Princess Sumaya University of Technology

Digital marketing:
Types and
Importance
E- marketing channels / Dr. Tariq Abdrabbo

Ruba Daboub/20170059
12/13/2018
 Introduction
Marketing nowadays is a huge part of the success of any business that wants to reach as

much market categories and segments as possible. As People are accepting digital technology to

be in touch in ways that would have been unimaginable just a few years in the past (Damian

Ryan, Calvin Jones, 2009). This makes it a critical part of getting the job done especially if the

goal of this business is to get a great competitive advantage and great reputation. However, what

is more important than having just a marketing apartment, it is really important to link

technology to marketing because these days, more organizations and industries are relying on

technology and E- commerce to achieve the organization’s strategic goals. In the information age

and the increasingly connected economy based on networks, electronic Commerce (e-

Commerce) is viewed as one of the major tools to promote business enlargement, labor

movement and interpersonal affairs (José Ramón Saura,Pedro Palos-Sánchez,Luis Manuel Cerdá

Suárez , 2017). Other benefits of online marketing praised by the ones who respond consist of:

the ease of use, its possibility for rising knowledge, and the endorsement of firms’ internal and

external relationships (Maria Teresa Pinheiro Melo BorgesTiago,José Manuel

CristóvãoVeríssimo, 2014).

In this report I want to discuss the most common and most important digital marketing channels:

1. Organic
2. Email
3. Paid Search
4. Content Marketing
5. Social Media
6. Referrals
7. Direct

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Organic Traffic

This kind of digital marketing represents the website traffic that anyone can find on all types of

search engines such as Google, Bing, Yahoo or DuckDuckGo.com. These kinds of online stores

can be discovered whenever a person searches for a certain topic or a specific product that these

websites provide, as these websites work as recommendation engines that links the search with

the websites and online stores that provide the needed product or service. What should also be

taken into consideration that the online store should be well optimized so that search engines can

list them at the top of the results.

Email Traffic

This type of digital marketing considers emails as a huge part of advertising websites or

certain products that a certain company provides. Those email messages can be part of a

promotional email campaigns. For example, Christmas Sale or the discounts that occurs in

December of each year. The Christmas season has a statistically important, positive relationship

on online and offline sales, and huge promotions usually have more impact than small

promotions, and clearance sales have the greatest effect on online and offline sales as well (Isaac

M. Dinner,Harald J. Van Heerde, Scott A. Neslin, 2014). These may also include Transactional

email campaigns such as, order confirmation email that arrives to the customer when he or she

wants to order something online. In order to drive traffic from email, you will need to grow your

email list.

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Paid Search Traffic

Digital marketing here is also called pay-per-click (PPC). The paid search digital

marketing channel includes all website traffic that comes from paid ads on search engines. You

may ask why is it called like this? That is because every time your ad is clicked by someone,

sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called

“pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will

be trivial, because the visit is worth more to your business than what you pay for it.

Content Marketing Traffic

The content marketing channel includes all website traffic that comes from your blog,

videos and digital downloads such as buying guides. Content marketing can also be referred to as

Inbound Marketing. In this case you need to create a more entertainment and helpful value to

help businesses that depend on e commerce drive traffic to their online stores since this content

will be picked up by search engines or shared on social media.

Social Media Traffic

The social media digital marketing channel includes all website traffic that comes from

social media networks such as Facebook, Instagram, Twitter, Snapchat etc. and consists of

mainly two parts as it might be free organic traffic or paid advertisements.

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Over the past couple of years, social networks have been making it difficult for ecommerce

businesses to get noticed using free initiatives. However, some businesses may still think that

launching ads on social media is most useful. Therefore, launching paid ads on social networks

could be done through: Facebook Ads, Instagram Ads, Pinterest Ads And Snapchat Ads as they

are the most common social media platforms.

Referrals Traffic

Referral traffic is used to describe visitors to your site that come from direct links on

other websites rather than directly or from searches. For example, other sites that like what you

have to say or sell may post a link recommending your site. Also, the referrals digital marketing

channel includes all website traffic that comes from everything else on the internet including

apps.

Direct Traffic

As the name implies, this kind of traffic describes people who go directly to your online

store or website with no interfering from referring websites. It the most useful way to assess and

analyze the performance of your offline advertisement techniques that you are using including

radio and TV advertisements, because most people who may watch or listen to your ad on the

radio (with providing the website address in the ad) will go directly through their laptops or

Smartphone to search for website if they are interested.

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Conclusion

To conclude, technology taking place instead of the traditional way in marketing, trading

and advertisement is the trend in today’s dynamic world. Therefore, businesses and firms even

the small industries will eventually be in need to depend and rely on technology and e-commerce

as a major factor for achieving its goals and strategic competitive advantage.

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References
Dholakia, U., & Bagozzi, R. P. (2001). Consumer behavior in digital environments. Digital marketing, 163-
200.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.

Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital marketing
environment with KPIs and web analytics. Future Internet, 9(4), 76.

Dinner, I. M., Heerde Van, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-
channel effects of traditional, online display, and paid search advertising. Journal of marketing
research, 51(5), 527-545.

Other resources

https://www.entrepreneur.com/topic/marketing-channel

https://www.wordstream.com/pay-per-click