Learning objectives
What are the different types of digital channels?
There are many different types of digital channels that can be used by a business to use in online campaigns.
- Search engine marketing (SEM) - This is used to gain top ratings on the search engines or the use of pay-per-click.
- Online public relations (e-PR) - Exposing the business to third party websites such as social websites to maximize the number of people hearing about a product or service.
- Online partnerships including marketing - This is used to build long term relationships with other companies that can expose the product or service being offered.
- Interactive display advertising - The use of ads on other websites to draw people to the company's website through pay-per-click advertising.
- Op-in email marketing - The use of email to communicate to customers that have signed up for e-newsletters or product updates through the company's website.
- Viral and electronic word-of-mouth marketing - The use of Internet to create a massive awareness of a product or service through the use of video, social media, etc.
