Inbound marketing or “pull” marketing involves creating collateral that your audience will find valuable and wish to read. It is a long-term strategy of creating value and includes creating blogs, videos, and email newsletters. Contrarily, outbound marketing or “push” marketing is targeted, one-way communication designed to push a product on to the audience. This includes traditional forms of marketing as well as display advertising.

Performance marketing is a type of digital marketing that can be directly related to increasing sales and acquiring leads such as search engine marketing and social media advertising. Brand Marketing, on the other hand, is used to build awareness, customers, and long-term connections for the brand without a strong focus on selling.

Ideally, a mix of different types of digital marketing channels should be used to reach your audience across different stages in the marketing funnel. The most commonly used channels are:

Search Engine Optimisation: The art and science of optimising content in order to increase ranking in the SERPs

Search Engine Marketing: Paid advertising on search engines including keywords and display

Social Media Marketing: Organic and paid content distribution and brand building on popular social media sites such as Youtube, Facebook, and Instagram.

Content Marketing: Readable and shareable content production that your audience needs.

Email Marketing: engagement with customers and advocates, right in their inbox!

Affiliate Marketing: Commission-based marketing on conversions through partners and networks