In contrast to website marketing, which only covers a part of online marketing, digital marketing is an umbrella Advertising banners or term for online marketing.
This form of marketing includes all online marketing measures as well as other digital advertising forms , such as display advertising. However, there is a significant overlap between online advertising and online marketing. Therefore, they often simply mean the same thing—as will be the case in this article.
Performance marketing Advertising banners or
Performance marketing refers to the use of online marketing tools that aim to trigger a measurable response from users. Users and website visitors are addressed in a target group-specific and as individualized a manner as possible to job function email database achieve a high interaction rate .
Performance marketing is thus, in a sense, analogous to direct marketing in offline media . Performance-based payment is the Advertising banners or norm for performance marketing. Traditionally, cost models such as “pay per click (PPC)” are used, where payment is made per interaction (in this case, for example, users who click on an ad).
Affiliate marketing
Affiliate marketing is a type of commission program that is primarily of interest to web shop operators.
If business partners (affiliates) include your company’s products and articles on their websites and advertise them online, they will receive a contractually agreed commission in the event of a purchase or lead qualification .
Online affiliate channels are part of performance marketing and, in addition to search engine advertising and social media ads, implementation of a chatbot primarily serve to increase sales .
In my opinion, further advantages of affiliate marketing are:
- Building customer relationships that are genuinely interested in your products
- Payment only according to performance
- Building a valued network in the industry from which further synergies can develop
- Support for SEO measures
- Cost-effective and simple way to acquire new customers
Social media marketing
Social media communication is as diverse as the different areas in which this online marketing discipline can be used. For example, you can effectively influence the public perception of your company through social media . This can be done in a very serious way or even through meme marketing .
The corresponding social media channels include Facebook, LinkedIn, X (Twitter), Instagram, TikTok, Threads, Reddit, Twitch, Snapchat & Co. Social networks can also be used for customer service , market research , human resources or internal company communication .
This area is particularly important in online marketing . HubSpot’s “State of Marketing 2024” study, for example, shows that marketers expect the greatest ROI for their efforts here.
Content marketing
Content marketing is gaining importance and will play a key role in shaping the future of marketing. The goal of this discipline is to create relevant and valuable content rather than sending bland advertising messages. But what exactly does that mean?
The nature of this marketing specialty primarily aims to provide the target audience with advisory , entertaining , or informative content . This can be done, for example, through advice pages, encyclopedias, blogs, webinars, studies, e-books, newsletters, or other formats.
Due to the growing popularity of audio content ( 45 percent listen regularly ), podcast creation is becoming increasingly interesting for business sale lead companies. Simple options for hosting podcasts make it easier to enter the world of audio content marketing .
Of course, economic success is also the overriding goal of content marketing. However, one difference compared to traditional approaches is that the goal is not to inundate potential customers with advertising messages, but rather – quite the opposite – to attract them with valuable content.
The effect for companies: By providing free content, they can establish themselves as experts in their field and thereby position their brand in the long term