Integrated Advertising, Promotion, and Marketing Communications: The 8th Edition of the Online Marketing Guide

The term “digital marketing” covers all of the marketing activities used in online mode.

However, “online marketing” is more focused on marketing activities performed online. In this context, “marketing” includes advertising, promotions, and other communications activities.

This guide will help you understand the different types of advertising and promotions strategies used in digital marketing, how to apply analytics to those strategies, and how to execute them.

Types Of Advertising And Promotions

There are four types of advertising and promotions you might encounter:

  • Display advertising
  • Affiliate marketing
  • Social media marketing (including LinkedIn marketing)
  • Content marketing (including Blogging)

Each type of advertising and promotions strategy is explained below.

Display Advertising

This is usually the kind of advertising you see when you visit a website or read an email. You interact with an advertisement, but it is not part of the page’s content.

These advertisements are called “display advertisements” because they usually appear in the form of ads that are displayed on an external website or in an email. This is also known as “banner advertising” or “advertisements served up by an ad server.”

The biggest difference between display advertising and other types of advertisements is that you are not performing an action (such as subscribing to a newsletter) in order to receive the content. You are simply viewing an advertisement that might be of interest to you.

These advertisements can be highly effective because they target the right audience and are relatively unobtrusive. This means people are less likely to disregard them as they would other types of advertisements. If someone clicks on an ad and makes a purchase, the advertiser pays the owner of the website. This is often done via a combination of performance marketing (tracking users’ activity for the sake of advertising) and pay-per-click (whereby the advertiser only pays when a user clicks on the ad).

Affiliate Marketing

This strategy, used widely on e-commerce websites, allows you to promote a product or service for the sake of a commission, typically from 5% to 15% of the sale.

For example, you sign up for an affiliate marketing program from Company A. They give you a special link that, when clicked by a user, brings that user to their site to make a purchase. Once the user makes the purchase, you get a commission.

This is different from traditional affiliate marketing in which you promote a product or service and earn a commission based on the sale you make. In order to be considered for an affiliate marketing program, you must first establish yourself as an expert in your field and then build up a reputation as someone people want to work with. This requires a lot of effort and research. It also helps if you can drum up some controversy or skepticism in your niche.

Social Media Marketing

This strategy, used primarily on social media platforms like Facebook, focuses on gaining as many followers as possible by engaging with your audience and encouraging them to engage with your content.

The main difference between social media marketing and traditional marketing is that you are not only trying to get people to like your content or engage with your brand. You are also trying to get them to do so on social media websites which, for many people, is a completely different ecosystem. It is generally accepted that the more active users you have on your social media networks, the better. This means you have to be careful about how much content you put out there.

The other major difference between social media marketing and traditional marketing is that you can much more quickly determine the return on investment (ROI) in social media. Because you are interacting with your audience in real time, you can see which pieces of content perform the best and, based on that, determine which areas you want to expand upon and which you want to scale back on. This is critical in an industry where many marketers are wasting money and resources on poorly performing tactics.

Content Marketing

This is essentially marketing through the creation and distribution of content, including articles, videos, and podcasts. It is performed through a mix of content marketing specialists, content strategists, and journalists.

In many ways, content marketing is a combination of traditional and digital marketing. It is traditionally “owned” by the marketing department because it is seen as “copy” that is distributable through various media channels, both traditional and digital. Journalists, bloggers, and copywriters who specialize in content marketing are in high demand and can, in many cases, command higher salaries than their counterparts in other industries. This is partly because content marketing is seen as a necessary evil in the digital marketing world (people are always creating content for the sake of content and many companies, especially those in SaaS mode, have moved to a freemium model, whereby they offer a basic version of their product for free and make money from additional features and/or subscriptions.).


This is the process of measuring and analyzing different media properties (websites, blogs, social media accounts, etc.) in order to determine the effectiveness of different marketing and advertising campaigns.

Media analytics software can help you track the effectiveness of your advertising and marketing campaigns by measuring a variety of metrics, such as the number of clicks, video views, and article downloads.

You can also use analytics to track the performance of your different marketing and advertising tactics, such as a particular blog post or social media campaign that you ran, the effectiveness of your email marketing, and the performance of your display advertisements.

You can use the data you collect to create more effective marketing plans and to optimize the performance of your existing campaigns.

The Mix

In addition to the four types of advertising and promotions described above, there is one more type of online marketing activity that deserves a mention:

Combining different tactics is common practice in order to generate more revenue and drive more traffic to your site or social media channels. For example, you might want to run an email marketing campaign and a content marketing campaign at the same time in order to gain more subscribers and make more money. You can also incorporate SEO and social media marketing into your email marketing strategy. The key is to make sure that you are not overdoing it and end up harming your own performance rather than enhancing it. This is where a lot of new businesses go wrong, they try to do too much at once and, as a result, end up wasting a lot of time and effort without seeing the desired results.

Choosing The Right Place To Market Your Product

When choosing where to advertise, you need to keep two things in mind. First, you need to decide whether you want to advertise on traditional media (such as TV, radio, and newspapers) or digital media (such as the web, mobile apps, and social media websites). Second, you need to decide whether you want to use paid advertising or free (or slightly paid) advertising. The best places to advertise your product or service are those that reach the largest audience (based on demographic information), are able to convert that audience into customers, and can help you reach the decision-makers in your industry.