Digital marketing channels: which is right for you?

3rd July, 2018

Marketing in the digital world explained.

In a world where every business has to purchase or earn consumer attention, businesses need to sharpen their digital marketing strategies to ensure their brand remains relevant and competitive. Digital marketing is no longer a choice, but a matter of adapting in the new digital age. But before start planning your strategy, it’s important to understand the different channels and choose the ones that will enable you to achieve your objectives and easily reach your target audience.

Email Marketing Email marketing is one of the most versatile and effective channels. Versatile because it can help you increase brand awareness, generate new enquiries, close more sales, boost customer retention and loyalty and increase e-commerce up-sells. And, effective because when coupled with other digital marketing tactics, it can yield even more impressive results. It’s no wonder that this channel is the all-time favourite of marketers!

Social Media MarketingSocial media has never been more important to master. There’s a marketing tool for every business that wants to have an online presence and increase its visibility, no matter what industry it is in or who the ideal customer is. While all social media platforms are different from one another, they have one thing in common: to allow brands to create awareness about their products or services and build brand loyalty. It is therefore clear that you have a lot to lose if you don't take full advantage of social media marketing.

Performance Marketing/ Affiliate MarketingAffiliate marketing, which nowadays is called performance marketing or partner marketing, is the digital marketing channel in which a business owner is paying affiliates/publishers a commission for attracting consumers towards a product or service, who are most likely to turn into clients.

And while affiliate marketing isn’t difficult, there are some things to bear in mind. First of all, you need an online presence, i.e. an up-to-scratch, optimised website which is capable of handling sales. Secondly, all actions need to be tracked – a tracking solution will not only help you measure affiliate sales performance and determine the success of failure of a campaign, but also enable you to maintain a long, productive collaboration with your affiliates. Performance marketing is our area of expertise, so believe us when we say that the transparent relationship between the advertiser and the affiliates is the most critical factor for the effectiveness of any affiliate marketing activity. Even though this a multifaceted marketing channel which requires understanding of a few basics, it’s definitely a channel worth considering.

Influencer MarketingInfluencer marketing is the next ‘best’ thing in marketing which exploits an already established target audience built by an influencer, for better performance in less time. Undoubtedly, influencers have a great impact on the public, effectively influencing buying attitudes and promoting brands, but it’s considered to be more of a B2C tactic than B2B. Even though B2B businesses have much to gain and learn from this strategy, it’s still at a very experimental stage. It is also important to note that B2B influencer marketing is different from B2C in the way that the influence happens through educational content and relationship building rather than influencing buying decisions.

SEO/SEMAs part of any digital marketing strategy, SEO/SEM is integral to increasing website traffic. While the goal of SEO is to increase the chances of a website to be found by search engines organically through content, SEM is used to create paid listings on search engines and show ads to those consumers who are specifically looking for your products and services. Seemingly that every business has online presence and consumers are growing savvier, it’s important to include SEO and its cousin SEM to your marketing plan so that you can boost your overall marketing presence.

More than ever, marketers need refined digital marketing strategies to identify and reach the ideal customers. Consumers today are using multiple devices to make purchasing decisions, so its important to focus your strategies and resources on the most influential touchpoints in order to ensure you are reaching the right person, through the right channel and with the right message. As digital marketing is no longer a single strategy game, the more it becomes clear that success results from pursuing multiple communication channels.