Channels in Digital Marketing

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 7 months ago)

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Aman Singh

Marketing Professional (Digital)


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What is Digital Marketing?



Channels in Digital Marketing &
Advantages of Each



Web Analytics




Marketing on the Internet




Marketing on Mobile Devices such as
Smart Phones & Tablets (iPad)




Search Engine Optimization




Search Engine Marketing (AdWords)




Social Media Marketing (Facebook)







Business to Business (B2B) websites
(Alibaba.com)




Database Marketing (Email Marketing)



Undertaken to
improve the
visibility of a
website in search
engine results



Search
Query

NCL
Website


A high visibility on search engines
depends on the relevance of website
content and its popularity



Therefore, attaining a high ranking in
search results is without an ongoing
advertising cost



A relatively low cost method for attaining
relevant website traffic




Ads shown
alongside search
engine results

Ads

Search
Query

Search
Results

Ads


Ads are also served
by search engines on
independent
websites that are
related to their
content

Independent
Publisher
Website

Website
Content

Related
Search
Engine
Ads


Relevance


Ads
show only on
advertiser
-
chosen
keywords that must
be a good match with
the search query

Search
Query

Keywords
for these
ads are
chosen by
the
advertiser
and match
search
query


Flexibility of Payment:
Advertisers pay for an ad
based on the number of
users that click on their ads
or on a per thousand display
basis



Advertisers have the ability
to control costs by setting a
daily or a monthly budget



Each advertiser account
offers advanced ad
performance statistics.
Therefore, advertising
budget can be increased or
decreased based on
performance



Search
query

Ads

Ads


Tech
-
savvy, word
-
of
-
mouth marketing



Marketing on social &
professional
networking sites such
as Facebook and
Twitter



John Deere, an
agricultural equipment
company’s page, on
Facebook


John Deere’s
Page on
Facebook


John Deere’s
official page
on Twitter



Followers
have the
ability to
respond back
to tweets

John Deere
has
Followers of
its Page

John Deere
Publishes a
Message (Tweet)
that is Visible to
all Followers


Official Company
Blogs



Microsoft Blog



John Deere


Used
Equipment Blog



Microsoft
Communicates
the Latest on its
Products


The ability to inform
prospects in almost
real time of new
launches, features,
events, outages, etc



Kraft Foods blog
informing of the
newest products as
well as benefits of
existing ones



Kraft Foods’
Official First
Taste Blog

New Product
Recommendations


The ability to interact with
prospects and customers in
order to learn of their
perception of an offering



This feedback may then be
incorporated in future
launches



John Deere solicits opinions
on its new 7R series
tractors on Twitter



The web link inside the
tweet leads to this…

Solicits
opinion on
the 7R

Web Link
Inside
Tweet


Dedicated web portals
that bring buyers and
suppliers together
across industries




Alibaba.com



Gold Suppliers on
Alibaba are
authenticated and
verified by a reputable
third party security
service provider.

Wood
Cement
Boards

Listings

Contact
Supplier

Supplier
Verified by
Alibaba


SPG Media’s
DesignBuild
-
Network.com



Dedicated
international
portal for the
construction
industry

Listed
Company

Product
Description

Company
Press
Releases

Regional
Offices

Contact
Company


US Based Thomas
Register’s
THOMEX.com



B2B Portal dedicated
to industrial products
within India

Company
Name &
Product
Listings

Contact
Info

India
-
Specific
B2B
Portal


Company & product listings
on a B2B website permit
suppliers to build and
establish their reputation
online



Dezhou
Jida

is an import
-
export company that has been
a gold supplier on
Alibaba.com for 8 years and
has also been factory audited



Factory audited suppliers on
Alibaba are pre
-
inspected
onsite by an established
inspection company and have
detailed audit reports that can
be downloaded

Gold
Supplier &
Factory
Audited
Logo

Description
of Dezhou
Jida’s
facilities


A relatively cost
-
effective method to reach
prospects worldwide



For instance, Alibaba claims that becoming a
gold supplier costs less than attending a one
-
time tradeshow



Advanced communication, internet, and
marketing technologies permit buyers and
sellers to interact on a common web platform
minus the physical costs of infrastructure, venue,
and travel across geographies






Involves the creation of a
targeted database of
potential customers



Prospects are usually
targeted via email
marketing campaigns in
the form of eCatalogues &
eBrochures



Database can be created
in
-
house or commissioned
to companies that
specialize in creating
targeted lists

Salesforce
specializes in
the creation
of targeted
databases

30
Million+
Complete
Business
Contacts

200
Million+
In Depth
Company
Profiles


Email marketing
software to mail
prospects is readily
available



Helps create
professional emails for
all purposes



Ensures delivery of
email



Tracks email
performance


Marketing
Message
Created Within
Email

Ensures
Delivery of
Email

Email
Performance
Reporting

A Popular
Company That
Provides Email
Software


The ability to build a highly targeted and
relevant list in order to maximize return on
investment



This is better than, as is any channel on
digital marketing, most forms of traditional
marketing upon relevance, specificity of the
marketing message, the ability to segment
customers, and ultimately ROI




Smartphones such as the
iPhone and Blackberry have
fully functional browsing
capability



With the advent of 3G
networks in numerous
countries, including India,
browsing is now at acceptable
speeds



Therefore, more & more users
are beginning to use their
Smartphones in lieu of a PC to
browse and conduct
commercial transactions


Advertisements on such
devices can be created
and targeted in a manner
similar to those on a
personal computer



Google Mobile Ads
Platform



A prospect can either
visit the website of the
restaurant or tap the
number to call it




Advertisement
for a Restaurant
in Hawaii

A Mobile
Ad for
Volvo


Microsoft’s Mobile
Advertising Platform


Web analytics involves the
measurement of website traffic as
well as the meaningful and timely
interpretation of data to maximize
return on investment



Google Analytics


A free web
analytics solution



Data on website visitors is
collected by placing
programming code on the
website



Web analytics software interprets
the data to create meaningful
reports


Reports may further
be organized in a
more graphical
format for meaningful
interpretation and
customer
segmentation



Reports
Available on
Adobe’s
Omniture
Analytics
Platform