What is digital marketing?

Digital marketing involves promoting products and services through online platforms and technologies such as smartphones, computers, tablets, and even TVs. It covers everything from email and social media to online ads, text messages, and multimedia.

Though traditional and digital marketing share the same goal—boosting product awareness and driving sales—they go about it in different ways.

While print ads and direct mail cast a wide net, digital marketing zeroes in on specific audiences, targeting them where they spend most of their time.

While traditional marketing is great for casting a wide net, digital channels let you reach precise audiences at scale. The massive and highly engaged online crowd is a goldmine for businesses aiming to make an impact.

So, if you’re not investing in digital marketing, you’ll be left in the dark. People are glued to their screens, and that’s exactly where your business needs to meet them.

It’s not just about visibility; it’s about creating a direct line of communication with potential customers, giving them a seamless way to discover your brand and build a relationship with it. This connection helps to generate sales and foster loyalty that keeps customers coming back.

The draw of digital marketing also lies in its speed, budget flexibility, and ease of tracking results. You can see exactly what’s working and tweak it in real time for better outcomes.

But importantly, not every channel is a perfect fit for every audience.

Let’s take a look at the different types of digital marketing your business can take advantage of.

10 types of digital marketing for 2025

These days, the more digital tactics you have in your toolkit, the greater your reach – and results, if you do it right! Combining different channels is key to implementing a strategy that cuts through the noise and keeps you one step ahead of competitors.

To help you stay ahead of the curve, here are 10 digital marketing types to consider for your business:

1. Search Engine Optimisation

With around 8.5 billion searches conducted on Google daily, businesses have a massive opportunity to promote their products and services. Search engine optimisation (SEO) is essential for companies of all sizes that want to drive organic traffic to their websites. It involves refining your site to improve its visibility on search engine result pages (SERPs) for specific, relevant keywords.

The main objective of SEO is to secure a spot on the first page of search results, as most users rarely look beyond it. If they don’t find what they’re looking for, they usually change their search terms instead of clicking through to later pages.

SEO strategies can be broken down into three main categories:

• On-page SEO: Focuses on optimising the content on your site. You’ll need to make sure it’s clear, useful and unique, with relevant keywords in titles, headers, and meta descriptions.
• Off-page SEO: Involves external efforts like building quality backlinks and encouraging social media shares to boost your site’s authority.
• Technical SEO: Addresses the backend elements of your site, including mobile optimisation, site speed, URL structure, and fixing broken links. These improvements help search engines crawl and index your website.

As search engines like Google continually update their algorithms, there’s no guaranteed formula for securing a top ranking. The best approach is to consistently monitor your site’s performance and adjust your strategy based on data and trends.

Benefits

• Cost-effective campaigns: SEO requires time and effort rather than significant financial investment, with 49% of marketers citing it as the digital marketing channel with the highest ROI.
• Traffic quality and quantity: By targeting relevant search queries, SEO attracts more qualified visitors.
• Better brand visibility: Higher rankings bring increased exposure and awareness amongst valuable target audiences.

Considerations

• Time investment: Achieving noticeable results with SEO can take time.
• Constant algorithm changes: Search engines often update their algorithms, demanding ongoing adjustments to stay in the lead.
• Competitive landscape: Securing top positions for popular keywords can be challenging.
• Content and technical requirements: SEO requires both quality content and technical optimisation, so you’ll need a team with both skill sets.

2. Content marketing

Content marketing revolves around creating engaging, informative, and entertaining content that guides your audience from discovery to action.

Whether through articles, videos, or podcasts, the goal is to captivate consumers – 84% of whom expect helpful and engaging brand content.

By delivering content that resonates, you CAN inspire your audience to take desired actions, such as signing up for newsletters, requesting more information, or making purchases. The right content also builds sustainable relationships that drive customer loyalty and repeat engagement over time.

Notably, content marketing ties in with other types of digital marketing. For example, fresh content boosts SEO, improving search visibility, while well-crafted pieces can be shared on social media or featured in email campaigns, amplifying their reach.

