Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
TACTIC
OUTCOME
Search advertising
In pay-per-click or search advertising, the advertiser pays only when someone clicks on their ad. The ads appear on search engine results pages.
Sales, customer retention and aquisition
The beauty of search advertising is that it is keyword based. This means an ad will come up in response to the search terms entered by the consumer. It therefore plays a role in sales, acquisition and retention. It allows the advertiser to reach people who are already in the buying cycle or are expressing interest in what they have to offer.
Online advertising
Online advertising covers advertising in all areas of the Internet ads in emails, ads on social networks andmobile devices, and display ads on normal websites.
Branding and acquisition
The main objective of display advertising is to raise brand awareness online. It can also be more interactive and therefore less disruptive than traditional or static online advertising, as users can choose to engage with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much more.
Affiliate marketing
Affiliate marketing is a system of reward whereby referrers are given a finders fee for every referral they give.
Sales and branding
Online affiliate marketing is widely used to promote eCommerce websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts. It is a useful tactic for brand building and acquisition.
Video marketing
Video marketing involves creating video content. This can either be outright video advertising, or can be valuable, useful, content marketing.
Branding, customer retention and value creation
Since it is so interactive and engaging, video marketing is excellent for capturing and retaining customer attention. Done correctly, it provides tangible value in the form of information, entertainment or inspiration and boosts a brands image in the eyes of the public.
Social media
Social media, also known as consumer-generated media, is media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.
Branding, value creation and participation
From a strategic perspective, social media is useful for brand building, raising awareness of the brand story and allowing the consumer to become involved in the story through collaboration. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowdsourced feedback and allow brands to share valuable content directly with their fans.
Email marketing
Email marketing is a form of direct marketing that delivers commercial and content based messages to an audience. It is extremely cost effective, highly targeted, customisable on a mass scale and completely measurable all of which make it one of the most powerful digital marketing tactics.
Customer retention and value creation
Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages. It should maximise the retention and value of these customers, ultimately leading to greater profitability for the organisation as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base in order to achieve the best results. Once the objectives and tactics have been set, these should be cross-checked and re evaluated against the needs and resources of your organisation to make sure your strategy is on the right track and no opportunities are being overlooked.
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