The advent of the internet and permeation of the web has changed the world forever. The world today is wired to the internet and enjoys ever-increasing connectivity. It is no surprise to see a global shift in the strategic thinking within different sectors and businesses. The ever-demanding society is getting heavily dependent on the internet and web technologies. Businesses can run in real time in the virtual world and rely on online marketing for higher visibility and connectivity.

The transition from traditional marketing to digital or online marketing has changed the way people look for information and shop for products. The marketing landscape has moved most businesses across geographies and time zones. Market brands and companies rely on various digital marketing channels to promote their products and services.

Popular online marketing channels

This is an era of internet and a time for a competitive online presence. Thus, it becomes imperative for different businesses to understand what marketing online means and how to take advantage of this strategy. There are many digital marketing channels, and the brand or business need to pick the right channel that suits their needs and helps meet their objectives. Some of the standard marketing channels include Search Engine Optimization, Social Media Marketing, Email Marketing, Pay-Per-Click Advertising (PPC), Affiliate Marketing, Content Marketing, Online PR and Display Advertising.

• Social Media Marketing: promotes brands on numerous social media platforms such as Twitter, LinkedIn, Facebook, Instagram, and so on.
• Search Engine Optimization: Also referred to as SEO, the marketing strategy helps a brand gain visibility with the use of specific keywords.
• Pay-Per-Click Advertising: Also known as PPC, where the advertiser pays for every click of an ad and can monitor multiple ads in real-time.
• Email Marketing: The online marketing channel makes use of emails to reach the targeted customers and raise the visibility of a brand or business.
• Content Marketing: Quality content relevant to your brand and written in your niche can help raise the ranking of a website and generate more visits. Infographics, press releases, and blogs are some of the formats for content.
• Affiliate Marketing: Affiliate marketing works with affiliate marketers who operate on a commission basis and help raise online visibility of a brand.
• Display Advertising: Display advertising displays ads on numerous, websites, forums, blogs and so on. 
• Online PR: Online Public Relations is another favorite channel which a part of the overall marketing strategy of a business is.

Which marketing channel to pick?

How to decide which online marketing channel will work best for your brand or business? The kind of channel adopted by a business depends on multiple factors. Different marketing platforms are suitable for different types of business. For example, for B2B companies, social media platforms would not help much. Likewise, B2C businesses would not find LinkedIn rot be as useful as Instagram, Twitter or Facebook. Thus, one needs to understand their product and the targeted customer before choosing the right marking channel. Picking the right marketing medium can help generate leads and boost sales.

Benefits of online marketing:

• It can run 24*7.
• It is easy and instant to transact online.
• Multitasking ability.
• Low cost
• Convenient and quick service
• It can measure and track results 

If one has a sound online marketing strategy for their brand or business and can pick the right marketing channels, they will undoubtedly reach their business goals faster. However, irrespective of the marketing channel you choose and its importance, it is essential to monitor the effectiveness of your marketing strategy and channel. After all, not all digital marketing strategies will work with the same efficacy for the same business.