Are you unsure about digital marketing and how it works? Look no further! In this blog, we’ll define what digital marketing is, the many forms of digital marketing, and provide comprehensive examples for each. You will know how digital marketing works and how to plan for your brand or company at the end of this article.
What is Digital Marketing?
At its core, digital marketing uses digital technologies to promote or market products and services. This can be done in various ways, including but not limited to: search engines, social media, email, and websites.
Digital marketing encompasses all online channels businesses use to build relationships with potential and current customers. It’s important to clearly understand what digital marketing is before diving into the various types of digital marketing.
Top 10 Digital Marketing Examples
There are many ways to market online, but we’ll focus on the most common types of digital marketing:
1. Search Engine Optimization (SEO)
The process of optimising a website to appear higher in search engine results is known as SEO. This is done by ensuring that the site’s content, structure, and design are all optimized for search engines. The goal of SEO is to improve the visibility of a website so that it will attract more visitors from organic or unpaid search results.
Many different techniques can be used to improve a website’s SEO. These include optimizing the website’s title and meta tags, improving the quality of the site’s content, and building backlinks to the site from other high-quality websites.
SEO is an important part of any digital marketing strategy. By improving the visibility of a website, businesses can attract more visitors, leading to increased sales and revenue. If you’re looking to improve your website’s SEO, several resources can help, including books, online courses, and blog posts.
The next important thing to remember when optimizing a website for SEO is that the focus should be on quality, not quantity. This means it’s more important to have a few high-quality backlinks than to have a large number of low-quality ones.
Let us an example of On-Page SEO:
1) Improve Website Content: The first step is to assess what content is already on the site and identify areas where it can be improved. This may involve adding new pages or blog posts or improving existing content.
Let’s see an example of amazon.com. We know that whenever we search for something on Google, the first result that comes up is always an Amazon product page. This is because Amazon.com has worked hard to optimize its site for SEO.
2) Optimize Website Title & Meta Tags: The next step is to ensure that the site’s title and meta tags are optimized for search engines. The title tag is the main text that appears in the search engine results pages (SERPs), so it’s important to ensure that it includes relevant keywords for your site. The meta tags are short descriptions of the page’s content, which also help to improve its ranking in the SERPs.
Let’s see an example of facebook.com. The title of Facebook’s homepage is simply “Facebook”, but the meta tags are much more informative. They include a description of the site’s function (“Connect with friends and family and meet new people on Facebook”) as well as keywords that are relevant to the site’s content (“social networking”, “friends”, “family”, “photos”).
3) Build Backlinks: Another important SEO technique is to build backlinks to the site from other high-quality websites. Backlinks are incoming links to a website, considered one of the main ranking factors for search engines. The more backlinks a site has, the higher it will rank in the SERPs.
Let’s see an example of google.com. Google’s homepage has a PageRank of 9 out of 10, which is the highest possible ranking. This is because the site has many backlinks from other high-quality websites.
In this regard, Sweetwater is another amazing example of SEO. The company sells musical instruments and equipment, and its website has a PageRank of 7 out of 10. They have built backlinks from many high-quality websites, including the BBC, CNET, and Guitar World.
4) Fast Page Speeds: It’s important to ensure that your website loads quickly. Page speed is a ranking factor for search engines, so a slow site will likely rank lower in the SERPs than a fast one.
5) Use Google Analytics: One final SEO tip is to use Google Analytics to track your website’s traffic and performance. Google Analytics is a free service that provides detailed statistics about a website’s visitors, including their location, the devices they were using, the pages they visited, and more.
This information can be very useful in identifying areas where your website needs improvement. For example, if you see that a particular page is getting a lot of traffic but has a low conversion rate, you may want to revise the content to improve its performance.
These are some of the basics of SEO. Improving your website’s SEO can be complex and time-consuming, but it’s worth investing those precious hours into making your site as search engine friendly as possible.
When potential customers search for your product or service online, you want your website to be the first thing they see. Following the tips in this article can improve your chances of ranking high in the SERPs and driving more traffic to your site.
2. Social Media Marketing (SMM)
Assuming you want a blog titled “Social Media Marketing with Examples”;
There is no one marketing strategy that works for everyone. Social media marketing follows the same principles. What works for one company might not work for another. However, all businesses can follow some general best practices to create a successful social media marketing strategy.
