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Digital Marketing Channels

Digital marketing refers to promoting products or services using online and electronic channels. It allows more control over campaigns and data analysis than traditional marketing. Digital marketing channels include websites, search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, email marketing, social media marketing, affiliate marketing, inbound marketing, mobile marketing, and video marketing. The main goals of digital marketing funnels are to get people to learn the brand, engage with the brand, and ultimately convert.

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277 views8 pages

Digital Marketing Channels

Digital marketing refers to promoting products or services using online and electronic channels. It allows more control over campaigns and data analysis than traditional marketing. Digital marketing channels include websites, search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, email marketing, social media marketing, affiliate marketing, inbound marketing, mobile marketing, and video marketing. The main goals of digital marketing funnels are to get people to learn the brand, engage with the brand, and ultimately convert.

Uploaded by

fazilshareef1885
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is digital marketing?

Digital marketing is a broad term that includes all marketing


channels and methods you can use to promote products or
services on the Internet but also on electronic devices such as
TVs, mobile phones and electronic billboards.

The main difference between digital marketing and traditional


marketing is that digital marketing campaigns are executed
exclusively through digital channels and this gives marketers more
control, tools, and data to analyze the effectiveness of a campaign.

Digital marketing channels


Digital marketing has a number of channels and these can be
separated into online marketing channels and offline marketing
channels.

The main difference between the two is that online marketing


channels are based solely on the Internet while offline marketing
channels have to do with digital devices that are not necessarily
connected to the Internet.
Website Marketing

A website is the focal point of all digital marketing campaigns. By


itself is a very powerful channel but it’s also the medium to execute
most of the other online marketing campaigns.

Your website should represent your brand, product, and services in


the best possible way. It should be fast, mobile-friendly and easy to
use.

Once you have a website your next step is to come up with a


digital marketing strategy and promote your website and content
with the purpose of getting more traffic and customers.

Search Engine Optimization (SEO)

Search engine optimization  is the process of optimizing your


website for search engines.

The main goal of SEO is to help a website rank higher in the


search results and get organic traffic from search engines.

Pay-Per-Click (PPC) Advertising

PPC advertising  gives you the ability to reach internet users on a


number of networks through paid ads.

You can set up PPC campaigns on Google, Bing, Linkedin,


Twitter, Pinterest or Facebook and show your ads to people
searching for terms related to your products or services.

PPC campaigns can segment users based on their demographic


characteristics (age, gender, etc) or even their particular interests
or location.

Every time a user clicks on your ads, you pay a fee to the provider
(and thus the term pay per click).

The most popular PPC platforms are Google Ads and Facebook

Content Marketing

Content marketing is all about the content. The digital world is a


huge collection of content in different forms like text, images,
audio, and video.
The goal of a content marketing campaign is to reach potential
customers through the use of content.

Content is usually published on a website and then promoted


through social media, email marketing, SEO or even PPC
campaigns.

The difference between having a blog versus running a content


marketing campaign is that the later has specific goals as to what
content to publish and when to publish it, who to target, and how to
monitor the effectiveness of your content campaigns.

The main tools of content marketing are:

 Blogs
 eBooks
 Online Courses
 Infographics
 Podcasts
 Webinars

Email Marketing

Despite the increased use of social media networks, email


marketing is still one of the most effective digital marketing
channels.

Many people confuse email marketing with the hundreds of spam


email messages we all receive per day, but that’s not what email
marketing is all about.

Email marketing is the medium to get in touch with your potential


customers or the people interested in your brand and this entails
that these people want to hear from you and you are not hijacking
their inbox.

In fact, many successful online businesses and marketers use


all other digital marketing channels to add leads to their email lists
and then through email marketing they create a number of funnels
to turn those leads into customers.

Social Media Marketing

Social media marketing has to do with reaching people in the


various social networks either through content marketing
campaigns (postings), paid ads or both.
The primary goal of a social media marketing campaign is brand
awareness and establishing social trust but as you go deeper into
social media marketing, you can use it to get leads or even as a
direct sales channel.

Take for example Facebook. Facebook sales funnel consists of 3


major steps.

The top of the funnel is awareness. This is the stage where you
can use Facebook ads to introduce your brand to Facebook users.
Your goal at this stage is to get your ad in front of as many people
as possible and gain new followers .

The second step is a consideration. At this stage, your goal is to


get people (that showed an interest in your brand) and pass them
through the middle of the funnel and get them to visit your website,
engage with your page, install your app, send you a message, etc.

The third step is conversion. This is the final step where you try to
convince people that enter your funnel to convert. A conversion
can be anything that has value for your business like the sale of a
product or service or a visit to your store

Affiliate Marketing

Affiliate marketing is one of the oldest forms of marketing that has


grown considerably with the rise of Internet usage.

