12 new types of Digital Marketing

The evolution of the different types of marketing over the last decades has been accelerated by the irruption of technology, of the digital. Our idea of business, of management, of relations with our public, internal and external, changes as the environment of action that surrounds us evolves. The speed in which everything happens changes the way we make decisions , based on the data we can obtain, the marketing models, the obsession with short-term ROI, the innovation of the devices we use, the storage capacity of information and the difficulty of generating value in an environment with little differentiation of products and services (real or added).

We have gone from product marketing, marketing 1.0, or unidirectional, to marketing 2.0, relational, bidirectional or focused on the user , on the consumer, on the client. Finally, the type of marketing called 3.0 within a globalized world, in contact, where the user rules the relationship, recruitment through storytelling , content management to attract him, obtain SEO... a new environment in which the Marketing changes , evolves and transforms.

List of types of digital marketing

The new “typologies” of digital marketing that we can see in this transition to another, surely better stage, without going into the strategies of each one of them, could be:

Inbound Marketing: Probably the most "general" and specific at the same time of the new concept of marketing, in which the user is accompanied throughout the transaction that they have with us , towards our product, from when we "know" them to their loyalty . going through all the phases of the conversion funnel: Attraction, (which this type of marketing contemplates through payment or content management), use of analytics and tools that help us understand that user, capturing leads (and the strategy nurturing ), its conversion to sales and subsequent treatment to increase its average basket, its purchase volume.

Content marketing, where to compete in the world of search engines to capture organic traffic , SEO positioning and make the customer fall in love. We have different variants in your application, such as branded content or the generation of content by a brand to be published outside of my media, and get earned media . In this type of marketing, emphasis is placed on the conversational relationship that is generated a posteriori, and new figures such as the content curator appear.

Search Engine Marketing . Fundamental in any marketing strategy since before we start to make our website. A strategy that encompasses the entire digital strategy to be well positioned in search results and thus capture the greatest potential traffic possible.

Permission Marketing: Relationship that I will be able to maintain with users based on the "permissions" that they give me. The legal framework for this type of marketing will change this year due to the new GDPR that will come into force this May.

Email Marketing: User relationship strategy based on emails . The type of emails that we will send to the user is established based on our relationship with him over time, inputs received, clicks... That order: welcome, products, offers, can be combined with the information that we want and can give, and also, the metrics obtained, from the number of emails sent, those that are erroneous, the openings of the email, and the clicks on the creativity or HTML.

Marketing Automation . Tools, technologies that put at our service a relationship with the user based on the data we have about him such as email , telephone, his contact on social networks, etc. We can combine our communication with him according to previous responses, purchases, products visited or acquired…

Affiliate Marketing: Portals that "affiliate" with a company that through its technology and commercial team "sell" my inventory based on performance , clear objectives that the advertiser seeks, such as the achievement of leads or sales, and ultimately , also clicks or traffic to your own website.

Mobile marketing, essential to understand it in a world in which geolocation is basic for many services . In addition to the correct management of the apps, the instant relationship with the client, the infinite possibilities in communication, and the advertising opportunities from the banner , such as the “ click to calendar, to app store, to maps ”…

Influencer Marketing, as part of social media management . The search for characters related to my brand that generate a large amount of content for a huge volume of followers, obtaining viralizations, reach, engagement with audiences that are attracted to these "influencers"

Internal marketing: Type of critical marketing to have, in a digital way, "controlled" my three audiences, the B2B, B2C, and the B2E, or business to employee . Document management systems, intranets, talent management and recruitment, training...

Digital retail marketing: Based on the analytics that I can capture in the physical store , through tools such as Wi-Fi or video analytics , or the combination of the customer journey on the web and in the store by capturing a record, or the possibility of showing one or another announcement through digital signage based on historical data or obtained at the same time.

Blended Marketing, or the result of combining the traditional with the digital , the combination between the two, the measurement of what happens on the web when I do an action off…

This is probably the greatest advertising, management, data collection evolution from Jerome McCarthy's Marketing Mix to consumer, user, marketing, the one who really rules the relationship .

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