What are Digital Marketing Channels? – Digital Marketing Trend


In Digital marketing we have several types of channels and these channels can be partitioned into online marketing channels and offline marketing channels.

  • Online Marketing channels
  • Offline Marketing channels
Digital Marketing Channels

The main difference between the two is that online marketing channels are based purely on the Internet while offline marketing channels have to do with digital devices which are not necessarily connected to the Internet.
Online Marketing Channels: 

  • Website Marketing
  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • Affiliate Marketing
  • Inbound Marketing
  • Mobile Marketing
  • Video Marketing

Offline marketing channels

  • TV Marketing
  • SMS Marketing
  • Radio Marketing
  • Billboard Marketing 

Website Marketing
A website is the contact point of all digital marketing campaigns. It is a very powerful channel but it acts as a medium to perform most of the other online marketing campaigns.
Search Engine Optimization (SEO)
Search Engine Optimization procedure is to optimize your website for search engines. The main goal of Search Engine Optimization is to help a website rank higher in the search results and get organic traffic from search engines.
Search Engine Optimization has a number of sub-processes. The main ones are:

  • Technical Search Engine Optimization
  • On-Page Search Engine Optimization
  • Off-Page Search Engine Optimization

Pay-Per-Click (PPC) Advertising
PPC advertising gives you the capability to reach internet users on a number of networks through paid ads. You can set up PPC campaigns on Google, Bing, Linkedin, Twitter, Pinterest or Facebook and show your ads to people searching for terms related to your products/services. PPC campaigns can segment users based on their demographic characteristics (age, gender etc) / even their particular interests/location. Suppose every time a user can click on your ads, you have to pay a fee to the provider (and that’s called pay per click).
The most famous Pay Per Click platforms is Google Ads & Facebook.
Content Marketing
Content marketing is all about the content. The digital world is a vast collection of content in different forms like text, images, audio, and video. The aim of a content marketing campaign is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, Search Engine Optimization / even PPC campaigns. The difference between having a blog vs running a content marketing campaign is that the later has specific goals as to what content to publish when to publish it, who are the target, & how to screen the effectiveness of your content campaigns.

The main tools of content marketing are:

  • Blogs
  • eBooks
  • Online Courses
  • Infographics
  • Podcasts
  • Webinars

Email Marketing

Although the increased use of social media networks, email marketing is still one of the most effective digital marketing channels. Most of the people confuse email marketing with the hundreds of spam email messages we all receive per day, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers / the people interested in your brand and this entails that these people want to hear from you and you are not stealing their inbox.

Although, most successful online businesses people and marketers can use all other digital marketing channels to add leads to their email lists and then through email-marketing they can create a number of ways to turn those leads into customers.

Social Media Marketing

Social media marketing has to do with reaching people in the different social networks either through content marketing campaigns (postings), paid ads or both. The primary goal of a social media marketing campaign is brand awareness & establishing social trust but as you go deeper into social media marketing, you can use it to get leads / even as a direct sales channel.
Take for example Facebook. Facebook sales funnel consists of 3 major steps.

The top of the funnel is awareness. This is the stage where you can use Facebook advertisements to introduce your brand to Facebook users. In this stage, your aim is to get your ad in front of so many people as possible and gain new followers. The second step is a consideration. At this stage, your goal is to get people and pass them through the middle of the funnel and get them to visit your website, engage with your page, install your app, send you a message, etc. The third step is conversion. This is the final step where you try to satisfy people that enter your funnel to convert. A conversion can be anything that has value for your business like the sale of a product/service or a visit to your store.

Affiliate Marketing

Affiliate marketing available from few year years ago in the marketing that has grown
noticeably with the rise of Internet usage. Generally, with affiliate marketing, you promote other people’s products and you get a commission every time you make a sale/introduce a lead. As we know so many companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products. After designing your digital marketing strategy, you have to include affiliate marketing as a way to get more people involved in your brand and sell your products for a commission. In other words, when you have a product/service to promote online, you should consider setting up an affiliate program where people can sign up and find resources and material and the purpose is to promote your products on the Internet.


