A digital marketing strategy is a plan for establishing an online presence through online channels such as organic search, social media, paid advertisements, and other web-based mediums such as your website. The goal of digital marketing strategies is to raise brand awareness and attract new customers.
Digital marketing campaigns are the building blocks and actions that comprise your digital marketing strategy and lead you to a specific end goal.
For example, if your overall goal for your digital marketing strategy is to generate more leads through social media, you could run a digital marketing campaign on Twitter.
What role does digital marketing play?
Since 2015, marketing professionals have reported spending an increasing proportion of their budgets on digital marketing methods while decreasing their spending on traditional marketing channels. This is due to the increasing presence of consumers on online channels, which provides businesses with more opportunities to reach their ideal customers all day, every day.
With the increased use of technology, digital marketing platforms have become indispensable in the world of digital marketing. AI and machine learning provide marketers with the marketing technology they need to reach consumers on digital devices at just the right time, as opposed to traditional marketing methods, which must be planned and placed well in advance.
10 Different Types of Digital Marketing Platforms and Their Strategies
1. Platforms for social media marketing
Social media platforms such as Instagram, Facebook, Tik Tok, LinkedIn, and Snapchat are heavily used by today's consumers. This is why it is critical for brands to be present on multiple social media platforms. Consider the following statistics:
• Consumers have an average of eight social media accounts.
• The average adult spends 2 hours and 22 minutes per day on social media—that's nearly 2 and a half hours per day for businesses to interact with and convert customers.
Marketers can reach their prospects through social media platforms in a variety of ways.To begin, marketing departments can use these channels to distribute paid advertisements and sponsored content. Each platform allows marketing teams to create paid ad campaigns and segment users so that these ads appear in the feeds of members of the target audience. While each platform is unique, most allow marketing teams to place ads based on location, job title, interests, age, and other factors to ensure that a company's social media posts reach the right audience for maximum conversion potential.
2. Marketing Through Influencers
Influencer marketing is another effective way to use digital marketing channels to reach out to specific audiences. Brands can collaborate with celebrities, websites, or others who are thought to be experts in their field and share similar values. Brands can then reach out to the followers of these influencers with branded content and offers. Many marketers have found success with influencer marketing, with nine out of 10 saying it is as good as or better than other channels.
Furthermore, one in every two women made a purchase decision based on a recommendation from an influencer. With nearly half of social media users relying on brand recommendations from influencers, influencer marketing could be an extremely effective way for your business to increase engagement—and sales.
3. Email Promotion
Email marketing campaigns enable businesses to stay in touch with prospects and customers by sending them personalised newsletters or offers based on previous purchases or brand engagements. If a person has interacted with a few of your brand touchpoints, such as an email offering 10% off the items they've been considering or free shipping, that little extra incentive could easily tip the scales from "abandoned cart" to "completed purchase."
Almost 60% of consumers say email influences their purchasing decisions. Furthermore, transactional emails (emails that assist a customer in doing something, such as completing a purchase or resetting a password), are more likely to be opened by subscribers.
4. Content Promotion
Content marketing enables marketing teams to be proactive in educating consumers about current and new products in a relaxed and unhurried manner, as well as in responding to their users' questions. Throughout the three stages of the buyer's journey, digital marketing teams create written content, videos, and other marketing assets to answer questions or provide context to consumers.
• The buyer realises they have a need during the awareness stage.
• The buyer decides on a course of action to meet this need during the consideration stage.
• The decision stage: The buyer chooses a product or service to meet a need.
For example, a customer may realise they require new gym shoes. A running shoe's digital marketing team may create a piece about what features you need from a running shoe, as opposed to what features you need if you focus on strength training. Based on this information, the buyer determines that they require a pair of running shoes that meet the criteria. Another piece of content could show the most popular running shoes as well as their prices. They make their decision after being educated on these factors.
