Ten types of digital marketing platforms with strategies and example
Ten types of digital marketing platforms with strategies and example
Technology is used in modern digital marketing to analyze a marketing campaign's overall performance and inform future tactics and decisions. A digital marketing platform is best described by separating it into its two components, digital marketing and digital marketing platforms.
What is a digital marketing platform?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
Why is digital marketing important?
Digital marketing helps you reach a larger audience than you could through traditional methods and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising and enables you to measure success on a daily basis and pivot as you see fit.
10 Types of Digital Marketing Platforms with Strategies & Examples
Ten common types of digital marketing platforms include:
Social Media
Influencer Marketing
Content Marketing
Email Marketing
Search Engine Optimization (SEO)
Pay-per-click (PPC)
Affiliate Marketing
Mobile Marketing
Marketing Automation Platforms
Marketing Analytics Platforms
1. Social Media Marketing
Social media marketing is a type of digital marketing that makes use of the strength of well-known social media platforms to meet your branding and marketing objectives. However, it goes beyond simply setting up company accounts and posting whenever you feel like it. A dynamic approach with quantifiable objectives is needed for social media marketing. It includes: preserving and improving your profiles. posting content that promotes your company and draws in the right audience, such as images, videos, tales, and live videos.addressing remarks, shares, and likes while keeping an eye on your reputation.To create a brand community, follow and interact with your followers, clients, and influencers.
Paid social media advertising is another form of social media marketing where you can pay to get individuals that are specifically interested in your business to see your brand.
A successful social media marketing strategy will look different for every business, but here are the things they will all have in common:
Knowledge of your audience: What platforms they use, when they go on them and why, what content they like, who else they’re following, and more.
Brand identity: What is the message you want to convey to your audience? How do you want them to feel when viewing your content?
Content strategy: While there is a level of spontaneity on social, you’ll need a structured content strategy to be able to have a consistent voice and produce quality content regularly.
Analytics: Quantifiable insights will inform your strategy, including who you’re reaching, the right content to share, the best times to post, and more.
Regular activity: Social media is a real-time platform. If you want to use it to grow your business, you need to post regularly, stay on top of engagements with your business, engage back, keep up with trends, and maintain accurate profiles.
Inbound approach: Don’t use social media to pitch your business. Focus on adding value through useful and interesting content and building up those around you. This, in turn, will organically promote your business and others will promote it for you.
2. Influencer Marketing
Influencer marketing is yet another powerful strategy for using digital marketing channels to reach target audiences. Celebrities, websites, and other individuals who are thought to be authorities in their fields and have similar beliefs can all be partners for brands. The followers of these influencers can then be reached by brands through branded content and offers. Influencer marketing has been a success for many marketers, with 90% of them indicating that it was on par with or better than other channels they employ.
Furthermore, one out of every two women who made a purchase did so based on an influencer's recommendation. Influencer marketing has the potential to be a highly effective strategy for increasing engagement and revenue for your company because nearly half of social media users trust brand recommendations from influencers.
Here is an example of influencer marketing: ocean beverages partnered up with the cricketer Virat Kohli who has millions of Instagram followers, he is a hardworking sportsman so this put their product in front of their target audience, with a recommendation from a like-minded, trustworthy source.
3. Email Marketing
Organizations can maintain contact with prospects and customers by using email marketing campaigns to send them tailored newsletters or offers based on their prior purchasing behavior or involvement with the brand. A small extra incentive could easily tip the scales from an "abandoned basket" to a completed purchase if a person has interacted with a couple of your brand's touchpoints, such as an email offer for 10% off the items they have been contemplating or free shipping.
Almost 60% of consumers claim that email influences their buying choices. Additionally, subscribers are more likely to open transactional emails—emails that assist a consumer in doing something, such as completing a purchase or resetting a login—than other types of emails.
4. Content Marketing
With the use of content marketing, marketing teams can be proactive about educating customers about new and existing items in a casual, unhurried manner as well as about responding to their users' inquiries. The three stages of the buyer's journey are addressed by the written content, videos, and other marketing assets that digital marketing teams produce.
The awareness stage: Buyer realizes they have a need
The consideration stage: Buyer determines a course of action to meet this need
The decision stage: Buyer decides on a product/service to purchase to meet the need
For instance, a customer might decide they need new exercise shoes. If you focus on strength training, the digital marketing team of an apparel business may write a piece about the attributes you require in a running shoe. The consumer decides they require a pair of running shoes that satisfy those requirements after reading this article. The most popular running shoes and their price ranges might be displayed on another piece of material. Once individuals are informed about these elements, they make a choice.
The assistance provided by your brand during this decision-making and purchasing process fosters consumer trust and raises the prospect of a sale. While delivering almost three times as many leads, content marketing is frequently less expensive than other types of advertising.
5. Search Engine Optimization (SEO) Marketing
Content marketing and search engine optimization, or "SEO," frequently work together. Content pieces developed and put online by the company for their website, blog, or other digital marketing platforms can be written and posted in such a way that it is more probable that prospective customers will notice them than identical content written and posted online by their rivals. Because the user is using a search engine, like Google, to locate information about a product or service, this writing and posting approach and all the tactics and concerns it encompasses are known as "search engine optimization."
