There are eleven distinct Modern Digital Marketing Techniques.

There exist numerous digital marketing strategies. We will examine the eleven most effective digital marketing strategies currently employed in our industry.

1. Inbound Marketing.

Inbound marketing refers to the ecosystem of strategies, tools, and tactics that a marketer uses to convert a website visitor into a paying customer. It contains:

• Content marketing
• Email marketing.
• Lead management
• SEO
• Marketing technology
• Website optimization
• Website analytics.

Inbound marketing is an all-encompassing strategy for attracting, qualifying, nurturing, and satisfying consumers and prospects. It is not a one-time occurrence or something that is deployed swiftly or temporarily; rather, it focuses on establishing a lasting relationship with customers.

Why should you use inbound marketing?

• It’s inexpensive: Inbound marketing can save you money and increase your return on investment. In the hopes of achieving success, you will target a specific group of individuals rather than everyone.
• Regard and credibility: When prospects and customers conduct independent research and discover that your content answers their concerns, your business is positioned as a credible industry authority, rather than a sales-driven entity.
• Focus on relationships: Through inbound marketing, it is possible to establish trustworthy relationships that not only result in sales but also generate repeat consumers. Inbound marketing content drives quality traffic to your website and offers visitors valuable content that encourages conversions at each stage of the marketing funnel.

2. The content marketing strategy:

Content marketing focuses on answering people’s queries and genuinely assisting them through content, as opposed to interrupting them with promotional messages. It includes blog posts, landing pages, videos, podcasts, infographics, white papers, eBooks, and case studies, among other types of content.

Typically, content marketing has multiple objectives. You can utilize it to:

• Increase brand recognition
• Increase customer loyalty
• Inform your intended audience
• Convert and cultivate prospects.

Intelligent marketers produce content that is optimal for multiple user personas at all sales funnel stages. For instance, a user unfamiliar with your brand who discovered your website through an organic search requires different content than a prospect who is close to making a purchase. You must comprehend your buyers’ journeys and generate unique content that addresses their requirements at each stage.

Why should you use content marketing?

• Solid relationships with clients: Content marketing allows you to cultivate a long-term relationship with prospects and customers. Additionally, it increases the likelihood that they will choose you over your competitors when they are ready to purchase.
• Improved SEO: Your website’s SEO will be significantly enhanced by high-quality content, allowing you to experience increased organic website traffic that converts visitors into buyers.
• Enhanced brand credibility: When you create engaging, informative content, you will be able to establish yourself as an authority in your industry. Then, your audience will turn to you for solutions to any problems they may be experiencing.

3. ABM.

Account-based marketing (ABM) is a highly effective B2B marketing strategy that targets the accounts you choose. It is designed to assist sales and marketing teams in moving prospects rapidly through the sales funnel. ABM allows you to target your most valuable accounts.

Why should you use account-based marketing?

• Personalized treatment: ABM does not employ a generic marketing strategy. Instead, it generates customized messages for specific accounts. You use what you know about your customer to tailor your marketing campaign to their specific requirements.
• Collaborative effort: With ABM, sales and marketing teams collaborate to identify and develop personalized campaigns for key accounts. As teams concentrate on advancing accounts through the sales pipeline, ABM fosters teamwork.
• Accelerated sales cycles: The B2B sales process is frequently sluggish due to the involvement of multiple stakeholders in the ultimate purchase decision. With ABM, the sales cycle is shortened because the primary decision maker and all other relevant prospects can be cultivated at the same time with content that is created specifically for them.

4. SEO.

Search engine optimization (SEO) is the process of optimizing your website and its content to obtain higher rankings in search engines and increase your site’s organic traffic. It entails a variety of strategies, including:

• Developing higher quality content
• Content optimization based on keywords and user requirements
• Utilizing meta information
• Ensuring that your website is search engine optimized.

SEO’s ultimate goal is to attract the appropriate visitors organically in order to generate more leads and sales.

Why should you utilize search engine optimization?