Here are some examples of successful social media marketing:
1. Establish a Solid Relationship with your Customers Through Social Media
You may establish a more personal connection with your clients via social media. You can build a stronger relationship with your customers by responding to comments and questions. This can lead to more loyalty and repeat business.
2. Use Social Media to Share your Company’s Story
Your customers want to know who you are, what you stand for, and what makes you different. Share your company’s story on social media, and make sure it is consistent with the story you tell on your website and other marketing materials.
3. Use Social Media to Drive Traffic to your Website
Ensure your website is optimized for SEO and that your social media links lead to your website. Use effective calls to action on your social media posts to encourage your customers to visit your website.
4. Utilize Social Media to Provide Informative Material
Your customers will appreciate valuable content that is relevant to their interests. Share blog posts, infographics, images, and other content to help your customers learn more about your products or services.
5. Use Social Media to Stay Top of Mind
Make sure you consistently provide new content on social media and make your messages recent and pertinent. If you keep your company top of mind, you’ll be more likely to convert leads into customers.
Let us see an example of Airbnb, a globally recognized company. It has been reported that 91% of their social media content is focused on visuals, stories, or experiences.
Airbnb uses Instagram to post beautiful photos that highlight the unique experiences their customers can have by staying in an Airbnb rental. Instagram Stories also give their followers a behind-the-scenes look at the company. And they use Snapchat to share even more behind-the-scenes content and exclusive discounts and promotions.
By sharing compelling visuals and stories, Airbnb can connect with their customers deeper and keep their company top of mind.
Airbnb found a way to continue posting on social media and assist with the current problem. It was able to keep its company operating while also improving its brand image by providing complimentary or subsidized accommodation to COVID-19 responders.
The important point is that not all hotels should start doing the same thing. The lesson is to continue using social media to stay current, even if your company’s operations have halted.
It is never too early to start marketing your business on social media. Although you may no longer be able to post updates on social media, it is still the best time to interact with your followers. This will pay off when your operations are up and running again.
There you have it!
Social media marketing can be a great way to connect with your customers and develop a strong relationship with them. Following the tips above, you can create a successful social media marketing strategy for your business.
3. Search Engine Marketing (SEM)
One of the best methods for growing your business in a field that is getting more and more competitive is SEM or search engine marketing. With millions of companies vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
SEM is the process of paying for placement in the search engine results pages (SERP), and there are two types of SEM: organic and paid.
Organic SEM is free, and you can grow your traffic through SEO (search engine optimization) by improving your website’s content and structure so that it ranks higher in the SERP. This takes time and effort, but the payoff can be big.
Paid SEM, on the other hand, is a way to get your website in front of searchers right away through paid ads. These ads appear at the top of the SERP, and you can pay for them per click. The more you pay, the higher your ad will appear in the results.
Both organic and paid SEM are effective ways to grow your business, but which is right for you? Let’s take a closer look at each type of SEM to see which might fit your needs best.
Organic SEM: The Benefits
Organic SEM is a long-term strategy that can take months or even years to pay off, but it is well worth the effort. Once you’ve achieved a good ranking in the SERP, you’ll enjoy the following benefits:
Increased traffic: The higher your website ranks in the SERP, the more likely people click on it. This can lead to a significant increase in traffic to your website.
Improved brand awareness: When your website ranks higher in the SERP, it will get more exposure, leading to enhanced brand awareness.
Lower cost per click: Because you’re not paying for placement, organic SEM is a more cost-effective way to generate leads and grow your business.
Paid SEM: The Benefits
Paid SEM is a great way to get your website in front of searchers immediately. With paid SEM, you can enjoy the following benefits:
Instant traffic: Unlike organic SEM, which can take months or even years to pay off, paid SEM will immediately generate traffic to your website.
Improved brand awareness: Paid SEM can also help you improve your brand awareness by getting your ad in front of searchers who might not be familiar with your brand.
Increased control: With paid SEM, you have more control over where your ad appears and when it appears. This allows you to fine-tune your campaign to get the most out of it.
Which Is Right for You?