When carried out properly, SEO can be a very powerful component of a company's marketing plan. In reality, 53% of consumers claim to use search engines to investigate potential purchases before making a decision, and 51% of smartphone users claim to have found a new good or service by using a search engine on their devices.
Top search engine results are often dictated by SEO
For example, when the customer from the above example is conducting research on which workout energy drinks to buy, they will probably click on one of the first three results that appear on Google. With this in mind, the Drinks company’s digital marketing team works to ensure their article appears in those top three results. This is done by optimizing content for user experience and ensuring the technical elements are in place to enable search engine crawlers to easily find and index this content, putting it right in the prospective drinking buyer’s path.
6. Pay-per-click (PPC)
Pay-per-click (PPC) advertising is a type of compensated promotion that enables marketing teams to buy website visitors essentially. Marketers pay a charge each time their ad is clicked on and position advertisements on websites or search engines like Google and Microsoft Bing. While banner advertising on websites often has predefined costs, these ads frequently appear at the top of search results pages and are largely determined by bids on particular keywords.
PPC ads are often shown at the top of search engine results
Using the example of the consumer buying energy drinks, if the drinks company had been using a PPC ad campaign as part of their digital marketing strategy, the potential customer could have just as easily clicked on the company’s ad on the first page of Google instead of their blog and purchased the drinks directly.
While PPC and content marketing are often used together, both are effective means of driving customers to a business’ website and increasing sales. In fact, many businesses find that PPC, when done right, returns them Rs. 200 for every Rs. 100 spent, resulting in a 200% return on investment (ROI)!
7. Affiliate Marketing
Similar to referral programs, affiliate marketing entails collaborating with other people or businesses on your product's promotion in return for a cut of the sales that can be attributed to their efforts. This is a way to reduce expenses and outsource some of the labor-intensive aspects of advertising, but you're entrusting the reputation of your brand to someone else, so this kind of marketing frequently necessitates more thorough monitoring and surveillance.
An example of affiliate marketing can be seen in something as simple as a social media user enthusiastically sharing a link to a product they love in one of their posts. “Check out this amazing energy drinks alternative!” they might say. “It gives me all the energy I need with none of the jitters - and it tastes so good!”. If the poster is using a specially-tracked affiliate link to the energy alternative company’s website, and someone who sees their post clicks the link and makes a purchase, the company gets a sale and the poster gets a small commission for sending the new buyer to their website.
In a poll, 90% of companies with affiliate programs said they used it as a vital component of their digital marketing strategy because affiliate marketing has been shown to be so successful for bringing in clients and boosting sales.
8. Mobile Marketing
Many of the digital marketing techniques outlined above can be used in mobile marketing campaigns, which often make use of text messages, social media, email, push notifications, and mobile applications. As the number of mobile shoppers increases to an estimated 187.5 million users by 2024, the significance of mobile marketing is likely to increase. Digital marketers must consider how to adapt their current marketing strategies for mobile in light of the obvious shift towards mobile in order to provide a seamless and user-friendly experience.
For example, Consider the alternate energy drink purchase we mentioned earlier; chances are high that it was made on a mobile device. According to statistics, a mobile device, such as a cell phone or tablet, accounts for over 75% of all money spent on online purchases. This means that if your company isn't already optimising all of your digital marketing strategies for use on mobile devices, the time is now!
9. Marketing Automation Platforms
Marketing automation platforms can be best understood as computer programmes that can carry out ordinary marketing tasks on behalf of a company without the involvement of a human being. An important advantage of marketing automation platforms is their ability to "run" some aspects of a company's marketing strategy without the need for more people or higher payroll expenditures.
For example, Email "nurture" campaigns, which are run both before and after a sale is made, are a straightforward illustration of how many organisations employ marketing automation services. A company will probably utilise automation of some kind to email a receipt to a consumer after they make a purchase from their website, such as a new computer from a tech site. They could then automatically send a "thank you" email or text to the consumer along with the tracking information for their order, followed a few weeks later by an email asking for a review of the goods.The company would probably not only notify the customer when their potential purchase was discounted but might also suggest other complementary products the customer could add to their order. On the other hand, if the customer did not purchase the computer but instead added it to their online cart and provided their email to be notified when it was on sale.
Smaller steps like these, made possible by marketing automation solutions, can result in large increases in sales, boosting productivity by an average of 14.5% and lowering marketing costs by 12.2%.
10. Marketing Analytics Platforms
Businesses can use marketing analytics systems to gather and analyse the data from their digital marketing initiatives to see how successful they have been, what ROI they can expect from them, and what can be done to boost future marketing income.
A report card is useful to a student, and marketing analytics tools are useful to businesses since without knowing the results of your digital marketing activities, you won't know how to improve them in the future. In fact, according to 21% of businesses, using marketing analytics is the best strategy to gain and keep a competitive advantage over rival firms.
Without marketing analytics, it's all too simple to continue "doing what you know how to do," such as posting content, buying advertising, and generally hoping for the best, without actually understanding the rewards of all that effort. You can make changes to your social media posts and website so that the next visitor turns into a converted lead rather than a lost one by using a marketing analytics platform to track, for instance, the engagement rates you receive on every social media post you publish or identify precisely where customers typically get bored and leave your website.
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