Improve your online presence with effective digital marketing strategies. Learn what works for your organisation or business in NZ.
Key Takeaways
- Digital marketing leverages multiple online channels to promote organisations, products, and services.
- Build authority and engagement through blogs, videos, podcasts, and other forms of content.
- Target users based on keywords, demographics, etc. with PPC advertising.
- SEO boosts website traffic by targeting user search intent and keywords.
- Use email marketing, social media marketing and other marketing strategies to improve your reach.
- Experts or agencies help optimise campaigns for maximum results.
Digital marketing is a marketing method that utilises digital channels and platforms to promote brands, products, and services. It is also known as internet marketing or online marketing. Digital marketing uses digital channels, including search engines, social media, websites, email, online advertising, mobile apps, and more.
Unlike traditional marketing, digital marketing focuses on reaching the target audience, driving brand awareness, increasing engagement, generating leads, increasing online sales, and more. A digital marketing specialist helps in tracking and measuring campaign results, adjusting marketing methods, and targeting their efforts based on consumer behaviour and data.
5 Most Common Types of Digital Marketing in NZ
The following are the most common types of digital marketing:
Search engine optimisation (SEO)
SEO or search engine optimisation helps a website rank better in search results, which in turn increases traffic to the website. To improve rankings, digital marketers or SEO specialists research various keywords and search terms and include them in the content of their website. However, it is important to avoid keyword stuffing, which might result in Google penalties. Content for a website is written based on search intent or user intent (purpose of online search). There are mainly 4 types of search intent, namely, informational, navigational, transactional, and commercial. Better rankings mean more business or reach for you. Hence, it is recommended to hire an SEO expert to work on your website to reach your target audience and get promising results.
Pay-Per-Click (PPC) Advertising or Search Engine Marketing (SEM)
Pay-per-click is known by many names, including but not limited to Google Ads, Search Engine Marketing, Pay Per Click Marketing, Google Advertising Services, etc. Advertising on platforms like Bing Ads, Reddit, Yahoo Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Pinterest Ads, is also sometimes considered as PPC marketing as these use similar advertising methods.
Like SEO, pay-per-click helps you to stand out from the competitors, reach the target audience, get leads or sales, for brand awareness, and more. Paid search ads are displayed when a user types one of the search terms, keywords, or phrases in Google. The advertiser pays when the user clicks on their ad. There is no set price per click, each keyword or search term has a different bidding price or range. PPC of any keyword or search term also depends on the industry, and location your ad is targeting.
Content Marketing
With the help of content marketing, you can increase brand awareness. It is also directly connected to search engine optimisation. In SEO, "Content is King". This phrase lives up to its expectations as no website can rank well without content. Content ranges from blog posts to ebooks, press releases, podcasts, case studies, user-generated comments, reviews, music, videos, and more. Your content needs to focus on key factors, including what kind of content your audience is looking for. What search terms do they use? What type of content your website needs, and more.
Content marketing includes keyword research, content research, content writing, developing assets, promoting content, and repurposing the content. Content marketing helps improve lead quality, reduce customer acquisition costs, increase customer retention, increase traffic, and foster customer relationships.
Social Media Marketing (SMM)
Social media marketing (SMM) uses social media platforms to market, grow, and promote your brand or business. It helps in building brand, online presence, increasing sales or leads, and driving website traffic.
According to LocaliQ(external link) survey results, 76% of small businesses use Facebook(external link) for social media marketing, followed by Instagram(external link) (63%) and LinkedIn(external link) (43%). With the help of social media marketing, you can target one or all social media platforms. Social media platforms work differently and may use digital marketing strategies. Social media marketers specialise in creating strong social media marketing strategies to maximise results.
Social media marketing also covers social media advertising. With social media advertising, you run ads on different social media platforms to increase your reach, sales, and leads. Social media platforms have different types of advertising formats. People often get confused between social media marketing and social media management, but both are different. Social media marketing is advertising, increasing brand awareness, driving sales, etc.; whereas social media management is content creation, community engagement, reputation management, etc.
Email Marketing
Even though social media has become the quickest mode of reach and growth in recent times, email marketing is still one of the most effective digital marketing strategies. You can create compelling email marketing campaigns. The two most significant analytical criteria for a digital marketing strategist are email open rate and click-through rate. These two key metrics can tell you about how your email campaign performed.
According to a Litmus(external link) survey, most marketers get a $36 return on investment for every $1 they spend.
Platforms like MailChimp(external link), Brevo(external link) (formerly Sendinblue), Klaviyo(external link), HubSpot, MailerLite(external link), etc. are used for email marketing. It's important to consider your budget, the size of your email list, the features you need, etc., before choosing an email marketing platform.
Digital marketing is one of the ways of staying ahead of the competition, and in this age and era, businesses, individuals, or government agencies must stay up to date. It has become one of the fastest-growing and moving industries. It is recommended to either invest in an in-house digital marketing expert or hire a digital marketing agency to help with your marketing requirements.
