channels of digital marketing and how to apply

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The ten channels of digital marketing and how to
apply in 2021
What Is Digital Marketing?
Digital marketing is a term defined to achieve
your business objectives and goals using the
online channels that include but are not limited
to search engines, social media platforms,
affiliate marketing, email marketing, content
creation advertising in order to educate,
engage market your product or service to
potential buyers. Digital marketing now includes
other forms of new digital channels such as
mobile, digital TV, digital watches and other
digital and IoT related products linked with the
internet. Just a decade ago, if a business wanted
to reach out to target customers, they would
promote using traditional marketing mediums such
as TV, radio, print. Simply because thats where
the potential customers used to spend their
time. However, as humans
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evolved our technology advanced giving rise to a
digital revolution. To simply state, people
started spending more time on online platforms
such as Google, Facebook, Instagram, YouTube etc
to stay acquainted with news, entertainment and
commerce. Hence, today our lives run on a
click. Digital has become a part of our
existence. From shopping apparel to groceries,
furniture getting laundry delivered everything
is online. With this new shift, marketers did not
waste any time and quickly adapted to use social
media other digital tools to push pull the
consumer which gave birth to Digital marketing.
No matter the size of your business, digital
marketing is the most effective way to grow and
achieve your goals which could vary from any of
the following
Top Objectives of Digital Marketing Increase
revenue Build brand awareness Market
your product or service Decrease cost
Improve efficiency Increase productivity
High return on investment Identify loyal
customers Apart from these business objectives,
digital channels can be used effectively for
Educating engaging with potential users
Increase website traffic Providing
valuable information Building trust
Customer reviews Grow online community
Top Ten Types of Digital Marketing
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1 - Search Engine Optimisation (SEO) 2 -
Search Engine Optimisation (PPC Paid Marketing) 3
- Affiliate Marketing 4 - Social Media /
Influencer Marketing 5 - Display Advertising 6
- Email Marketing 7 - Content Marketing 8
- Mobile Marketing 9 - Pragmatic 10 -
Remarketing
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1 - Search Engine Optimisation (SEO)
Whoever controls the door to the Internet,
controls the Internet. And now search engines
have become the default entry point to the
Internet. We start with a simple search by typing
a few words into a search engine, often oblivious
to exactly what happens behind the scenes. When
we search in Google, for example, we are not
actually searching the Internet we are searching
Google's index of the Internet, that is, the list
of the sites that it has found online. So the
challenge for effective search engine
optimisation (SEO) involves understanding how
search engines work and how to play by their
rules. SEO statistics by Forbes cite Borrell
Associates to emphasize that by 2020, businesses
in the US will be spending as much as 80 billion
on SEO services. This number is significantly
higher than in 2016 and 2018 when businesses were
spending 65.26 and 79.27 billion on search
engine optimisation, respectively. The SEO
Process 1. Goals. From the outset, it's important
to be aware of the benefits of SEO. They will
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you navigate the development of your SEO
strategy. You must decide upon and set up clear,
realistic goals and targets for your SEO
campaign. The benefits of spending time
developing goals far outweigh the risks of
walking the plank blindfolded into the
competitive world of search marketing. Just one
error could result in a six-month search engine
penalization with SEO, ignorance certainly is
not bliss! 2. On-page optimization. This deals
with the granular, technical optimization of the
various elements on your website. It involves
ensuring search engines can easily read,
understand, crawl through, and navigate the pages
of your site to index it correctly. 3.
Off-page optimization. This refers to techniques
used to influence website position in organic
search results that cannot be managed by on-page
optimization of your site. It's a long-term,
iterative process focused on gaining website
authority, as determined by what other websites
say about you. To put it simply, it's about
building a digital footprint and earning online
credibility. 4. Analyze. This stage is very
much a cyclical process. You're now looking at
the data coming back, analyzing it, and deciding
upon the adjustments needed going forward. This
will help you tweak your goals accordingly as you
implement additional goals and changes.
