Understanding the different types of digital marketing

Digital marketing tactics can come in various forms. Some businesses can utilise all of them; others like to use a select few. It depends on the businesses needs. It’s common for every business to have a digital marketing strategy in place, but every strategy consists of different tactics. It can be confusing at times, so many companies rely on digital marketing agencies like Itonic to create their strategy for them. Here are the tools that can be included in those strategies.


Search engine optimisation will likely be in every digital marketing strategy. If it’s not, it should be! By optimising a website, it becomes more compatible with search engines. This in turn, means that search engines can understand what they’re looking at and connect certain web pages with particular web queries. Ultimately, with good optimisation, a website can become more visible online. This means more organic traffic on the website, resulting in brand recognition, loyalty, and even sales of products and services are on offer. Every business should be using SEO!

Email marketing

Email is still one of the most valuable forms of digital marketing. Millions of people have email accounts, making for a great reach, but it’s also an affordable option. Emails also have the added benefit of being versatile. Emails could be sent with an infographic, video content or written content, all with a few clicks. Not to mention, they can be easily personalised, which often sits well with consumers as it suggests the brand cares.

Social media marketing

Social media marketing is perhaps one of the most popular forms of digital marketing today. With the enormous rise of social media platforms, what better way to target certain demographics? Many social platforms now have specific advertisement features which make it easy for businesses to identify their target market and send them relevant ads. This is a quick and straightforward way to advertise and interact with the desired audience.


Pay per click advertising is mainly used on search engines and social media pages. Adverts can be created to target specific individuals, and once clicked on, the platform will charge a business. These promoted adverts are designed to target specific individuals based on their gender, age, likes, dislikes, or even location. The cost per click can vary depending on how long the ad runs for, where the ad is placed, and how much competition there is. Commonly placed ads and keywords can cost more than those that are a little more niche.

Content marketing

Content is quite a broad term. It includes pretty much everything a business decides to publish. So, this could be images on a social media platform. It could also be a blog post on a website. Companies use content marketing to ensure their web pages and social platforms are full of their desired keywords. These keywords make it easy for consumers to find them, so it’s essential that they’re included as much as possible whilst still looking natural. Content needs to be varied so that it doesn’t look spammy to the search engines.

Mobile marketing

Mobile marketing is a relatively new concept. It’s designed to reach consumers who spend a lot of time on their smartphone or tablet. In previous years, digital marketing was mainly designed for those who had a PC or laptop, but with so many people now having portable devices, it’s important to cater to their needs. Mobile marketing means having a responsive website, one that is compatible with any kind of device. Mobile marketing also means marketing via mobile applications, social media notifications, and even text messages. Mobile marketing often revolves around a device’s location, making it easy for businesses to send out personalised offers or geographical content.

There will likely be other types of digital marketing available to use, but some of those may be quite niche, so depending on a business’s requirements, they may not be applicable.