Media houses while planning their campaigns exert every available resource to find the right promotional mix to reach the target audience, through continues creation and experimentation. While devising a media campaign, it is necessary to understand the strengths and impacts of a particular format, how people are likely to respond and how it blends with other forms of marketing strategies.

1. Digital Media: Things that make up optimum results
Media houses while planning their campaigns exert every available resource to find the
right promotional mix to reach the target audience, through continues creation and
experimentation. While devising a media campaign, it is necessary to understand the
strengths and impacts of a particular format, how people are likely to respond and how
it blends with other forms of marketing strategies.
The digital media landscape is flooded with creative, platforms, tools, and risks that
every organization is challenged with. Small organizations with lack of capital reserve
often opt for the best suitable platform compromising on reach and exposure while
organization with propelled backing struggle to find the right promotional mix to
increase engagement and ROI.
Social Media:
It makes up as the largest fragment of integrated marketing communication in an
organization. Its scope, reach and influence is overwhelming to both end users and
marketeers. Social media simply amplifies user generated content which can be in forms
of pictures, discussions, blogs, streaming media etc. It is different from other forms of
media in terms of immediacy, usability, frequency and modification. Users are more
likely to share the content that they have liked and deliberately promote them in their
active network which further reaches to more audiences increasing exposure and
visibility with minimum effort. However, to create that virality, distinctiveness of the
content has to be there.
Display ads & Search ads
Considered as highly effective but expensive, display and search ads are exemplary than
their predecessors (TV ads). One of the major advantages that marketeers cites in these
forms of ads are that they are measurable in terms of impact and conversion while TV
ads which absorb millions in investment are measured indirectly by rise in sales volume
and other factors.
“A lot of companies have put more and more money into online marketing because
online marketing is more measurable, as opposed to television where you put in millions
of dollars and you have no idea what you get for it,” says Sunil Gupta.- Professor of
Business Administration at Harvard Business School.
SEO & SEM
Held responsible for the visibility of a website or a web page, it directly hints out the

2. importance of optimization and marketing of contents that are relevant to online
searches. SEM which incorporates SEO, identifies keywords that are most looked on
search engines and then builds content in such a way that will generate and convert
traffic to own sources.
Prominent Methods:
 Keyword research and analysis
 Website saturation and popularity
 Indexing
 Preventing crawling
Mobile ads
An unruly form of advertising that heavily concentrates on focused groups. It is relatively
uncluttered to other forms of advertising creating a strong impact in the user’s minds.
However, there is wide variation in the acceptance of individual mobile ads depending
upon various factors beyond control.
Types of ads:
 Mobile Web Banner
 Mobile Web Poster
 MMS advertising
 Advertising within Games, videos
 full-screen interstitial
 CPI Mobile Advertising
Online Video Marketing
Marketeers call for it! It is arguably the most receptive form of marketing discipline
which can nurture end numbers of ideas with growing day by day users. Online video is
highly ranked by Google than other marketing deployments in terms of ranking signal.
What it means?
By 2017, video will account for 69% of all consumer internet traffic according to Cisco.
Nielsen claims 64% of marketers expect video to dominate their strategies in the near
future.

3. Youtube as an individual channel for online videos receives more than one billion unique
visitors every month.
PPC & Landing Pages
One of the primary focuses in digital marketing, PPC used interchangeably with CPC is a
result oriented model assessing the cost effectiveness and profitability of online
marketing. Through PPC, advertisers direct traffic to their landing pages which can be
custom tailored to the initial offering made in the (PPC) banner. Such an established
cohesive effort seeks out for potential users and garners a healthy database for direct
marketing.
‘A study by Shop.org and Forrester Research shows 85 percent of retailers surveyed said
search marketing (including PPC and SEO) was the most effective customer acquisition
tactic.’
“Companies with 30 or more landing pages have proven to generate 7 x more leads than
companies with less than 10, according to recent data from Hubspot.’
Micro-sites
The domain of micro-sites are largely exploited to provide a sense of ease to users and to
create brand equity for a completely separate entity on a temporary basis. They are
basically off-shoots of a parent site, with a single purpose- Inform, Educate & Engage.
How micro-sites boosts brand campaigns.
 Boosts SEO:
 Focused Message
 Exceptional Design Opportunities:
 Localize Content:
 Maintaining Connections:
 User friendliness:
 Good branding:
Ecumen Consultancy is a leading Ecommerce marketing company offering digital
marketing, SEO, SEM, Mobile SEO, Online video promotion and more. Find more
information to http://www.ecumenconsultancy.com
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