An Overview of Digital Marketing Channels
Digital Marketing can be described as the part of online marketing, which uses digital technology including electronic media, desktop computers, handheld devices and other digital platforms and media to advertise various products and services. The basic function of Digital Marketing is to create a strong online presence by creating an identity for your business on the Internet. It aims to increase visibility of a company through the creation of brand awareness in the market. Apart from this, Digital Marketing also involves the search engine optimization and also the pay-per-click management for the development of online visibility and brand credibility.
In order to create an identity, Digital Marketing requires extensive research and analysis of your target audience, market space, competition and cost involved. It is very important for every Digital Marketing professionals to adopt the right digital channels so that the message reaches the right set of audience at the right time. There are many tools and platforms available for digital marketers to effectively manage their campaigns. The various digital channels include, Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising campaigns, viral marketing, web banner campaigns, display advertising and multimedia marketing. Digital Marketing is a wide term and therefore covers a wide variety of activities.
In the realm of Digital Marketing, the major distinctions are between traditional marketing campaigns and those which are conducted through digital channels. Traditional marketing campaigns are generally run over the phone, direct mail and other non-digital media. These campaigns consist of a mix of call to action (CTA) and content. The major difference between traditional and digital advertising platforms is that in the former; the messages are delivered to the right set of audience at the right time and in the latter; the messages are sent over the Internet.
Social Media Marketing: Digital Marketing is very closely associated with Social Media. Social Media enables digital marketers to create, develop and manage their own marketing programs that reach out to their target audience. Digital Marketing can also be understood to be part of a digital network marketing strategy. The various social media platforms include, Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, FourSquare, Tumblr and the like. These are the digital channels where businesses can post their ads, content, news releases and blogs.
Content Marketing: Content Marketing enables companies to deliver content to their prospective customers or subscribers on the basis of their opt-in lists. This content is made available to the subscriber free of cost and is designed to enhance their experience. In the case of social media, the content is generated by the users themselves through social media platforms such as Twitter or Facebook and is then promoted through the different social media platforms. Apart from being a medium of communication, Content Marketing can also be used to build brand awareness, capture audience attention through videos, images, podcast and the like.
When it comes to using Digital Marketing channels, businesses need to keep a few things in mind. Brands should ensure that the Digital Marketing platform they are using is effective, competitive and offers the necessary solutions for their business requirements. It should also have enough reach and visibility over the World Wide Web. Businesses should also use all the tools available on these channels to enhance their online marketing campaigns and improve the conversion rate.