1.

Search Engine Marketing (SEM)

SEM, or search engine marketing, is the act of using paid strategies
to increase search visibility. In the past, search engine marketing was
a term used to describe both search engine optimization (SEO) and
paid search. But now, it almost always refers only to paid search
marketing. With SEM, brands pay for ads to appear as search results
on search engine results pages (SERPs). They target select
keywords so that when a user searches for those terms, they see an
ad from the brand. The brand is charged only if a user clicks on the
ad. Paid search ads can be found on almost any search results page.
These paid placements are typically located at the top and bottom of
the page. They include an “Ad” designation to let users know that it is
a paid placement. Search Engine marketing is also a method of
business analytics, which is mainly aimed to provide useful
information for organizations to find business opportunity and
generate profits. SEM can help organizations to optimize their
marketing and gather more audience and create more customers .

2. Search Engine Optimization (SEO)

Search engine optimization, or SEO, uses tactics that improve

organic visibility in search. Unlike SEM tactics that pay for placement
on SERPs, best practices for SEO aim to attract search engines and earn
prominent organic search placements. Organic search results don’t
have an “Ad” designation on their results. They are not paid for; they
are earned ppc is a paid marketing strategy where a brand creates a
digital ad and is charged each time a user clicks on it. When PPC ads
are shown in search results, this is considered SEM.
An SEM platform is a search engine where a brand can place search
ads that are displayed when users perform a search. The most
common SEM platforms are Google and Bing.

 Google Ads is the most widely used SEM platform. Billions of

Google searches are performed a day, so it can help you get in
front of the largest online audience.
 Bing Ads claims to connect with 3 million searchers that Google
can’t reach. By serving ads on partner sites such as Yahoo and
MSN, Bing Ads help you connect with searchers who aren’t
exclusively using Google for search.
SEM keywords are the terms and phrases that you target in your
search engine marketing campaigns. When users search for those
keywords, they see your ads. For example, if your campaign targets
the term “virtual assistant,” your ad may show when a user searches
for that phrase.
 Broad match keywords target variations of a term. This includes
similar phrases, singular or plural forms, misspellings,
stemming, or synonyms of the target term.
 Phrase match keywords target the exact phrase, plus any phrases
that have words that come before or after the target keyword. 
 Exact match keywords target words that are very closely related to
the target term. This includes misspellings, singular or plural
forms, stemming, abbreviations, reordered words, paraphrases,
or closely related words with the same search intent of the exact
match term.
 Negative keywords exclude terms that you don’t want to target.
Negative keywords are variations of broad match, phrase match,
and exact match keywords that you don’t want to use in your
campaign. 

3. Social Media Marketing

Social media marketing is the use of social media platforms to

connect with your audience to build your brand, increase sales, and
drive website traffic. This involves publishing great content on your
social media profiles, listening to and engaging your followers,
analysing your results, and running social media advertisements.
Social networking websites allow individuals, businesses and other
organizations to interact with one another and build relationships and
communities online. When companies join these social channels,
consumers can interact with them directly.[3] That interaction can be
more personal to users than traditional methods of outbound
marketing and advertising. Social networking websites are based on
building virtual communities that allow consumers to express their
needs, wants and values, online. Small businesses also use social
networking sites to develop their own market research on new
products and services. By encouraging their customers to give
feedback on new product ideas, businesses can gain valuable
insights on whether a product may be accepted by their target market
enough to merit full production, or not. In addition, customers will feel
the company has engaged them in the process of co-creation—the
process in which the business uses customer feedback to create or
modify a product or service the filling a need of the target market.
Such feedback can present in various forms, such as surveys,
contests, polls, etc

The major social media platforms (at the moment) are Facebook,
Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

There are also a range of social media management tools that help
businesses to get the most out of the social media platforms listed
above. For example, Buffer is a platform of social media management
tools, which can help you achieve success with your social media
marketing. Whether you want to build a brand or grow your business.
Social media marketing first started with publishing. Businesses were
sharing their content on social media to generate traffic to their
websites and, hopefully, sales. But social media has matured far
beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways.

