11 Cost-Effective E-marketing Types

By Indeed Editorial Team

Published May 25, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Effective marketing strategies help companies reach customers who are discerning with their purchasing power. E-marketing can businesses successfully engage their target audience. It can also help connect them to customers who factor company values and brand image into their buying decisions. In this article, we look at what e-marketing is, discover why it's important and explore 11 cost-effective e-marketing types that can help you reach your audience and increase revenue.

What is e-marketing?

E-marketing is an advertising discipline that includes all marketing activities conducted by a business online using an electronic device or the internet. Other names for this type of marketing include internet marketing, online marketing, digital marketing or web marketing. Within this framework, a business uses modern media and technologies to attract new customers, keep current customers and build a brand identity. There are many online tools a business can use for e-marketing based on your business goals, products, capacity and target market.

Related: E-marketing vs. Digital Marketing: What's the Difference?

Why is e-marketing important?

It's important to have an effective e-marketing plan in place for your business to keep up with growth and changes in your customers' technology use. Here are some other reasons e-marketing is so important:

Online customers

People search the internet daily to find a variety of information about businesses, products and services. E-marketing is valuable as it allows you to reach and target those people who are already using electronic devices and the internet to interact with companies.

Alternative communication channels

E-marketing helps you communicate better with your target audience. Reaching customers through digital marketing channels makes finding your contact information simple. Browsers can then call, chat, message or email your business with questions right from their devices. When you reply, you start t wo-way communication, which builds relationships and helps your audience see your company as a valuable source of information. This may help non-customers become clients.

Personalized marketing and customized experiences

People who find your business online may contact your company for different reasons. E-marketing enables you to personalize your advertising strategies and create customized experiences that target your audience's best interests. Personalized e-marketing helps you deliver a better experience for new leads, which can convert them into loyal customers.

Quality traffic

When used effectively, e-marketing can help you reach the right leads at the right time and drive them to your website or online store. You can get very precise with your targeting, ensuring you reach people you know are interested in your business. E-marketing allows you to target leads by demographic information, hobbies, interests and spending habits.

Brand visibility

E-marketing tools and strategies allow you to increase your brand's visibility and make people more familiar with your business. When people interact with a business or brand repeatedly, it begins to feel comfortable and familiar. People are more likely to choose a business they're used to when making a purchase. Leads can also access your business website and social media channels at all times, significantly increasing your visibility.

Campaign variety

With e-marketing, you can run multiple marketing campaigns through various channels at once, maximizing your reach. The internet gives businesses the capacity to take on lots of customers and still provide a quality experience. Most business websites can handle many customers and multiple transactions simultaneously, which allows you to grow your business quickly.

11 types of e-marketing

Here are 11 cost-effective e-marketing strategies you can use to market your business online:

1. Search engine optimization (SEO)

Search engine optimization, or SEO, involves structuring or editing your website to improve its placement in search results for free. The goal of SEO is to get search engines to rank your website as high in the results as possible for specific keywords or phrases. Additionally, you're trying to train the search engines to recommend your content as a solution to a user query.

SEO uses on-page factors like design structure, user experience and content as well as off-page factors like backlinks and social shares to communicate with the search engine program and provide information about the site's purpose. Well-executed SEO helps businesses reach their target audience and rank above competitors in search results, which can lead to attracting more customers and increased sales.

2. Email marketing

Email marketing involves creating a subscriber list or database of targeted prospects and then marketing a product or service to them via email. Email marketers can specifically target segments of those email lists and craft tailored correspondences to increase conversions.

3. Influencer marketing

Influencers are individuals with a large social media following who promote products or services for a fee. Influencer marketing takes place when a company contacts one of these people and creates a partnership. The influencer receives monetary compensation or products and services in exchange for creating or sharing content about a specific business with their followers.

4. Affiliate Marketing

Affiliate marketing is an e-marketing strategy involving three parties: the product owner, the affiliate marketer and the end consumer. Affiliate marketers select a product and then promote it for the owner using blogs, videos or advertisements. The consumer can buy the product online, using a link supplied by the affiliate, usually at a discounted price. The affiliate marketer can get paid a predetermined commission on each sale.

Related: Complete Guide To Affiliate Marketing

5. Reputation marketing

Reputation marketing is an e-marketing strategy that uses social media and customer review platforms to boost a business's reputation and increase sales. With more people taking part in online shopping since the invention of the internet, online reviews and referrals have become a source of product endorsement and recommendations for consumers. Reputation marketing involves building a brand's image by encouraging customers to post positive reviews on specific platforms and social media.

6. Video marketing

Video marketing uses moving media to raise awareness, increase engagement and drive sales on digital and social channels. It overlaps with content marketing and plays a significant role in e-marketing, allowing businesses to reach their audience with a different medium. Video marketing is a very effective way to capture the attention and emotions of your target audience and promote your product or service.

7. Instant messaging marketing

Instant messaging marketing allows businesses to reach their target audience promptly and effectively. This marketing strategy uses real-time chat platforms for customer support, to promote special offers and send notices. This type of marketing gives customers another option for communicating immediately with a customer service representative rather than calling a phone number or communicating in an email chain.

8. Content marketing

Content marketing is the creation and distribution of free, informative content. The focus of this type of marketing is on communicating information with customers rather than selling a product. Businesses aim to attract and keep a specific target audience by providing valuable, consistent knowledge. Content marketing can be one of the best e-marketing types for a business website because search engines rank websites based on the information on each page. The more high-quality content you have on your website, the more opportunities you have to appear in search results, making it easier for people to find your business or product.

Related: 32 Helpful Content Marketing Tips

9. Conversion rate optimization (CRO)

Conversion rate optimization, or CRO, can play a significant role in the overall success of any internet marketing strategy. It is the process of increasing the percentage of website visitors who take a desired action, known as a conversion. What counts as a conversion differs from business to business and could be anything from completing a form to making a purchase.

It's possible that in every step a customer takes toward a conversion, some will abandon the process. CRO aims to reduce the number of customers lost by understanding how they experience a website, what actions they take and what's preventing them from taking the next step toward a conversion. With this data, CRO specialists can optimize the website to maximize conversions at each stage.

Related: Conversion Rates 101: How To Calculate, Track and Optimize Conversion Rates

10. Social media marketing (SMM)

Social media marketing is the use of social media platforms to promote a business and connect with customers. It is a cost-effective form of marketing because most social media platforms allow businesses to create profiles for free. SMM experts use s ocial media marketing not just for sales, but also to build brands. This method can be effective to increase engagement, build relationships, compile market research, showcase products and celebrate achievements of an organization.

Related: Creating a Successful Social Media Marketing Strategy

11. Pay-per-click (PPC) advertising

Pay-per-click (PPC) advertising is an e-marketing strategy that helps businesses gain site visitors and sell more products or services by paying for advertising space on search engines and other websites. When used properly, this strategy can increase traffic to a specific site or page. Pay-per-click advertising allows you to pay as you go, only when someone clicks on your advertisement.

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