Digital Marketing Channels: The Delivery Network

digital marketing channels cover image with letter blocks spelling out 'digital marketing'

Back in the day, businesses relied on traditional advertising methods like newspapers and billboards to reach potential customers. Since people started using email, digital marketing has slowly become the predominant force in the marketing industry.

Today everything is online. This digital transformation offers businesses a wealth of opportunities to connect with consumers. However, at the same time, this led to the emergence of various digital marketing channels. Each digital marketing channel has its own pros and cons, so deciding which one is best for the brand’s promotion is the most important step.

This article explains the benefits and uses of different digital marketing channels in todays marketing strategies.



What is Digital Marketing?

Digital marketing, also known as online marketing, is the strategic use of the internet and other digital channels to promote brands and connect with potential customers.

This encompasses a wide range of tactics, including:

Digital marketing enables brands to measure and improve their marketing efforts in addition to fostering a connection with their target audience. In essence, any marketing campaign that involves digital communication falls under digital marketing.


What are Digital Marketing Channels?

Digital marketing channels function as the means by which digital marketing assets are distributed. When you aim to promote a new product, you can select one or multiple channels to deliver your message.

The table below untangles the most common types of digital marketing channels: th

Channel CategoryType of ChannelDescription
Paid AdvertisingSearch Engine Advertising (SEA)Target ads based on keywords searched by users.
Social Media AdvertisingCreate targeted ads on various platforms.
Display AdvertisingVisual ads are displayed on websites.
PPC (Pay-Per-Click) AdvertisingPay a fee each time someone clicks on your ad.
RetargetingShow ads to users who have previously visited your website.
Organic ChannelsSearch Engine Optimization (SEO)Improve your website’s visibility in search engine results.
Content MarketingCreate and share valuable content.
Affiliate MarketingEarn a commission for promoting other companies’ products or services.
Social Media MarketingBuild and maintain a presence on social media platforms.
Video MarketingCreate and distribute videos to reach your target audience.
Email MarketingSend targeted email campaigns.
Referral MarketingEncourage satisfied customers to recommend your business to others.
Influencer MarketingPartner with influencers to promote your brand.
Other ChannelsMobile MarketingOptimize for mobile devices and utilize mobile apps.
Voice Search OptimizationOptimize content for voice search queries.
Chatbots and Virtual AssistantsUse AI-powered chatbots for customer support and engagement.
Augmented Reality (AR) and Virtual Reality (VR)Create immersive experiences.
Digital Marketing Channels

The best choice for your business will depend on your target audience, budget, and marketing goals.


Top 8 Digital Marketing Channels You Should Master

We’ll explore the most influential digital marketing channels offering the tools to effectively reach the target audience, build brand awareness, and drive conversions in the digital age.

1. Email Marketing: A Direct Line to Your Audience

Email marketing has the highest return on investment (ROI), yielding up to $42 for every dollar spent. Beyond its financial benefits, email marketing provides a direct line of communication with your audience, allowing you to deliver tailored messages at the right time.

Simply put, email marketing is the process of obtaining potential customers’s email addresses and sending them emails. You can send anything from straightforward sales pitch emails to helpful guides and discount codes.

This is how you’ll benefit from leveraging email marketing:

BenefitDescription
High ROIEmail marketing delivers a significant return on investment.
Direct ConnectionEmail marketing allows you to engage with your customers one-on-one.
SegmentationEmail marketing helps you send targeted messaging to specific audience groups.
PersonalizationPersonalize your email content to individual preferences.
AutomationEmail automation saves time and improves efficiency.
Track PerformanceEmail marketing allows tracking of key metrics like open rates, click-through rates, and conversion rates.
NurturingEmail marketing fosters customer relationships and loyalty.
Cost-EffectiveEmail marketing is relatively low-cost compared to other marketing channels.
Benefits of Email Marketing

How to Start with Email Marketing

Start by building your email list and adding a prominent signup form. Then segment your email list into different audience categories by utilizing geographic segmentation, demographic segmentation, or behavioral segmentation. This will help you create highly personalized campaigns that resonate with each segment’s unique needs and interests.

Promote your brand by leveraging automation. You can nurture your audience over time, fostering deeper connections and building brand loyalty.

Tips for building a successful email campaign:

  1. Craft captivating email subject lines: Use clear, attention-grabbing subject lines that accurately reflect the email’s content.
  2. Include a strong call to action (CTA): Guide recipients toward the desired action.
  3. A/B Testing: Test different subject lines, content, and layouts to identify the most effective elements.
  4. Maintain a clean list: Regularly clean your email list to remove inactive or invalid addresses. Avoid becoming a spam email sender and adhere to email marketing best practices.
  5. Provide a one-click unsubscribe option: Allow recipients to easily unsubscribe to maintain a clean list and avoid being flagged as spam.

