When you have successfully started up your own business, or have engaged in one, the responsibilities and tasks hung upon your shoulders are huge – especially when it comes to the marketing aspect. Marketing is that part of the business activity that deals with the management of exchange relationships. It is the business process of creating relationships with satisfying customers that leads to increasing sales and increase in profits as well. And advertising comprises of a larger part of marketing. Though, they are sometimes interchangeably used terms, the terminologies go hand in hand in most part of the business decisions.
A new and upcoming way to advertise your brand or product or services is to do it on the digital platform – i.e. on the internet.
“It’s hard to find things that won’t sell online.”
– Jeff Bezos, CEO of Amazon
It is called Digital Marketing. Digital marketing is the marketing of products or services using digital technologies and includes use of mobile phones, display advertising, and any other digital medium. And these mediums are often called the channels of digital advertising. Internet provides a startup personnel a vast wealth of opportunities. Hence, it is very important for your brand to establish and maintain a strong and evident online presence to be competitive enough to reach out to targeted audiences.
Now, the internet provides various marketing tools that are lucrative and worthy enough to focus on while they bring you steps closer to your business targets – but the problem of choice will depend upon an analysis and correct study of these options. Not all of these digital marketing tools are going to be applicable or work for your business.
In this article, we will share the types of channels that are available on the internet for you to advertise on and help you in identifying the best tool available to market you brand or product.
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Social media is a very big platform for brands and companies to advertise about their product on. The shopaholic demographic is generally found on social media the most and hence it becomes attractive for both seller and buyer to interact and get gains from. Customers are actively seeking out brands and deals they like or are interested in and increasing numbers of users take the medium of social media as making their buying decisions.
The creative examples of social media marketing can be – promoting your brand or deal on stories that are sponsored (on Instagram, Snapchat, Facebook, etc.), on sponsored posts, or on promoted deals especially on Facebook, and many more. Social Media influencers also help the brand a lot, for instance a person with a significant amount of followers or subscribers on any social media platform will bring a lot of attention and customers on site that are desiring to buy your product or service. And through the use of “cookie”, the companies and brands are able to target and focus on building relationships on people who are genuinely interested in your product and will be willing to make the final purchase.
By choosing the right platform that benefits your specific business the most should be given priority. And expansion or withdrawals can be managed thereafter.
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If you want to build a direct relationship that benefits both the parties E-mail Marketing is the most effective tool. The users (or say potential customers) have shown interest in your website, app or online ad, and have opted to hear from you by giving you the personal information i.e. their e-mail address. So they are more willing to open those messages to learn and be aware about your products (or new ones), sales and how to benefit from them. You can make it as personalized as possible. By the way of triggered autoresponders and segmentation practices you can make the emails as immediately relevant to the receivers as possible. This significantly increases the chance of immediate conversion and also long-term open rates too.
The email should preferably be short to read and easy to scan. Give the users reason to click by giving an attractive subject line. You should, again, keep it short but try to offer value, incite urgency, or both in order to increase traffic.
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Pay-per-click is an internet advertising method that is used to drive traffic to websites in which an advertiser pays the publisher when the ad is clicked. They typically include search engines, website owners, or a network or websites. There are also many other paid advertising channels like Pay-Per-Click advertising that deliver highly targeted traffic of potential customers within very short period of time. This method requires the most beneficial placing of the ad – i.e. the ad placements. As the revenue invested in advertisement should profitably correlate to the acquisition of customer per unit.
You can choose to run you PPC ads on the basis of a day, a week or a month depending upon the budget. The effectiveness of a PPC will depend upon how well you choose your keywords that are attractive and grab customer’s attention, as well as optimizing the visual and contextual information of your ads.
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Content lies at the very core of every digital marketing campaign and is one the most important element that works in the advertising field. If your website has good, high-quality, and relevant content, your website will generate significant amount of inbound traffic from all he potential audiences.
The content so created includes text, graphics, videos, and other related effects people are looking for and are interested in. It should be catchy and informative at the same time. Make sure the so published content is enough to make a potential customer gain trust in your brand and be impressed enough to make the final purchase as well.
Generally, the management hires content marketers for the same task and job. They provide the company or brand with the relevant experience and work in favor of the enterprise, which is an effective strategy to go for.
Display advertising is the type of online advertising that comes in various form such as banner ads, rich media and more. Display advertising relies on elements such as images, audio, visuals, videos, animations and logos to communicate an advertising message. Display advertisers frequently target the users with particular traits to increase the ads’ effect. It can be done through the ways of using “cookies” – which can track whether a user a page without buying anything, so the advertiser can later retarget the user with ads from the site the user previously visited.
Display advertising normally works more on the principle of placing display ads on various websites, blogs, forums, and so on. It helps in promoting new products or offers and increase online presence and reach out to customers to help drive leads and increase brand awareness. This method can track everything from numbers reached, clicks, action and conversion ratios and hence it is easy to manage with the given budgets.
Search Engine Optimization (SEO) is the thriving, most effective and efficient digital marketing tool. It involves several activities to boost rankings and includes usage of keyword research. It also makes use of both on-page and off-page optimization, linkable asset creation, organic links building and more.
“We want to know what consumers are looking for, what their values are, and how can we meet their needs. It’s not just about Big Data; it’s about translating that into the truth.”
– Gayle Fuguitt, Marketing veteran
Optimizing SEO in your content will significantly improve your search rank and make it much easier for potential customers to find your website. You can include the keywords from your article and strategically place your title, hashtags, headings and the main content.
The aforementioned digital marketing channels will work dramatically well if you have a good digital marketing strategy in place for your brand or business. Each method can be evaluated and gives relevant consideration in the working of final marketing mix. It should be kept aligned with the business objectives and long term goals. Once the marketing channel is chosen, it should be periodically monitored also. The effectiveness in workings of the channels so selected should be altered as per the changing digital trends and business goals.