This document discusses various digital marketing channels. It describes intent-based marketing or search marketing, which involves targeting customers through keywords. It also covers brand-based or display marketing using banners, skyscrapers and leaderboards. Community-based or social media marketing is discussed as building word-of-mouth. Partner marketing involves influencers and affiliates. Direct marketing uses email, SMS, chat and calls. Content marketing creates native content. Platform marketing leverages new devices and media. Each channel is described along with its advantages for marketing.

1. U N I T – 2
C H - 6 , F U N D A M E N T A L S O F D I G I T A L
M A R K E T I N G - P U N E E T B H A T I A
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
a) Crawling and indexing:
a) 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.
b) Job involves to keep crawling the web regularly using software called “spiders”
which index content and save them in index server for future use
b) Mapping and serving most relevant content:
a) 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
1) Banner Ad
1) Size : 480x60 pixel
2) Placement : horizontal ad at the top of the homepage of any website
3) Used : mostly to sell premium sponsorships on the homepage of any
website
2) Skyscraper
1) Size : 120x600 pixel
2) Placement: vertical
3) Leader board
1) 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