9 Different Digital Marketing Types: PPC, SEO, Content Marketing

Digital marketing covers a wide range of strategies that businesses use to promote products and services online. From SEO and PPC to email and social media, each channel offers unique ways to reach audiences, build visibility, and drive conversions.

Choosing the right digital marketing type for your business isn’t easy. A study by Outreach Monks found that 70% of marketers prefer SEO, while 30% lean toward PPC. Others swear by email or social media. The truth? High-performing brands don’t pick just one—they combine multiple channels to reach their goals.

That’s where landing pages come in. No matter which digital strategy you use, landing pages give each campaign a focused destination that turns clicks into conversions. Whether it’s a paid ad, a blog post, or a promo email, sending users to a tailored page improves results, keeps messaging consistent, and makes performance easy to track.

In this article, you’ll learn how each digital marketing type works, how brands use them together, and why landing pages are the key to turning strategy into measurable success.

What Is a Digital Marketing?

Digital marketing is the promotion of brands, products, or services through online channels. It uses strategies aimed at connecting with target audiences, driving traffic, and generating leads or sales. Key digital channels include search engines, social media, websites, email, and mobile apps.

The main difference between digital and traditional marketing is measurability. For example, a billboard promoting a service doesn’t show how many people saw it or became customers because of it. Without that data, you can’t calculate ROI or decide if the campaign was worth the cost.

In contrast, digital marketing allows real-time tracking of each campaign. Businesses can measure website traffic, user engagement, conversion rates, and visibility. Using analytics tools, they can see what works and what doesn’t. This makes ROI calculation clearer and improves future decision-making.

Digital marketing is essential in modern business. It helps brands stay competitive and adapt quickly. It also allows more direct, personalized engagement with customers.

What Are the 9 Different Types of Digital Marketing?

The most popular digital marketing types include search engine optimization (SEO), pay–per–click advertising (PPC), social media marketing, content marketing, email marketing, affiliate marketing, influencer marketing, video marketing, and conversion rate optimization (CRO).

1. Content Marketing

Content marketing focuses on creating and sharing useful, relevant content to attract and retain a target audience. Its goal is to drive customer action by building trust over time.

Best for:

• B2B companies
• Small businesses and startups
• eCommerce and retail
• Service-based businesses

Used to:

• Maintain customer engagement
• Build brand awareness and authority
• Educate and nurture leads
• Improve SEO and drive organic traffic

Marketers can use formats like blog posts, videos, infographics, ebooks, podcasts, webinars, and social media posts. For example, HubSpot’s “My First Million” guide targets a niche audience with focused, valuable content. The landing page encourages action by offering relevant, persuasive information.

Their strategy included content creation, keyword targeting, and landing page optimization—resulting in higher traffic and lead generation.

Key benefits:

• More website traffic
• Better search engine rankings
• Higher-quality leads
• Stronger brand recognition and trust
• Improved industry authority

Consistent, high-quality content helps businesses become more visible in search results and builds long-term credibility with their audience.

2. SEO (Search Engine Optimization)

SEO focuses on improving a website’s visibility in search engine results by making it more relevant, accessible, and user-friendly.

Best for:

• Small and medium-sized businesses (SMBs)
• eCommerce stores
• Content-based websites
• B2B companies
• Service providers

Used to:

• Drive organic traffic
• Build long-term visibility
• Boost credibility and trust
• Reach local customers

Unlike paid ads, SEO delivers long-term value. It offers steady traffic growth, better ROI, and stronger user experience. While paid campaigns stop producing results after they end, SEO keeps driving traffic over time. A well-optimized site earns user trust and strengthens your brand.

SEO includes:

• On-page SEO – optimizing content, keywords, and page structure
• Technical SEO – ensuring the site is crawlable and fast
• Off-page SEO – gaining high-quality backlinks

Example:
Airbnb uses localized SEO by adding local keywords, translating listings, and customizing content for regional audiences. This improves its visibility in local search results and increases user engagement.

Key benefits:

• Sustainable traffic growth
• Better rankings and discoverability
• Cost-effective lead generation
• Stronger brand authority

Expert Tip

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Adrian Dąbrowiecki

SEO Growth Leader

3. PPC (Pay-Per-Click)

PPC is a paid advertising model where businesses pay each time a user clicks their ad. It’s widely used in search, display, and social media ads and delivers quick results—ideal for driving traffic, leads, or sales.

Best for:

• eCommerce stores
• Startups and new businesses
• Local businesses
• B2B companies
• Seasonal or time-sensitive campaigns

Used to:

• Generate instant traffic and leads
• Reach targeted audiences
• Promote time-sensitive offers
• Increase brand awareness

Popular PPC platforms include Google Ads, Microsoft Advertising, Meta Ads, and X Ads. These platforms offer various ad types—search, display, or video—and work on a bidding model. The goal is to create relevant, high-performing ads that reach the right audience and deliver a strong ROI.