To create winning content, start by understanding your audience’s needs and preferences.

For B2B brands, this might mean focusing on data-driven content like reports, case studies, and white papers.

On the other hand, B2C companies might prioritise interactive content, such as quizzes, blog posts, or engaging videos that appeal to a broader audience.

Consistency is also crucial.

Publishing content regularly helps you build a rich library of resources that not only attracts traffic but also positions your brand as a trusted source of information. In the long run, this collection of valuable content will continue to draw in users for long-term growth.

Benefits

• Flexible budget options: Content marketing can be tailored to fit nearly any budget. You can start with a DIY approach that costs little or invest in professional services like copywriting, video production, or design for unrivalled content.
• Greater authority and trust: High-quality, relevant content helps you connect with your audience and position your brand as an expert in the industry, fostering strong relationships throughout the customer journey.
• Support for other marketing channels: Effective content serves as the backbone for other digital strategies, such as social media and email marketing, boosting their impact.
• More organic traffic: Content marketing, when integrated with SEO, is a powerful way to attract organic search traffic.
• Versatility: Content offers the flexibility to educate, entertain, or inspire, allowing you to shape your brand identity and engage your audience in meaningful ways.

Considerations

• Highly competitive space: With so much content out there, standing out can be a challenge.
• Long-term commitment: Unlike PPC, content marketing takes time to show results and requires a sustained effort.
• Consistency is key: High-quality content must be produced regularly to meet audience needs, maintain brand standards, and achieve business goals.
• Balancing SEO and readability: Content must be crafted to rank well in search engines while still being engaging enough for readers to share and interact with.
• Impact on brand image: Poorly executed content can harm other marketing efforts and damage your brand’s reputation.

3. Pay-per-click

Pay-per-click (PPC) is a digital ad model where advertisers pay each time a user clicks their ad. It’s a powerful way to drive targeted traffic to websites, allowing businesses to bid on keywords and demographic criteria to reach their ideal audience.

PPC campaigns use various cost models:

• Cost-per-click (CPC): You pay only when someone clicks your ad.
• Cost-per-mille (CPM): Also known as cost per thousand impressions, this model charges for every 1,000 views of your ad.
• Cost-per-lead (CPL): You pay when a user performs a specific action that qualifies them as a lead, such as submitting contact details.
• Cost-per-acquisition (CPA): Charges are based on a predefined action, such as a purchase or sign-up.

The exact cost depends on factors such as the advertising platform, the amount of traffic your ad can attract, and the number of competitors bidding for similar keywords. High-competition keywords tend to be more expensive, while niche terms typically cost less.

Search engine marketing is one of the most popular forms of PPC, particularly on Google. When ad space is available on a search engine results page (SERP), an auction is held instantly. The search engine’s algorithm ranks ads based on factors like ad quality, keyword relevance, landing page experience, and bid amount, with higher-ranked ads appearing at the top of the results.

While Google Ads is a leading choice, it’s not the only option for PPC. Other platforms include the Microsoft Search Network on Bing, as well as top social media channels like YouTube, Facebook, Instagram, Snapchat, LinkedIn, Amazon, and TikTok.

Benefits

• Quick SERP visibility: PPC provides fast exposure on search engine result pages.
• Precise targeting: Advanced options allow you to reach specific audiences.
• Budget control: You only pay for outcomes, making it a cost-effective approach.
• Measurable and trackable: PPC campaigns offer detailed analytics to monitor performance.

Considerations

• Ad fatigue: Users may prefer organic results over ads.
• Expertise required: Running PPC campaigns effectively requires skill.
• High costs for competitive keywords: Bidding for popular terms can quickly become expensive.
• Limited brand building: PPC is conversion-focused, with little emphasis on long-term brand awareness.

4. Social media marketing

With 59% of the global population active on social media, it’s an ideal channel for reaching a vast audience. Social media marketing (SMM) involves using platforms like YouTube, Facebook, TikTok, Instagram, WhatsApp, Pinterest, LinkedIn, Snapchat, and X to promote products and services.

