Types of digital marketing

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Paid and free forms of internet marketing

  • Paid advertising: Google Ads, YouTube Ads, Facebook Ads
  • Social media marketing: YouTube, Facebook, Twitter, Instagram…
  • E-mail marketing
  • Mobile marketing
  • Display Marketing
  • Search engine optimization (SEO)
  • Google My Business and Google Maps
  • Influencer marketing
  • Affiliate marketing
  • Real-Time Bidding
  • Viral Marketing
  • Marketing automation
  • Content marketing

In case of marketing activities, it is particularly important to separate paid and free activities. Marketing can be characterized by a focus on creativity and ingenuity, and the Internet offers many opportunities in this area. The network is full of free channels available for use as a promotion medium. An example would be organic results in Google search engine, blogs, social media activities or forum entries. All these activities do not require financial investment, but they require a lot of time and energy to engage in your own creativity. On the other hand, there is the possibility of paid forms of marketing, such as well-known advertising campaigns or sponsored entries.

Google Ads


Google Ads is a platform for paid advertising on the Internet and it works like an auction. Whoever offers more money for displaying his ad (higher or more often) receives what they bid for.

Google provides a panel in which virtually anyone can quickly create an ad in the form of content, images or videos and after recharging the account will immediately display the ad in Google or partner search results (e.g. on other websites with which Google is integrated or on services that belong to Google). Advertising is accounted for in the CPC (cost per click) or CPM (cost per mille, cost per thousand) model. In practice, it is an auction system between advertisers. Whoever’s ad is clicked on most frequently will appear higher in the search results.



Google Ads is a very effective and immediate promotion channel, but it’s also quite expensive as well as requiring planning and optimization. The ideal solution is to keep the proportion: 10-20% of advertising costs in relation to revenues. Of course, the level of costs depends on many factors, such as margin or competition. The strong point of the offer is to reach the customer immediately, which with proper planning (profit greater than costs) is very much achievable. Many companies rely on sponsored links and ensure efficient operation and profits for many years. With poor planning, Adwords ads often devour more costs than are profitable. The competition fights for the first three places and so the price rises.

Sponsored links only attract users to your site and do not guarantee sales and profits; User behavior on the site is already determined by other factors: website usability, price and quality of products and services, comparison to the competition, brand awareness and related attractiveness. You can have a million users per month on your site and not a single buyer, that is how online advertising works.


Types of Google Ads:

  1. Text advertising in Google search engine (and with partners who implemented Google search engine on their websites);
  2. DSA means dynamic search adverts, as a type of text ad that flexibly adapts to users’ queries;
  3. PLA, means product advertisements created especially for online stores; it can be seen among the top search results in the form of pictures with products;
  4. GDN, i.e. traditional banner ads in the form of graphics in the Google advertising network, to appear e.g. on YouTube, Gmail and all places associated with Google;
  5. Ads targeted only to users of mobile devices, e.g. only with a telephone connection;
  6. Remarketing means reaching the user with an advertisement who was already interested in it, tracking a potential customer on the network and displaying your offer once again when visiting other websites.
  7. Advertising through gmail


YouTube Ads


YouTube is also a search engine and a great place to advertise. Not everyone realizes that it ranks second in the world in popularity after Google.

It gives many possibilities to reach millions of recipients with the image/product. It is a very effective sales or branding channel, provide our services or products match the YouTube users. Some people forget that the users are primarily looking for entertainment, fun and to pass the time. Someone who wants to buy, for example, a baby sweater or a sewing machine, will use Google search and more efficient Ads rather than YouTube. However, when building a brand, outreaching activities with short viral videos, providing instructional videos and product presentations – YouTube is number one. A short presentation of the product with recommendations and comments under the film, instructions on how to unpack the product, collect it and how to use it can work wonders. Remember, however, that YouTube is not a place to sell certain groups of products and services immediately. Plan your campaigns carefully and watch how others work.



Social media marketing

Social media marketing is marketing on social media, i.e. using social media like Facebook, YouTube, Twitter for advertising and promotion, building brand awareness and achieving other marketing purposes.


E-mail marketing

E-mail marketing involves the direct sending of an offer to an email inbox, usually in graphic or text form with a clickable link to the target page with the offer.


Mobile marketing

Mobile marketing is marketing carried out using portable devices, i.e. mobile devices such as tablets or mobile phones.


Display marketing

Banner ads are usually displayed on websites and their displays are counted per thousand or by clicking on the banner.


Search Engine Optimization

SEO involves optimization activities within our website (optimization) and activities performed outside the website (positioning, e.g. obtaining incoming links), which result in the improvement of organic (free) results achieved in search engines such as Google, Bing, Yahoo !, Yandex as well as YouTube. There are free entries to our website. As a result, instead of paying for the appearance of our ad in the results of e.g. Google Ads, we can make our offer appear free of charge in the organic results.

Search engines are nothing more than a collection of information about websites, sorted according to the principles of algorithms that distribute this information. Positioning and optimization are therefore aimed at the specific organization of the website and controlling other factors affecting the ranking of algorithms. As a result of these activities, your website is displayed more often in response to specific queries that are related to your business.