Key to success:
Use well-chosen keywords, compelling ad copy, consistent landing pages, and effective bidding. For example, optimized Google search ads appear at the top of results, boosting visibility and driving conversions.

Main benefits:

• Fast, measurable results
• Precise targeting
• Campaign flexibility and control
• Scalable ad spend

Campaigns can be launched, paused, or adjusted as needed. PPC is ideal for businesses seeking fast growth and control over costs.

4. Social Media Marketing (SMM)

SMM uses social media platforms to reach, engage, and convert target audiences. By sharing valuable content, brands can build awareness, generate leads, and drive sales.

Best for:

• B2C companies
• Small businesses and startups
• eCommerce brands
• Influencers and personal brands
• Nonprofits and causes

Used to:

• Build brand awareness and community
• Boost customer engagement
• Drive traffic and conversions
• Launch new products or services
• Run targeted ads and retarget users

SMM includes content creation, audience interaction, and paid ads. Each platform offers tools to help brands connect with the right users and measure results. Businesses can monitor performance data and social conversations to refine strategies and discover trends.

Social media’s large audiences make it ideal for promoting new products or services. For example, carousel ads on Facebook let businesses display multiple products and target users by interests, behavior, or demographics.

Main benefits:

• Support for both organic and paid growth
• Increased brand visibility
• Better engagement and loyalty
• High lead generation potential
• Data insights for strategy improvement

5. Conversion Rate Optimization (CRO)

CRO – Conversion Rate Optimization focuses on increasing the percentage of website visitors who take a desired action—such as making a purchase or signing up for a newsletter.
Best for:

• eCommerce stores
• Lead generation websites
• SaaS companies
• Content publishers
• Startups and small businesses

Used to:

• Reduce cart abandonment
• Increase sales and leads
• Improve user experience
• Maximize ROI from existing traffic

Key CRO techniques include A/B testing, landing page optimization, mobile optimization, and analyzing user behavior. With the right data, businesses can adjust page elements to better meet user needs and boost conversions.

Core elements of high-converting pages:

• Clear headline
• Strong CTA
• Visual appeal
• Social proof
• Seamless user flow

For example, optimized landing pages that highlight value and remove friction lead to higher engagement and conversion rates.

Main benefits:

• Higher conversion rates
• Better UX and customer satisfaction
• Stronger ROI without added ad spend
• Data-backed website improvements

CRO is ideal for businesses with steady traffic looking to convert more visitors into paying customers. It helps increase performance without increasing budgets.

6. Email Marketing

Email marketing offers a direct, personalized way to reach target audiences. It helps nurture leads, retain customers, and promote products or services.

Best for:

• eCommerce businesses
• B2B companies
• SaaS providers
• Service-based businesses

Used to:

• Nurture leads
• Deliver targeted content
• Promote products and offers
• Build long-term relationships
• Drive traffic and conversions

Email is ideal for guiding users through the sales funnel with timely offers and useful content. Personalized, consistent communication builds trust and loyalty.

Example:
An eCommerce newsletter promoting seasonal deals increases engagement and encourages purchases by showcasing relevant offers.

Key benefits:

• High ROI
• Trackable performance
• Audience segmentation
• Easy automation and scheduling
• Cost-effective customer retention

With tools like automation and list segmentation, businesses can send relevant messages at scale. Email remains one of the most efficient digital marketing channels.

7. Affiliate Marketing

Affiliate marketing involves partnering with individuals or platforms who promote your products in exchange for a commission on each sale or lead they generate.

Best for:

• Digital products and SaaS companies
• eCommerce businesses
• Content creators and influencers
• Niche brands
• Small and medium-sized businesses (SMBs)

Used to:

• Expand brand reach
• Drive sales and revenue
• Generate qualified traffic
• Build credibility through trusted promoters

Affiliates promote products using unique tracking links. Businesses only pay when results are delivered, making it a low-risk, performance-based strategy. Affiliates often have loyal audiences, which helps boost trust and conversions.

Example:
Skyscanner uses affiliate marketing by recommending travel services like hotels and flights. These appear in SEO-driven content, and partners pay for each successful booking through Skyscanner’s site.

Key benefits:

• Stronger brand trust via third-party endorsements
• Scalable promotion
• Pay-for-results model
• Increased reach and visibility

8. Influencer Marketing

Influencer marketing involves partnering with individuals who have a loyal following to promote your products or services.

Best for:

• B2C companies
• eCommerce brands
• Startups and emerging brands
• Luxury and lifestyle businesses
• Niche markets

Used to:

• Build brand awareness
• Drive engagement and trust
• Increase sales and conversions
• Launch new products
• Reach specific audiences

Brands work with influencers who match their values and audience. These collaborations often result in content that feels authentic and drives action.

