Anchor Links

Reading time: 8 minutes. Digital Marketing Digital marketing is your management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a key Tribe. Your digital content needs to be consistently updated and added to in order to influence your customers’ behavior.

The 17 approaches will be bullet point in an overview-summary purpose for a quicker reading. The format in all three parts, listed below, is to give you both a definition and the key benefits that the approach can deliver for you and make your business more successful. The purpose of these three articles is to help you understand the basics of digital marketing in order to ask more directed questions of AMS and to understand the value that we recommend to you.


  1. Search Engine Marketing (SEM)

Definition: a form of internet marketing that promotes and increases your website visibility in search engine results pages (SERPs) primarily through paid advertising.  SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC, or what you pay each time a visitor clicks on your ad ) listings.

Benefit: Keyword research and analysis helps you to optimize your website with three steps:

  • Ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will generate and convert traffic.
  • Search perception impact describes the identified impact of a brand’s search results on consumer perception, including title and meta tags, site indexing, and keyword focus.
  • Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed by search engines (saturation) and how many backlinks the site has (popularity).

Benefit: Search engine marketing is a way to create and edit a website so that search engines rank it higher than other pages. It should be also focused on keyword marketing or pay-per-click advertising (PPC). The technology enables advertisers to bid on specific keywords or phrases and ensures ads appear with the results of search engines.

  1. Influencer Marketing

Definition:  focus is placed on influential people rather than the entire target market. It identifies the individuals who have influence over potential customers and provides specific content and marketing activities around these influencers.

Benefit: Influencer content may be framed as testimonial advertising where the influencer takes the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, and professional advisers).

Benefit: Referral, or recommendation marketing, provides over an 80% conversion rate as a recommendation from an influencer is often more valued than directly from you.

  1. E-Commerce / M-Commerce

Definition: is the activity of online retailing of buying or selling products or services on technologies as mobile/smart phones or thru apps ( m-commerce ) or e-commerce ( computers and laptops ) or email ( email-commerce ) including electronic funds transfer, transaction processing, electronic data interchange ( EDI ) and automated data collection. This retail activity can come from your direct efforts or through third-party facilitators.

Benefit: e or m-commerce can be conducted without the fixed costs of a brick n’ mortar, with 24/7 convenience, tailored to any specific Tribe, with a tailored offer.

Benefit: When managed by an e-commerce website ( like Woo Commerce from Word Press ), you are able to sell a wider assortment of goods and services directly to your intended Tribes, often controlled with pins or membership numbers.

  1. E-Book Marketing

Definition:  is a digital book publication consisting of text, images, or both, in a PDF or article format, readable on their computers, tablets or smart phones.
Compared to print books, where readers increasingly browse through images of the covers of books and selecting and ordering titles online; the paper books are then delivered to the reader by mail or another delivery service. With e-books, users can browse through titles online, and then when they select and order titles, the e-book can be sent to them online or the user can download it.

Benefit: Because e-books can provide detailed information with increased comfort (as they can buy from home or on the go with mobile devices), you can reach your core Tribes even in the worst of weather, at ‘ off-hours ‘, controlled by you, or though marketing automators.

Benefit: Once you find the topics that your core Tribes prefer, you can continue to reach them consistently as they value each addition in your topic series. With a top-of-mind Brand preference to your e-books, this ‘ learned preference ‘ will drive them to choose you once they need your service.

  1.  Podcasts

Definition: An episodic series of digital audio or video files which a user can download in order to listen to at a later date. It is often available through subscription, so that new episodes are automatically downloaded via web syndication to the user’s own local computer, mobile application, or portable media player.

Benefit: due to a subscription, syndicated or regularly scheduled format, you can maintain a consistent Brand Voice and Brand Story through content that your Tribe considers to be a ‘necessity’ to their lifestyle.

Benefit: Your content can be created by your Tribe when you ask them for what topic they want to hear next, or, you can have a ‘reaction-cast’ by having an open line where a caller can respond to your content. This format creates a ‘necessity relationship’ with you.

  1. Newsletters

Definition: a printed report containing business news that is sent by email or mail regularly to all your members, customers, employees or people, who are interested in your service. Newsletters generally contain one main topic of interest to your recipients. E-newsletters are delivered electronically via email, but it can be viewed as spamming if it is sent unsolicited.

Benefit: Constant contact: you can keep your top-of-mind awareness, or your reputation as an authentic, topic expert, by sending scheduled content to your core Tribal members.

Benefit: By sending a ‘your response to our latest newsletter’, you can confirm to your Tribal members that you not only listen to their opinions and input, but build upon their feelings with your reaction. This builds a relationship of caring about their opinions.


The purpose of this three-part blog is to provide an overview summary of the many key digital approaches and platforms designed to help you improve your specific Brand Voice (how you say it) and your Brand Story (what content you say) that improves your Brand Image.

AMS understands all 17 digital marketing elements in this three-part series, and is able to help you improve your Voice, Story and Image. To learn more, please contact us with a call at 331-303-0959, or at to learn how we can help you to be more successful in 2019.

Together We Achieve Success.