The key digital marketing channels

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A brief overview of the main digital marketing channels, along with their key features, benefits, and metrics.

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The key digital marketing channels

  1. 1. Page | 1 The Key Digital Marketing Channels – A “Cheat-Sheet” Approach By Deepak Pershad Have you ever wondered if there was a “cheat-sheet” or quick reference guide for the major digital marketing channels? Well, thanks to myriad contributors on the web (all referenced at the end of this post), provided in this post are tables that attempt to do just that. The general approach can be summarized in the diagram below: Multi-channel mix and weighting strategies will be driven by a number of considerations, such as:  Target group demographics, psychographics, and channel consumption habits  Product or service type  Business and Campaign objectives  Individual channel strengths in delivering the campaign objectives  Cross-channel synergies
  2. 2. Page | 2 Here are the tables for each major channel: Website Key Benefits When/How to Use Performance Tracking • Gain a larger client base • Educate consumers about your business • Increase customer confidence • Cost effective promotion and marketing • 24 hour global presence • Keep your clients updated • Improve communication with customers • Keep the edge on competitors • Provide convenient support for your customers • Improve business to customer relationships • 24/7 • As a comprehensive client resource for: • Updates • Company information • Relevant news • Offers • Free information, downloads, and other relevant content • Customer support and FAQs • To provide a forum for dialogue • Google Analytics • Average page-views per session • Conversion Rate • Bounce Rate • Cost per Lead • Stickiness (Staying top of mind and up to date) • Percentage of New Visitors Blog Key Benefits When/How to Use Performance Tracking • Low cost • Ability to position one’s company as an expert • Relational marketing • Community building • Media and Public Relations • Direct communications /RSS feed • Competitive differentiation • SEO enhancement • Brand building • To frequently provide relevant updated content to readers • To provide content that is integrated with your content in other online channels • To provide a forum for dialogue • To build or expand a client community • Google Analytics • Social Metrics (WordPress) • Common metrics: • Visitors and Unique Visitors • Page Views • Referrers • Keywords • Top Content (i.e. the content most popular with visitors) Social Media Key Benefits When/How to Use Performance Tracking • Direct conversation • Connecting to Peers • Low cost • Relational marketing • Community building • Media and Public Relations • Ability to demonstrate thought leadership • Direct communications /RSS feed • SEO enhancement • Brand building • When direct, ongoing dialogue and feedback is needed • To provide a forum for dialogue and feedback • To build or expand a client community • To synergistically build upon integrated product/service marketing and branding efforts • To frequently provide relevant updated content to readers • To provide content that is integrated with your content in other online channels • Google Analytics 5 • Free tools (e.g. Social Mention, Klout, How Sociable, and others) • Social Media Metrics from social media channels (e.g. Facebook, Twitter and LinkedIn) • Third-party solutions, e.g. • Syncapse • Radian6 • NM Incite • SAS • Sequentia Environics
  3. 3. Page | 3 E-Mail Marketing Key Benefits When/How to Use Performance Tracking • Global reach • Lower cost (vs. paper-based) • Interactive • Highly personalized/targeted • Round the clock marketing • Measurable results • Opt-in or unsubscribe options (focus only on interested prospects) • Faster response • Increase Sales Conversion • Generate Repeat Sales • Up-sell and Cross-sell Products and Services • Gain Valuable Feedback from Visitors • Drive Web Users to Make Offline Purchases • When a high and qualified response rate is needed • When the offer is time-sensitive • For new product announcements • For knowledge-based offers, e.g. white papers and webinars • For subscriptions to ongoing communications (e.g. RSS feeds; newsletters) • To continue to build a subscriber/prospect list • Client direct response rates (can be compared to other online activities, historical data, competitive data where available, or alternate test campaigns) • Conversion rate • Cost Per Click • Bounce Rate • Open Rate • Click Rate • Open to Click Ratio • Cost Per Sale Search Marketing Key Benefits When/How to Use Performance Tracking • The #1 way people find websites • People use search engines ubiquitously • Qualified traffic ready to buy • More effective than banners • Critical for driving