2 - Search Engine Marketing (PPC - Pay Per Click
Marketing)
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Appearing in the number-one position of a SERP is
no easy feat, but what if you were told that SEO
was not the only way to achieve this mammoth
accomplishment? Search marketing, in particular
pay per click (PPC) advertising, is another
lucrative option available to you. The difference
between SEO and PPC, however, is in the name, you
have got to pay for PPC! Have you ever noticed
those three listings at the top of a SERP with a
yellow ad icon beside them, almost unfairly
pushing down organic search listings? Those are
the product of PPC savvy digital marketers,
reaping the benefits of high clickthrough rates
(CTRs) by paying a little extra. The Process 1.
Set your goals. Before beginning and investing in
your PPC journey, you first need to learn about
the benefits PPC can bring to your business. With
this knowledge, you can then define exactly what
your goals will be and how to align KPIs with
them.
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account. In this stage you will be guided
step-by-step through every element involved in
setting up your very own Google Ads account, from
creating PPC campaigns to assigning budgets. 3.
Manage your campaigns. This stage details what
happens after your campaigns have been launched
and how best to manage them. The finer details of
the Ads interface will also be explored to help
you discover the variety of options you can
implement to yield a higher return on investment
(ROI). 4. Analyze your results. The final
stage in the PPC process is all about measuring
your success through KPIs, tools, and reports. By
using this data you will be able to better
optimise your campaigns for the next iteration,
while considering the relevant data protection
and privacy issues associated with PPC. Top Five
PPCAd Networks Google Ads Bing Ads
(Microsoft) Facebook Ads Manager
LinkedIn Ads Twitter Ads
3 - Affiliate Marketing
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Affiliate marketing combines the value of
personal sales and technology solutions offered
by online marketing. To companies with lower
budget it provides an opportunity to increase
profits and raise awareness of its brand. In
today's marketing we are recording condensed
advertising information flow. Advertisement
recipient perceives from all sides. Marketing
communication follows the trend of the closest
contact with the recipients. This is doubly true
in online marketing. With social networks people
provide the most personal information that
today's technology can process in their favor. It
is still, however, communication between the
company and customers. Affiliate marketing is
when you get paid a commission for promoting
products / services for other companies.
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Many affiliate marketing experts claim that this
type of affiliate marketing works on the
relationship between two entities, namely 1.
Merchant merchant, sponsor, who created the
affiliate program. 2. The actual affiliate
intermediary, the person who accepts the
conditions of the affiliate program and promotes
the product on the internet. With the growing
popularity and effectiveness of affiliate
marketing to the said two entities joined the
third - the owner of the affiliate network. This
entity monetises its position in this
relationship by providing space to create
affiliate programs for merchants. In the
hierarchy of these entities it is going to the
highest point. For the proper understanding of
the financial flow of commissions it is necessary
to explain theoretically and define the
individual entities.
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Affiliate earn
Users visit
affiliate website
commissions
AFFILIATE
MARKETING
/ Customers shop
Stores pay
on eshDps
commissions on sales
Affiliate Network is a central hub tech and
affiliate campaign management company on which
take place and run affiliate programs that are
generated by merchants. Affiliate Network brings
together not only merchants but affiliates
themselves as well. The value of affiliate
network is expressed by the number of active
affiliate programs and the number of available
affiliates. Some networks require a fee
for access to the network. Other work on the
principle of sales commission. Apart from the
space for creation program they offer affiliate
know-how as well. Networks are able to develop a
detailed analysis of the target audience, how to
communicate or make judgment on the affinity of
the product for
r
affiliate marketing.
Merchant is an eCommerce store who enters into
affiliate networks in order to set up an
affiliate program, increase profits and expand
its product among Internet users at relatively
low cost. The merchant, therefore, offers its
products through an affiliate program. He creates
the conditions under which the affiliate receives
a commission for each sale. Affiliate must then
perform some type of action. This is usually
about the sale, but there are programs that have
a commission for registration, for filling in the
form and so on.
