A Guide to Digital Marketing Disciplines

In the ever-changing digital world there seems to constantly be a new buzz word or marketing “hack” that promises to be the next big thing. While it’s true that digital is always changing and that what works today might not work tomorrow, there are (at least for now) some tried and true digital strategies and disciplines that seem to be commonplace in most organization’s digital marketing strategy. 

PPC (Pay-Per-Click)

Pay-per-click (PPC) is a mainstay of digital marketing, and encompasses Paid Search, Paid Social, and Display Advertising. It’s been proven to be a great way to capture leads from potential customers who have expressed interest in or are actively looking for your product or service. 

Social Media Marketing

Social media marketing involves all social media activity that is not paid promotion. Organizations prefer this form of non-paid social media for its ability to build a loyal customer base through engaging social media content and posts. 

SEO (Search Engine Optimization)

Organizations looking to capture the same buyer intent that PPC provides, but don’t want to compete with competitive (and costly) ad bidding, utilize SEO to help them rank organically within search results for their relevant keywords. It involves optimizing a brand’s website and implementing link building strategies to appeal to Google and other search engines’ algorithms.

Content Marketing

Content marketing is typically used to support a different digital marketing discipline, such as social media, SEO, or email marketing. It involves creating engaging content, related to your product or service, and using that content as a funnel to drive traffic to your website or other properties. 

Video Marketing

Video Marketing is one of those digital marketing “fads” that has quickly proven itself to be an effective (and incredibly important) staple in digital marketing strategy. With over 75% of the web’s content being video content, it’s certainly a vertical that brands should be leveraging when putting together their marketing mix. 

Email Marketing

While it’s certainly not as flashy as the digital marketing buzzwords of late, email marketing remains a stable and proven digital marketing strategy for most marketers. Organizations that implement email marketing correctly, with targeted email lists, generally find this to be an incredibly cost effective way to drive traffic and sales. 

Affiliate Marketing

Organizations use affiliate marketing a way to expand a brand’s messaging by utilizing a network of affiliates who promote a particular product or service. Social media influencers are also a modern twist on the original affiliate marketing strategy, in which an organization gets social media users with a dedicated following to promote a product or service.