6 Types of Digital Marketing Materials Worth Mastering

Digital marketing is a massive and growing industry. Data from Statista predicts that worldwide spending will reach nearly half a trillion dollars by 2027. For businesses operating online, a strong digital presence isn’t optional. It’s the core way you drive potential customers to your store.

You need high-quality digital marketing materials, ranging from social media photos to landing pages, in order to succeed in ecommerce. Here’s how to create content and why it matters for your marketing strategy.

What are digital marketing materials?

Digital marketing materials are assets or pieces of content used to promote a brand online. This category includes any promotional material in a digital format, from a single product photo to a complete website. Unlike physical marketing materials like direct mail or business cards, digital marketing collateral exists only on screens. 

Creating collateral in a digital format is essential for online marketing efforts and offers key advantages, including access to a broad audience. With careful design, asset creation helps build a consistent brand identity across the web. 

6 types of digital marketing materials

1. Marketing emails
2. Digital ads
3. Organic social media and blog posts
4. Brand websites
5. Graphics and Infographics
6. White papers and case studies

Here are six types of digital marketing materials and their advantages so you can start creating marketing collateral that converts:

1. Marketing emails

Marketing emails include promotions, newsletters, re-engagement messages, and lead nurturing emails. These campaigns can drive sales, support customer retention, and communicate important company updates. The goal is to keep your readers in the loop and offer them desirable, actionable assets. According to a Litmus survey, 87% of business leaders say email marketing campaigns are a critical part of their company’s marketing strategy.

Marketing emails often include multiple pieces of brand collateral, like product images, banners, logos, and brand copy. In the example below, Allbirds uses an image of an early product prototype to share the brand’s story and introduce its new product, the Wool Runner-NZ. Highlighting the company’s history builds brand authority by explaining the mission behind product decisions and deepens connections with the audience.

2. Digital ads

You can place digital advertisements on websites, on social media platforms, or in search feeds to increase brand exposure. 

Digital advertising platforms include marketing reporting tools to help you understand content performance and learn more about consumer browsing behavior. For example, ad campaign analytics can reveal audience demographics and peak engagement times. Digital ads can be video, image, or text-based. Building a digital ad often requires creating or reusing other marketing materials. 

In the example below, activewear company BetterMe used an Instagram Story ad to attract new customers with a free workout program. 

3. Organic social media and blog posts 

In 2025, more than 5.6 billion people used social media. Content marketing on various platforms can help you access facets of this massive audience. While you can pay for ads on these platforms, you can also generate organic traffic by creating viral, highly shareable content and campaigns. 

Organic marketing assets like blog articles and social media videos can educate consumers and boost brand awareness by sharing useful information. With consistent effort, organic social media posting can help brands build an authentic brand voice and earn meaningful consumer engagement when consumers read, recall, and interact with their content. This approach can be time-consuming. Creating engaging content requires creative investment, and posts may not find an audience immediately.

In the example below, natural deodorant brand Wild used social media content marketing to explain its compostable packaging. The brand paired an educational caption with an image of the material in various states of decomposition. Using an eye-catching image helps this post capture user attention and get its message across. 

4. Brand websites

Your company website is one of the primary ways consumers interact with your business. It’s where they browse items, access product information, and make purchases. 

Think of it as the center of your marketing ecosystem. Most of your other digital marketing materials, including ads and social media posts, drive consumers to your website to complete transactions. Websites include multiple creative assets—like copywriting, graphic design, and user experience (UX)—to express brand identity and encourage conversion. 

Bedding and home goods company Parachute built a cohesive brand experience on its website. The logo, color palette, and animated banner image express the brand’s identity and appeal to consumers.

5. Graphics and infographics 

Graphics and infographics are visually appealing tools for conveying information. They can educate consumers, simplify complex data, and make content more engaging. These materials are especially useful for explaining processes, highlighting key features, presenting statistics, summarizing content, or illustrating comparisons. Businesses often use them on websites, blog articles, and social media posts to communicate more effectively and capture attention.

In the example below, high-protein cereal company Magic Spoon used a graphic to show how its products compare to traditional options. The simple chart structure makes it easy to identify the differences. 

6. White papers and case studies

Creating and sharing in-depth reports like white papers and case studies can establish brand authority and explain your product’s value. Shopify, for example, created a library of case studies to show the real results businesses achieve with the help of Shopify products. When potential customers read and learn from these materials, they can better understand how their business can grow with Shopify. 

Business-to-business (B2B) companies often use these media materials to generate leads by offering access to reports in exchange for prospective customers’ email addresses. Lead generation can help grow your email subscriber base for future campaigns.

Tips for creating effective digital marketing materials

• Use responsive design principles
• Consider text legibility
• Tailor your content
• Track engagement

Here’s how to design high-quality digital marketing materials to get the most out of your online marketing efforts:

Use responsive design principles 

Mobile users accounted for just over 60% of web traffic in 2025. That means 60% of people are browsing on their smartphones, while 40% are split between tablets and computers. In other words, you need digital marketing materials designed to fit all three types of screens optimally. 

These devices vary in screen size and navigation systems. Responsive design principles ensure your digital marketing materials display properly across all devices, preventing illegible images and overlapping elements that damage user experience. Modern website builders, like Shopify, help you implement responsive design features automatically.

Consider text legibility 

Screen size, resolution, and brightness all affect text appearance. The best fonts for websites are typically easy-to-read, sans-serif fonts, but relatively simple serif fonts work as well. Ornate, script-style fonts are hard to read on screens, and web designers generally avoid using them. To ensure legibility, consider font size and contrast during the design process. A large font with an adequate contrast will be easy to read, even on a small mobile screen.

Tailor your content 

Digital marketing campaigns often involve multiple distribution channels. You can promote digital assets on social media platforms, in email newsletters, and as advertisements. These channels have different audiences and ideal image sizes. Use varied content formats and channels, tailoring your design and copy to each format to get the most out of your marketing materials. 

Brands often create multiple versions of the same concept for different platforms. For example, with video editing, a brand could create a vertical and horizontal cut of the same video—one for Instagram Story Ads and one for YouTube pre-roll ads. Adjusting the format to meet the platform’s needs ensures the best viewing experience for different target audiences. 

Track engagement 

Tracking consumer interactions is a primary advantage for digital marketing. It’s impossible to know exactly how many consumers look at a poster, but digital analytics platforms allow you to monitor the number of impressions, views, and clicks associated with your marketing assets. 

Tracking engagement isn’t just about counting your wins—you can learn from both successful and substandard ad results. Identifying high-performing assets and analyzing the creative elements that resonated with consumers helps marketing teams streamline their efforts and strengthen future campaigns. 

Build tracking into your strategy from the start by using UTM parameters for trackable links and adding tracking pixels like the Meta pixel or the Shopify pixel to ads and websites.