Affiliate is a person who can register to a
particular affiliate program and promote the
product in the online environment. The forms of
promotion are diverse, but it consists mostly of
banners and simple text ads. Every registered
affiliate acquires its special link - referral
link, which becomes the identification in the
system, with which the system can detect and
record activity of affiliate.
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Marketing
1. You can make a lot of money without lots of
effort or extraordinary skills.
2. You can make money while you sleep. Once you
have a profitable campaign it can make money for
you 24/7. You can even build employees and
systems to take over everything.
3. It's simple to get started. All you need is
a computer, internet, and some money to spend on
traffic. You don't have to hire employees or rent
office space. 4. There are no commitments or
contracts. Don't want to promote the offer
anymore? Then stop. Want to go on vacation for 3
months? You can pause the campaign and go. 5.
It's the best direct marketing training in the
world. Many people use affiliate marketing as a
stepping stone towards new opportunities.
Affiliate marketing is business training on
steroids. The role of SaaS solutions in Affiliate
Marketing
The aim of SaaS solutions such as RevGlue.com in
affiliate marketing is to make affiliate
marketing simple with unique set of interactive
tools, structured contents, and dynamic modules.
These SaaS tools and contents are offered on
monthly subscription of on revenue share basis to
publishers to help them
monetise their current affiliate websites, mobile
applications or create new websites within
minutes.
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Top Affiliate Networks in the UK
Awin CJ
TradeDoubler TradeTracker Webgains Impact
Paid On Results Rakuten
4 - Digital Display Advertising
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Do you know those ads that follow you around the
Internet? The ones that somehow know exactly what
you have been searching for? Your computer is not
psychic, you are simply experiencing remarketing,
one of the tools of digital display advertising
(DDA). As a digital marketer, you can create
online ads just as you would for an offline
campaign. These online ads (or display banners)
contain copy, logos, images, maps, and video,
anything that will hook users as they browse.
Then you can call on certain publishers to pick
the most relevant websites, social media
channels, and devices for your ads to appear on.
You learned that SEO is all about driving traffic
to your site. Just as you should optimise your
site so that it shows higher in search results,
you should also optimize the ads that direct
users to it by including a hyperlinked call to
action, for example. The Process 1. Define. This
stage starts by helping you to identify and
segment your customers based on demographics like
age, location, and interests. You will learn
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publisher for your ads and how to set display
campaign objectives in line with your overall
goals. 2. Format. This stage will introduce a
range of creative ad formats, among which you can
choose the most appropriate, according to your
target audience and budget. Once you have looked
at formats, you will learn about the media
channels available to you and how you can create
compelling ad copy across these channels. 3.
Configure. You can maximize your campaign's
potential by using targeting tools like Google
Display Planner and assigning KPIs to help you
track your campaign on an ongoing basis. Once you
go live, you can't hide from the eyes of the
public so it is best to iron out any bumps early
on. 4. Analyze. The final stage is when you
measure the success of your campaign using
analytics. Then you can enhance and optimize your
ads as necessary before getting ready to
relaunch. Top Five Display Advertising Ad
Networks Google AdSense Facebook
Audience Network Ads Apple Advertising
Yahoo / Bing Network Taboola
5 - Email Marketing
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In a constantly evolving digital landscape, tools
and platforms come and go. Email has remained a
steadfast and dependable channel with 3.2 billion
email accounts worldwide. That's three times more
than the number of Facebook and Twitter accounts
combined, and if optimized correctly, an email
marketing campaign can be all-powerful, driving
better returns on investment and higher levels of
engagement. The fact that you can dispense with
printing flyers, save trees, and
email marketing pro? Well, those are just added
bonuses!
be an
e\/
The Process
The first step in any email marketing
1. Data
campaign s
e
creation of a subscriber list. This is a
compilation of email contacts who have consented
to receive your communications (they've opted
in). You can create as many lists as you need in
order to segment your subscribers so that you can
target them with relevant, personalized content
that they will actually care about.
2. Design. This step involves deciding which
content you should include in your email and the
design principles you must follow, to ensure that
your email ends up in a subscriber's inbox, ready
to engage and excite them.
