Different Digital Marketing Efforts and How to Know What to Use

digital marketing efforts
Internet Marketing is currently being utilized by many companies who want to make it in the competitive scene and successfully bury their competitors. After all, there are a number of consumers who are always online searching for the perfect product or service to purchase. Nowadays, every company wants to engage in the different efforts of Internet marketing. These efforts are as follows:

Search Engine Optimization (SEO)

Search Engine Optimization may be the most widely-used approach by companies who have a tight budget. SEO includes free or organic listings in search engines through strategies that checks a site’s content and how relevant it is for the users. If the content and the site itself is useful, there’s a big possibility that it will rank high in search engine results.

Pay-Per-Click (PPC)

Pay-per-click efforts are those ads that appear in the top most or right side of search results. Although these ads would give faster results than organic listings, pay-per-click, as its name suggests, would mean that with every click of the ad/link, the company or person will pay Google a specific amount.

Social Media Marketing (SMM)

Social media marketing involves efforts in social media sites such as Google+, LinkedIn, Twitter and Facebook. This type of Internet marketing approach involves a different strategy as marketers should think of ways that will not only catch the attention of their potential leads but to also have them engaged with their contents.

Online Reputation Management (ORM)

Online reputation management, as per its name, is simply monitoring and creating strategies to either improve or manage the reputation of a brand or personality. It is also about countering bad feedback through reverse SEO—pushing sites with positive reviews up and pulling down those bad ones.


Branding is solely done to push a brand to be visible in search engines through combined efforts of different online marketing tools. This is usually done by startups or companies that don’t have any online presence yet.

Affiliate Marketing and Reselling

Affiliate Marketing and reselling simply involves purchasing existing marketing packages and selling or referring it to those who are in need of these services. The difference between being an affiliate and a reseller is that the latter only refer clients for a third-party online marketing provider and would receive commission with every sale while the former purchases these services from turnkey solution providers and add markups while claiming the service as their own.

Determining which Effort you Need

Despite the various tools that one can use for their online marketing, not all are applicable for all industries. With that being said, it is important to determine which tool you should use before wasting time, money and effort on one that you may not even be able to maximize.

In order to do this, you first have to find out where your potential customers hang out in the Internet. Are they more prone to browsing search engines or do they engage in social media sites?

By doing a keyword research on your targeted terms in Google Adwords and Google Trends, you would find out if you have potential clients looking for your type of product and/or service. Furthermore, utilizing the hashtag (#) tool in Twitter and Facebook as well as doing searches in the search features of social media sites, you would determine if you have leads in these types of sites.

Also, you have to consider where your business stands at this exact moment. Are you a startup that needs a boost to be visible? Then you would probably need SEO or Branding. Or do you already have an existing online presence that you would want to improve and maintain? Then you can use ORM or SMM. Hence, knowing your goal for your online strategy is very important in order to determine which effort you should utilize.

In conclusion, all of these marketing efforts are effective but not applicable to every industry which is why you first have to plan and determine your goal before taking any endeavor with online marketing in order to maximize these tools to your advantage.