Digital Marketing

Digital marketing, SEO, PPC, Social Media Marketing, and Marketing Strategy – The Multi-Channel Approach

In recent years, social media and digital devices have transformed marketing. Businesses are no longer depending on print ads, billboards, and radio advertisements. Businesses now reach their audiences via digital marketing platforms such as social media accounts, e-mail, and website content.

So, how can you join the bandwagon and take advantage of digital marketing without having digital marketing expertise? How will you know which digital marketing channels best promote your services or products?

Digital Marketing Channels Your Business Needs

#1 E-mail Marketing

This is amongst the most effective and easiest channels to use. This is because it consistently reaches potential buyers and regular customers. It is inexpensive and has been known to give a good return on investment (ROI).



  • Clients are regularly updated on new promotions and products.
  • Has a more personal feel as compared to other digital marketing channels.
  • It is less intrusive as compared to texts and calls.
  • When visitors subscribe to regular e-mails, they become regular visitors to your website.
  • E-Mails are tailor-made to suit a specific customer.

E-Mail Marketing Tools

  • Retails stores send receipts to their customers via their e-mail addresses and are thus able to add them to their subscription list.
  • Offer promotions or coupons in exchange for emails when customers shop online.
  • Request customers to create accounts using their email addresses before completing their purchases.


  • Customers may prefer paper receipts to digital ones.
  • Customers may fear giving out emails to avoid receiving many ‘unnecessary’ emails.

#2 SEO Marketing

This channel is quite effective when it comes to promoting a business or product. SEO is the process through which websites and their content are optimized to give them higher visibility online. SEO depends on keywords on your business’s website or article. These keywords align with what consumers type on search engines. Businesses outsource the services of SEO experts to assist with establishing more traffic and reaching a broader audience.



  • Visibility is optimized with organic, unpaid search results.
  • Leads traffic to websites that have specific keywords.
  • It changes with a customer’s changing demands.
  • Helps to create and sustain online clientele.

SEO Tools

  • SERP simulator
  • Bing Webmaster
  • Google Analytics
  • Google Search Console
  • Moz  Local Listing Score
  • Google PageSpeed Insights


  • Domain authority
  • Link building
  • Keyword ranking
  • Design

#3 Social Media Marketing

It comprises product placement by organizations, companies, or people who are well known or have credibility on social media platforms. Individuals respond most to products when they are promoted by people they look up to or admire.

social media communication


  • Reaches a wider audience
  • It’s mutually beneficial; businesses are exposed, and influencers are paid
  • Businesses get to engage with users via direct messaging
  • Customers can directly ask questions about sales, promotion, and products.


  • Regular posting on social media platforms maintains online presence consistency.
  • Determining the best way to market your products: paying influencers, ads, or simply posting content.
  • Timing posts to match in-store and online promotions.
  • Use direct messages to interact with potential o current customers.


  • Social media channel’s algorithms sometimes make it difficult for users to see some advertisements or posts.
  • Some influencers may not be admired by other users.

#4 Pay Per Click

This is almost the opposite of SEO. Here, businesses pay search engines to have their products advertised via PPC ads.

PPC-advertising tips 2020

Source: HubSpot


  • Good revenue generation with great ROI
  • It is mutually beneficial; customers get their products, search engines are paid, and businesses make a sale.


  • Unbounce for building landing pages using specific keywords.
  • Google Trends is used to research trending keywords.
  • Ahrefs to research your competitor’s keyword bids and advertisements.
  • SpyFu to track your competition’s PPC ads.


  • Click don’t always convert to sales.
  • Expertise and sales are required for successful PPC campaigns.


There are millions of users using messaging platforms such as Facebook Messenger and WhatsApp. Brands and businesses can reach a wide audience using international media group services. Instant messages make a powerful element for digital marketing campaigns.

About author

Richa Pathak is Founder & Editor at SEM Updates – The Digital Marketing Magazine. She is an emerging digital marketing influencer, a creative consultant & a corporate trainer. With a decade of experience in working with B2C & B2B brands across the globe, she is also a featured author in top-10 marketing magazines globally. She offers various consulting, training, & mentorship programs to share her knowledge. Richa's principle - Plan, Execute, Learn, Implement, Repeat! Digital marketing is Richa's passion & love. She is an innovator & wants to explore more, learn more, try different tools, hacks with various campaigns. She loves reading non-fiction books and does nature photography.
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