By following these guidelines, you can effectively leverage email marketing to reach your audience, drive engagement, and achieve your business goals.


2. Content Marketing: A Strategic Approach to Building Relationships

Content marketing is a strategic approach that involves creating and sharing valuable, relevant, and engaging content to attract and retain a specific audience. Unlike traditional advertising, which often interrupts the user experience, content marketing aims to provide value throughout the customer journey.

The benefits of using content marketing to develop your brand include:

BenefitDescription
It engages at audience at all stagesEffective content marketing can engage customers at every stage of the sales funnel, from awareness to decision-making.
Stronger relationshipsBy offering valuable content, you can nurture relationships with your audience and establish your brand as a trusted authority.
Enhanced SEOHigh-quality content can improve your website’s search engine ranking, driving organic traffic and visibility.
It supports other channelsContent can complement other digital marketing efforts, such as email marketing, social media, and influencer marketing.
It drives business growthWhen prioritized, content marketing can significantly contribute to overall business growth.
Benefits of Content Marketing

How to Start with Content Marketing

Establishing your goals clearly is the first step in starting a content marketing journey. Determine what you aim to achieve with your content, such as increasing brand awareness, generating leads, or driving sales.

These practical suggestions will help you develop an excellent content marketing strategy:

  • Define your target audience: Understand your ideal customer’s needs, preferences, and pain points.
  • Create high-quality content: Produce valuable, informative, and engaging content that resonates with your audience.
  • Optimize for SEO: Ensure your content is optimized for search engines to improve visibility.
  • Promote your content: Share your content on social media, through email marketing, and on relevant platforms.
  • Measure and analyze: Track key metrics to assess the effectiveness of your content marketing efforts and make data-driven adjustments.

You should remember that combining content marketing and email marketing will drive better results.


3. Search Engine Optimization (SEO): A Methodical Approach to Online Promotion

Search engine optimization (SEO) is the process of improving your website’s visibility in search engine results pages (SERPs) to attract organic traffic and drive business growth. By understanding complex concepts like keyword research, backlinks, and search engine algorithms, you can optimize your website to rank higher for relevant search terms.

Just because your website appears in Google does not mean that your SEO work is finished. To truly capitalize on organic search, you need to rank high for keywords relevant to your business. Also, by combining SEO and email marketing, you will maximize your marketing efforts.

You’ll benefit from SEO in terms of:

BenefitsDescription
Increased VisibilityBoost your website’s visibility in search engine results.
Targeted TrafficAttract qualified traffic from users actively searching for your products or services.
Enhanced Brand AwarenessEstablish your brand as a trusted authority in your industry.
Improved User ExperienceOptimize your website for a better user experience, leading to higher engagement and conversions.
Long-Term ROISEO is a long-term investment that can continue to deliver results over time.
Cost-EffectiveCompared to paid advertising, SEO can be a more cost-effective way to drive organic traffic.
Benefits of SEO

How to Start with SEO

Begin by identifying your target keywords. Research relevant terms that your target audience is likely searching for, using keyword research tools to find popular and less competitive options.

Next, optimize your website for search engines. Incorporate your target keywords into your website’s content, including titles, headings, and body text.

Create high-quality content that addresses your target audience’s needs and interests. Optimize your content for both search engines and users. Build backlinks (natural and relevant) from reputable websites to improve your website’s authority.

Monitor and optimize your website’s performance using Google Search Console and other SEO tools. Analyze your website’s search engine rankings and make necessary adjustments.

Tips for a successful SEO campaign:

  1. Optimize on-page elements.
  2. Build high-quality backlinks.
  3. Optimize for mobile.
  4. Improve page loading speed.
  5. Optimize for local SEO (if applicable).
  6. Stay updated with SEO trends.

By implementing a comprehensive SEO strategy, you can improve your website’s visibility, attract more qualified traffic, and drive business growth.


4. Social Media Marketing: Building Relationships and Boosting Brand Awareness

Social media, including Facebook, Instagram, TikTok, Twitter, and LinkedIn, offers a potent way to connect with a large audience. Because of its extensive use, social media is an important platform for digital marketing. Understand that there are differences between organic and paid social media.

Organic social media refers to unpaid posts shared on your social media profiles. While it can be challenging to achieve broad reach with organic content, it’s a valuable tool for engaging with your existing audience and building relationships. Many consumers research products on social media, so maintaining an active organic presence can be beneficial.

Paid social media offers greater control over your audience, reach, and marketing objectives.