Both organic and paid SEM can be effective ways to grow your business. The best way to decide which is right is to consider your needs and objectives. If you’re looking for immediate results and are willing to pay for them, paid SEM might be the best option. Organic SEM might be the better choice if you’re looking for a more long-term solution that won’t cost you anything.
No matter which type of SEM you choose, ensure you’re prepared to put in the time and effort to make it successful. SEM is a competitive field, and the only way to succeed is to work and keep up with the latest trends. If you do that, you can use SEM to grow your business and achieve your goals.
Let us see an example of the Zappos Summer shoe campaign,
Zappos is an online shoe and clothing retailer offering free shipping and returns on all orders. The company was founded in 1999, and Amazon acquired it in 2009.
Zappos is known for its excellent customer service, and it has a loyal following of customers who love the company’s easy return policy and wide selection of shoes and clothing.
In the Summer of 2016, Zappos ran a shoe campaign called “Summer of Shoes.” The campaign was designed to promote the company’s wide selection of summer shoes and featured many different promotions and discounts.
The Summer of shoe campaign successfully generated traffic and sales for Zappos. The campaign was also a great way to improve brand awareness and build customer loyalty. The company’s second-largest revenue source is search engine marketing, which accounts for 20% of sales. As a result, we may see how search engine marketing contributes to conversions.
If you’re looking for a way to grow your business, SEM might be the right solution for you. Talk to an SEM expert to learn more about how SEM can help you achieve your goals.
4. Email Marketing Example
Email marketing is a type of direct marketing that uses email to spread fundraising or commercial messages to an audience. Any email sent to a client, past or present, could be considered email marketing under a broad definition. However, the term is usually used to refer to:
It is sending emails to enhance a merchant’s relationship with its current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and creating a sense of brand awareness.
Either purchased lists or a database of current customers can be used for email marketing. Broadly, the term is usually used to refer to sending email messages to enhance the relationship of a merchant with its current or previous customers, encouraging customer loyalty and getting new clients, obtaining repeat business, or persuading present clients to make an instant purchase
There are four types of email marketing:
1) Prospecting Email:
The first type is the prospecting email. This is sent to a cold list of people who have no previous interaction with the company. The goal is to get them interested in what you do and subscribe to your list.
2) Engagement Email:
The second type of email is the engagement email. This is sent to people who have already subscribed to your list and are warm leads. The goal is to get them to take action, such as clicking on a link, downloading a PDF, or signing up for a free trial.
3) Announcement Email:
The third type is the announcement email. This is sent to announce something new, such as a new product launch, a sale, or a special event. The goal here is to get people excited about what you have to offer and to take action.
4) Reactivation Email:
The fourth type of email is the reactivation email. This is sent to people who have subscribed to your list but haven’t interacted recently. The goal is to get them interested in what you’re doing again and take action.
Email marketing can be an effective way to reach your target audience and get them to take action. However, it is important to understand the different types of email marketing and their goals before you begin. Otherwise, you may not be using email marketing to its fullest potential.
Let us see an example of a brand name, “Theory”.
The Theory is a contemporary clothing brand that offers modern, sleek, and sophisticated styles for both men and women. The company was founded in 1997 and has since become a leading player in the fashion industry.
Theory’s email marketing strategy focuses on engagement and announcement emails. For example, Theory recently sent an email announcing their new spring collection. The email included images of the latest clothing, information on where to find it, and a coupon code for 20% off the purchase.
Theory’s email marketing strategy is effective because it engages subscribers and gets them excited about what they have to offer. It also makes it easy for subscribers to take action by providing a coupon code and links to where they can purchase the clothing.
Email marketing can be a powerful tool for any business, large or small. By understanding the different types of email marketing and the goals for each type, you can use email marketing to reach your target audience and get them to take action.
5. eCommerce Marketing
E-commerce marketing is the process of driving online sales by promoting and advertising products or services on the internet. It can be a very effective way to reach out to potential customers and generate new sales.
Many different strategies can be used in e-commerce marketing, and it is important to choose the right ones for your business. Here are a few examples:
1. Search engine optimization (SEO): This is optimizing your website and online content to rank higher in search engine results pages (SERPs), making it more likely that people will find and click through to your site.
2. Pay-per-click (PPC) advertising: This is a form of online advertising where you pay for each click on your ad, regardless of whether or not the person clicks through and buys something from your site.