Then who will sell your products that they will get a commission as a reward but the benefits for you as a provider are much more? Your affiliates cannot only drive more sales but they can become the best representatives of your brand & positively influence other people to buy/connect with your company.

Inbound Marketing

Inbound marketing is another phantasy term that refers to how you can use various digital marketing channels to reach new customers mainly through the process of content creation & Through a funnel how to ‘push’ them until they convert.
The main elements of inbound marketing are content, attention, engagement, trust & satisfaction.
All these elements have a single goal: To help businesses connect with their potential customers & establish a channel of by recreational communication with them that will lead to more sales.

Mobile Marketing


Mobile marketing refers to the process of reaching customers in the different mobile app stores such as Google Play, Apple app store / Amazon marketplace


In Digital marketing we have several types of channels and these channels can be partitioned into online marketing channels and offline marketing channels.

  • Online Marketing channels
  • Offline Marketing channels






Digital Marketing Channels
The main difference between the two is that online marketing channels are based purely on the Internet while offline marketing channels have to do with digital devices which are not necessarily connected to the Internet.
Online Marketing Channels: 
  • Website Marketing
  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • Affiliate Marketing
  • Inbound Marketing
  • Mobile Marketing
  • Video Marketing
Offline marketing channels
  • TV Marketing
  • SMS Marketing
  • Radio Marketing
  • Billboard Marketing 
Website Marketing
A website is the contact point of all digital marketing campaigns. It is a very powerful channel but it acts as a medium to perform most of the other online marketing campaigns.
Search Engine Optimization (SEO)
Search Engine Optimization procedure is to optimize your website for search engines. The main goal of Search Engine Optimization is to help a website rank higher in the search results and get organic traffic from search engines.
Search Engine Optimization has a number of sub-processes. The main ones are:
  • Technical Search Engine Optimization
  • On-Page Search Engine Optimization
  • Off-Page Search Engine Optimization
Pay-Per-Click (PPC) Advertising
PPC advertising gives you the capability to reach internet users on a number of networks through paid ads. You can set up PPC campaigns on Google, Bing, Linkedin, Twitter, Pinterest or Facebook and show your ads to people searching for terms related to your products/services. PPC campaigns can segment users based on their demographic characteristics (age, gender etc) / even their particular interests/location. Suppose every time a user can click on your ads, you have to pay a fee to the provider (and that’s called pay per click).
The most famous Pay Per Click platforms is Google Ads & Facebook.
Content Marketing
Content marketing is all about the content. The digital world is a vast collection of content in different forms like text, images, audio, and video. The aim of a content marketing campaign is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, Search Engine Optimization / even PPC campaigns. The difference between having a blog vs running a content marketing campaign is that the later has specific goals as to what content to publish when to publish it, who are the target, & how to screen the effectiveness of your content campaigns.

The main tools of content marketing are:

  • Blogs
  • eBooks
  • Online Courses
  • Infographics
  • Podcasts
  • Webinars

Email Marketing

Although the increased use of social media networks, email marketing is still one of the most effective digital marketing channels. Most of the people confuse email marketing with the hundreds of spam email messages we all receive per day, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers / the people interested in your brand and this entails that these people want to hear from you and you are not stealing their inbox.

Although, most successful online businesses people and marketers can use all other digital marketing channels to add leads to their email lists and then through email-marketing they can create a number of ways to turn those leads into customers.

Social Media Marketing

Social media marketing has to do with reaching people in the different social networks either through content marketing campaigns (postings), paid ads or both. The primary goal of a social media marketing campaign is brand awareness & establishing social trust but as you go deeper into social media marketing, you can use it to get leads / even as a direct sales channel.
Take for example Facebook. Facebook sales funnel consists of 3 major steps.