For example, a business that is concerned about what people are
saying about its brand would monitor social media conversations and
response to relevant mentions

The Five Core Pillars of Social Media Marketing

 Strategy
 Planning and Publishing
 Listening and Engagement
 Analytics and Reporting
 Advertising
4. Content Marketing

Content marketing is a form of marketing focused on creating,

publishing, and distributing content for a targeted audience online.
[1] It is often used by businesses in order to achieve the following
goals: attract attention and generate lead, expand their customer
base, generate or increase online sales, increase brand awareness or
credibility, and engage an online community of users. Content
marketing attracts new customers by creating and sharing valuable
free content. It helps companies create sustainable brand loyalty,
provides valuable information to consumers, and creates a willingness
to purchase products from the company in the future. Content
marketing starts with identifying the customer's needs. After that the
information can be presented in a variety of formats, including news,
video, white papers, e-books, infographics, email newsletters, case
studies, podcasts, how-to guides, question and answer articles,
photos, blogs, etc.[3]
Content marketing requires continuous delivery of large amounts of
content, preferably within a content marketing strategy.

there are three key reasons — and benefits — for enterprises that use
content marketing:

 Increased sales
 Cost savings
 Better customers who have more loyalty

Traditional marketers have long used content to disseminate

information about a brand and build a brand's reputation. Taking
advantage of technological advances in transportation and
communication, business owners started to apply
content marketing techniques in the late 19th century. They also
attempted to build connections with their customers.
Digital content marketing, which is a management process, uses
digital products through different electronic channels to identify,
forecast and satisfy the necessity of the customers.[26] It must be
consistently maintained to preserve or change the behavior of
customers.[citation needed]
Examples:

 On March 6, 2012, Dollar Shave Club launched their online

video campaign. In the first 48 hours of their video debuting
on YouTube they had over 12,000 people signing up for the
service. The video cost just $4500 to make and as of
November 2015 has had more than 21 million views. The
video was considered as one of the best viral marketing
campaigns of 2012 and won "Best Out-of-Nowhere Video
Campaign" at the 2012 Adage Viral Video Awards.
Way of digital content marketing
Combination of the supply chain and the users' experience
The supply chain of digital content marketing mainly consists of
commercial stakeholders and end-user stakeholders which
 represent content providers and distributors and customers
separately.[33] In this process, distributors manage the interface
between the publisher and the consumer, then distributors could
identify the content that consumers need through external
channels and implement marketing strategies. 
Interaction with the consumer through electronic service
In the electronic service, the interaction between the customer and
the organizations mainly through the network technology, such as
using E-mail, telephone, online chat windows for communication.
Electronic services are different from traditional services and they
are not affected by distance restrictions and opening hours. Digital
content marketing through electronic service is usually served
together with other channels to achieve marketing purposes
including face-to-face, postal, and other remote services

Today, content marketing has become a powerful model for

marketers. Storytelling is part of it, and they must convey the
companies’ messages or goal to their desired audience without
pushing them to just buy the product or service.

5. Pay Per Click (PPC)

PPC stands for pay-per-click, a model of internet marketing in which

advertisers pay a fee each time one of their ads is clicked.
Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It

allows advertisers to bid for ad placement in a search engine's
sponsored links when someone searches on a keyword that is related
to their business offering. For example, if we bid on the keyword “PPC
software,” our ad might show up in the very top spot on the Google
results page. A lot goes into building a winning PPC campaign: from
researching and selecting the right keywords, to organizing those
keywords into well-organized campaigns and ad groups, to setting up
PPC landing pages that are optimized for conversions. Search
engines reward advertisers who can create relevant, intelligently
targeted pay-per-click campaigns by charging them less for ad clicks.
If your ads and landing pages are useful and satisfying to users,
Google charges you less per click, leading to higher profits for your
business. Google Ads (formerly known as Google AdWords) is the
single most popular PPC advertising system in the world. The
Ads platform enables businesses to create ads that appear on
Google’s search engine and other Google properties.

Google Ads operates on a pay-per-click model, in which users bid on

keywords and pay for each click on their advertisements. Every time a
search is initiated, Google digs into the pool of Ads advertisers and
chooses a set of winners to appear in the valuable ad space on its
search results page. The “winners” are chosen based on a
combination of factors, including the quality and relevance of their
keywords and ad campaigns, as well as the size of their keyword
bids.

More specifically, who gets to appear on the page is based on and

advertiser’s Ad Rank, a metric calculated by multiplying two key
factors – CPC Bid (the highest amount an advertiser is willing to
spend) and Quality Score (a value that takes into account your click-
through rate, relevance, and landing page quality). This system allows
winning advertisers to reach potential customers at a cost that fits
their budget. It’s essentially a kind of auction.

 number of factors determine how successful PPC advertising

campaign will be.

 Keyword Relevance – Crafting relevant PPC keyword lists,

tight keyword groups, and proper ad text.
 Landing Page Quality – Creating optimized landing pages with
persuasive, relevant content and a clear call-to-action, tailored
to specific search queries.
 Quality Score – Quality Score is Google's rating of the quality
and relevance of your keywords, landing pages, and PPC
campaigns. Advertisers with better Quality Scores get more ad
clicks at lower costs.
 Creative – Enticing ad copy is vital; and if you're advertising on
the display network, you can use a tool like our free Smart Ads
Creator to create designer-quality ads that will demand clicks. 

