Digital Marketing Overview

Three types of digital marketing to create engagement

  1. Owned: content you create that tells your story i.e. photos, video, web pages, social media posts
  2. Paid: content released through paid channels i.e. social media ads, digital billboards, online directories
  3. Earned: awareness gained from others sharing your content or talking about it on their own channels 

Digital Marketing Channels

  • Website (endgame-this is where you want your users to end up)
  • Blogs
  • e-Newsletters (low click rate but those who do are ready to commit)
  • PowerPoint
  • Webinar/Webcasts
  • Podcasts
  • Mobile Content
  • Live Events
  • Press Releases
  • Social Media (lead generating)
    • Facebook
    • Instagram
    • LinkedIn
    • Snapchat
    • Twitter
    • YouTube
  • Videos
  • Radio Ads

Social Media Marketing

Focuses on creating content that attracts attention so that others share your information across their own social networks. In this way, information spreads from user to user rather than business to user.

Digital marketing is a “show, don’t tell” approach.