Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Priyanka Gautam, profile picture
Uploaded byPriyanka Gautam
PPTX, PDF3,245 views

Digital Marketing Channels

This document discusses various digital marketing channels. It describes intent-based marketing or search marketing, which involves targeting customers through keywords. It also covers brand-based or display marketing using banners, skyscrapers and leaderboards. Community-based or social media marketing is discussed as building word-of-mouth. Partner marketing involves influencers and affiliates. Direct marketing uses email, SMS, chat and calls. Content marketing creates native content. Platform marketing leverages new devices and media. Each channel is described along with its advantages for marketing.

Marketingâ—¦
Related topics:
Content Marketing• Online Marketing•Marketing Automation•
Downloaded 40 times
U N I T – 2 C H - 6 , F U N D A M E N T A L S O F D I G I T A L M A R K E T I N G - P U N E E T B H A T I A Digital Marketing Channels Made by – Priyanka Gautam
Types of channels ď‚— Intent-Based Marketing (Search Marketing) ď‚— Brand-Based Marketing (Display Marketing) ď‚— Community Based Marketing (Social Media Marketing) ď‚— Partner Marketing ď‚— Direct Marketing ď‚— Content Marketing ď‚— Platform-Based marketing
A way for marketers to know the keywords related to their specific industry, product, geographical region, and be able to choose the ones which matter, to target customers in their buying cycle (researching a product or trying to satisfy a present or a future need) Intent Based Marketing/ Search Marketing
Search Marketing involves ď‚— A user typing any combinations of words (known as keywords in search terminology) ď‚— Into an input space (called a search-box) ď‚— Through usage of search technologies (crawling and indexing), and ď‚— Application of complex programs (known as search algorithms) ď‚— Delivering the best matched weblinks (known as organic search results) and ď‚— Displaying paid weblinks (known as pay per click)
How search engines support marketing Users Help users find a specific piece of information from the billion pieces of content lying on the internet Marketers Marketers who wants to market or sell their specific products can bid against the intent of their customers (on the keywords typed by customers) or Optimise the content on their sites in such a way that the search engines would naturally pick up their content first and post them on the top of the search results
Two main functions of Search engines a) Crawling and indexing: a) To crawl and index the billions of website, their content, and other unstructured files and data which typically would not be easy to locate by users. b) Job involves to keep crawling the web regularly using software called “spiders” which index content and save them in index server for future use b) Mapping and serving most relevant content: a) Ranking the crawled and indexed content with pre-defined parameters to filter and present the most relevant answers to a particular query put up by the user
Working of Search engines User types a search query /keywords Web server receives the query Sends the query to index server where the web pages are indexed Index server matches the most relevant pages with best quality The top results are ready Organic Results Paid Results
Advantages of SEM, SEO as Marketing channels  Search Engine Marketing (SEM) – Effectiveness or low upfront cost and voluntary audience-driven intent  Search Engine Optimisation (SEO) – yields about three- fourths of the entire traffic to websites
Online Advertising across web, mobile or the other emerging platforms like kiosk, surface, etc Includes images, animation, sound, video etc, which are more graphical and interactive in nature Brand Based Marketing (Display Marketing)
Objective ď‚— To build the imagery of a brand and its elements ď‚— To generate leads and drive purchase through promotional messages
Types of Display Ads 1) Banner Ad 1) Size : 480x60 pixel 2) Placement : horizontal ad at the top of the homepage of any website 3) Used : mostly to sell premium sponsorships on the homepage of any website 2) Skyscraper 1) Size : 120x600 pixel 2) Placement: vertical 3) Leader board 1) Size : 300x250, 120x60, 180x150, etc Any web page in the world, which attracts decent visits, can put a section of it on sale for any brand or agency to display an advertisement The chosen area is called “Inventory”, a standard page holds not more than 3-4 ad inventories
Contd... For your understanding: https://www.wholewhale.com/tips/digital-ad-sizes- guide/ https://blog.bannersnack.com/banner-standard- sizes/ https://www.omnivirt.com/blog/types-of-display- ads/
Stages of display ad serving  User accesses web browser  Arrives at a publisher’s website (that displays ads)  Publisher web server directs browser to pick up content and ad tag  Ad tag directs browser to the publisher’s ad server that matches the most relevant ad by the publisher  p