SMM can be approached in two ways: organic and paid. Organic social media marketing involves creating content, posting it on your feed, and relying on your followers to engage, share, or discover it through hashtags. To succeed, it requires a well-planned content calendar, marking which platforms and times you’ll post to maximise visibility.

While organic efforts are great for building brand reputation, their reach is often limited due to changing social media algorithms that restrict organic growth.

This is where paid social media marketing comes into play. Paid SMM allows you to reach a targeted audience interested in your product or service, combining creative ideas with data-driven strategies for better results.

To maximise your social media efforts, it’s important to choose the right platform based on your target audience and blend both organic and paid approaches. After all, different platforms attract different demographics.

For instance, if you’re looking to promote an online fitness program, advertising on Instagram or TikTok would be effective, as these platforms have a strong following among fitness enthusiasts and younger audiences. However, if you’re offering business consulting services, using LinkedIn would be a smarter choice since it’s where professionals and decision-makers actively engage with industry-related content.

Already have a campaign up and running on socials?

Analytics are essential in social media marketing, as they provide insights into how well your content is engaging your audience. Regularly review performance metrics like shares, comments, or website clicks to understand what’s working and refine your strategy accordingly.

Before you share your next post, check out the advantages and drawbacks of this type of digital marketing:

Benefits

• Wide reach: Effectively targets specific customer segments, delivering your message to the right people.
• Viral potential: As users like, share, and comment, your content’s reach can expand rapidly.
• Customer trust: Engaging in conversations with your audience fosters trust and enhances brand loyalty.
• High conversion rates: Can lead to more sales and sign-ups, thanks to retargeting capabilities, social proof and seamless CTAs that inspire followers.

 Considerations

• Managing multiple platforms: Maintaining a consistent presence across channels can be time-consuming.
• Handling negative feedback: Responding to criticism and backlash can be challenging.
• Content demands: Consistently creating valuable and engaging content requires ongoing effort and strategic planning.
• Constant changes: Social media algorithms and content formats are always evolving, making it hard to keep up.

5. Influencer/affiliate marketing

Influencers—ranging from celebrities and industry experts to everyday content creators—are key players on social media platforms like TikTok. With younger generations increasingly trusting influencers over traditional marketing, this strategy is rapidly growing.

Influencer and affiliate marketing involves partnering with a social media personality to promote your product or service to their followers. Typically, influencers share a referral link or code that tracks conversions, such as sales or sign-ups, earning them a commission for each successful referral.

Alternatively, some may charge per post, with fees varying based on their audience size. Clear contracts are essential, outlining what the influencer will deliver and what the company will provide in terms of payment.

This strategy suits both B2B and B2C businesses aiming to expand their reach. In fact, 63% of consumers report trusting influencer recommendations more than traditional brand messaging. However, it’s crucial to choose reputable partners, as the wrong influencer can damage your brand’s credibility.

Let’s look at the pros and cons of this type of digital marketing:

Benefits

Access to a ready audience: You can tap into the influencer’s following and boost brand awareness without needing to build an audience from scratch.

Drives sales through trust: Influencers with loyal followers can effectively sway purchase decisions.
Performance-based payments: With affiliates, you only pay for successful referrals, minimising upfront costs.

Considerations

• Finding the right fit: Identifying and partnering with the right influencer for your brand and customers can be challenging.
• Risk of fake followers: Some influencers inflate their follower count, complicating the assessment of their true reach.
• High costs for top influencers: Celebrity endorsements can be very expensive.
• Managing relationships: Coordinating multiple influencers or affiliates can be time-consuming.
  Consistent messaging: Ensuring all partners communicate a unified brand message can be difficult.

6. Email marketing

Email marketing is simple at its core: send a promotional or informational message to your audience’s inbox, aiming to spark enough interest that the recipient opens it.

Despite the rise of social media and other channels, it remains a top strategy for digital marketers, especially small businesses, thanks to its high ROI and ability to turn leads into loyal customers through valuable content.

