This document provides an overview of digital marketing channels. It discusses traditional marketing channels like TV, print, and radio. For digital channels, it explains search engines like Google, social media platforms like Facebook and Instagram, and display advertising. It also covers partnerships, affiliate marketing, and influencer marketing. The document uses examples and case studies to illustrate how different brands have successfully used digital channels like social media, paid search, and retargeting to grow their business.

1. DIGITAL MARKETING 101:
digital marketing channels explained
Victoria Rusnac
CMO at CAROL bike
Instructor at ACTA School
FREE WEBINAR

2. The Naked Pharmacy – A success story
Channels:
§ PR
§ Magazine advertising
§ Email
Channels:
§ Paid social media
§ Partnerships: QVC
§ Influencers
Results: +300% growth quarter-on-quarter

3. Victoria: CMO & marketing consulting
Corporations
Start-ups

4. § Traditional marketing landscape
§ Digital marketing landscape
§ The role of every digital marketing channel
§ Search
§ Social Media
§ Display
§ Partnerships
Agenda

5. Traditional
Marketing
Landscape

6. What traditional marketing
channels do you know of?
Question

8. •

10. Offline marketing channels
ATL: TV, outdoor, radio, print
PR: print, radio, TV
Telesales
Retail presence
Direct mail

11. Digital
Marketing
Landscape

12. What digital marketing
channels do you know of?
Question

13. Marketing starts with a human
§ Consumer behaviour
§ Attention focus
§ Time spent
§ Information consumption
§ Hobbies & interests

14. The most visited sites in UK (July 2022)

15. Search
Google
Bing
Yandex
Baidu
Social Media
Facebook
Instagram
YouTube
Twitter
LinkedIn
Information
Newspapers
Blogs
Platforms
Companies
Digital marketing landscape

16. The power of 2 platforms: Google and Meta

17. ORGANIC PAID
▪ Organic search (SEO) ▪ Paid search (PPC)
▪ App Store (ASO) ▪ App search ads
▪ Social media marketing (SMM) ▪ Paid social media
▪ Email & CRM ▪ Display advertising
▪ Free partnership ▪ Native advertising
▪ Digital PR ▪ Partnership, affiliate, and
influencer marketing
Digital marketing channels

18. Content marketing is not a channel.
It is the process of asset creation to convey a
message.

19. Mobile is not a channel,
it’s a device.

20. Search

21. Google
Organic
and Paid

22. Search query, which shows intent and
contains keywords
Google Ads PLA
(Product Listing Ads)
Organic free listings
Google Ads
SERP: Search Engine Result Page

23. 1. Advertisers select relevant keywords
2. Users input search queries that contain those keywords
3. Google ranks ads (Ad Rank) using a proprietary ad auction
4. Winning ads appear
5. Marketer only pays when the ad is clicked (or based on bidding strategy)
Enter Google: Keyword Advertising

24. Question
Why there are no ads when
we search for “summer
dresses”?

25. By understanding intent, we can deliver the right
message to the right person at the right time
Keywords are still relevant to intent, but they
are also relevant to…
§ Device
§ Time of day
§ Location
§ You
Search starts with intent

26. Low, Medium, and High Intent Search Queries
Low Intent
“Summer Grilling”
“Indoor Gardening”
“Ocean Pollution”
Medium Intent
“Weber Grill”
“AeroGarden Kits”
“Save the Waves”
High Intent
“Weber Grill Home Depot”
“Buy AeroGarden”
“Donate to Save the Waves”
High Volume Low Volume
Low Conversion % High Conversion %

27. Organic Search (SEO)
§ The long game
§ Compounding ROI over time
§ Costs: Primarily labour
§ You can only win through better content,
structure, and domain
Paid Search (PPC)
§ Immediate return
§ ROI only when you’re spending
§ Costs: Pay per click
§ You can win by spending a lot of
money
Organic vs Paid Search

28. Social Media

29. Meta Platforms

30. 30
VS
Pull Push
Middle to low funnel
Your ad is the answer to the user’s question
The user is not actively searching for your product
The user is being interrupted by our ads
Keyword targeting
Text ad and shopping format
Sales. Direct response ads.
Audience-targeting. Fuel retargeting campaigns.
Display, video, or text-ad formats
Brand awareness. Storytelling and brand building
Top and middle of the funnel
Intent-driven Discovery-focused

31. If you post an organic (unpaid) post
on Facebook, what percentage of
your followers will see the post?
Question
“Organic Facebook reach”

32. Facebook wants you to pay in order to reach your followers!
Organic Facebook Reach
Facebook
Organic Reach

33. Using Facebook Ad Library to spy on competitors’ ads

34. Case study
Funnel-focused paid social media leveraging vision, innovation, and user-
generated content (UGC).

35. Display
advertising

36. Display Advertising: Banners

37. Display Advertising: Native Advertising

38. Display Advertising & Retargeting
Google Display Network Facebook Audience Network
Retargeting Native Platforms Apple Search Ads

39. Partnership

40. Bespoke partnership
Negotiated fee or CPC (Cost
Per Click)
Affiliate marketing
Pay xx% commission when
the purchase is made (also
known as Rev Share)
Influencer marketing
Fee or %
Multi channel campaigns: Display, blog, social media, emails, reviews, product integration.
Tracking: Tracking link or voucher code.
Affiliate, Partnership, & Influencer Marketing

41. Case study

42. 1. Advertising with promotion
2. Product review
3. Influencers as models
4. Content creation
5. Contest & giveaway
6. Unique and exclusive experience
7. Challenges with influencers
8. Co-creation
Partnerships: Idea dump

43. Digital
Marketing
Channels

44. ORGANIC PAID
Organic search (SEO) Paid search (PPC)
App Store (ASO) App search ads
Social media marketing (SMM) Paid social media
Email & CRM Display advertising
Free partnership Native advertising
Digital PR Partnership, affiliate, and
influencer marketing
Digital marketing channels

45. Paid – Owned – Earned Media Channels
EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
§ Social media
§ Google Ads
§ Display
§ Paid influencers
§ SEO
§ Email and CRM
§ Social media
§ Community management
§ User-generated
content
§ Collaboration with
customers
§ Influencer relations

46. SimilarWeb for traffic insights

47. § Traditional marketing landscape
§ Digital marketing landscape
§ The role of every digital marketing channel
§ Search
§ Social Media
§ Display
§ Partnerships
Agenda

50. New courses to be released in October 2022

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52. DIGITAL MARKETING 101:
digital marketing channels explained
Victoria Rusnac
CMO at CAROL bike
Instructor at ACTA School
FREE WEBINAR

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