5. Marketing through Search Engine Optimization (SEO)
Search engine optimization, or "SEO," is frequently associated with content marketing. Content created by the company for their website, blog, or other digital marketing platforms can be written and posted online in such a way that prospective buyers searching for information on a specific topic are more likely to see it than similar content created by their competitors. Because the customer is using a search engine, such as Google, to find information about a product or service, this writing and posting strategy, along with all the techniques and considerations it entails, is known as SEO, or "search engine optimization."
When done correctly, SEO can be a very effective part of a company's marketing strategy. In fact, 53% of consumers say they use a search engine to research potential purchases before making a purchase decision, and 51% of smartphone users have discovered a new product or service through a search engine on their phones.
6. Pay-per-click advertising (PPC)
Pay-per-click (PPC) advertising is a type of paid advertising that allows marketing teams to buy traffic to their website. Marketers place advertisements on websites or search engines like Google and Microsoft Bing and pay a fee each time their ad is clicked. These ads typically appear at the top of the search results page and are determined by bids on specific keywords, whereas banner ads on websites typically have set prices.
Using the consumer buying athletic shoes as an example, if the shoe company had used 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 the company's website.
7. Affiliate Promotion
Affiliate marketing is similar to referral programmes in that it involves working with outside individuals or companies in exchange for a commission on each sale that can be attributed to their efforts. This is a cost-effective way to outsource some of the heavy lifting of promotion; however, you are entrusting your brand's reputation to someone else, so this type of marketing often necessitates more extensive monitoring and tracking.
Affiliate marketing has proven to be so effective at attracting customers and increasing sales that, in a survey, 90% of businesses that run an affiliate programme said it was an important part of their digital marketing strategy.
8. Mobile Marketing
Many of the digital marketing strategies mentioned above can be included in mobile marketing initiatives, which typically use a combination of text messages, social media, email, push notifications, and mobile applications. Mobile marketing is becoming increasingly important, with the number of mobile shoppers expected to reach 187.5 million by 2024. With the clear shift to mobile, digital marketers must consider how to optimise their current marketing efforts for mobile in order to provide a seamless and user-friendly experience.
Consider the coffee alternative purchase we mentioned earlier; chances are that it was made on a mobile device. In fact, statistics show that a mobile device, such as a cell phone or tablet, accounts for nearly 75% of total funds spent on online purchases. This means that if your company isn't already optimising all of its digital marketing methods for use on mobile devices, now is a great time to start.
9. Platforms for Marketing Automation
Platforms for marketing automation can be extremely beneficial to any digital marketing strategy. Marketing automation, like so many other digital marketing strategies, can be "stacked" on top of other digital marketing platforms to multiply and increase their effects.
To put it simply, marketing automation platforms are software that can perform routine marketing actions on behalf of a business without the need for human intervention. This lack of reliance on human intervention is a key advantage of marketing automation platforms, as it allows the platform to essentially "run" parts of a company's marketing strategy on its own without increasing staff requirements or payroll costs.
10. Platforms for Marketing Analytics
Marketing analytics platforms enable businesses to collect and analyse data from their digital marketing campaigns in order to determine how effective their campaigns have been, what ROI they can expect from them, and what can be done in the future to increase revenue from their marketing.
The value of marketing analytics platforms to a company is analogous to the utility of a report card to a student: if you don't know what results your digital marketing campaigns are producing, you won't know how to improve them in the future. In fact, 21% of businesses cite marketing analytics as the single most effective way to gain and keep a competitive advantage over competitors.
Conclusion
A strong digital marketing strategy is critical to organisational success in the modern age of business and technology. Companies that thrive in the digital world typically invest heavily in developing digital marketing strategies. As a result, organisations can reach customers across multiple digital platforms, resulting in increased revenue and lower conversion rates.
A digital marketing strategy entails assessing specific goals that can be achieved through online channels. A well-executed digital marketing strategy can be critical to organisational success in an era when many consumers transact business on their mobile devices. If you have any questions, please contact DesignLab.
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