Digital marketing is an essential part of a company’s marketing strategy. It allows businesses to create targeted messages to reach specific audiences, ensuring they connect with people who are most likely to be interested in their products or services.
A faculty member from Southern New Hampshire University (SNHU) discussed how digital marketing works alongside traditional marketing methods and shared insights into the key types of digital marketing being used today.
Understanding Digital Marketing
Digital marketing refers to a broad range of marketing strategies and tools designed to engage customers online. It helps companies build brand recognition and has significantly changed how businesses promote their products and services.
Dr. Jessica Rogers, a senior associate dean of business programs at SNHU, explained that digital marketing requires knowledge of marketing principles, strategic thinking, and the ability to analyze large amounts of data. While it is rooted in traditional marketing strategies, it also demands technical expertise.
According to Dr. Rogers, digital and traditional marketing serve different purposes. “Traditional media is excellent for reaching a wide audience, while digital media allows for more targeted outreach,” she said. “The key is understanding which channels work best for a given audience.”
The 8 Types of Digital Marketing
Dr. Rogers outlined several major types of digital marketing, each with a unique role in reaching and engaging consumers.
1. Affiliate Marketing
Affiliate marketing, sometimes called influencer marketing, leverages the influence of industry experts and social media personalities to promote products and services. Businesses collaborate with influencers who engage their audiences through blog posts, social media content, or videos in exchange for compensation.
With platforms like TikTok, Instagram, YouTube, and blogs becoming mainstream, affiliate marketing has grown significantly. According to Influencer Marketing Hub, the industry was valued at $13 billion in 2023.
The demand for marketing professionals continues to rise. The U.S. Bureau of Labor Statistics (BLS) predicts a 6% increase in marketing-related jobs through 2032. In 2022, the median salary for advertising, promotions, and marketing managers was $156,580, according to the BLS.
2. Content Marketing
Content marketing focuses on storytelling and providing valuable information to increase brand awareness. The goal is to encourage potential customers to take action, such as signing up for an email list, requesting more information, or making a purchase.
Content marketing can include blog posts, e-books, white papers, videos, podcasts, and more. It should prioritize delivering value rather than just promoting a brand.
This strategy also complements other digital marketing efforts, such as search engine optimization (SEO) and social media marketing. Analytics can help marketers understand what type of content engages users, which topics hold their interest, and what causes them to leave a site.
Unlike pay-per-click (PPC) advertising, content marketing is a long-term strategy. Companies build a library of valuable content that continues attracting visitors over time, boosting brand awareness and credibility.
There are several free and affordable platforms for content marketing, including:
- WordPress
- Medium
- HubSpot CMS
- Wix
Many of these platforms offer tools to optimize content for SEO, manage social media, and design email marketing campaigns.
3. Email Marketing
Despite the rise of social media and mobile apps, email remains one of the most effective marketing channels. It can serve as part of a broader content marketing strategy, helping businesses engage customers and convert leads over time.
Email marketers specialize in crafting engaging campaigns, optimizing audience outreach, and analyzing data to refine their strategies. The American Marketing Association (AMA) highlights the importance of tracking key metrics, such as:
- Open Rate: The percentage of recipients who open an email.
- Click-Through Rate: The percentage of recipients who click on links within an email.
Strategies to improve email performance include:
- Creating a sense of urgency (e.g., limited-time offers).
- Personalizing subject lines and content.
- Allowing recipients to customize their email preferences.
4. Marketing Analytics
One major advantage of digital marketing is its trackability. Unlike traditional marketing methods, which were difficult to measure, digital marketing provides detailed analytics on customer interactions.
Marketers can track data such as:
- How many times users click on a link.
- The time spent on a web page.
- The number of emails opened and clicked.
Understanding these analytics helps marketers refine their strategies, cut ineffective campaigns, and focus on what works. Tools like Google Analytics allow businesses to track website performance, keyword effectiveness, and user behavior.
5. Mobile Marketing
Mobile marketing targets consumers on their smartphones and tablets. This can include text messaging, mobile apps, social media, and email campaigns.
According to Statista, in 2021, 46% of people reported spending five to six hours daily on their phones for personal use. By 2024, average phone usage in the U.S. is expected to reach 4 hours and 39 minutes per day.
With e-commerce growing rapidly—estimated to surpass $6.3 trillion in global sales in 2024—businesses must ensure their digital marketing strategies cater to mobile users.
6. Pay-Per-Click (PPC)
PPC marketing involves paid advertisements that appear in search results or on websites. Businesses only pay when someone clicks on their ad, making it a cost-effective way to generate leads.
Google Ads is one of the most popular PPC platforms, allowing businesses to target users based on location, interests, and search behavior. Costs vary depending on keyword competition, with highly searched terms being more expensive.
7. Search Engine Optimization (SEO)
SEO helps businesses improve their ranking in search engine results, increasing website traffic. SEO involves optimizing website content with relevant keywords, improving site structure, and earning backlinks from reputable sources.
Key SEO strategies include:
- Content Indexing: Ensuring search engines can read website content by adding alt text to images and transcripts for videos.
- Link Structure: Creating clear navigation paths for search engines to crawl content easily.
- Keyword Targeting: Using relevant keywords naturally within content rather than overloading pages with them.
Since search engine algorithms change frequently, SEO requires ongoing adjustments to maintain rankings.
8. Social Media Marketing
Social media marketing involves promoting a business through platforms like Facebook, Instagram, Twitter, and LinkedIn. While social media is widely used, businesses must develop a strategic approach rather than simply posting content.
Successful social media marketing involves:
- Creating engaging and relevant content.
- Responding to audience comments and messages.
- Analyzing data to refine posting strategies.
According to Statista, in 2023, 86% of businesses said increased brand exposure was the top benefit of social media marketing, while 76% cited increased website traffic.
Why Digital Marketing Skills Matter
Digital marketers play a critical role in helping companies develop and implement effective online strategies. They must stay up to date with emerging technologies and trends while maintaining a strong understanding of core marketing principles.
Employers seek candidates with experience using tools like Google Analytics, Google and Facebook Ads, HubSpot, and Hootsuite. Additionally, skills in SEO, keyword research, and Adobe Creative Suite are valuable.
Despite technological advancements, traditional marketing skills remain essential. Communication and the ability to convey messages effectively to different audiences are just as important as technical knowledge.
The Value of a Digital Marketing Degree
A degree in digital marketing can open doors to various career opportunities. Shannon Hayes, an SNHU graduate, pursued her bachelor’s degree in marketing with a digital marketing concentration to expand her career prospects. “This degree will give me more opportunities than I had before,” she said.
As digital marketing continues to evolve, businesses must adapt to new technologies while staying true to their brand and audience needs. Staying competitive requires a strategic and collaborative approach, ensuring companies reach their customers effectively in an ever-changing digital world.