That said, successful email marketing depends on gaining consent and personalising content, as opt-in subscribers are already interested. However, building a list isn’t always easy—encourage sign-ups by offering incentives like discounts or exclusive downloads to foster brand loyalty.

Here are some more tips on how to craft emails that are more likely to be opened:

• Personalise your content: Include the recipient’s name in the subject line or greeting to increase engagement (e.g., “Sarah, get your Black Friday discount inside!”).
• Create a sense of urgency: Encourage action by conveying that time is running out on a special offer or that limited quantities are available.
• Invest in solid copywriting: Your email needs to stand out amid a crowded inbox, so invest time in crafting compelling, concise subject lines.
• Stay consistent: Send emails regularly, such as a weekly newsletter, and focus on delivering value beyond promotions and sales pitches.
• Respect subscription preferences: Let subscribers choose how frequently they hear from you to reduce the likelihood of unsubscribes.

Managing email campaigns manually is also cumbersome, which is why marketers rely on tools like Mailchimp, Sender, or Active Campaign.

These platforms simplify the process by handling subscriber management, segmenting lists by interests, designing attractive emails, scheduling sends, and tracking essential metrics like open rates, click-through rates (CTR), conversion rates, and bounce rates.

For ongoing success, grow and segment your email list to create targeted content that aligns with subscribers’ interests.

You should also use automation to trigger emails based on customer actions, such as an abandoned cart or specific site visits, to boost engagement.

Sound like the right move for your brand?

Below, we list the pros and cons of this digital marketing type:

Benefits

• Personalised messaging: Allows you to tailor content directly to your audience, strengthening relationships.
• Chance to boost conversions: Great for re-engaging customers with follow-ups, such as after cart abandonment.
• Free from algorithms: Not subject to the ever-changing rules of social media and search engine algorithms.
• Stronger connections: Consistent communication helps to keep your brand top of mind.

Considerations

• Slow list growth: Building a subscriber base organically can take time.
• Potentially low engagement rates: Competing for attention in a crowded inbox is difficult, and adding value consistently can be a struggle. Therefore, the average email open rate is under 25%, making it challenging to drive action.

7. Mobile marketing

To truly connect with your audience, you need to meet them where they spend time—and that’s on their phones. In fact, a February 2021 survey by Statista revealed that almost half of people are glued to their mobile devices for five to six hours a day.

Mobile marketing is all about capturing attention on the go, leveraging smartphones and tablets to keep your audience engaged. This approach includes strategies like SMS, social media alerts, and push notifications, enabling you to deliver timely and personalised content based on where users are or what they’re doing—whether that’s walking into your store or joining a live event.

Optimising your website and ads for mobile is essential—it needs to look great and function smoothly across all devices. Here are a few tips to get started:

• Keep your messaging simple and concise.
• Use clear copy and prominent buttons for easy navigation.
• Add captions so that your message resonates with viewers who view without sound.

But before you invest in video, it’s important to weigh up whether it’s the right route for your brand:

Benefits

• Mobile marketing reaches people where they spend the most time: on their phones.
• It enables precise targeting, thanks to geo-fencing and specific audience segments.

Considerations

• Screen space is limited compared to desktops, which can restrict the content you can display.
• Every piece of content will need a responsive design optimised for mobile users.
• Marketing messages can be seen as intrusive, especially when they interrupt a conversation.
• Mobile ads often have lower click-through rates, Mobile ads often have lower click-through rates because the smaller screen size, fast-paced user mindset, and ad fatigue can make it harder to capture and hold attention.

8. Video marketing

Whether an education piece, impactful story or eye-catching ad, video is an invaluable tool in today’s fast-paced online landscape. With nearly 2.5 billion monthly visitors on YouTube alone, and 89% of consumers looking to see more videos from brands, most businesses are pressing play on this type of digital marketing.

Video serves a range of purposes, from showcasing products and sharing customer testimonials to brand storytelling and providing clear explanations of your offerings. Plus, the popularity of platforms like YouTube and TikTok has made this marketing medium a flexible, engaging strategy for reaching a wide audience.