Benefits of using both organic and paid social media marketing:

BenefitsDescription
Brand AwarenessIncrease visibility and recognition among your target audience.
Improved BrandingStrengthen your brand identity and messaging.
Audience EngagementFoster meaningful interactions and build a loyal community.
Increased TrafficDrive traffic to your website or online store.
Lead GenerationGenerate leads and potential customers.
Customer FeedbackGather valuable insights and feedback from your audience.
Crisis ManagementAddress and resolve customer concerns in a timely manner.
Competitive AdvantageStay ahead of competitors by effectively leveraging social media.
Benefits of Social Media Marketing

How to Start with Social Media Marketing

This one is easy; just begin by creating profiles for your business on all relevant platforms. Consistently posting content on these channels will help you grow your online presence. What should you post?

Share links to your latest blog content, curate and share relevant articles, create short videos showcasing your products or services, share customer testimonials, and post visually appealing photos that illustrate your brand or products. Don’t forget that by combining email marketing and social media, you‘ll achieve even greater results.

Tips for successful social media promotion:

  • Create a content calendar: By planning your posts in advance, you can ensure a steady stream of engaging content that aligns with your marketing goals.
  • Determine posting frequency: Decide how often you will post on each platform, considering your audience’s preferences and your available resources.
  • Monitor comments and messages: Regularly check your social media accounts for comments, messages, and mentions.
  • Respond promptly: Address inquiries and comments in a timely and helpful manner.
  • Encourage user-generated content: Encourage your followers to share their experiences and create content related to your brand.

5. Affiliate Marketing: A Powerful Partnership

Affiliate marketing is a performance-based marketing strategy where businesses partner with affiliates (such as bloggers, influencers, or website owners) to promote their products or services.

This win-win arrangement benefits both businesses and affiliates. Businesses can expand their reach and increase sales, while affiliates earn commissions for their efforts.

Benefits of leveraging affiliate marketing:

BenefitsDescription
Expanded ReachAccess a wider audience through affiliate networks.
Performance-BasedPay only for results, reducing marketing costs.
ScalabilityEasily scale your marketing efforts based on performance.
Risk MitigationMinimize upfront costs and potential losses.
Benefits of affiliate marketing

How to Start with Affiliate Marketing

You can either join an established affiliate marketing network or build your own program from scratch. Affiliate networks provide immediate access to a pool of affiliates and standardized processes.

If your affiliate marketing is successful, consider creating your own affiliate program. This gives you more control but requires careful affiliate vetting to maintain brand alignment.

To enhance your affiliate marketing efforts, consider implementing retargeted ads. These ads follow users around the web, reminding them of your products or services and increasing the chances of conversion.

Tips for successful affiliate marketing:

  1. Choose the right affiliates: Select affiliates who have a relevant audience and a good reputation.
  2. Provide high-quality marketing materials: Offer affiliates engaging and informative content to promote your products. Include high-quality images, videos, and product descriptions.
  3. Offer competitive commissions: Consider offering tiered commission structures to incentivize higher sales.
  4. Optimize your affiliate program: Continuously evaluate and refine your affiliate program to improve results. Experiment with different commission structures, incentives, and marketing materials.
  5. Leverage affiliate marketing tools: Utilize affiliate marketing software to streamline your program management.

By following these steps and leveraging both affiliate networks and retargeting strategies, you can effectively implement affiliate marketing and drive sales for your business.


6. Video Marketing: Cornerstone of Modern Digital Marketing

Video marketing is a strategic approach that utilizes video content to enhance brand awareness, promote products or services, and drive customer engagement. Studies show that videos can increase website traffic by up to 80% and boost conversions by 87%. But why is video marketing so effective?

First, it provides a multi-sensory appeal. Videos combine visuals and audio, creating a more immersive experience than text or images. They have the power to evoke empathy, joy, or even sadness, fostering a stronger emotional bond with your viewers.

With the average internet user spending 16 hours per week watching online videos, there’s a massive opportunity to reach your target audience through this powerful medium.

Benefits of effectively leveraging video marketing:

BenefitDescription
Educate CustomersVideos provide valuable information and tutorials.
Increase EngagementVideo fosters deeper connections with your audience.
Increased Dwell TimeVideos can keep viewers on your site longer, improving your search engine ranking.
Boost ConversionsVideo marketing tends to drive more sales and leads.
Improved RetentionPeople are more likely to remember information presented in a video format.
Personalized MessagesVideos can be tailored to individual customers for a more personalized experience.
Benefits of video marketing

How to Start with Video Marketing

Starting with video marketing doesn’t require a complex strategy. Begin by creating short or long videos that you can easily incorporate into your existing digital marketing efforts. However, you need to choose the right type of video for your promotional campaign. You can create tutorial videos, explainer videos, testimonial videos, description videos, or sponsored videos.