Once you've created your new campaigns, you’ll need to manage

them regularly to make sure they continue to be effective. In fact,
regular account activity is one of the best predictors of account
success
 6. Email Marketing

Email marketing is the act of sending a commercial message, typically

to a group of people, using email. In its broadest sense, every email
sent to a potential or current customer could be considered
email marketing. It involves using email to send advertisements,
request business, or solicit sales or donations. Email marketing
strategies commonly seek to achieve one or more of three primary
objectives, to build loyalty, trust, or brand awareness. The term usually
refers to sending email messages with the purpose of enhancing a
merchant's relationship with current or previous customers,
encouraging customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something
immediately, and sharing third-party ads.

Email marketing is popular with companies for several reasons:

 Email marketing is significantly cheaper and faster than

traditional mail, mainly because with email, most of the cost
falls on the recipient
 Businesses and organizations who send a high volume of
emails can use an ESP (email service provider) to gather
information about the behaviour of the recipients. The
insights provided by consumer response to email marketing
help businesses and organizations understand and make use
of consumer behaviour
 Almost half of American Internet users check or send email
on a typical day with emails delivered between 1 am and 5
am local time outperforming those sent at other times in open
and click rates.

7. Affiliate Marketing

Affiliate marketing is an advertising model in which a company

compensates third-party publishers to generate traffic or leads to the
company’s products and services. The third-party publishers are
affiliates, and the commission fee incentivizes them to find ways to
promote the company.

The Internet has increased the prominence of affiliate marketing.

Amazon popularized the practice by creating an affiliate marketing
program whereby websites and bloggers put links to the Amazon
page for a reviewed or discussed product to receive advertising fees
when a purchase is made. In this sense, affiliate marketing is
essentially a pay for performance marketing program where the act of
selling is outsourced across a vast network. Affiliate marketing
predates the Internet, but it is the world of digital marketing,
analytics, and cookies that have made it a billion-dollar industry. A
company running an affiliate marketing program can track the links that
bring in leads and, through internal analytics, see how many convert
to sales.

An e-commerce merchant wanting to reach a wider base of Internet

users and shoppers may hire an affiliate. An affiliate could be the
owner of multiple websites or email marketing lists; the more websites
or email lists that an affiliate has, the wider his network. 

Affiliates redirect visitors who click on one of these links or ads to the
e-commerce site. If they purchase the product or service, the e-
commerce merchant credits the affiliate’s account with the agreed-
upon commission, which could be 5% to 10% of the sales price.

The goal of using an affiliate marketer is to increase sales—a win-win

solution for the merchant and the affiliate. he advertising company
sets the terms of an affiliate marketing program. Early on, companies
largely paid the cost per click (traffic) or cost per mile (impressions)
on banner advertisements. A technology evolved, the focus turned to
commissions on actual sales or qualified leads The early affiliate
marketing programs were vulnerable to fraud because clicks could be
generated by software, as could impressions.

Now, most affiliate programs have strict terms and conditions on how
to generate leads. There are also certain banned methods, such as
installing adware or spyware that redirect all search queries for a
product to an affiliate's page. Some affiliate marketing programs go as
far as to lay out how a product or service is to be discussed in the
content before an affiliate link can be validated.

So, an effective affiliate marketing program requires some

forethought. The terms and conditions must be tight, especially if the
contract agreement pays for traffic rather than sales.
 8. SMS Marketing

SMS marketing (short message service marketing) is a technique that

uses permission-based text messaging to spread promotional
messages.

To receive text message specials, new product updates or more

information, customers are usually required to opt in to an automated
system by texting an initial short code. When the 5-digit code is
texted, that user’s phone number is then stored by whatever SMS
marketing software is issuing the texts. A confirmation response is
usually sent as receipt for opting in, with an opt-out code included for
potential future unsubscribing Generally speaking, the goal of SMS
marketing is to build a database of subscribers to increase customer
loyalty. When implementing close range marketing tactics, text
messages are an ideal way of notifying people within your vicinity of
any immediate offers, without having to use push-notification
applications. More than informing your customers of upcoming deals,
it can also be a great way to send reminders for upcoming events and
engage your customers by polling their opinions.

In fact, for at least 60% of consumers, SMS marketing is preferred to

other email marketing and push-notification services

 It’s also preferable in that it tends to be less expensive when

compared to other methods of distribution, making it a cost-effective
mobile solution.

Keep in mind that while similar, SMS marketing is not the same as
close range marketing