Advantages of Display Marketing  Helps reach prospects at every stage of marketing funnel i.e creating awareness, enhancing interest, or guiding to purchase  Helps create a visual connect and builds discovery-led elements through just a click  Retargeting to induce a purchase – customers who have seen a particular product on a site and not bought it
Word of mouth, influence building, networking, viralty, personal communication, etc. The process of gaining traffic or attention through social media sites Community Based Marketing (Social Media Marketing)
Types of Social Media Marketing ď‚— Engagement : through dedicated pages, to create an owned media presence and engage with customer at almost no cost ď‚— Advertising : customised content and ads ď‚— Viral platforms : strong word-of-mouth ď‚— Idea/concept testing : feedback on new concepts through influencer testing and getting consumers to share their thoughts and ideas for free ď‚— Customer feedback : listening tools social media command center ď‚— Learning platforms : through Gamification concepts
Advantage of Social Media Marketing ď‚— Best channel to develop user following ď‚— The humanising effect ď‚— Best channel to begin with a lean budget ď‚— Improved customer insights
Partnering with other influencers in the same domain or area of operation affiliate marketing, public relations, editorial partnerships, etc Partner - Based Marketing
Types  Affiliate Marketing  Performance based marketing  One or more affiliates are rewarded for each visitor or customer brought by their efforts  Can be an influencer, a top brand, or even a loyal customer  Public Relations  Marketing news, information, leadership, products, activities, etc  Examples – feeds, articles, or regular new releases  Editorial Partnerships  Paid articles specifically written to enhance image of a specific product  Example – an article stating the importance of using a healthy oil brand in a site about health and wellness
Advantages ď‚— Helps brands leverage the strong influence which other sites have developed with a specific target audience ď‚— Impact the brand engagement, disseminate information, drive traffic to brand site for purchase
Using channels to directly reach out and market to consumers Includes – e-mail, sms marketing, chat, inbound calls, user comments, etc. Direct Marketing
Types  Outbound Marketing (Push marketing) –  Directly marketing a commercial message or promotion of a target audience using email, SMS etc.  One of the most cost-effective means with highest ROI as compared to other channels  Powerful for end conversion with customised messages  Inbound Marketing (Pull Marketing) –  Providing consumers a forum to communicate with brand  Develop a connect with the consumer  Customer service calls  Response marketing (user comments) –  User comments, online chat, complain mail  Responded in a manner which improves brand connect with the customer  Trust, care involvement, superior service etc for a positive brand image
Advantages ď‚— One of the most powerful channel to develop a direct connect with consumers ď‚— Maintaining brand trust by responding to queries in time ď‚— Help in concluding a potential sale or transaction
Guides users to purchase and end-of-funnel activities Native content, website, blog content, videos, webinars, etc. Content Marketing
Content Marketing Areas  Owned content –  website, blog content, webinars etc. owned by the firms  Most trusted places which a customer visits  Paid content –  Placement of content in a format native to the online channel  Pictures for Tumblr, tweets for Twitter, Native articles, etc.  Viral Content –  Involves techniques to quickly spread self-propagating messages  Video, infomercials, cartoon snippets, humour-related images etc.  Helps in creating a greater impact on the brand
Advantages  Relevance and possibility to create an impact  Consistent, valuable and creates traffic  Creates a strong desire to consumer quality content  Well curated to user’s needs
Includes using new media platforms, devices, and consumer interaction media as vehicles for carrying marketing message in the digital format Examples – In-game marketing, kiosk marketing, wearable (watches, glasses) etc. Platform Marketing
Platform Marketing Areas  Device Marketing  New set of product that consumer uses as accessories to check messages multiple times a day  Example – Google glass or wearable watch brands  Platform Marketing  Includes utilizing present hardware/software platforms to market through them  Examples – Ads in departmental store kiosks, or promotions through Microsoft surface  Media marketing –  Gaming platforms  Example – Secondlife.com (creating avatars of real-life people to develop a commerical world wherein they could buy/sell virtual brands
Advantages  Highly engaging form of advertising  Consumer’s intense involvement with the device, platform, or media at hand to market in ways which target at a sub-conscious level and are in-built in the product or software applications itself.
THANK YOU