3. Social media marketing involves promoting your products or services on social media platforms like Facebook, Twitter, and Instagram.
4. Email marketing: This involves sending promotional emails to potential and existing customers.
5. Content marketing: This involves creating helpful and informative content (such as blog posts, infographics, eBooks, etc.) that will attract the attention and interest of your target audience.
6. Affiliate marketing: This is performance-based marketing where you pay affiliates (other websites or bloggers who promote your products/services) a commission for each sale they generate.
7. Online PR: This involves getting positive press coverage for your business in online publications and blogs.
8. Display advertising: This involves placing banner ads and other ads on websites and online platforms.
9. Retargeting: This type of online advertising allows you to target people who have already visited your site with relevant ads and offers.
10. Native advertising: This involves creating content sponsored by a brand but designed to blend in with the surrounding editorial content (such as articles, blog posts, etc.).
11. Product reviews: This involves getting positive reviews and testimonials for your products from satisfied customers. These can be published on your website, social media platforms, or third-party review sites.
Let us see an example of a brand name that sells products on their eCommerce website and Amazon. The brand is called “Tula.” Tula has an Amazon storefront and a website where they sell their products.
Tula uses a combination of SEO, social media marketing, email marketing, and content marketing to market its products. They have a blog on their website where they write articles about skincare, beauty, and wellness. They also have a strong presence on social media platforms like Instagram and Facebook.
They use beautiful product photos and engaging captions to attract the attention of their target audience. They also offer discounts and promotions through their email marketing campaigns. And they make sure to include links to their website and Amazon storefront in every blog post and social media update.
This is just one example of how a brand can use e-commerce marketing to reach potential customers and generate new sales. Many other strategies can be used, and it is important to experiment and find the ones that work best for your business.
6. Influencer Marketing
In recent years, influencer marketing has grown in popularity and effectiveness as a means of reaching consumers. By working with social media influencers who have large followings, businesses can promote their products or services to a wider audience in a way that feels organic and trustworthy.
There are a few different ways that businesses can work with influencers. The most common is paying them to promote a product or service on their social media channels. This can be done through sponsored posts, where the influencer mentions the product in a post and includes a link to purchase it, or through more subtle means, such as featuring the product in a photo or video.
Another way to work with influencers is to collaborate with them on creating content. This could involve the influencer writing a blog post or review about the product or creating a video that showcases the product in use. This type of content is often more effective than a simple sponsored post, as it feels more genuine and trustworthy.
If you’re considering using influencer marketing to promote your business, there are a few things to remember. First, finding an influencer who is a good fit for your brand is important. They should have a similar target audience to your own, and their content should be relevant to your products or services.
Second, don’t expect overnight success. It can take a while to build a relationship with an influencer and even longer for them to start promoting your products or services.
Finally, be prepared to pay for results. Influencer marketing is not a cheap form of marketing, but if done correctly, it can be hugely effective.
Let us see an example of a brand name, Audi, doing influencer marketing.
Audi partnered with various social media celebrities and got them to post pictures and videos while driving the new Audi A8. This was a great way to show off the car’s features and interest.
The posts generated a lot of interest and helped to increase sales of the Audi A8.
Another example is a company called Daniel Wellington.
Daniel Wellington partnered with various fashion bloggers and Instagrammers to promote their products. The influencers would post photos of themselves wearing the watches and often included a discount code for their followers.
This was a great way for Daniel Wellington to reach a new audience and generate sales.
As you can see, influencer marketing can be a great way to reach new consumers and promote your products or services. If you’re considering using it for your business, keep the tips above in mind to ensure success.
7. Content Marketing
Content marketing is the process of producing and disseminating online content (such as blogs, social media posts, and videos) with the aim of generating interest in a brand’s goods or services without directly endorsing it.
Businesses often use content marketing to:
- Attract attention and generate leads
- Build relationships with customers and prospects
- Boost sales
- Increase brand awareness and credibility
- Generate social media engagement
Content marketing is an effective way to reach out to customers and create a connection with the target audience. It can help businesses connect with their customers deeper, fostering trust and loyalty.