Basically, with affiliate marketing, you promote other people’s


products and you get a commission every time you make a sale or
introduce a lead.

Many well-known companies like Amazon have affiliate programs


that pay out millions of dollars per month to websites that sell their
products.

When designing your digital marketing strategy, you should include


affiliate marketing as a way to get people involved in your brand
and sell your products for a commission.

In other words, when you have a product or service to promote


online, you should consider setting up an affiliate program where
people can sign up and find resources and material they can use to
promote your products on the Internet.
They will get a commission as a reward but the benefits for you as
a provider are much more.

Your affiliates cannot only drive more sales but they can become
the best representatives of your brand and positively influence
other people to buy or connect with your company.

Inbound Marketing

Inbound marketing  is another fancy term that refers to how you
can use various digital marketing channels to reach new customers
mainly through the process of content creation and how to ‘push’
them through a funnel until they convert.

he main elements of inbound marketing are content, attention,


engagement, trust, and satisfaction.

All these elements have a single goal: to help businesses connect


with their potential customers and establish a channel of bi-
directional communication with them that will lead to more sales.

All digital marketing channels have similar sales


funnels. What differs in many cases is the
terminology used to describe each stage of the
funnel. In general, a digital sales funnel has 3
main goals: to get people learn your brand, to get
them engage with your brand (either through
your website or app), and to get them to convert.

Mobile Marketing

Mobile marketing refers to the process of reaching customers in


the different mobile app stores such as Google Play, Apple app
store or Amazon marketplace.

These app stores have thousands of apps and millions of users per
day. With mobile marketing, you can promote your apps either
through paid advertising or through other methods (cross-app
promotions, etc.), so that they can be seen and installed by more
users.
Video Marketing

Video marketing is something relatively new but recently it has


become so popular that you simply cannot ignore it.

YouTube has become the second most popular search engine and
a lot of users are turning to YouTube before they make a buying
decision, to learn something or just to relax.

YouTube is just one of the mediums you can execute Video


marketing. There are so many other platforms like Facebook
Videos, Instagram, Vimeo to use to run a video marketing
campaign.

The best way to take advantage of video is to integrate them into


your SEO, content marketing and social media marketing
campaigns.

Running standalone video campaigns can be costly and does not


always create a positive return on investment, but when the video
is used as part of your other campaigns, the ROI is justified.

Offline Marketing Channels


The channels described above are the most important components
of digital marketing. These are the channels that can be executed
through the Internet (thus the term online marketing channels) and
in many cases, it’s the only ones you need to use to have a strong
online presence.

The offline digital marketing channels described below are still


used but they are not suitable for all companies. For example, a
small business does not have the funds to advertise on TV or
electronic billboards.

TV Marketing

TV marketing is not dead, on the contrary, is a marketing channel


that will experience a boost in the coming years.

Currently, TV advertising is not 100% targeted. Marketers can only


make assumptions based on the statistics they have from a limited
amount of people.
The adoption of Web TV will change this dramatically. Marketers
will be able to target audiences based on a number of factors and
make informed decisions as to what content to produce.

SMS Marketing

SMS marketing is still an option to get in touch with potential


customers, although not among the most powerful.

There are better alternatives these days like push messages on the
web and mobile and also on Facebook messenger.

Nevertheless, SMS marketing can be used to get more visits to


your local community store.

Radio Marketing

Radio marketing is another tool you can utilize but not so effective
as other methods. The main issue with radio marketing is that you
don’t know exactly the return on your investment.

When you pay for a radio ad, you can only assume on the number
of people that heard the ad, based on the number of listeners the
particular radio station has.

Radio marketing is still good for local businesses though and small
communities that are not so affected by the social media mania.

Billboard Marketing

Billboard marketing is considered to be part of digital marketing.


Electronic billboards are available in a number of public places
(think Times Square billboards or Super Bowl commercials) and it’s
another more traditional channel in your digital marketing arsenal.

Digital Marketing VS Internet Marketing

Internet marketing is a subset of digital marketing and is not the


same thing.

Internet marketing or online marketing refers to the methods you


can use to run campaigns on the Internet

AS EXPLAINED EARLIER, the main components of Internet


marketing are: Search Engine Marketing (which includes SEO and
PPC), Social media marketing, content marketing, email marketing,
affiliate marketing. Mobile marketing and video marketing.

Digital marketing is over and above online / Internet marketing as it


includes other digital channels as well.

Digital marketing VS Social media marketing

When you have an active presence in social media, you are


essentially running social media marketing campaigns and not
digital marketing campaigns.

Social media marketing is just one of the components of digital


marketing. To fully experience the benefits of digital marketing, you
need to add more digital channels to your plan.

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