• Increased conversion rate: A website that has been optimized is quick, user-friendly, and compatible with all devices. Consequently, it is more likely to convert consumers into loyal customers.
• increased brand recognition: If your content ranks highly in search engine results, you will be able to increase brand recognition and visitor trust. They will be more likely to purchase your products and services than if you lacked an effective web presence.
• Permanent cost reductions: Once a piece of content is created, it should gradually attract and develop traffic. You’ll still need to consistently generate high-quality content, but you’ll be able to target users who are actively seeking your products or services without an ongoing financial commitment.

5. Social media marketing

Social media marketing utilizes social networking sites such as Facebook, Twitter, LinkedIn, and Instagram to:

• Advertise your content, goods, or services
• Develop brand recognition and visibility
• Acquire admirers or supporters
• Engage existing and potential customers
• Bring visitors to your website.

It requires an ongoing advertising budget and, in the majority of cases, a website landing page designed specifically for users resulting from the advertising budget. When your advertising budget expires, so do your website’s traffic, favorites, and followers.

Why should you use social media marketing?

• Cost-efficient advertising: Social media marketing allows you to expose your audience to your brand even when they are not actively thinking about it. To maximize your advertising budget and achieve high conversion rates, you will need to implement A/B testing or some other form of optimization.
• Audience participation: About 45 percent of the world’s population uses social media, with the majority spending approximately three hours per day on it. Select the appropriate channel(s), conduct research on how the advertising platform operates, and take advantage of the chance to interact directly with your audience.
• Increased customer loyalty: 71% of people who have a positive experience with a brand on social media are likely to recommend that brand to their friends and family, according to research.

6. Email Marketing.

Email marketing is the practice of sending promotional and informational emails to your audience in order to build relationships, convert prospects into buyers, and convert one-time buyers into brand loyalists.

These emails may contain information about special offers, website content, upcoming sales, or general messages from your business.

Why should you use email marketing?

• Visitors to your website: Your emails should include links to relevant web pages. The open rate (how many recipients opened your email) and the click-through rate (the ratio of users who clicked a link in the email to the number of users who opened the email) are key performance indicators.
• Economically sound: Email marketing is usually more cost-effective than other marketing strategies such as direct mail, SEM, and SMM. Your investment will include a subscription to email marketing software that simultaneously sends thousands of emails and the cost of a program administrator.
• Delivers targeted messages: Everyone on an email list has opted-in to receive information. Which means: They want to hear from you! By further segmenting your list, you can deliver super-targeted information that is likely to be well-received.

7. PPC advertising:

Pay-per-click advertising or PPC is a strategy in which you (the advertiser) pay every time a user clicks on one of your online advertisements. It’s often done through Google Ads, Bing Ads, or other search engines, and it can be an effective method to reach people who are searching for terms related to your business.

However, costs can range from relatively inexpensive, to thousands of dollars per month, depending on the scale and scope of your campaign. And, when a campaign is discontinued, the traffic generated by that campaign is also discontinued.

When users click on pay-per-click ads, they are directed to dedicated landing pages that encourage them to take a certain action:

• Make a purchase
• Complete a form
• Download a report, or similar.

If you implement a PPC campaign, your primary objective will likely be to increase sales or leads.

Why use PPC?

• Easy monitoring: With a PPC platform like Google Ads, you’ll be able to monitor how many people view your ads as well as how many click on them and what percentage of them convert. You’ll know instantaneously how your campaigns perform.
• Controlled expenditure: PPC advertising is pay as you go. You’ll be able to alter or pause ad campaigns that are underperforming, and you don’t have to commit to a certain advertising spend.
• Instant results: Other marketing strategies, such as SEO and content marketing, require time to be effective. PPC advertising, on the other hand, allows for quick campaign setup and immediate results.

8. Video marketing.

Examples of promotional videos for your products, services, and brand include product demonstrations, interviews with industry thought leaders, customer testimonials, and how-to videos.