Content marketing can be used in a variety of ways, such as:
- Creating blog posts
- Sharing infographics
- Posting videos on YouTube or other social media channels
- Publishing whitepapers or eBooks
- Creating podcasts
- Offering free trials or samples
Here are some examples of content marketing:
- A personal injury law firm posts a blog about the types of car accidents and how to avoid them.
- An accounting software company creates an infographic about the new tax laws and how they will affect businesses.
- A pet food company posts a video on YouTube of a puppy trying out its new food for the first time.
- A wellness retreat centre offers a free e-book about the benefits of meditation.
- A real estate agent creates a podcast about the process of buying a home.
Content marketing can help businesses connect with their customers deeper, fostering trust and loyalty. When done correctly, content marketing can be a powerful tool that boosts sales and increases brand awareness.
Let us see an example of a brand name which used content marketing to create brand awareness and build relationships
Red Bull is a great example of a company that has used content marketing effectively. The energy drink company does not just sell its products; it also creates engaging content that appeals to its target audience. Red Bull has its own media company, which produces high-quality videos, articles, and other forms of content. This content is distributed across various channels, such as social media, TV, and the Red Bull website.
Red Bull’s content is not just about its products but also about extreme sports and adventures. The company sponsors athletes and events that align with its brand identity. Red Bull’s content is exciting and inspiring, and it has helped the company build a strong relationship with its target audience.
8. Affiliate Marketing
Affiliate marketing is a sort of performance-based advertising where a company pays one or more affiliates for each visitor or client that they bring in through their marketing activities.
Since both types of marketing rely on outside sources to get customers to the business, affiliate marketing and referral marketing are frequently misconstrued. Although they are both unique types of marketing, the primary distinction between them is that affiliate marketing only uses financial incentives to increase sales.
Affiliate marketing is a type of Performance-Based Marketing, meaning that the affiliate is paid for each visitor or customer brought by their marketing efforts.
There are two types of affiliate marketing:
1. Pay-Per-Click (PPC) Affiliate Marketing: In this type of affiliate marketing, the affiliate is paid based on the number of clicks they generate.
2. Pay-Per-Sale (PPS) Affiliate Marketing: In this type of affiliate marketing, the affiliate is paid based on the sales they generate.
The most common type of affiliate marketing is PPS, which allows affiliates to get paid for each sale they generate, regardless of the number of clicks.
PPC affiliate marketing is riskier for the advertiser, as they only pay the affiliate when a visitor clicks on the ad, regardless of whether or not they go on to make a purchase.
There are also two types of affiliate networks:
1. Cost-Per-Action (CPA) Affiliate Networks: In this affiliate network, the advertiser only pays the affiliate when a visitor takes a specific action, such as making a purchase or filling out a form.
2. Cost-Per-Lead (CPL) Affiliate Networks: In this affiliate network, the advertiser only pays the affiliate when a visitor provides their contact information, such as their email address or phone number.
The most common affiliate network type is CPA, which allows advertisers to only pay for the leads or sales they generate.
CPL affiliate networks are more expensive for advertisers, as they have to pay the affiliate every time a visitor provides their contact information, regardless of whether or not they go on to make a purchase.
There are a few things to keep in mind when choosing an affiliate network:
- Make sure that the affiliate network is reputable and has a good reputation.
- Make sure that the affiliate network offers competitive commission rates.
- Make sure the affiliate network has a wide variety of merchants.
- Make sure that the affiliate network offers a variety of marketing tools to help you promote their products.
- Make sure that the affiliate network provides good customer support.
If you are looking for a good affiliate network, we recommend Commission Junction or ShareASale.
Commission Junction is one of the largest affiliate networks, with over 4,000 merchants. They offer competitive commission rates and various marketing tools to help you promote their products.
ShareASale is a smaller affiliate network with around 2,500 merchants to choose from. They also offer competitive commission rates and various marketing tools to help you promote their products.
Both Commission Junction and ShareASale are reputable affiliate networks with a good reputation. They both offer various merchants to choose from and competitive commission rates. If you are looking for an affiliate network, we would recommend either of these two.
Let us see an example of a brand name, “Nike”
Nike has a website on which they have listed their products along with the prices. They also have an affiliate program, wherein they offer a commission to people who bring customers to their website.
Now, let us say that you are an affiliate of Nike. On your blog and social media, you advertise their products. When someone clicks on the link to Nike’s website from your blog or social media, they are redirected to Nike’s website.
