How Do the 6 Types of Digital Marketing Work Together?

As business owners, you’ve likely encountered many different methods of marketing your business online. 

With so many different channels available, it can be difficult to determine which are right for your business. And more importantly - HOW to utilize multiple channels in sync to create a cohesive campaign that maximizes on performance.  

Below, we'll dive into the 6 different types of marketing channels, and how they can be used to work together:

1. Search Engine Marketing (SEM)

Search Engine Marketing focuses on increasing a website's visibility in search engine results pages through paid advertising (PPC). SEM makes sure that your brand is discoverable when customers search for relevant keywords online. By securing top positions in search results, SEM drives immediate visibility and traffic to your website, setting the stage for other marketing tactics to follow.

2. Email Marketing

Email Marketing involves sending targeted messages to a list of subscribers with the goal of nurturing leads and encouraging conversions. Email marketing platforms can work with SEM by targeting users who have interacted with your search ads, but haven’t yet completed a purchase. 

For instance, if a user clicks on your ad but leaves without buying, a personalized email reminds them of their interest and provides additional incentives to return and make a purchase. As a result, email marketing plays an important role in nurturing and converting the leads that SEM brings in.

3. Content Marketing

Content marketing is all about creating and distributing valuable, relevant content to attract and engage your target audience. This can take the form of a blog post (like this one!), videos, infographics, eBooks, and much more, and is specifically designed to resonate with your audience's interests and needs. 

Content marketing supports SEM by providing high-quality content that aligns with the keywords you’re targeting in your search ads. Not only does this improve your organic search rankings (or, SEO), but it improves the effectiveness of your PPC campaigns by driving more engaged, high-intent traffic to your site. 

Additionally, content marketing supports email marketing because it serves as another method for providing valuable information to your potential customer. For example, if you write a helpful blog post, publish an e-book, or create a video, these pieces of content are excellent to include in your email campaigns while also providing additional incentive for users to interact with the email. A.K.A. more value for the subscriber!

4. Mobile Marketing

With the increasing use of mobile devices, mobile marketing has become an important component of digital marketing. This strategy targets users on their smartphones and tablets through channels like mobile apps, SMS, and mobile-optimized websites. 

Mobile marketing complements SEM by optimizing your ads and content for mobile users. By leveraging responsive design and mobile-specific ad formats, you ensure a seamless user experience across devices, leading to higher engagement and conversions.

5. Affiliate Marketing

Affiliate marketing involves partnering with other businesses or content creators who promote your products or services in exchange for a commission. This strategy extends your reach to new audiences by tapping into the networks of your affiliates. Affiliate marketing can work alongside SEM by driving additional traffic to your site through partners who have a strong following or authority in your industry, like your own personal influencers. These folks grow your marketing by introducing your brand to customers who might not have found you through search engines alone.

6. Social Media Marketing

Social media marketing focuses on creating and sharing content on social media platforms to engage and connect with your audience. It complements SEM by offering additional channels to promote your products or services and drive traffic to your website, and complements affiliate marketing by leveraging influencers to broaden your reach and enhance credibility online. 

Using Multiple Channel in Sync

When the 6 types of digital marketing channels work together, they maximize your brand's visibility, engage your target audience across multiple channels, and drive conversions at various stages of the customer journey. 

For example, a user might first discover your brand through a search ad (SEM), engage with your content (Content Marketing), receive a follow-up email (Email Marketing), see a retargeted ad on social media (Social Media Marketing), and finally make a purchase on their mobile device (Mobile Marketing). Throughout this customer journey, Affiliate Marketing introduces new users to your brand, adding yet another layer of reach and potential engagement.

Interested in leveraging your existing marketing channels to maximize reach and engagement? Let’s connect.