Digital Marketing Channels

This presentation discusses the 7 types of channels that brands use to promote the business covered by Puneet Bhatia - Fundamentals of Digital Marketing
The ppt will help you go through the channels in the simplified manner.
Intent-Based Marketing (Search Marketing)
Brand-Based Marketing (Display Marketing)
Community Based Marketing (Social Media Marketing)
Partner Marketing
Direct Marketing
Content Marketing
Platform-Based marketing

1. Unit – 2 Ch-6, Fundamentals of Digital Marketing - Puneet Bhatia Digital Marketing Channels Made by – Priyanka Gautam

2. Types of channels Intent-Based Marketing (Search Marketing) Brand-Based Marketing (Display Marketing) Community Based Marketing (Social Media Marketing) Partner Marketing Direct Marketing Content Marketing Platform-Based marketing

3. 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

4. Search Marketing involves A user typing any combinations of words (known as keywords in search terminology) Into an input space (called a search-box) Through usage of search technologies (crawling and indexing) , and Application of complex programs (known as search algorithms) Delivering the best matched weblinks (known as organic search results) and Displaying paid weblinks (known as pay per click)

5. 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

6. Two main functions of Search engines Crawling and indexing: 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. Job involves to keep crawling the web regularly using software called “spiders” which index content and save them in index server for future use Mapping and serving most relevant content: 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

7. 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

8. 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

9. 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)

10. Objective To build the imagery of a brand and its elements To generate leads and drive purchase through promotional messages

11. Types of Display Ads Banner Ad Size : 480x60 pixel Placement : horizontal ad at the top of the homepage of any website Used : mostly to sell premium sponsorships on the homepage of any website Skyscraper Size : 120x600 pixel Placement: vertical Leader board 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

12. 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/

13. 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

14. 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

15. 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)

16. Types of Social Media Marketing Engagement : through dedicated pages, to create an owned media presence and engage with customer at almost no cost Advertising : customised content and ads Viral platforms : strong word-of-mouth Idea/concept testing : feedback on new concepts through influencer testing and getting consumers to share their thoughts and ideas for free Customer feedback : listening tools social media command center Learning platforms : through Gamification concepts

17. Advantage of Social Media Marketing Best channel to develop user following The humanising effect Best channel to begin with a lean budget Improved customer insights

18. Partnering with other influencers in the same domain or area of operation affiliate marketing, public relations, editorial partnerships, etc Partner - Based Marketing

19. 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

20. Advantages Helps brands leverage the strong influence which other sites have developed with a specific target audience Impact the brand engagement, disseminate information, drive traffic to brand site for purchase

21. Using channels to directly reach out and market to consumers Includes – e-mail, sms marketing, chat, inbound calls, user comments, etc. Direct Marketing

22. 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

23. Advantages One of the most powerful channel to develop a direct connect with consumers Maintaining brand trust by responding to queries in time Help in concluding a potential sale or transaction

24. Guides users to purchase and end-of-funnel activities Native content, website, blog content, videos, webinars, etc. Content Marketing

25. 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

26. 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

27. 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

28. 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

29. 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.

30. Thank you