Understanding Digital Marketing Channels
What is digital marketing ? Digital marketing refers to any promotional technique that uses digital technology including computer-based platforms and portable electronic devices such as smart phones, handheld devices and other similar digital media and technologies. It may also encompass online media, such as blogs, video sites and social networking websites. Today, digital marketing encompasses more of the traditional advertising techniques, as well as newer forms of interactive marketing. Some forms of digital marketing are called “influencers” because they engage their target audience and influence their purchasing decisions. Click here for more information about brand and brand communications.
Why has digital marketing taken over traditional marketing campaigns? Digital marketing is a direct marketing medium that reaches out to a target audience directly, unlike a campaign that uses a broader reach such as the television, radio, and print media. Television, radio and print ads are usually broadcast for several days before the ad is shown on air. Television ads are most often targeted at adults, while radio spots are more likely to be heard by younger listeners. For example, a television ad that was aired on a station targeting middle-aged men would probably be more effective than an ad that was aired on a station targeting teenage boys. Because of this, digital marketers can design more precise campaigns, which are more likely to attract their target audience.
How does digital marketing differ from traditional marketing? Traditional marketing campaigns tend to use more tangible marketing tools and vehicles such as radio, print and television ads. In the past, these types of ads could only be seen by the target audience in the target market. The advantage of this strategy is that the audience is more likely to remember and interact with the ad. Today, however, social media has become one of the most popular ways for companies to advertise.
A social media campaign is a form of digital marketing strategy in which a company creates and disseminates content through the various social media channels such as Facebook, Twitter, YouTube, MySpace and LinkedIn. Content that is created through social media is often targeted towards a specific, predetermined audience. Social media content can then be used to attract customers, build relationships with current customers and generate new customers.
A digital marketing campaign typically begins with an awareness stage. At this stage, the digital marketing team works to gain user trust. This requires that the digital marketing experts to create content that is informative, engaging and relevant. In addition to creating content, the digital marketing team works to promote the content by distributing it through various channels. Some of the channels that the team might distribute content through include:
Another way to think of digital channels is like a road map to reach a destination. In order to get from point A to point B, the group must first navigate through the various digital channels available to them. Once they reach point B, the group will have developed a relationship with the content provider and have created awareness of their product or service. The organization now has one goal – to convert visitors to paying customers.