Videos can be added to your website, PPC landing pages, and social media channels to increase conversions and sales.

KPIs may consist of:

• Engagement. Duration of viewing the video.
• Views tally. How many times the video was viewed.
• Rate of click-throughs. How many users clicked through to the website.
• Ratio of successful conversions. Quantity of leads, prospects, or customers generated by content.

Why should you use video marketing?

• Enhanced SEO: Marketers are 53 times more likely to appear on the first page of Google results if they include a video on their website, due to the fact that incorporating a video into a website enhances SEO, thereby increasing the page’s rank.
• conversion rates: Including video on a landing page can increase conversion rates by as much as 34%.
• Enhanced brand recognition: In addition to improved conversion rates, video viewing increases brand association by 139%. 92% of consumers who view a video share it with others.

9. Online (and physical) events.

An event is the most effective way to generate interest in a product. Obviously, trade exhibits have always existed, most notably the International CES technology convention. Apple, however, redefined such events for online audiences with its series of high-profile iPhone and Mac launches throughout the 2010s and into the 2020s, which were frequently viewed by up to 1.8 million people.

Whether you’re launching a product, service, or new business, it’s doubtful you’ll achieve such levels of participation, but there are still valuable lessons to be learned.

Why organize events online?

• Increase anticipation: Utilize social media posts prior to the live event to generate interest in what you may be launching. Consider the manner in which Apple previews small details of the new iPhone, such as a photo of a small portion of the device, in the days preceding its release.
• Display your product: If your live event is dedicated to a single product, then that product will be the center of attention. Utilize this attention to tell stories about the product’s features, as Steve Jobs did for Apple products.
• Inspire conversation: Conduct a live stream of the product launch, distribute a press release, and create a hashtag for the event to generate product buzz. Consider how Apple uses Twitter trending hashtags such as #AppleEvent.

10. Chatbot and live chat marketing.

In the past decade, chatbots and messaging applications have become more prevalent and are now regarded as a valuable marketing and customer service tool. Approximately 1.4 billion users of messaging applications are pleased to interact with chatbots[1]. Chatbots are used by companies to:

• Manage customer grievances
• Respond to inquiries about products
• Advertise live events

But despite these different uses it’s worth contemplating research from chatbot platform Drift. It is stated that the most anticipated use for a chatbot is obtaining a quick response in an emergency, so keep your chatbots uncomplicated.

Why use chatbots?

• Provide prompt responses: People use the Internet for a specific purpose. They want a quick response. Chatbots can assist individuals in receiving prompt responses and resolving complaints, which can have a positive effect on brand perception.
• Improve the customer experience: People told Drift that they would use a chatbot to ‘get detailed explanations’ and ‘find a human customer service representative[3]. Both contribute to enhancing the customer’s experience with your brand.
• Promote your products: A chatbot may appear to be an unusual location to convert sales. 18% of respondents, however, said they would purchase a basic item through a chatbot, while 22% would use one to investigate purchase ideas[4].

11. Earned media.

Simply put, earned media is third-party coverage of your business, products, or events that you did not pay for. Media outreach in digital marketing is best characterized as public relations. Earned media occurs when the content is taken up by a publication and published on their website.

These are examples of generated media:

• Strategic Public Relations, such as newsjacking current events
• Traditional news releases on corporate developments
• Infographics derived from survey results
• A creative asset, for example an interactive website.

Why should you use earned media?

• It’s gratis: Once you have paid your staff or an agency to promote your content, any website coverage you receive is gratis. This makes the digital strategy cost-effective and frees up funds for future campaigns.
• It is expandable: Earned media can be distributed regardless of budget. From a simple tactical piece, like issuing statements to a newswire on a timely issue, to a larger creative campaign, like building a website or conducting a survey.
• SEO-friendly: Obtaining backlinks from reputable publishers and institutions can be extremely valuable. Google positions sites based on their DA (Domain Authority), and sites with higher DAs, such as colleges and news sites, can assist you in boosting your own authority.