In my last blog, I reviewed the time-tested marketing channels that have been around for decades but are still relevant today. They can be a very lucrative part of any integrated marketing strategy. For this blog, let’s focus on digital marketing channels. These channels use technology to deliver content, and because we live our lives on various screens most of the day, very necessary in your marketing strategy. As with any channel, there are variations and nuances in who uses them, the content published on them, and the viability of using them for marketing. It’s not necessary that you use all of them. You should use the channels that makes sense for your audience, product, goals, and brand.
Digital Advertising
Digital advertising leverages the vast reach and interactivity of the internet and other digital platforms to target specific audiences, track user behavior, and measure campaign effectiveness in real-time. Here are some common forms of digital advertising:
- Display Advertising: These are banner ads, images, or interactive media displayed on websites, apps, and social media platforms.
- Search Engine Advertising (Pay-Per-Click): Advertisers bid on specific keywords to have their ads displayed in search engine results when users search for those keywords. Advertisers only pay when someone clicks on their ad. The rules for these ads are constantly changing as search engines update their algorithms to provide more intuitive search content and use AI to update rules on targeting and bidding.
- Social Media Advertising: Paid advertising on social media platforms like Facebook, Instagram, Twitter, LinkedIn, and others. These ads can be targeted based on various demographics and user interests.
- Video Advertising: Ads shown before, during, or after online videos on platforms like YouTube or embedded within other streaming services.
- Native Advertising: Advertisements designed to match the look and feel of the content on the platform where they appear, providing a less intrusive experience.
- Email Advertising: Including promotional messages or ads within email newsletters or marketing campaigns.
- Influencer Marketing: Collaborating with influencers or popular content creators to promote products or services to their followers.
- Affiliate Marketing: Partnering with affiliates who earn commissions for driving traffic and sales to your website.
- Sponsored Content: Publishing content that is funded by a brand but resembles regular editorial content, typically labeled as “sponsored” or “promoted.”
- Remarketing/Retargeting: Displaying ads to users who have previously visited your website or engaged with your content but haven’t converted. Retargeting is an extremely effective way to increase sales. According to Wishpond, the click-through rate is 10 times higher than a display ad and a visitor to your website who’s been retargeted is 70% more likely to purchase. You will only pay per click and you can choose the networks where your ads run.
- SMS Text Advertising: A 2020 study by MobileSquared showed that 90% of text or Short Message Service (SMS) ads are read within three minutes of being sent. SMS ads are not only copy. You can also send images and videos, with a link to your website or a shortcode for customers to use for more information. Make sure recipients can see who the ad is coming from by including your business name at the beginning of the message.
Digital advertising provides several advantages, such as precise audience targeting, real-time analytics, flexibility in budget allocation, and the ability to adjust campaigns in real-time based on performance data. However, it also requires careful planning, monitoring, and optimization to ensure the best return on investment and to avoid ad fatigue or potential privacy concerns.
Digital Marketing
Search Engine Optimization (SEO): SEO focuses on optimizing a website’s visibility in organic search engine results. By improving search engine rankings for relevant keywords, businesses can attract organic traffic and increase their online presence. SEO involves on-page optimization, keyword research, content creation, backlink building, and technical optimizations. My personal opinion is that SEO is a necessary evil, meaning we can’t ignore it, but there’s no way most of us will ever master it.
Content Marketing: My personal favorite! Content marketing involves creating and distributing valuable, relevant, and informative content to attract and engage a target audience. This can include blog articles, videos, infographics, eBooks, whitepapers, podcasts, and more. The goal is to provide value, establish authority, and build relationships with potential customers.
Website: Your website will always be your best marketing platform. Even if you own a brick and mortar site, your website is your digital front door. Many consumers will do online research before actually visiting a store. Make sure your website is simple to navigate, full of eye-catching images, and very informative. Deliver pertinent information on the features and benefits of your product or service and include large buttons that motivate action. That action may be to “Buy Now” but it could also be “Download an Ebook”, “Schedule a Consultation”, or “Watch this Video”. In other words, your website is a platform that can speak to consumers all along the buyers’ journey, so make sure to address each step.
Social Media Marketing: Social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube, offer opportunities to engage with a target audience, build brand awareness, and promote products or services. Businesses create and share content, run paid advertising campaigns, and interact with followers to foster brand loyalty and drive website traffic. As with all other channels, choose the social media platforms that makes sense for your brand. Just because TikTok is popular doesn’t mean your brand should be on it.
Email Marketing: Email marketing involves sending targeted messages to a subscriber list. Never send email to people who have not opted in to receiving your emails. Email is a great channel for nurturing leads, building customer relationships, promoting products or services, and driving conversions. Email marketing forms can include newsletters, promotional offers, personalized recommendations, event invitations, announcements, welcome emails, and more.
Influencer Marketing: Influencer marketing leverages the reach and influence of individuals or entities with a significant digital following (in numbers or engagement) and influence in a particular niche or industry. Businesses collaborate with influencers to promote their products or services to the influencer’s audience, often through sponsored content or endorsements.
Mobile Marketing: Optimizing marketing efforts specifically for mobile users, including mobile apps and mobile-responsive websites. Apps allow you to send push notifications directly to users’ devices, keeping them informed about new products, promotions, or updates. Personalized and timely notifications can boost engagement and retention. A well-designed app with a user-friendly interface can enhance your brand image and provide a positive user experience, leading to increased customer loyalty. Incorporate gamification elements into your app to make the experience more enjoyable and rewarding for users, which can lead to increased engagement and retention. The success of your app as a marketing tool depends on its usefulness, relevance, and the value it provides to users. Regularly update and improve your app based on user feedback and evolving market trends to ensure its effectiveness as a marketing channel.
SMS Marketing: Sending promotional messages and updates directly to customers’ mobile phones. However, it’s important to use SMS marketing responsibly and ensure compliance with relevant laws and regulations, such as obtaining consent from recipients. Brands use SMS to send personalized promotional offers, discounts, and limited-time deals to subscribers to drive sales and encourage repeat business. You can run SMS-based contests or giveaways to create excitement, engage your audience, and grow your subscriber list. Brands also use texting to update customers about new product releases, features, or upgrades. When using SMS marketing, it’s crucial to keep your messages concise, relevant, and timely.
Podcasts: Hosting a podcast allows your brand to showcase expertise and thought leadership in your industry. Regularly sharing valuable insights, industry trends, and tips can position your brand as an authority, building trust with your audience. Inviting guests or partnering with industry influencers on your podcast can help foster relationships, grow your network, and expose your brand to their audiences. You can also sponsor other podcasts as an advertising channel for your brand.
Simple or Complicated? Both!
The beauty of digital marketing and advertising channels is that you can pull analytics and measure results in real time. Unlike print mail or advertising, you can change digital content easily and quickly. It’s easy to get overwhelmed with analysis-paralysis and an abundance of options. When you think about it, technology has made marketing simpler and more complicated at the same time. Try to think of it as an opportunity to learn and be a better marketer, instead of worrying about making the right decision every time.
Don’t forget that when planning an integrated marketing campaign, it’s crucial to select the channels that align with your target audience, campaign objectives, and budget. If you need help developing a campaign for your brand, I’d love to help. Contact me today.