Make video a key part of your content strategy by setting clear objectives—whether to inspire, inform, or entertain. Defining your end goal will shape every aspect of your video content, including the style, format, duration, and platform.

For example, if your goal is to educate your existing customer base, you might create a detailed tutorial, ideally placed on platforms like YouTube or your website where viewers are more likely to engage with longer content. On the other hand, if you aim to inspire potential customers, a short and strong success story could work well on social media feeds.

Benefits

• Social platforms like Facebook, Instagram, and LinkedIn generally prioritise video content, helping to boost visibility and engagement.
• Videos forge a strong emotional connection, helping to deliver your message in a meaningful way.
• They tend to be more attention-grabbing and memorable than text or static images, leaving a lasting impact.

Considerations

• Producing quality video content demands time, money, and expertise.
• Capturing viewers’ attention in the first few seconds is crucial.

9. Podcast marketing

Audio has captivated audiences since the early days of commercial radio, and while traditional radio still has a loyal following, the shift toward digital platforms like Spotify has expanded audio marketing into new territory. Podcasts, in particular, have surged in popularity, with people tuning in while working out, commuting, or taking care of everyday tasks.

To make the most of audio marketing, it’s crucial to understand your audience’s habits. Consider what they’re doing while listening—this insight can help you determine the right channel and craft audio content that turns casual listeners into customers. You could also leverage existing content to kickstart your audio marketing efforts!

When it’s approached strategically, podcast marketing can be an incredibly powerful way to connect with your audience. But first, you need to understand the unique challenges and opportunities it presents:

Benefits

• Convenience and accessibility: Audio content like podcasts offers a flexible, on-demand format that fits seamlessly into a busy audience’s lifestyle.
• Lower production costs: Compared to video, audio content is simpler and more affordable to produce, making it an efficient way to share your message.

Considerations

• Limited engagement: Listeners often multitask while tuning in, which can make it harder to encourage immediate action.
• Experimental territory: Marketing through smart speakers is still evolving, with a steep learning curve for effectively reaching audiences.
• Delayed ROI: It can take time to see a return on investment, as audio content often requires repeated exposure before driving conversions.

10. Chatbot marketing

Chatbot marketing uses messaging apps and platforms like WhatsApp, Facebook Messenger, and Slack to engage customers in real time. It offers a way to communicate instantly, providing support, sending promotions, and guiding users through the sales process.

While chatbot marketing can be highly effective, its advantages and drawbacks depend on how well it fits your business objectives and your audience’s preferences.

Let’s break down the pros and cons:

Benefits

• Cost-effective support: Using chatbots can reduce customer support costs by handling a large volume of inquiries without needing extra staff or incurring overtime expenses.
• Round-the-clock service: Chatbots can respond to customers 24/7, improving satisfaction by providing support outside of regular business hours.
• Rapid responses: Chatbots offer immediate replies, cutting down on wait times and resolving issues faster, which enhances the overall user experience.
• Consistent communication: Chatbots deliver uniform responses, ensuring customers get accurate information every time, without the risk of human error.

Considerations

• Limited empathy: Unlike human agents, chatbots can’t provide the emotional understanding that’s often needed in sensitive or complex situations.
• Technical setup: Creating an effective chatbot involves technical know-how and time. Training it to handle various scenarios can be a challenging process.
• Reliance on technology: Chatbot performance is dependent on technology. If technical issues arise, it can disrupt user experiences and cause frustration.
• Customer preferences: Some customers may prefer speaking with a human, especially for complicated queries or when they need a more personalised touch.
• Rigid interactions: Chatbots follow pre-set responses, which may come off as robotic or struggle with understanding slang, regional phrases, or cultural nuances, leading to misunderstandings.

How to choose between different types of digital marketing

To choose the right digital marketing approach, you need to know your audience and your objectives inside out. Where do your potential customers go first when they need what you provide?

Understanding where your audience spends their time is crucial for picking the right digital channels. For instance, one study revealed that 67% of under 40s turn to social media for beauty and personal care recommendations—so if you’re selling in that space, you’d better have a social game.

