Digital Marketing Channels: A Global Perspective
The term digital marketing is used for any online marketing channel that is built to reach customers. To give you an idea, some of the most commonly used digital marketing channels are email marketing, social media, SEO, mobile marketing, PPC and content marketing. Read here about Google Ads Best Practices.
Why Digital Marketing Channels?
Choosing to incorporate digital marketing activities into your strategy can be extremely beneficial for your business. One of the reasons for this is that it’s a marketing strategy with measurable results and it allows you to target your audience. It can also be very cost effective and deliver a high return on your investment if managed correctly. Furthermore, it gives you the possibility to directly interact and communicate with your customers.
Nevertheless, before you jump into any online marketing activities, you need to have thought out your business and marketing goals. What is your budget and more importantly, who is your audience that you will target. To find out whether it is better for you to use email marketing or social media marketing for example.
In this post, I will be talking in detail about the most effective types of digital marketing channels and how you can use them to bring traffic and customers to your website.
Types of Digital Marketing Channels
There are a variety of different types of digital marketing channels and not all of them will be covered throughout this post.
In this post I will be taking a deeper dive into these channels in particular:
- Affiliate marketing
- Social Media marketing
- Paid Search (SEM)
- Organic Search (SEO)
- Display Ads
Let’s take a look!
Affiliate marketing is a model of advertising your product or service through third-party publishers, external to your business. These publishers are affiliates and receive a commission fee for promoting your business and bringing you traffic.
“15% of the digital media industry’s revenue now comes from affiliate marketing.”
What these affiliates actually do is redirect visitors to your site. If visitors convert, credit is then given to the affiliate’s account with the agreed commission. It’s a win-win solution for both parties.
Compared to other types of online marketing activities, affiliate marketing is considered to be very cost-effective as you only have to pay if actual conversions or qualified leads are made. Previously, it was more common to charge for clicks or impressions, a strategy quite vulnerable to fraud as bots could be generating clicks.
Social Media Marketing
“There are 3.5 billion social media users worldwide. That equates to about 45% of the current population (Source: Emarsys, 2019).”
“An average of 3 hours are spent per day per person on social networks and messaging (Source: Globalwebindex, 2019).”
“73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their business (Source: Buffer, 2019).”
It should be obvious to you that your social media strategy needs to be perfect. Nearly everyone uses social media, and it’s best to think that your customers do as well. Use your business’ social media to create content, engage with your audience, offer support or communication to that audience, and use ads to maintain relevance! Also do your best to respond to comments, mentions and messages. Afterall, “71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family” (Source: Forbes, 2018).
Paid search can be very profitable for your business once included in your marketing activities. You can target your customers at the right moment, precisely when they’re looking for what you are offering. You will only be charged when users click on your ads. So once you work on optimizing your ads and keywords, you can bring high quality traffic to your website who are highly likely to convert. An additional benefit of PPC compared to SEO is that you appear higher on search results, making it so users are more likely to arrive at your website.
Organic Search (SEO)
SEO will be driving organic traffic to your website once optimized in order to make your website appear at the top results of search engines. Make sure you design and implement an up-to-date SEO strategy with keyword research, blog post optimization, and link building in order to stand out from competition and increase your organic traffic.
Another great online marketing strategy! With this strategy you can use visual and audio content, usually in a banner format, to achieve greater impact on your audience. It’s true that display ads will bring you slightly worse traffic quality because of its more limited targeting options. However, one of its significant benefits is the ability to retarget customers who hadn’t initially converted.
To Wrap Things Up
There are numerous online marketing channels out there that can be extremely beneficial to your business. Find out which of them will benefit your business the most, and plan well to implement and measure results! Don’t forget to measure your results, as this is a way to get insight on your channels. Best of luck!