AI in creation

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

• Reach

• Target audience engagement

• Engagement

• Conversion rates

• Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

• Complete control over content and design

• Measurability and personalization

• Integration of shop, blog, service, and more

  
  

Tips:

• Mobile optimization and fast loading times

• SEO-friendly structure

• Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

• How-to guides

• Case studies

• Industry trends

Success criteria:

• Relevance for the target audience

• Value added instead of advertising

• Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

• High personalization

• Direct access to the inbox

• Automated workflows and trigger emails

Examples:

• Welcome emails

• Product recommendations

• Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

• More organic traffic

• Higher visibility

• Long-term reach

Measures:

• Keyword optimization

• Content marketing

• Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

• Shares, comments, UGC (User-Generated Content)

• Influencer recommendations (without payment)

• Reviews and testimonials

Strategy:

• Create valuable content

• Activate the community

• Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

• High purchase intent of the target audience

• Fast visibility

• Real-time budget control

Typical formats:

• Text ads

• Shopping ads

• Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

• Image and video ads

• Stories & Reels

• Carousels, Collection Ads

Success criteria:

• Relevant creative content

• A/B testing

• Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:

• Large reach

• Retargeting options

• Branding & performance

Challenges:

• Banner blindness

• Ad blockers

• Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

• Facebook: 25–55 years

• Instagram: 18–35 years

Content types:

• Stories, Reels, Live videos

• Product ads

• Community posts

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b) LinkedIn

The most important network in B2B marketing.

Strengths:

• Expert positioning

• Employees as brand ambassadors

• Expert articles, infographics, studies

  
  

c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

• Trend-based marketing

• Challenges & storytelling

• Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

• How-to videos

• Product presentations

• Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

• Blogs, comparison portals, coupon sites

Advantages:

• Performance-based

• Measurable

• Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

• Instagram for lifestyle & fashion

• YouTube for tutorials & reviews

• TikTok for entertainment & virality

Important:

• Selection of suitable influencers

• Transparency and labeling

• Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

• Customer service

• Shipping information

• Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

• Mobile presence

• Personalized interactions

• Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

• Do not be present everywhere at the same time, but where it makes sense.

• Each channel needs its own content, tone, and objectives.

• Cross-media linking increases reach and effectiveness.

• Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

• Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

• Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

1. Increase Visibility: Keywords help to be found in the organic search results.

2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

3. Relevant Content: They form the basis for content that meets the needs of users.

4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

• Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

• Ubersuggest: Simple, free research with helpful metrics.

• SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

• AnswerThePublic: Ideal for finding questions and semantically related terms.

• Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

• Search Volume: How often is a term searched per month?

• Keyword Difficulty / Competition: How difficult is it to rank for this?

• CPC (Cost-per-Click): Relevance for paid advertising.

• Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

• To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

• To use semantic variants and related terms.

• To define a main keyword + complementary secondary keywords for each page.

• To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

• Broad Match: Ad appears for related terms.

• Phrase Match: Ad appears when the phrase is included.

• Exact Match: Ad appears only for that exact term.

• Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

• To understand search intent.

• To provide content with real added value.

• To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

• Homepage: "Buy Running Shoes"

• Category Page: "Women's Running Shoes"

• Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

• Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

• Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

• AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

• Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

• Focusing only on keywords with high volume, without relevance.

• Ignoring long-tail keywords.

• Creating multiple pages with the same keyword → keyword cannibalization.

• Over-optimization (keyword stuffing).

• No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

Click-Through Rate in Marketing – Metric for Attention and Interest

The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.

The formula is:

Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100

Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.

The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.

In various channels, the click-through rate plays an important role:

• Email Marketing: How many recipients click on the link in a newsletter?

• Search Engine Ads (SEA): How often do users click on a Google Ads ad?

• Social Media Ads: How many users interact with a sponsored post?

• Organic Search Results (SEO): How many users click on a search result?

To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.

Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.