With so many digital marketing strategies and channels today being touted as ‘the latest craze,’ it’s easy to get confused, especially if you’re just getting started in digital marketing platforms. On the upside, the basic principles behind choosing the right channel for your business stay the same regardless if you are advertising online or through traditional mediums.

First, you need to identify your target market, their needs, your solution to their needs, and then select the best channel to reach them. It is then essential that you create a message that will resonate with the consumer and a clear call to action.

When selecting the marketing channel or mix of channels that will give you the best return on investment, you should always consider frequency and reach. Measuring these two factors will provide advertisers with an idea of how often their message is communicated to potential audience sizes.

What Digital Channels are Available

To clear the haze from all the new digital marketing channels emerging, we’ve curated a list of options that have proved themselves useful across different industries and business sizes. Each channel has advantages and limitations in creating an effective digital marketing campaign.

digital marketing channels

Pay-Per-Click Advertising (PPC)


This channel is utilised to deliver highly targeted advertisements based on the online behaviour of potential customers within a relatively short period of time. This auction-based model of digital marketing revolves around how much an advertiser is willing to pay for visits to their site. The most popular form of PPC is search engine advertising. This allows advertisers to bid for ad placements in a search engine’s paid ads section whenever someone searches for specific keywords or search terms.

When executed well, the cost of ad placement can be considered minimal if it results in a visit to your website and then converted into a sale resulting in profits. Despite being payment-based, advertisers still have full control over their budgets; you can set how much is spent per day, week, or month.

Effective PPC campaigns will rely on well-planned keyword research and engaging content. From building brand awareness to direct product and service promotions, PPC campaigns remain one of the most utilised digital marketing channels due to their time-tested efficacy and good ROI.

Search Engine Optimisation (SEO)

As opposed to paid placements, SEO presents an organic strategy to climb to the top of search engines’ ranks. Applying SEO principles is essential for any entity looking to thrive online because organic search can be arguably the most valuable digital marketing channel available.

Whether it’s a start-up, a local entity, or a global brand, a business will need SEO once it decides to engage in an online presence. Organic search traffic is not one to be taken lightly. According to a study, the first organic Google search result gets 33% of total traffic, further highlighting the importance of being recognised by search engines as relevant.

The countless number of SEO techniques used to improve search rankings can be grouped into three main categories.

  • On-Page SEO involves working on the individual pages of a website to bank on specific keywords and increase its appeal to search engine algorithms. The practices involved in this approach includes keyword research and keyword-oriented copywriting. The primary purpose of which is to help search engines better understand the page’s contents to give them higher ranks.
  • Off-Page SEO works on building a website’s online reputation by establishing links to other high-quality sites. With local listings and directory management, and link building, search engines will recognise the optimised website as a reliable source of information and, in turn, give it higher search result rankings.
  • Technical SEO refers to optimising the website’s non-content aspects to improve user and web crawler experience to enhance search rankings. This category aims to improve the site’s speed, mobile platform optimisation, site structure, and security.

An effective SEO plan should incorporate all three categories to get into search engines’ good graces. Businesses should absolutely consider working on their website’s SEO quality to take advantage of the statistic that 93% of online experiences usually begin with using a search engine.  

Social Media Marketing (SMM)

The phenomenon, which is social media, is something that marketers should not miss leveraging. With more than 4 billion active social media users worldwide and increasing by 2 million every day, the sheer reach of these platforms is undeniable. Choosing the most appropriate social media platform for your business can be a jungle, and it’s easy to get carried away and think you need to be on all social media platforms. Here is an overview of some popular social media channels and how their features benefit certain industries.

  • Twitter

This relatively straightforward social media platform can be a stable jump-off point for most businesses starting to build a presence on social media. By providing a clutter-free means of direct, 2-way communications between companies and customers, Twitter quickly became a customer service industry’s favourite.

  • Facebook

By targeting the right groups and pages, businesses can reach out to just about any kind of general consumer. By being the most prominent name when it comes to social media, Facebook packs a big bag of tricks. From having its own marketplace and capacity for paid promotions to location-based searches and media-rich content, businesses from all industries have seemed to carve their respective niches in Facebook’s social space.

  • Instagram

Being centred around visual content, Instagram encourages brands to get creative or get left behind. From brick-and-mortar to e-commerce industries, Instagram provides a space where businesses can show off their creative skills to uniquely showcase what they are selling.

  • LinkedIn

If your brand aims to reach out to professionals and generate B2B leads, LinkedIn is for you. From influencers to marketing managers, all the way to company CEOs, creating a professional network centred around your industry is made possible through this social media site.

Quick Read: Which Social Media Platforms Should Your Business Use? – KDM

Email Marketing

Email is an inexpensive digital marketing channel that can offer a lucrative ROI for businesses. Some delighted companies have seen a significant 4,300% ROI from their email marketing campaigns, beating social media and content marketing altogether. However, it would be best to have an engaged database in place first to run an effective email marketing campaign.

Thus, this channel works alongside lead generation strategies that collect contact information, including email addresses, from potential customers. Granted the permission, digital marketers use this medium to send both existing and potential customers with product and company updates, along with other important information that could, in turn, lead to conversions.

According to this study, the independent market research firm Radicati predicts that by the end of 2023, the global number of email users will reach 4.3 billion. That is a considerably enormous audience for brand building, customer relations, and every other marketing message utilised in the campaign.

The Selection Process

These most utilised digital marketing channels can be used by businesses either independently or in conjunction. However, content should be developed for each platform and not simply posted across all channels simultaneously with the same message. You need to review each channel to determine which one/s best align with your current business goals. Whether it’s promoting brand awareness, lead generation, sales generation, customer relations, or traffic generation, there will always be a digital channel to fulfil your needs.

Another factor to consider is your business’s budget allocation. Is your company flexible enough for paid advertising, or should you focus on organic methods? Will there be a need to hire additional talents, such as content creators, web developers, or digital marketing specialists?

Keep in mind that when it comes to establishing a holistic digital marketing campaign, the best way is to combine the available tools and resources to harness their collective impact on your business’s growth and sustainability.

Let KDM be your Digital Partner

We are a digital marketing agency with a passion for driving businesses towards their goals. Whether you’re a budding start-up or an established business looking for new horizons, let our team of highly experienced digital marketing professionals implement a blend of industry-proven practices and innovative strategies that produce significant results.

We help businesses grow profitably with digital marketing that works. Let us find the right solution to drive your business forward.