Digital marketing is no longer an afterthought: it’s a necessity. Whether a startup or a global company, digital marketing stretches you the tools to engage with customers, build brand awareness, and drive growth in a competitive market.
This guide explains everything you need to know about digital marketing: its core principles and types, and how to tool strategies that deliver results.
Types of Digital Marketing
Email marketing
Email marketing is one of the oldest and most well-known forms of digital marketing, used in both B2B and B2C. In email marketing, customer data is collected at various touchpoints throughout the buying journey, categorised to understand their preferences, and ultimately added to email lists.
Video Marketing
Video is one of the most influential digital marketing channels. People love videos. They watch them for entertainment, research, and share them. YouTube has over two billion monthly users. In both B2B and B2C, purchasing decisions are driven by video.
Social Media Marketing
Social media is a great way to reach specific audiences and connect directly with customers, prospects, and partners. The social media platform (or platforms) you select will depend on who you’re targeting. Facebook remains the largest social media platform in the world. Twitter remains popular with B2B buyers. Instagram and TikTok are incredibly popular with millennials and Gen Z, and LinkedIn is a great place to connect with B2B buyers early in the buying cycle.
Text Messages (SMS and MMS)
Along with email marketing, text messaging is the most direct way to engage with customers, but like social media, messages need to be concise to be effective. Marketers can use short message services (SMS), which contain only text, or multimedia messages (MMS), which can include videos and GIFs.
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