Share these videos on your website, social media platforms, and in emails to gauge their performance.

Tips for a successful video marketing campaign:

  • Avoid repurposing content too often: Instead of simply converting blog posts into videos, focus on creating visual content that showcases your brand’s unique value.
  • Hook your audience: Make the first few seconds of your video engaging to prevent viewers from clicking away. Many platforms insert ads after a short period, so grab their attention early.
  • Keep it concise: Aim for videos that are 30 seconds to 2 minutes long, as attention spans can be short.
  • Maintain quality: Invest in decent equipment (camera, microphone, lighting) to ensure a professional look and sound.
  • Edit effectively: Use editing software to remove unnecessary footage, add transitions, and include music or sound effects.
  • Optimize for platforms: Tailor your videos to the specific requirements of different platforms (e.g., YouTube, Instagram, TikTok).

7. Per Pey Click PPC: Combination of Speed and Effectiveness

PPC involves bidding for visibility on search engine results pages (SERPs). Advertisers compete in auctions to capture clicks, with strategies centered around campaigns, keywords, ad groups, messaging, bids, timing, and landing pages.

How does it work? You bid on relevant keywords, and your ads appear when users search for those terms. You only pay when someone clicks on your ad, making it a cost-effective strategy.

Benefits of PPC advertising for business:

BenefitsDescription
SpeedPPC delivers immediate results, making it suitable for time-sensitive campaigns or new product launches.
Targeting OptionsPPC marketing allows precise targeting based on demographics, interests, location, and behaviors.
FlexibilityPPC campaigns can be easily adjusted and optimized to achieve desired outcomes.
Conversion TrackingPPC tracks the effectiveness of your campaigns in driving conversions (e.g., sales, leads).
Testing and OptimizationA/B testing of different ad variations in PPC marketing helps identify the most effective elements.
Benefits of PPC advertising


Combining PPC with SEO can create a powerful marketing strategy, dominating search engine results and capturing customer attention.

How to Start with PPC Advertising

To begin with PPC, first, choose Google Ads or a similar platform for your preferred search engine. Follow the on-screen instructions to create your campaign. If you encounter any difficulties, most search engines offer dedicated support representatives.

Effective strategies:

  1. Negative keywords: Regularly update your negative keyword list to avoid wasting money on irrelevant clicks.
  2. Dedicated landing pages: Create tailored landing pages specifically for your PPC ads to enhance conversions and provide a more direct user experience.
  3. Bidding strategies: Experiment with different bidding strategies (e.g., manual bidding, automated bidding) to find the most effective approach for your goals.
  4. Quality score: Improve your quality score (a measure of ad relevance and landing page quality) to reduce costs and improve ad rankings.

8. Influencer Marketing: Building Trust and Reach

Influencer marketing involves partnering with influential individuals to promote a brand’s products or services to their followers. This strategy effectively builds trust and awareness among a targeted audience.

While working with celebrity influencers can be expensive, it’s essential to evaluate the potential return on investment. Micro-influencers, with smaller but highly engaged followings, can be a more cost-effective option.

Studies show that influencer marketing offers a strong ROI. On average, brands earn $5.78 for every dollar spent on influencer marketing.

Benefits of influencer marketing:

BenefitsDescription
Increased Brand AwarenessInfluencer marketing exposes your brand to a wider audience through the influencer’s followers.
Enhanced Trust and CredibilityLeverage the influencer’s reputation and credibility to build trust with their audience.
Targeted ReachInfluencer marketing allows you to reach a specific target audience aligned with the influencer’s niche.
Improved Conversion RatesInfluencer marketing drives sales and conversions by leveraging the influencer’s recommendation.
AuthenticityInfluencer marketing creates a more genuine and relatable connection with your audience through the personal endorsement.
Content CreationInfluencers generate high-quality content that can be repurposed for your own marketing efforts.
Benefits of influencer marketing

Whether you choose macro- or micro-influencers, influencer marketing can be a valuable tool for building brand reputation, reaching new audiences, and driving sales.

How to Start with Influencer Marketing

There are two primary approaches to influencer marketing: partnering with an influencer marketing agency or establishing direct relationships with influencers. While agencies may offer a broader network, they often come with higher costs.

Tips for building a successful influencer marketing campaign:

  • Demand proof: Verify an influencer’s engagement rates and other relevant metrics to ensure they have a genuine following.
  • Authentic collaboration: Create a genuine and authentic partnership with the influencer that benefits both parties.
  • Foster mutual respect: Treat influencers with respect and appreciation for their contributions.
  • Provide value: Offer value to influencers, such as exclusive access to products or experiences.

Campaign Refinery: Number One Email Marketing Partner

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