website traffic • Paid search can be leveraged with major search engines (e.g. Google and Yahoo) • As an integral part of building website traffic • Paid Search as part of an overall integrated campaign (e.g. AdWords from Google) • Google Analytics • Yahoo web analytics • Hosted services such as WebTrends Common Metrics: • Visits, time spent on page, and bounce rate by top entry page, segmented by Natural/Organic Search) • Reverse goal funnel, segmented by Natural/Organic Search • Top internal search queries segmented by Natural/Organic search • Visits by non-paid keywords, but filtered for branding, trademarked, or copyrighted terms • Number of keywords triggering results for your site • Position of your site in the search results for specific keywords • Number of clicks to your site from keywords • Position of your site in the search results for specific keywords clicked • Diagnostic crawl stats • Back-link discovery trending • External backlinks and referring domains
  4. 4. Page | 4 Online Advertising Key Benefits When/How to Use Performance Tracking • Affordable • Wider reach/coverage • Targeted audiences • Easy to track and measure conversion • Speed • Informative (e.g. clickable links to landing pages) • Payment flexibility • Better ROI • Easy audience engagement • Brand enhancement opportunity • Rich media for creative messaging • To complement brand building communications • To extend the impact of direct response campaigns • To build and maintain awareness of brand benefits and offers • Cost Per Click • Click-Through Ratio • Impressions • Page Views • Banner Views Content Marketing Key Benefits When/How to Use Performance Tracking • Lead generation • Shortening the sales cycle through list subscriptions • Demonstration of thought leadership • Better search engine rankings • Differentiated competitive advantage • Ongoing • As the basis for client engagement • As a driver of brand loyalty • Integrated with other online marketing activities • To build thought leadership • To increase client retention • To deliver unique, relevant content • Tracking sales lift – content recipients vs. non-recipients • Tracking conversions (e.g. subscriptions) • Engagement measures (e.g. time spent) • Online readership studies • Pre/Post-awareness studies Mobile Marketing Key Benefits When/How to Use Performance Tracking • Location-based marketing • Potential to go viral • More personal and targeted messaging • Affordable and cost-effective • Immediate delivery • Wider reach • Provide mobile coupons • Provide QR codes for promotional offers • Leverage m-commerce activity by target users • Leverage check-in services such as Foursquare • Leverage social network and online gaming use • Leverage online app downloads • Frequency of Visits– Ratio of the number of visits to the number of users over a period of time. This shows how often your app is being used. It is one gauge of user loyalty. • Depth of Visit – Number of screens viewed on average compared to the number of visits (i.e. engagement) • Duration – The average amount of time spent in the application. Bounce Rate – Ratio of the number of user visits with a single view event to the total number of visits. • For Apps: • Total Downloads – Number of times your app is downloaded from an app store. • App Users – Number of unique application users over a period of time. • Active User Rate – Ratio of the number of app users to the total downloads. • New Users – The number of users that first used your app during a period of time. • Source: WebTrends There are doubtlessly a number of elements that could be added to each table. Please feel free to suggest them.
  5. 5. Page | 5 Sources • http://www.bukisa.com/articles/58455_10-website-advantages#ixzz1YPgvRjva • http://www.hosting-netexplorers.co.uk/blog/web-marketing/the-10-business-benefits-of-blogging/ • http://www.businesslogs.com/blogging-advice/5_statistics_to_track_for_better_business_blog_performance.php • http://www.selfseo.com/story-14500.php • http://www.webpronews.com/the-top-benefits-of-email-marketing-2006-04 • http://www.jackleblond.com/ten-must-know-email-marketing-metrics/ • http://www.analytics-advice.com/2010/02/19/meaningful-seo-metrics-and-where-to-find-them/ • http://copywritertoronto.com/5-ways-content-marketing-can-benefit-you/ • http://contentmarketingtoday.com/2008/04/03/the-best-way-to-measure-your-content-marketing-success/ • http://missionengage.com/the-top-10-ways-to-use-mobile-marketing/ • http://www.marketingprofessor.com/mobile/7-reasons-to-use-mobile-marketing-in-your- business/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+marketingprofessor+(MarketingPr ofessor.com+Real.+Profitable.+Advice.) • http://www.marketingpower.com/ResourceLibrary/Documents/Whitepapers/Whitepaper- Mobile_MMversion%20(2).pdf

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