Digital Marketing Channels [Digital marketing basics]
This article is intended to act as a very basic primer for digital marketing. It provides a surface level overview of the various marketing channels that you will need to be aware of when planning for a digital marketing campaign.
- Email marketing
- Search Engines
- Search Engine Marketing
- Social Media
- Traditional Marketing
A website is a central place to direct traffic, store useful information about your business and convince people who find your business to either:
- Buy products or services
- Make an enquiry
- Click a link
- Sign up for an email newsletter
These days, no organisation should be without a website. The best websites are simple, mobile friendly and updated frequently.
Email marketing is a powerful and cost effective way of staying in touch with existing customers or interested parties. Many organisations create interesting content, which they require people to sign up for before receiving an email.
Organisations can then send out targeted email marketing to these people on a regular basis. This can be in the form of email newsletters, products or targeted offers. These cost next to nothing to create, and generate a high return on investment (ROI).
Search engines (like Google, Yahoo or Bing) act as a library for all publicly listed websites. They crawl and index webpages on a regular basis, and are constantly looking for the most relevant content for various search terms (keywords).
Search engines look for three things:
- Relevance - How relevant your page is to the keywords being searched for.
- Authority - How credible is the website, and what do people do when they visit it.
- Popularity - How many visitors does the webpage have? How many websites link to your content?
Search Engine Optimisation (SEO) relates to optimising your content so that search engines can figure out what is on your page. An optimised webpage is more likely to appear in search listings.
Search Engine Marketing (SEM)
SEM refers to paid search engine listings. This includes services like Google AdWords. The amount paid depends on the competition for keywords and your sites relevance to the keywords.
Search Engine marketing is often used as a way of driving quality traffic to a website, and is favoured by many marketers because it is cost effective, easy to setup and can be turned on and off with the click of a button.
Social media provides a curated content feed to users. There are literally thousands of social media networks. Some of the most popular include:
Many social media networks make it hard for businesses to reach consumers without paying for advertising (e.g. Facebook).
Traditional marketing should not be left off when considering the digital marketing mix. Traditional marketing includes advertisements across:
Traditional marketing generates a wide reach, but is usually expensive on a cost per impression basis. Traditional marketing is part of the digital marketing mix because it can raise awareness about a product or service, which leads to searches surrounding that particular brand.
Networking is usually free, and is an effective marketing channel. Networking can occur online through:
- Online chat
It can also occur offline at face to face networking events.