3. Delivery. This step is all about the delivery
of your marketing emails. You will
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learn how they are managed through an email
service provider (ESP), which facilitates
everything from email style and layout to
scheduling. Step 3 covers what happens to an
email after it has been sent and delivered. You
will learn how to utilize testing to decide what
your email should look like and when you should
send it to guarantee the best possible open
rates. 4. Discovery. Analysis and reporting are
fundamental when revising and refining your
digital practices. Leveraging analytics tools
will allow you to track every cent spent on your
email marketing and let you track open rates,
total opens, and unique opens. You will be able
to track ROI through CTRs, unsubscribes, and
bounce rates. Analytics tools are a gateway to
highly detailed, clinical data that will enable
you to tailor your email marketing strategy,
taking into account both your successes and
failures. Top Email Delivery Tools Hubspot
GetResponse Sender MailChimp
Sendblue 6 - Social Media Marketing ncvuiuc
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Find me on Facebook. Follow me on Twitter. Check
out my blog. Ten years ago these phrases meant
nothing, yet now they are part of everyday speak.
More and more people are connecting through
social media to stay in touch with friends, to
date, or to interact with brands and businesses.
Which is great news for digital marketers like
you. This is no time to be a wallflower. Because
in order to survive and thrive, you will need to
be active on the main platforms, competing in an
online popularity contest with other
companies. SMM is a huge topic and the most
important digital marketing type. Media Types
Earned, Owned, and Paid Before getting into how
you can promote yourself on social media, let's
look at the options that are available. You can
choose to post content through the following
media types
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Earned media is free publicity, generated by fans
and customers in response to content they like
(your kudos for making them happy). Owned media
includes communications that a brand creates and
controls via its own platform (you blow your own
trumpet). Paid media is any paid activity that
drives traffic to owned media properties (you pay
up for the shout out). Whatever option you
choose, remember that there will be hidden costs
involved. An engaging profile requires a great
copy, multimedia assets like photos and videos
(which you may want to take yourself), and a
solid strategy. And since there is no point in
having the world's greatest profile if no one
knows you exist, you will have to fork out for
some kind of advertising to reach socially
tuned-in audiences. Finding and training the
right staff, compiling digital assets, and
advertising your business takes time and moneyso
bear that in mind when setting out your short-
and long-term goals. Top Social Media Marketing
Tools SproutSocial Falcon Loomly
eclincher Crowdcontrol HQ SMM and
Influencer Marketing A Modern Phenomenon.
Creating a New Frontier Of Virtual Opportunities.
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Influencer marketing involves marketing products
and services to those who have a sway over the
things other people buy. This market influence
typically stems from an individuals expertise,
popularity or reputation. Marketing to an
audience of influencers is similar to
word-of-mouth marketing, but it does not
rely strictly on explicit recommendations. Soci
al media have been crucial in revitalizing this
instrument, creating greater and better
opportunities for its use. While in the past,
branding has been focused exclusively on
well-known personalities, it has later moved to
well-known bloggers and today it is about
everyday consumers who have a huge impact. More
and more brands and companies are focusing on
their marketing activities to find new
opportunities for presenting themselves. They are
looking for someone to tell their
story. Who Is An Influencer? Every time
you go online, youll interact with influencers.
Whether youre watching a video from your
favourite YouTube vlogger, picking up recipes
from a chef on Pinterest, or reading the latest
Facebook story about your favourite celebrity,
youre engaging with an influencer. These are the
people who are at the forefront of social trends.
They could be
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new ideas, concepts or content, that grabs the
attention of social media on a regular basis. Or
early adopters. Those that discover trends before
anyone else, and invigorate them with their own
creativity, spreading them further into the
social medium. Influencers have their finger on
the internets pulse, and social media users
listen to them. The 3 Types of
Influencers. Generally, when the industry talks
about influencers, they categorize them into 3
levels based on their potential reach. For ease,
theyve been ranked the same here as... The
Celebrities These are the biggest players and
probably a brand within their own right. Theyre
TV and movie actors, sports and music stars, and
social media masters, with around 1
million plus followers. The Execs These are
your macro level influencers. Here, youll find
journalists, bloggers, industry experts and other
content creators, with between 10,000 to 1
million followers. The Everyday This is the
lowest level of social media influencers, but
there are more of them than the other two levels
combined. With 500 to 10,000 followers, they
could be your employees or even vocal customers.
