exposure and conversion rates. Each channel serves a different purpose, and combining several approaches creates synergies.

For example, content drives SEO, builds authority, and gets shared on social media. Email marketing to subscribers reminds them to return and convert. PPC puts product listings in front of those who are ready to buy.

Creating a strategy utilizing the unique advantages of each digital channel leads to the best results in the modern media landscape.


As this overview indicates, the 8 types of digital marketing encompass a diverse array of strategies and tools. For marketers, the key is understanding the strengths and limitations of each approach.

Once armed with this knowledge, crafting an integrated methodology utilizing several complementary channels is the most prudent approach in 2023 and beyond.

With billions around the globe now constantly connected, implementing a thoughtful digital strategy is no longer an option but a necessity for reaching and resonating with today’s buyers.

The Canberra Website Designer will tap into the full suite of digital channels to maximize awareness, engagement, and return on investment.