You will receive a commission if they make a purchase on Nike’s website. Your commission will depend on the commission rate Nike offers to their affiliates.
So, this is how affiliate marketing works. You promote the products of other companies on your blog or social media. When a user clicks on the link and makes a purchase, you receive a commission.
Affiliate marketing is a great way to make money online. It is a very simple and easy way to start internet marketing. It is also a fantastic technique to generate passive income. If you want to make some extra money, we recommend you try affiliate marketing.
9. Referral Marketing
Referral marketing is word-of-mouth marketing that encourages customers to tell their friends about your product or service. Referral marketing can effectively reach new customers since people are more likely to believe a personal recommendation than they are to respond to traditional advertising.
For referral marketing to work, you need happy customers willing to spread the word about your business. You can encourage customers to refer friends by offering a discount or other incentives, such as a free month of service.
To start with referral marketing, you can use social media, email, or word-of-mouth to ask customers to tell their friends about your business. You can also use referral marketing programs, such as ReferralCandy, to automate the process and make it easier for customers to refer friends.
When done right, referral marketing can be a powerful tool to grow your business. By offering incentives to customers and making it easy for them to spread the word, you can reach new customers and increase sales.
Let us see an example of a brand name, Amazon, that uses referrals effectively. Amazon discounts customers who refer others to sign up for the Prime membership. This referral system has helped Amazon attract new customers and grow its business.
Similarly, Dropbox grew its user base by offering free storage space to users who refer others to sign up for the service. This referral program was so successful that it helped Dropbox increase its user base by over 100% in just two weeks.
As you can see, referral marketing can be a powerful tool to grow your business. If you offer incentives to customers and make it easy for them to refer friends, you can reach new customers and increase sales.
10. Guerilla Marketing
Guerrilla marketing is a marketing strategy that uses low-cost, unconventional methods to gain attention and generate buzz. Typically, these strategies are highly creative and interactive, making them memorable and effective.
Some common examples of guerrilla marketing include:
1. Street art or graffiti
2. Flash mobs or other public stunts
3. Guerrilla projection of street theatre
4. Pranks or hoaxes
5. Product placement in unexpected locations
6. Distribution of free samples or other promotional items
7. Interrupting people’s daily routines with unexpected brand experiences
With a little creativity, nearly any business can benefit from guerrilla marketing. The key is thinking outside the box and coming up with a campaign to capture people’s attention.
Here are a few examples of successful guerrilla marketing campaigns:
1. In 2012, Pepsi set up a fake vending machine in New York City that dispensed free soda cans in exchange for hugs. The vending machine was set up in high-traffic areas like Times Square and Union Square, and the campaign generated a lot of positive buzz for the brand.
2. In 2015, Virgin Mobile created a fake phone booth in London that dispensed free phone chargers to passersby. The booth was set up in a busy shopping district, and the campaign was a huge success, with people tweeting about it and taking photos of the phone booth.
3. In 2016, Nike created a pop-up shop in Paris that sold limited-edition sneakers. The store was only open for a few days, and people lined up around the block to get their hands on a pair of exclusive sneakers.
4. IKEA Hyderabad — Guerrilla marketing at its best, Ikea India opened its first store in Hyderabad on 9 August 2018. In the lead-up to the launch, Ikea pulled off a series of guerilla marketing stunts that got people talking about the brand.
A few days before the launch, Ikea erected billboards around the city that featured furniture assembled incorrectly. The billboards playfully poked fun at the fact that Ikea furniture can be notoriously difficult to assemble, and they generated a lot of curiosity and excitement about the brand.
The store offered a large discount on mattresses, followed by the kids’ area. The kitchen section, home décor, bedding, bath items, textiles and bedroom furniture had a great response.
Guerrilla marketing is a great way to get people talking about your brand.
The list of digital marketing examples we’ve provided is by no means exhaustive, but it should give you a good starting point for your research. Check out the linked resources if you want to learn more about how some of these strategies are used in practice.
And if you have any questions or need help getting started with your digital marketing plan, don’t hesitate to contact Digital Scholar for assistance. We love helping businesses grow and would happily share our expertise with you. Share with us your digital marketing example that might be next on this list.