What is a Channel in Marketing? Learn Digital Marketing in 2022

Digital marketing has revolutionized the world of e-commerce and services. Brands and businesses are in the rush to get exposure and attract potential customers in a market of over 4.66 billion active internet users worldwide. However, with so much competition and differences in budgets, brands should wisely choose the adapted marketing strategy.
There are different digital marketing channels and each of them is serving a specific purpose. This article will help you understand what is a channel in marketing and what are the different digital marketing channels that you should use for your business.

What is Digital Marketing?

In simple words, it's the marketing of our products and services using the internet. Like traditional marketing you need to answer the 3 questions that any marketer will face which are :

  • Know what to promote?
  • Know your audience?
  • How to promote?

Know what to promote:

If you are promoting a product, for example, you need to know your product, its strengths and weaknesses as you may need to answer some questions about it.
you need to figure out also how to present it and find the value proposition of your product that you will use for its promotion.

Know your audience?

You need to know what is your target audience, where to find them, what they do for a living, are you targeting males or females, what is the age range, its interests and behaviors. At this point, you need to have a clear idea of your target audience before starting any marketing strategy.

How to promote?

You need to know how to promote your products and what are the strategies and channels to use to reach your target audience.

What is a Channel in Marketing?

A channel in digital marketing is a way to reach your target market. It's a medium that will let you connect with your target audience. This era of new technologies has multiplied the opportunities for businesses to reach more potential customers. Unlike traditional marketing strategies where we had fewer possibilities and higher costs for advertising.

There are many different channels, and each has its own strengths and weaknesses. In the following we will unveil some of the most common channels:

Types of Digital Marketing Channels

Search Engine Optimization (SEO)

What is a Channel in Marketing? SEO Searh engine optimization

This strategy is based on optimizing your website to appear on the results of search engines and get free organic traffic. Its strength relies on the fact that any online user, without knowing your business or your brand, can find your website and read your article. It's your job then to keep him engaged with high-quality content.

This strategy is the most rewarding and sustainable one, but it requires a lot of work including website optimization, keyword research, backlinks building ... etc. Some tools like Semrush and Ahrefs provide a set of valuable SEO tools that can help you to boost your rankings and increase your traffic.

Content Marketing

7 Types of Digital Marketing Channels content marketing

Content Marketing is the process of creating and distributing valuable, informative, and useful content to attract and retain customers. It is a strategic approach that creates and delivers valuable content to help your business grow. It is essential for any business that wants to reach and engage customers online. It can help you create a more personalized experience for your customers, position your business as an expert in your field, and grow your online presence.

There are a few different ways that content marketing can work for your business. Content marketing strategies can include creating blog posts, creating video content, and creating social media content. These strategies can help you create valuable content that your customers will find useful. Once the content is created,  you need to find a way to distribute it. Distribution of content is a very crucial step to maximize reach and increase brand awareness.

Social Media Marketing

7 Types of Digital Marketing Channels Social media marketing

This marketing strategy relies on using social media platforms where you can either:

Create content:

Facebook posts, Instagram stories or youtube videos are among the ways that you can use to promote your products and services, you're basically creating content around your offers to raise awareness of your brand and promote your services.
There are some strategies and pitfalls that you should be aware of before posting on social media. For example, if you are promoting fitness equipment, avoid promoting your product in every post, you need to build trust first as customers buy from brands they trust. What you can do is to provide value, by posting a fitness tip then a recipe for example before promoting your offer in a third post or story.

Run ads:

You can bring your offers and services to the top of most social media platforms and increase your reach and exposure. Tiktok ads, Facebooks ads Pinterest ads ...

Email Marketing

7 Types of Digital Marketing Channels Email marketing

This strategy relies on gathering an email list that you can use to promote your services. Email marketing is also a highly rewarding strategy with high ROI rates, as you can promote several offers to the same list. But don't spam and remember to provide value before sending your offer email. There are multiple solutions like Convertkit, Getresponse and systeme.io that will let you handle email marketing with ease as they provide all the key components of a successful email marketing system, including opt-in forms, landing pages email sequences ...

Influencer marketing

7 Types of Digital Marketing Channels Influencer marketing

It is a good strategy for marketing, especially for e-commerce. Unlike traditional advertisement, the power of influencer marketing relies on the fact that you can be indirectly exposed to several products and offers while you are just following the daily shop routine of a female influencer for example. And you'll be doing that while you're widely smiling if you're enjoying the vlog of course.

So Influencer marketing is a very powerful marketing strategy especially if your target audience matches the influencer's audience. The crucial point here
is to find a good influencer to make the most of your deal, so you need to ensure the following:

  • Find an influencer in your niche.
  • Check the account age and engagement rate of the influencer. Some tools like SocialBlade can help you to check stats like account age and engagement rate of your influencer.
  • Understand that a single sponsored post won't do the job probably and that you need to post multiple times before convincing a potential customer.

Pay-Per-Click (PPC) Advertising

7 Types of Digital Marketing Channels PPC (Pay-Per-Click) Advertising

PPC, also known as Pay Per Click, is one of the oldest and most effective advertising mediums. With PPC, you can place ads on popular online search engines, such as Google, Yahoo, and Bing, and receive a commission for each click on your ad. PPC ads are typically bought on a per-click basis, meaning the advertiser pays only when a visitor clicks on their ad.

PPC can be a very cost-effective way to reach your target audience. When compared to other advertising mediums, PPC ads typically have the highest conversion rates (the percentage of visitors who actually complete a transaction after clicking on an ad).

Mobile marketing

7 Types of Digital Marketing Channels Mobile marketing

This strategy relies on creating a mobile app for your business, and by the way, if you don't have an app for your business you're missing a lot of opportunities. You can convert your website to a mobile app using websites like Appy Pie or hire a freelancer to create your app on websites like Fiverr. When a customer installs your mobile application, you'll have a free medium to use for promotion as you can send notifications and promote your offers for free.


Digital marketing channels are essential to any successful marketing campaign. By understanding the different types of digital marketing channels and how they work together, you can create a comprehensive plan that will help your business reach its goals.

There are a variety of digital marketing channels available, and each has its own strengths and weaknesses. It’s important to choose the channels that will work best for your business and target your audience.

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