Digital Marketing: 17 Approaches that Drive Leads: Part 1

[Find more education pieces like this under Digital Advertising.]

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.

Part 2

  • Search Engine Optimization (SEO)
  • Local Search Engine Optimization
  • Data-Driven Marketing
  • Social Media Optimization
  • Content Automation

Part 3

  • Search Engine Marketing (SEM)
  • Influencer Marketing
  • E-Commerce / M-Commerce
  • E-Book Marketing
  • E-Book Marketing
  • Newsletters


Content MarketingContent Marketing

Definition: Content marketing is a form of marketing focused on creating, publishing, and distributing content for your targeted online audience.

Benefit: Content marketing attracts prospects and transforms prospects into your customers by creating and sharing free content ( but with high-value education ) through blogs, social media posts, newsletters and audio podcasts.

Benefit: Content marketing helps you create sustainable Brand loyalty, provides valuable information to consumers, which creates a willingness to purchase products from you due to the value seen in your Brand.

Social MediaSocial Media Platforms

(learn more social media)
Definition: Interactive computer-mediated technologies that allow you to spread your information, ideas, project accomplishments and other communication through the internet.

Benefit:  A key benefit is your ability to provide information to prospects and clients to learn about you conveniently in their space and their time.  And then, if you provide what they consider to be value, they can engage back with you with specific questions.

Benefit:  Most social media platforms have built-in data analytics tools which enable you to track the progress, success, and engagement of your posts or ad campaigns. The analytics allow you to refine, repurpose your message, or create a continuing series.

The four key B2B (Business to Business) platforms are:

LinkedIn:  Owned by Microsoft with 590 million registered members (Oct 2018 ) that uses a ‘gaited-invitation’ approach to create profiles and connections to build professional relationships.  It is the #1 reputed platform in terms to reach professionals through posts or advertisements.

Facebook:  Facebook continues to be the largest social membership platform with 2.2 billion users. Facebook makes money by making it possible to target your advertising to specific audiences, and to ‘mirror‘ a larger audience based through their ‘look alike‘ programs.

Instagram: Owned by Facebook, with 1.6 billion members, is a photo and video sharing platform that has the highest engagement relationship level and is the fastest growing social media platform.

YouTube: Owned by Google, YouTube is the second largest search engine (second to Google) whose platform purpose is to provide videos for both user-uploaded content but also for business’s sales messaging (video blogs) which can target advertising to specific audiences.

Email MarketingE-Mail Marketing

(learn more about e-mail marketing)
: Is the act of sending a commercial message or advertisement, to a list or your current customer base, with the objective to build loyalty, trust, or your Brand awareness.

Benefit: Email marketing has traditionally provided the highest ROI compared to all other advertising forms, due in part to the very low cost of delivering the message to a very specific audience, geography, or during a specific time period.

Benefit:  Email marketing is unlike other forms of platform communication in that you OWN the name list, with the knowledge that since they have directly engaged with you, you can continue to contact them, and presumably, they accept your message.

Architect Website DesignWebsite

(learn more about website design)
: Your website is a collection of related web pages which are typically identified with a single domain name, and published on a web server (learn about website hosting plans). A website may be accessible via a public Internet Protocol (IP address), or a private local area network (LAN), by typing in your domain name  (URL: uniform resource locator) that identifies your site. Your introductory page (the first page seen when they type your URL) is called the home page. All additional pages on your website are called landing pages.

Benefit:  Your website’s main purpose whether for information or commerce is to be THE hub of all traffic for your Brand.  It is therefore the single most important digital marketing tool that you can construct.  No matter how great your product, or other forms of communication you have, if your website is not a true indicator of your Brand, you will not be as successful as you could or should.

Benefit:  Your website can be constructed to talk to multiple Tribes (residential, commercial, industrial, government contacts) through your various landing pages, but your home page’s key purpose is to lead them to your intended message to that specific Tribe.

Video MarketingVideo Marketing with YouTube

(learn more about videography)
: YouTube is the second largest search platform after Google, with an audience of 1.5 billion users who view more than one billion hours of video each day.

Benefit:  It is estimated that over 80% of all internet traffic by 2021 will be video-related. It has been confirmed through many research companies that video-messaging has the highest conversion/selling rate compared to text or even text/graphic formats and has increased that conversion percentage each year for the past five years.

Benefit: There are six types of YouTube advertising approaches that offers different time lengths, opt-in formats, and display locations to reach your targeted audience:  ‘TrueView’, non-skippable, bumper, overlay, display and sponsored cards.

SMS MMS MarketingMobile Phone Marketing (SMS and MMS)

SMS:  Short Message/texting Service is a direct marketing, text messaging service component for approximately 3.5 billion active users on the telephone, internet, and mobile-device/smart phone systems. An intermediary service can facilitate a text-to-voice conversion to be sent to landlines.

Benefit:  an intermediary service can facilitate a text-to-voice conversion sent to landlines, sending specific targeted messages, to targeted audiences, in a specific time and geography.

MMS: Multimedia Messaging Service is a standard way to send messages that include multimedia content to and from a mobile phone over a cellular network.

Benefit: Unlike text-only SMS, MMS can deliver a variety of media, including up to forty seconds of video, one image, a slide show of multiple images, or audio.

Benefit:  The most common use involves sending photographs from camera-equipped handsets. Media companies have utilized MMS on a commercial basis as a method of delivering news and entertainment content, and retailers have deployed it as a tool for delivering scannable coupon codes, product images, videos, and other information.


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.

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