Your goals will also dictate which digital marketing strategies you go for. If you’re a new player aiming for visibility and lead generation, you should be all over SEO, SEM, social media ads, and even influencer partnerships. That’s where you’ll make your presence known and start capturing attention.

But if you’re already established, your focus may shift to driving loyalty and boosting repeat sales—email marketing is your go-to for that, keeping your brand at the top of your customers’ minds.

Remember, no marketing plan is set in stone. Stay agile and adapt your strategy as consumer habits and your business priorities evolve.

At Redback, our digital marketing specialists are here to help you create a powerful strategy for your unique business, offerings and audience. We’ll work with you to devise, implement and optimise cross-channel campaigns so that you can kick your goals.

The benefits of digital marketing

Depending on the forms of digital marketing you choose, your business can excel in all kinds of ways. From amplifying your brand’s visibility to delivering measurable results, here are some key benefits that make online marketing an important part of any modern business strategy.

H3: Broader reachGone are the days when your audience was limited by geography or business hours. With so many different types of digital marketing, your message can travel far and wide, reaching potential customers no matter where they are or what time it is.

By connecting with people worldwide and around the clock, you can expand your brand’s presence across multiple digital platforms like never before.

More precise targeting

Digital marketing gives you unprecedented control over who sees your message. Unlike traditional marketing, it leverages detailed data from your website visitors, social media followers, and customer interactions to uncover exactly who your audience is, what they care about, and how they engage with your brand.

Armed with this insight, you can share highly specific messages, ads, and offers that reach the right people at the right time.

Want to push a special discount to users who’ve browsed certain products? No problem—you can seamlessly target them with ads tailored to their interests.

This level of targeting is far beyond what offline marketing can achieve, where messages often get lost in the crowd.

Stronger customer connections

One of the strengths of digital marketing is real-time communication.

When you share a social media post, for instance, your audience can interact with it instantly through comments or shares, sparking buzz and increasing visibility.

This type of two-way interaction not only improves your brand’s reach but also fosters a deeper sense of connection and loyalty among your customers.

More conversion opportunities

Traditional marketing may get you noticed, but digital marketing gets people to act. When someone sees your online ad, they can visit your website on the spot, sign up for a newsletter, book an appointment or buy a product with just a few taps.

This ease and convenience helps move customers through the conversion process faster, increasing your chances of driving action. Even if they don’t convert right away, you’ve created a connection that can be nurtured over time.

Measurable results

With traditional ads, knowing what works can feel like guesswork.

Did that TV ad actually appeal to anyone? Did the brochure even get read?

With digital marketing, there’s no need for guesswork—analytics tools like Google Analytics, SEMrush and Sprout Social let you track everything from clicks to conversions.

See exactly how many people visited your site, opened your email, or made a purchase, and refine your approach based on real data. That way, you’re not just spending your marketing dollars—you’re investing them wisely.

Cost-effective campaigns

Various types of digital marketing allow you to do more with less. Unlike traditional marketing methods that come with hefty price tags, digital campaigns can be customised to fit any budget while delivering impressive returns – so long as you know what you’re doing!

Create a compelling blog post that continues to attract traffic, launch email campaigns tailored to specific customer segments, or tweak your ads on the fly without incurring extra costs. It’s a level of financial flexibility that traditional marketing just can’t offer.

Your full digital marketing team

Today, digital marketing is a must for any business. From social media and email marketing to SEO, PPC, and content creation, various types of digital marketing can boost visibility, engagement and brand loyalty with unbeatable cost efficacy.

That said, the most effective approach varies based on your business and audience – and it’s not always easy to know where to start.

We’re here to help.

Our team specialises in helping clients connect with their target customers and reach their goals through digital channels. Whether it’s launching social media campaigns, managing PPC ads, creating YouTube videos, or actioning SEO content strategies, we draw on decades of combined experience to find what works best for your business.

If you’re looking to make your digital marketing budget go further, call Redback at (02) 4962 2236 or enquire online today.