This is often linked to the greater confidence of users in the presented results. Paid advertising can be bought by anyone, and appearing in organic results is associated with reputation. There are also no costs for the number of visits to the site and no click fees. To enjoy it, you need to invest a lot of resources, time, and patience. Some industries require continuous workload. With aggressive and incompetent SEO activities, you can take the risk of penalties from Google, which sometimes leads to removal from search results. This can even happen to larger companies (for example BMW, Nokaut, Ceneo among many others).

SEO requires great knowledge and patience. It takes time but creates free website traffic for many years. Before you start any activities, including paid ones, you should learn how to optimize pages. This knowledge will not only affect organic results, but it translates into every activity on the web.


Google My Business and Google Maps


Google My Business is a free service on the web that lets you enter information about your business – address, scope of activity, photos, videos and news. It also gives you the opportunity to collect opinions and present them on the Internet. GMF links directly to Google Maps and allows you to display business data in response to local queries on Maps.

For anyone running a smaller or larger business, setting up a free business card on Google My Business and appearing in local Google Maps results is an absolute must to start  any online activities.

Google Maps:



Viral marketing

Viral marketing is about initiating a situation in which users themselves will distribute content related to a given brand, product or service. The task of viral advertising is to build brand awareness among users. Viral content includes interesting texts, funny videos, photos, and infographics. The users themselves will voluntarily forward the content – they share it on social networks or send by email.

Viral marketing for the most part involves spamming online forums and social media with entries that are intended to lead to a specific website or offer or to achieve other intended goals. This is not a perfect solution, but it can be effective when done skillfully.

Viral marketing has evolved over time and from poor quality entries and insolent promotion of pages and products has evolved into sometimes clever and camouflaged advertising entries.

Good viral content allows you to reach a wide range of users with minimal financial outlay.

The task of viral marketing is to reach marketing content to recipients via a direct, seemingly spontaneous oral or written message.

The main goals of word of mouth marketing are:

  • getting people to talk about products by starting a topic or managing the conversation.
  • looking for new ways/communication channels to conduct conversations.
  • weaving information about particular products into posts, comments and other content on the network.

Viral marketing requires experience and skills. Otherwise, the effect may be counterproductive. Users will quickly notice that something is wrong and perceive the actions as being intrusive.


The process of implementing word of mouth marketing consists of 4 stages:

Analysis – determine the goals that the company wants to achieve through word-of-mouth marketing, how to monitor the effectiveness of operations, and what current internet marketing looks like in the company.

Planning – what, where, when. Accurate action scenarios, locations and expected time should be established.

Implementation – carrying out activities in previously selected places. Most often these are thematic forums, blogs and social networking sites.

Verification – summary of activities, report preparation and effectiveness analysis.

Content marketing

Content marketing is a method of acquiring website traffic and engaging Internet users. It is also part of the online marketing strategy consisting of the creation and publication of attractive, valuable and comprehensive content in the form of text, photos, videos or audio.


Display Ads

Banner ads are usually displayed on websites and their displays are counted per thousand or by clicking on the banner. Unfortunately, there is such a concept called ‘Banner blindness’ – this is where internet users simply do not notice ads, and in addition programs and plug-ins used to block displayed marketing content (e.g. AdBlock, Ublok) have become widespread.

With a creative and interesting form, it theoretically gives you the opportunity to reach a wide audience with little financial outlay. It is, however, a highly depleted form. As a result of the sheer volume of this type of production, internet users have become resistant to even very good and interesting graphic designs and resort to blocking the advertisements. Image ads are often treated as informational noise. As a result, banner advertising is no longer very popular and is waiting to be updated.


Affiliate Programs

There are companies on the market that specialize in promoting products and services in exchange for a percentage of sales. Usually, these are small amounts of 5-10% of the price. Companies specializing in affiliate programs have signed contracts with online services and, similarly to Google Ads’ cooperation with partners, display product advertisements, maximizing profits and efficiency. These types of actions are effective, but usually when you are already operating on a larger scale. They become essential when we want to develop globally and aim at several markets.

Real-Time Bidding (RTB)

Systems for the automatic bidding of advertising space for purchase were also created, such as RTB. The purchase process is carried out online in real-time, and the effectiveness of the automatic operation of the system is based on the customer database and results from the ability to accurately reach the target group. This system is especially recommended for companies with a built sales team and an extensive range.

Marketing automation

Technological development allows companies to lead bolder projects. One of them is marketing automation, which is implemented on the service’s website (usually an online store), and whose goal is to collect information about the behavior of users on this website. It should also personify the offer and effectively communicate with the client.

By means of cookies, a platform that supports marketing automation (Marketo, Exponea, Hub Spot, Salesforce and many others) matches the offer to the user. For example, if they are a person who has already visited the site and viewed, for example, men’s shoes – they will be transferred directly to this department on the next visit and the promotional offer with shoes will be displayed. Marketing automation also takes care of tailored advertising content and e-mail communication. Customers registered in the system receive matching emails. The whole process is carefully planned on platforms specialized in MA.

Marketing automation popular platforms:

  • HubSpot
  • io
  • InfusionSoft
  • Autopilot
  • Marketo
  • GetResponse
  • Drip
  • Mautic
  • Ontraport
  • SendinBlue
  • ActiveCampaign



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