The top of the funnel is awareness. This is the stage where you can use Facebook advertisements to introduce your brand to Facebook users. In this stage, your aim is to get your ad in front of so many people as possible and gain new followers. The second step is a consideration. At this stage, your goal is to get people and pass them through the middle of the funnel and get them to visit your website, engage with your page, install your app, send you a message, etc. The third step is conversion. This is the final step where you try to satisfy people that enter your funnel to convert. A conversion can be anything that has value for your business like the sale of a product/service or a visit to your store.

Affiliate Marketing

Affiliate marketing available from few year years ago in the marketing that has grown
noticeably with the rise of Internet usage. Generally, with affiliate marketing, you promote other people’s products and you get a commission every time you make a sale/introduce a lead. As we know so many companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products. After designing your digital marketing strategy, you have to include affiliate marketing as a way to get more people involved in your brand and sell your products for a commission. In other words, when you have a product/service to promote online, you should consider setting up an affiliate program where people can sign up and find resources and material and the purpose is to promote your products on the Internet.


Then who will sell your products that they will get a commission as a reward but the benefits for you as a provider are much more? Your affiliates cannot only drive more sales but they can become the best representatives of your brand & positively influence other people to buy/connect with your company.

Inbound Marketing

Inbound marketing is another phantasy term that refers to how you can use various digital marketing channels to reach new customers mainly through the process of content creation & Through a funnel how to ‘push’ them until they convert.
The main elements of inbound marketing are content, attention, engagement, trust & satisfaction.
All these elements have a single goal: To help businesses connect with their potential customers & establish a channel of by recreational communication with them that will lead to more sales.

Mobile Marketing


Mobile marketing refers to the process of reaching customers in the different mobile app stores such as Google Play, Apple app store / Amazon marketplace

In these app stores, we have thousands of apps and millions of users per day. With mobile marketing, you can promote your apps either through paid advertising / through other methods so that they can be seen and installed by more users

Video Marketing

Video marketing is something similarly new but recently it has become so popular that you simply cannot ignore it.

YouTube has become the second most popular search engine and a lot of users are turning to YouTube before they make a buying decision, to learn something / just to relax.


We have so many different platforms like Facebook Videos, Instagram, Vimeo to use to run a video marketing campaign.

The best way to take advantage of video is to integrate them into your SEO, content marketing and social media marketing campaigns.


Running standalone video campaigns can be costly and it does not always create a positive ROI (Return On Investment), but when the video is used as part of your other campaigns, the Return On Investment is justified.

We will analyze some examples of how to use Video marketing as part of a digital marketing strategy.

Offline Marketing Channels
The channels described above are the most powerful components of digital marketing. These are the channels that can be implemented through the Internet and in many cases, it’s the only ones you need to use to have a strong online presence.

The offline digital marketing channels characterize below are still used but they are not suitable for all companies. For example, a small business does not have the funds to advertise on TV / electronic billboards.

TV Marketing

TV marketing is not dead, on the conflict is a marketing channel that will experience a boost in the coming years.
Currently, TV advertising is not 100% targeted. In this trend Marketers only can make assumptions based on the statistics they have from a limited amount of people.

The adoption of Web TV will change this vastly. Marketers will be able to target audiences based on a number of factors & make informed decisions as to what content to produce.

SMS Marketing


SMS marketing is still an option to get in touch with possible customers, although not among the most powerful.

There are better alternatives these days like push messages on the web & mobile & also on Facebook messenger.

however, SMS marketing can be used to get more visits to your local community store.

Radio Marketing


Radio marketing is also one of tool you can utilize but not so effective as other methods. The main problem with radio marketing is that you don’t know exactly the return on your investment.

When you pay for a radio ad, you can only assume on the number of people that heard the ad, based on the number of listeners the particular radio station has.

Radio marketing is still good for local businesses though & small communities that are not so affected by the social media mania.

Billboard Marketing


Billboard marketing is reviewed to be part of digital marketing. Electronic billboards are available in a number of public places and it’s another more traditional channel in your digital marketing arsenal.


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Suuda Siva Nandini