Table 1. Combined categorisation of... | Emerald Publishing

Table 1.

Combined categorisation of digital marketing tools

Search ads	Display ads	Websites	Social media	Direct messaging
SEO & SEM: process of affecting the visibility of a website in a search engine’s search results, both paid and unpaid (“organic”)	Online advertising: provides the content and ads that best match to consumer’s interests, and allow the company to deliver the message about the products or services	Corporate site	Computer-based tool that allows individuals to create, share ideas, information and pictures (includes Facebook, Twitter, LinkedIn)	Email marketing: sending messages about products or services through email to an existing or potential consumer
PPC: uses search engine advertising to generate clicks to the website, using search engine marketing (SEM) to control paid ads	Affiliate marketing: the company rewards affiliates for each visitor or customer they bring through their own marketing efforts on behalf of the company	General online job boards, industry-specific job boards, regional job boards		Mobile text messaging: sending information about products and services to cellular and smartphones devices, in the form of text (SMS), pictures, video or audio (MMS)

Search ads	Display ads	Websites	Social media	Direct messaging
SEO & SEM: process of affecting the visibility of a website in a search engine’s search results, both paid and unpaid (“organic”)	Online advertising: provides the content and ads that best match to consumer’s interests, and allow the company to deliver the message about the products or services	Corporate site	Computer-based tool that allows individuals to create, share ideas, information and pictures (includes Facebook, Twitter, LinkedIn)	Email marketing: sending messages about products or services through email to an existing or potential consumer
PPC: uses search engine advertising to generate clicks to the website, using search engine marketing (SEM) to control paid ads	Affiliate marketing: the company rewards affiliates for each visitor or customer they bring through their own marketing efforts on behalf of the company	General online job boards, industry-specific job boards, regional job boards		Mobile text messaging: sending information about products and services to cellular and smartphones devices, in the form of text (SMS), pictures, video or audio (MMS)