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LO2 Examine Key Digital Tools, Platforms and Channels

   

Added on  2021-05-31

27 Pages2291 Words368 Views
1-An explanation and description of all the important elements related to digital marketing and discussion of the most important digital marketing channels, as well as providing a basic comparison between marketing channels.Digital marketing is the use of the Internet, mobile devices,social media, search engines,and other channels to reach consumers. Somemarketingexperts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing.Digital Marketing Channels :Website MarketingA website is the centerpiece of all digital marketing activities. Alone, it is a very powerful channel, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.Pay-Per-Click (PPC) AdvertisingPPC advertisingenables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers canset up PPC campaignson Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services. PPC campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.Content MarketingThe goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, SEO, or even PPC campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics,podcasts, and webinars.Email MarketingEmail marketingis still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is allabout. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.

Social Media MarketingThe primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel.Affiliate MarketingAffiliate marketingis one of the oldest forms of marketing, and the Internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.Video MarketingYouTube has become the second most popular search engine and a lot of users are turning to YouTube before they make a buying decision, to learn something, read a review, or just to relax. There are several video marketing platforms, including Facebook Videos, Instagram, oreven Tok-tok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketingcampaigns.SMS MessagingCompanies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or giving opportunities to willing customers. Political candidatesrunning for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.Compare digital marketing channels :Organic Vs. PaidFortunately, cost per acquisition is easy to figure out for Paid Search – it’s a default metric available in most analytics programs. Organic CPA isn’t a default metric Google gives you, but it’s easy to add a note in a custom dashboard where you note the amount spent on SEO

and do basic math to arrive at your CPA. We’ve also got total goals by medium and a breakdown of some important conversions based on each channel they come through.Organic vs. Social / ReferralSocial media is a valuable traffic channel for many companies. Social media promotion tends to be less about generating direct conversions and more about engagement – getting visits to your website, getting people engaged with your company.2-An evaluation by providing a detailed explanation of the pros and cons of the main digital tools and devices available to marketers on and other physical channels.Advantages of digital marketing :Global reach- a website allows you to find new markets and trade globally for only asmall investment.Lower cost- a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.Trackable, measurable results-measuring your online marketingwith web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.Personalization- if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.Openness- by getting involved withsocial mediaand managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.Social currency- digital marketing lets you create engaging campaigns usingcontent marketingtactics. This content (images, videos, articles)can gain social currency - being passed from user to user and becoming viral.Improved conversion rates- if you have a website, then your customers are only ever a few clicks away from makinga purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.Disadvantages of digital marketing :

Skills and training- You will need to ensure that your staff have the right knowledgeand expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly and it's vital that you keep up-to-date.Time consuming- tasks such as optimising online advertising campaigns and creating marketing content can take up a lot of time. It's important to measure your results to ensure a return-on-investment.High competition- while you can reach a global audience with digital marketing, youare also up against global competition. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.Complaints and feedback- any negative feedback or criticism of your brand is can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation. Security and privacy issues- there are a number of legal considerations around collecting and using customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.3-Study the development of e-commerce and digital marketing platforms and channels compared to physical channels.Digital marketing is the channel that promotes and sells an organization’s product morespecifically in an innovative way. The relationship between the digital marketing and the e-commerce channels has marked in the technological place of marketing. The success of theAlmarai company business currently relies on both digital marketing and ecommercechannels.The physical channel includes the manual services which cause face to face contact betweenthe seller and the customer. The physical channels include manual delivery services and italso facilitates the marketing purpose on similar type of services. There are some benefits ofphysical channel marketing that is, businessman can easily reach the domestic audiences andit is easy to understand for all types of people along with keeping the materials to be safe.The last point describes that the materials containing the hard copy like cash register andother type file records of database are readable and can be browsed and checked repeatedlywithout being worried about the loss of files.

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