You can include your day-to-day consumers in this
category too, encouraging them to generate
content for you. Top Influencer Marketing
Platforms Klear Upfluence
ASPIREIQ Tagger paid
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Marketing
People have grown pretty fond of their phones.
Their little devices of metal, plastic, and glass
are like phantom limbs and they panic if they
forget it, even for a few hours. This addiction
means that consumers have become used to having
their mobile devices with them constantly. So
what opportunity does this pose for marketers?
Right you are. A big one.
The
Process
Effective mobile marketing is a cycle of
discovery. Since it is a relatively new channel,
there is no real rule book to follow so you will
need to experiment with and augment your strategy
as you go along.
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As a digital marketer, if you want to reach the
widest audience the smartphone is your new best
friend because it helps you to reach a mass
audience in an incredibly easy way. For example,
Citigroup has found that while TV took 13 years
to reach an audience of 50 million users, an
entity like Facebook took only 3.5 years. (and
Angry Birds took just 35 days ) The sheer
size of the mobile audience and the speed with
which you can reach it is incredible. You
instantly have a marketplace and an ecosystem
that is global, with devices in the hands of
everybody that you want to reach, and even a
distribution mechanism that facilitates
reaching them. The key benefits of
mobile include Personal Connection. Gone are
the days of so-called brochure websites that
contained merely a brand's logo, contact details,
and location. With mobile, you can become a
social media butterfly and create engaging ads
that beg to be noticed whatever you choose, you
can connect with users on their personal devices
to form deeper relationships. Access/Immediacy.
People's phones are always with them, and unlike
newspapers, they do not throw them away.
Generally, their phones are always on, too so
when you send a notification, it will be noticed.
How quickly will it be seen? Well, 37 percent of
18-to 24-year-olds will see it within an hour,
and 55 percent of those aged 25 to 40 years will
see it within three hours. Well, we wouldn't want
to miss anything! On average, people check their
phones 150 times a day, which roughly works out
(depending on their sleep patterns) to every 6.5
minutes. They interact with their phones more
than with any other technology, which means your
message will be seen pretty quickly once
sent.
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You have seen how fast an app such as the one for
Angry Birds can reach a global audience. That is
largely due to app stores such as the iOS App
Store and Google Play, which let you reach
millions of consumers instantly. Seamless UX.
Thanks to advances in digital wallets and
built-in payment mechanisms, users can browse,
select, and purchase with a few touches. And if
you can provide them with a seamless, interactive
experience, how could they not fall for your
charms? Cross-Platform Capabilities. You can use
mobile to activate static media, such as print
ads more on that in the section on proximity
marketing. Top Mobile Ad platforms Google
Ads Bing Ads AdMob now part of Google
family Airpush AdColony 8 - Content
Marketing nevuiue
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Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly
defined and understood target audience with the
objective of driving profitable customer
action. Content marketing is the opposite of
advertising. Its about engaging consumers with
the stuff they really want, in a way that serves
your brands purposes and ideals, rather than
just trying to jam your logo into their
periphery. Its reaching the exact consumers you
want, instead of a vaguely defined demo. Its
helpfully providing an experience they want,
instead of trying to distract them from the one
they came for. In short, it is the very evolution
of advertising itself into something more
effective, more efficient, and much less odious.