Example:
A florist influencer promotes a floral brand on Instagram, using engaging visuals and personal storytelling to connect with followers.

Key benefits:

• Authentic endorsements
• Highly targeted reach
• Increased engagement
• Strong brand visibility

This strategy is ideal for brands wanting to connect with specific customer segments through trusted voices.

9. Video Marketing

Video marketing uses video content to promote products, explain services, and engage audiences. It’s one of the most powerful and popular digital marketing strategies.

Best for:

• Startups and tech companies
• Educational platforms
• Service-based businesses
• eCommerce and retail brands
• B2B companies

Used to:

• Demonstrate products or services
• Build brand awareness and connection
• Educate audiences
• Boost engagement and reach
• Drive traffic and conversions
• Improve SEO rankings

Businesses use videos for tutorials, product demos, testimonials, and storytelling. This format simplifies complex topics and captures attention quickly.

Example:
Brands post short videos on platforms like TikTok, YouTube, or Instagram to explain products or services and encourage action. Webinars and explainer videos help inform and convert viewers.

Key benefits:

• High engagement rates
• Stronger SEO performance
• Higher conversions
• Sharper brand identity
• Effective education and retention

Search engines favor video-rich pages. Adding video can improve visibility, increase time spent on site, and strengthen brand credibility.

How Landing Pages Fit Every Digital Marketing Type?

Landing pages fit every type of digital marketing because they give each campaign a clear, focused place to convert. Whether it’s clicks from ads, emails, videos, or social posts, a landing page turns that attention into measurable results—sign-ups, leads, or sales.

In content marketing, blogs build trust, but landing pages drive conversions. Offer a lead magnet—like an eBook or webinar—in exchange for contact info. Use one landing page per offer to keep things clear and track what works.

In SEO, landing pages help rank for long-tail keywords tied to user intent. They bring in targeted traffic and convert better than blog posts or homepages—if they’re fast, mobile-friendly, and match the search intent.

In PPC, they’re a must. Google Ads favor relevance. Sending users to a homepage hurts your Quality Score and raises costs. A tailored page with aligned messaging improves conversions and lowers CPC.

In social media, landing pages guide clicks toward action. Instead of dropping users on a generic site, send them to a page built for that campaign—mobile-first, clean, and goal-focused.

In email, every CTA needs a clear next step. A landing page continues the message from the email and focuses on one goal—like sign-ups or event registration. UTM links show what drives results.

For affiliates, branded landing pages improve conversions and stay on message. Custom pages per partner build trust and make tracking easier. Let them test versions to boost ROI.

With influencers, landing pages let you measure more than likes. A custom page (with a promo code) tracks performance and speaks directly to their audience.

In video, don’t just show—convert. Link the CTA to a page where viewers can act right away, like starting a free trial. Keep it fast and focused.

How Do Landing Pages Integrate with Different Digital Marketing Types?

Landing pages play a key role in digital marketing by converting traffic into leads or customers. These pages are designed to focus user attention and encourage a specific action.

How they integrate with different strategies:

• Content Marketing: Converts readers into leads through gated content, offers, or newsletters.
• SEO: Attracts organic traffic through search-optimized, relevant landing pages.
• PPC: Directs paid clicks to pages aligned with ad messaging for better conversion.
• Social Media Marketing: Sends users to campaign-specific landing pages for events, offers, or product launches.
• CRO: Uses testing and data to refine landing pages for better performance.

Landing pages work with each strategy to increase leads, boost sales, and improve user experience. They give users a focused path and help marketers track campaign success.

That’s why you should craft a landing page for every digital marketing campaign. With Landingi, the best landing page platform, you can easily boost your online presence by creating effective landing pages. It offers:

It offers:

• A drag-and-drop builder
• 400+ customizable templates
• SEO-friendly and responsive design
• AI-powered content generation
• Form builder for lead capture
• 180+ integrations for CRM and email tools
• A/B testing and event tracking
• Support for 29 languages for localized SEO

Whether you’re running a PPC campaign, launching a product, or capturing leads, Landingi helps optimize landing pages for higher conversions.

Connect Every Marketing Type with High-Converting Landing Pages

Digital marketing offers a range of strategies, each with specific strengths. PPC delivers quick results, while SEO and content marketing build long-term growth. Together, they form a well-rounded approach to reaching your goals.

An effective strategy combines tactics like social media, email marketing, and CRO to improve visibility, engagement, and conversions. But none of these efforts matter without a place to convert — that’s where optimized landing pages come in.

Use tools like Landingi to create focused pages that support your campaigns, capture leads, and drive results. Try now!!