Introduction to Online Marketing Types

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Marketing is constantly evolving in order to create new and innovative ways to reach their target audience. Online Marketing develops new techniques all the time to keep up-to-date with the rapid pace of changing technology and behaviour online. 

There are a lot of acronyms and buzzwords and it can be a little overwhelming

Boss: Samantha have you ensured the SEO strategy and keyword you have chosen to promote our Content Marketing through Social Media is correct and that you have optimised our Marketing Campaign in Google Tag Manager?



So we have put together an introduction to online marketing types to give you a helping hand.  In order to be as informative and concise as possible, things will get a little more formal here:

Content Marketing

Content Marketing describes the creation and sharing of relevant online materials with end users, who are typically consumers or prospective customers. Forms of content used in content marketing include, web pages, social media posts, articles, blogs and videos.

Content should include an outright or subtle call to acting to drive end users toward making a purchase or otherwise engaging with the product or service.

Denny’s Diner is a great example of successful Content Marketing. Instead of trying to sell directly to their audience they have a built a wonderfully weird and funny image through their content on their blog and Tumblr account. 

By creating fun and engaging content such as Denny’s people will not hesitate to share and interact with your post, therefore naturally maintaining an image as a fun brand.


Learn more about content marketing here:

Digital Marketing

A broad area encompassing all marketing that is accomplished using digital technologies. In practical terms, digital marketing is almost always associated with web-connected mediums such as mobile phones, tablets and display advertising. In addition to marketing products and services, digital marketing can also be used to integrate convenient customer support, strengthening the relationship with existing customers.

Digital Marketing takes a lot of the other categories here under its umbrella. Taco Bell developed a brave Digital Marketing campaign incorporating its Website, Social Media Accounts and App called #ItsOnlyInTheApp

Taco Bell was late launching their mobile ordering app and for that reason had to make a splash. On 28th October 2014, Taco Bell blacked out all of their website and social media accounts leaving people a message saying:


Get a deeper insight here:

Email Marketing

Often overlooked, email marketing has been ranked among the most effective types of marketing in recent surveys of marketing professionals. Marketing emails that include things such as a call to action, product information, appointment or service reminders and sale offers are sent directly to a current or prospective customers inbox. They key is to only send emails that are useful, engaging and desirable. 

Buzzfeed using email marketing effectively. By using intriguing subject lines and engaging content.


Learn more about email marketing:

Guerilla Marketing

Guerilla Marketing or Guerilla Marketing is accomplished by making an attention-grabbing splash. Examples include everything from graffiti on city buildings to publicity stunts such as flash mobs aka the ‘spontaneous’ gathering of a large crowd in a public space. Online, however, Guerilla Marketing is different. It incorporates the classic form of Guerilla Marketing into the Digital Marketing sphere. 

Find out more about guerilla marketing here:

Inbound Marketing

This form of marketing is about attracting customers via content and interactions that are engaging, relevant and helpful. Inbound Marketing should catch the user in a natural flow, not interrupt their intended activities. For example, an ad that blocks out the content on a news story to inform the user about a product is not how to properly conduct inbound marketing.

Inbound marketing can be done via one or a multi-channel campaign, using search engine marketing blogs, and social media.

There are four steps for successful inbound marking interaction:

  1. Attract
  2. Convert
  3. Close
  4. Delight

Learn more about inbound marketing here:

Online Brand Marketing

Brand Marketing provides the primary points of differentiation between competitors brands. Therefore making your product or service identifiable and creating a connection and communication with your audience through logos, colours, fonts, slogans, tones, etc.

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Outbound Marketing

The opposite of inbound marketing, outbound marketing initiates the interaction with the customer. Traditional sources of outbound marketing include television advertisements, newspaper and magazine advertisements, billboards, flyers, brochures, cold calls and, more recently, email blasts.

More information can be found here:

Search Engine Optimisation Marketing (SEO)

Search engine marketing, also known as search engine optimisation or search marketing, is the process of gaining traffic online through search engines. This can be done through organic search (optimising web pages and social media presence for searchability) or paid search (pay-per-click advertising). The advertisements you see on a Google search results page are examples of search engine marketing that has been paid for. Find out more about search engine marketing:

Find out more about search engine marketing:  

Social Media Marketing (SMM)

Social Media Marketing is the process of obtaining web traffic or attention through Social Media outlets. SMM can be carried out on platforms such as sharing short messages on Twitter, photos on Instagram, or the more robust options on Facebook which includes status updates photos, events and emotion reactions.

A great way to get people interested in your brand is to offer them something interesting and unique. Airbnb achieved this by running an Instagram competition called #treehousetuesday which showcased all their listings where you can spend the night in a tree. 

Airbnb Marketing

To learn more about SMM, check out:

Social Media Optimisation (SMO)

Closely related to SMM, social media optimisation (SMO) is the process of increasing the awareness of a product, brand, or event through the use of social media. A strong and engaging social media presence can help build links that support a broader search engine optimisation effort. Users often use search functionality on social media platforms to find relevant social media content.

At Rebrandly we often talk about Social Media Optimisation via our blog. We try to create engaging, informative and relevant content to share online. This is important but with Social Media comes a lot of tedious tasks that can be automated via platforms such as Zapier. Read more about our methods in the articles below:


Social Media Optimisation

Dig deeper here:

Viral Marketing 

Much like a virus moving through a vulnerable population, the goal of viral marketing is to spread information about a product or service through a population of likely consumers. Viral marketing is accomplished by creating the conditions for marketing collateral to be passed among social networks and other web spaces, increasing exposure. Classic examples of viral marketing include giving away free products to increase exposure and posting engaging and shareable videos to YouTube.

Paddy Power regularly uses viral marketing through an impressive mix of online and offline viral marketing through mischief and humour. One of many examples for Paddy Power is their Chav Tranquilizer video inspiration for this video was taken directly from their Facebook page and transformed into a shocking, funny and insensitive video.


For more info on viral marketing, see:

Word of Mouth Marketing

These days word of mouth marketing is intertwined with social media. Word of mouth marketing is actively influenced by marketers who encourage people to spread a desirable message about a product or service to their friends, family, and social media followers. Recent examples of word of mouth marketing include snack company Frito-Lay encouraging their consumers to “Do Us A Flavour” and design a new flavour of potato chips. The request resulted in over 3.8 million submissions and accompanying social media activity.

A great way to grab attention and get people talking is to surprise and delight. An effective way is through video. Dove released a video with the caption ‘You’re beautiful than you think’. They asked seven women to draw a sketch of themselves and compared it to a sketch drawn by FBI-trained forensic artist Gil Zamora to show the women focus on their flaws and then don’t realise how beautiful they really are.


Read this interesting article about why word of mouth marketing is so important here:

Samantha Owens
Content Marketing and PR Manager! An unexpected coin collector, untalented lover of sing songs and enjoys anything that could be considered a bandwagon! Linkedin: Rebrandly.Rocks/Sam Twitter: @sam_Rebrandly