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vs Digital channels The most relevant
difference between Content Marketing and
Traditional Marketing is the means of
distribution. While Traditional Marketing uses
TV, radio commercials, newspaper and magazine
ads, banner ads, direct mail advertisements,
brochures, flyers, billboards and signs to get
its message out, Content marketing uses very
different distribution channels like social
media, which is the most popular way to publish
content (used by 92 percent of content
marketers), email newsletters, website articles,
blog posts, infographics, videos, webinars, and
podcasts, white papers and e-books. Talking
vs. Giving Traditional marketing talks about
your product or service, to target audiences why
they need it, and how to get it. It attempts to
persuade customers to make a purchase, without
itself providing value. Content marketing takes a
completely different approach. Rather than
placing your product before the consumer, you
publish material that the target audience finds
useful or interesting. You give them something of
value, and if youve done your job well, they
will come back to you when they need your product
or service. Monologue vs.
Dialogue Traditional marketing is one-sided. You
send out fliers or TV spot and people can see
them, but they cant interact with your brand,
they cant make questions or leave comments.
Content marketing is interactive thanks to the
Internet, it provides the opportunity to have a
dialogue with your customers (or potential
customers), rather than merely force them to
listen to your monologue. Generalized vs.
Personalized Traditional marketing generally
involves a message that is transmitted for
several months or even years, so it is designed
to appeal to as wide an audience as possible. On
the
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Content Marketing is about earning the users
trust, the content needs to be directed towards a
smaller, more specific audience so that it speaks
to them directly and gives them a reason to
engage with you. Static vs.
Shareable Traditional marketing content is not
easily shareable while Content marketing offers
the customer something funny, informative or
inspiring, and does so in an interactive forum
like social media, where it is easier to share.
And because people share what makes them look
good, the better the content, the more
exposure it will get. Top Content
Marketing Platforms . SEMRush StoryChief
Rockcontent Contently Buzzsumo
9 - Pragmatic Marketing i-ievijiue
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The main goal of pragmatic marketing is to try to
deliver products almost precisely as specified by
the customer. This is what makes pragmatic
marketing one of the most efficient ways to
deliver.
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sophisticated marketing approach defined as a
product creation process that continually adapts
itself based on experience. During adaptation,
the marketing strategy is tested and re-adapted
to ensure that the relevance of the customer to
the customers expectations are
met. Pragmatic Marketing involves a series of
product adaptation and tests to ensure that the
final product will satisfy the target market. For
example, a TV manufacturer designs a TV with
specific features for a particular audience. They
use pragmatic marketing by testing the TV with a
sample of the audience. From the feedback they
get from the sample, readapting will be done to
ensure that it fits well with user
demands. Pragmatic Marketing Rules 1. An
outside-in approach increases the likelihood of
product success. 2. The answer to most of your
questions is not in the building. 3. We are
all pragmatic marketers. 4. If the product
team doesnt do its job, other departments will
fill the void. 5. The building is full of
product experts. Your company needs market
experts. 6. Win/loss should be done by someone
not involved in that sales effort. 7. Your
opinion, although interesting, is irrelevant. 8.
Only Build solutions for problems that are
urgent and that the market will pay to solve. 9.
Positioning drives execution. 10.
Positioning focuses on the problems you
solve. You can compare pragmatic marketing with
agile software development. You must test and
re-adapt the software until the final result
evolves. You must find out what the customer
wants to buy. Theoretically, presenting a perfect
product in the right way will make it sell
quickly. 10- - ReMarketing or Retargetting
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Remarketing or Retargeting are terms used to
describe the process where the advertisers follow
a user or customer via retargeting ad networks
and to sell a product or a service to a potential
customer. Imagine you visit amazon.co.uk and
start searching for a cheap laptop under 500 but
you cannot make up your mind in that session, so
you close the browser and get on with your other
work. However, when you browse the internet again
for reading news or just socialising, you can see
that amazon ads are showing up on those websites
with laptops in them and even with prices under
500. That is what retargeting ads do to hit you
again and again on cross devices you are
connected to until you are convinced and make a
purchase. On average a user may see a regarding
ad about 7-10 times before he may be able to make
a purchase.
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Remarketing is great for many reasons.
Reduced cost per impression Better
conversion rates Improved ROI Precise
targeting Cost effective branding Top
retargeting Ad networks Adroll Facebook
Ads Google Adsense
Chango Criteo
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