4 Important Digital Marketing Channels You Should Know About
It goes without saying that a company can't do without digital marketing in today's world.
Here’s An Overview Of The Different Digital Marketing Channels That You Should Consider For Your Business.
Before you start planning an effective digital marketing strategy, you need to understand the different channels in digital marketing. Identifying what channels work best for your business and working on them will help you propel your business forward.
This channel involves designing graphical advertisements and placing them next to content on websites, e-mails and other digital format, and instant messaging applications. The advertisements can be text, images, audio or video clips, animation, or other interactive content.
While surfing the internet or going through your mails, you may often be presented with advertisements of all sorts. That’s exactly what display advertising is, but it’s important for your adverts to be relevant to what people are looking for. That’s because the success of a display advertising campaign is determined by calculating the number of clicks an advert receives given the number of times it was displayed to the consumer or made an impression on him/her.
You can target your adverts according to consumer behaviour, demographics, or geographic location. Say for example, you own a salon in Raleigh and are offering attractive discounts to locals, there’s no point in letting people across the continent know about the same. A digital marketing services Raleigh firm will be able to set up your adverts in a way that will be beneficial to your business.
With the help of analytics, it is possible to track the number of people who have seen your adverts or clicked on them, what a person did on your site after entering it, and the conversion ratio.
Display advertising not only helps you promote new products or offers, but it helps you increase your online presence and reach out to your customers. Display advertising can help drive leads and increase brand awareness too.
As the name suggests, you market your products or services to your targeted customers via e-mail. E-mail marketing is a great way to gain new customers or improve relationships with existing customers.
E-mail marketing campaigns are good for companies that may not be able to shell out a lot of dough for promoting their business. E-mail marketing also allows companies to promote other marketing channels effectively. However, building customer database and designing newsletters/e-mails can be very time consuming.
Furthermore, not all your customers may have the patience to go through your e-mails as most people have full inboxes. On the other hand, if you keep sending multiple e-mails, it may irk your customers and they may end up marking your e-mails as spam. Find the right balance and avoid sending e-mails that go with the line ’Do not reply’. Have a specific e-mail domain as communicating with your customers is of prime importance.
Social Media Marketing
Social networks like Facebook, MySpace, and LinkedIn, blogs, micro blogging websites like Twitter, forums, wikis or open encyclopedias, content communities like Flickr and YouTube, and podcasts are all forms of social media. All of these forms involve the building of networks or communities by allowing users to interact with each other.
Social media tools encourage users to share opinions, participate in discussions and engage with others in real time. As such, social media marketing can be the best way to market your brand or company, and connect with your customers. However, know that all digital marketing tools have different purposes; you’ll need to identify your company’s goals and your targeted audience before you get started.
Note that encouraging users to engage and participate is often a challenge, so you’ll need to figure out how you’ll go about these things. Furthermore, continuous communication with customers is necessary and you’ll have to make sure that you are aware of all the positive and negative things that customers have to say about your brand.
When posting new content or comments, always think and review more than twice as social media mistakes aren’t easily forgiven. Keep in mind that any user can take a screenshot of your blunder and even if you edit or delete an erroneous post later on, the damage will already have been done.
Lastly, follow social media etiquette so you don’t come across as a spammer.
Affiliate marketing is performance-based marketing involving a business owner and one or more websites or affiliates. The affiliate website owners place advertisements on their own websites to market the business owner’s goods or services in exchange for a percentage of profits.
Considering an affiliate marketing campaign for your company is generally a good choice; you get mass coverage at no additional costs. You also get more exposure when more websites are affiliated to your business.
Your affiliates can make money in three ways: Pay Per Click, Pay Per Sale, or Pay Per Lead. This means that your brand is advertised for free and you only incur a cost when an agreed action occurs- when a user clicks on your advert on the affiliate’s website, or when a user is led from the affiliate website to your website and purchases a product/service or if the user registers on your website.
While all of this sounds good, know that you’ll need to strategize first. It’s common to see companies marketing their goods digitally without a plan in place. If you dive into digital marketing without a plan, not only will you be unsure of your goals, you won’t even know what you’re achieving.
A plan will help you estimate your online market share and that of your competitors too. With so many companies turning towards digital marketing, it’s important that you pull your socks up and make optimal use of what you can.
Michael Georgiou is a dynamic business professional and entrepreneurial guru associated with Imaginovation - proven his success in creative strategy, online branding, project management, and communication projects in both the public and private sectors.