Introduction to Digital Marketing - exploring different channels and strategies in digital marketing
To put it in effortless words, digital marketing is the usage of any digital technology / platform to market your product / brand. Take examples of various digital technologies out there - they are excellent tools to promote your brand by connecting with customers. The internet is universal aka, anyone with an internet connection can be your customer. Hence it is of utmost importance that you properly use the tools of marketing. In regards to the internet, the world really is your stage. We at Outright Creators have made this comprehensive essay for your better understanding.
But how do you optimize these platforms ? There are various channels and strategies to help you out. You can market your product in any way possible - make a cute video, get someone to talk about the product, make an advertisement, organize an event, work on posters etc. We won’t be giving you vague ideas so don’t fret. We broke it down for you step by step so keep reading.
Influencer Marketing
Promoting an awareness of your brand among an influencer’s followers is what this is about. It is a key element in widening your client base and ensuring their trust. Let’s just say your instagram influencer crush was to promote a clothing brand. You would be intrigued, don’t lie.
Email Marketing
Swiggy sends us emails alerting new offers and modes. Zomato flirts with us with cute emails saying they miss us. They also encourage kids to hide food from their parents. These mass emails are quirky, informative and concise. They pique our interest and widen their client base because they’re always in our inboxes. These mass emails are essentially what email marketing is about. While creating content, keep your emails incisive. You wouldn’t want someone sleeping through them.
Search Engine Optimisation
As the words suggest, you optimize search engine rankings in the best way possible. Google websites for shopping and the topmost link is the one with the highest search engine ranking. SEOs aren’t random - you need to excel at keyword search, backlinks, google algorithms and trust signals. So do your research, find the right keywords for your product, know the algorithm and give it a go. It’s one of the most effective tools for promoting your brand.
Pay-per click Advertising
We see ads on google such as TALK TO A CONSULTANT FOR FREE. These ads are PPC advertising wherein they buy visibility on search engine results pages. PPC is a good option for short-term campaigns and new launches. Pair it up with SEO and you can dominate attention on google.
Affiliate Marketing:
As the word suggests, your affiliation with a third party to promote your product to their audience is what this is about. Influencer Marketing can also come under this category and so does Paid Partnerships. It has the power to create referral marketing if the strategies are effective.
Video Making
Video content is visually appealing, instantly attracting potential customers. They’re also informative and the added advantage to this type of marketing is the number of options on your plate. You can capitalize on your product, you can promote it by making an ad, webinars, testimonials, personalized messages etc.
Partnership Marketing
As mentioned above, it is more or less similar to Affiliate Marketing but in this case, the parties involved secure equal benefits. It’s a win-win situation because your partner needs to complement your product and vice-versa.
Content Marketing
It is the creation of helpful content about your brand. Content is rudimentary since it bridges the gap between the client and your product by communication. It answers questions, draws a certain transparency and increases trust. Focus on bettering your content and your client network will only get wider.
Now that we’ve examined the many different channels for digital marketing, let’s go through the strategies. They are again similar to channels. Channels describe the best possible platforms for promotion while strategies help you figure out a portal to the former.
Inbound marketing strategy
An umbrella term for content, email, SEO, Lead Nurturing, Website optimization and analytics. This strategy does not focus on short-term campaigns or promotions. It is long-term and it constitutes a whole system of tools necessary from the point of awareness until client investment.
Content marketing strategy
It’s pretty self-explanatory since content is the key tool here. It answers questions and gives necessary information about your brand. They say words bring people closer and that’s precisely what this is about. You can increase brand awareness, brand loyalty, client trust, awareness through blogs, infographics, podcasts, etc.
Account based marketing strategy
Account based marketing strategy - ABM is a B2B marketing strategy. It does not follow generic ways of marketing. It is more personalized and the nucleus of this is collaborations. Sales and marketing teams work together to create leads that are more personalized / customized for their client base.
