Digital marketing has now become an integral part of the overall marketing strategy of most businesses.For any business to be successful, it is essential to get its name out there. The popularity of your brand or business in the online world can bring more traffic to your website as well as your store and increase the chances of generating sales.
Digital marketing channels can be defined as the online mediums that bring your businessin front of your target audience.
There are three categories for digital marketing channels,and these are brand awareness, lead generation, and direct sales. Depending on the goal of your business , you can integrate some or all of these categories into your strategy.
Content marketing is the most essential part of all marketing campaigns. It involves the creation of valuable content for marketing purpose on other digital marketing channels. The content can be created in the form of website, blogs, infographics, etc. Irrespective of the type of content you create, it is important for it to be unique and of high-quality.
2.Social Media Marketing
Social media gives your business the opportunity to communicate with your new and existing customers. Itserves as the perfect medium to connect, build trust, and strengthen your relationship with your customers. Social media is an informal way to reach out to your customers, thus they feel friendly and inviting when connecting with your business. It offers you the convenience to target specific type of people to generate leads or sales.
3.Search Engine Optimisation
Search Engine Optimisation or SEO is a way to improve the ranking of a website or webpage in the organic search lists. It involves the creation of content for websites, blogs, images, etc. including keywords that are most looked upon on the search engines.
4.Pay Per Click
Pay Per Click or PPC is a model of internet marketing in which the business advertising its products or services pays a fee everytime a user clicks on their online ad. These ads are placed on ad platforms and the advertiser needs to pay the fee to the platform’s host.
PPC is considered to be one of the most profitable digital marketing channels as it can drive targeted traffic to your web page at a great speed. However, if done inappropriately, this digital marketing channel can cost your business a lot without getting in any returns.
As the name suggests, email marketing is the concept of marketing your product or service via emails. Emails can be sent to existing as well as cold audiences. Though this concept may be easy to understand, it may actually be difficult to implement.The emails sent to the customers may or may not be promotional. It is obvious that emails are a great medium to send across coupons or promotions to your audience, but they also serve as a way to share valuable content with your target audience.
Display advertising also serves as a great medium to create brand awarenessamongst highly targeted traffic that can convert into leads. There are plenty of people reading various blogs, forums, etc. in their daily lives. Placing display ads promoting your business on third-party websites hence proves beneficial. The payments for these ads are based on Cost-Per-Impression. CPC is a cost-effective alternative to PPC advertising.
A video ad can be found on platforms like YouTube. These ads usually play after, before, or during a video the audience is watching. Video ads can be made clickable to allow the target audience to reach to your website immediately.
Apart from placing paid video ads on apps, marketers sometimescreate videos of their own and distribute them as a part of their content marketing strategy.
Mobile marketingis a digital marketing strategy that targets audience on their tablets or smartphones via SMS, MMS, apps, social media, etc.
Most marketers believe that mobile appsare one of the best ways to reach outto the customers. Some of the other most effective channels to reach and engage with your target audience on their mobile devices are mobile website, mobile search, mobile display ads, and in-app display advertising.
For any digital marketing channel to work in your favour, it is important to design a solid digital marketing strategy. Before including any of these channels in your plan, it is best to evaluate their relevancy in your marketing strategy. Moreover, your work doesn’t end at creating a marketing strategy and choosing the right channel for it. Instead, you need to be on toes to occasionally monitor the effectiveness of the strategy as well as the channels to see if they are working towards your business goals.