Day by day, your social media are bombarded with many advertisements on Digital Marketing Trainings. Even, non-profit organizations offering free digital marketing trainings. What does that mean?
It indicates that the traditional ways of marketing landscape have drastically changed in recent years. The methods that were effective before are no longer effective in the current market due to change consumer lifestyle.It’s no secret that every business owners or generally marketers want to get the biggest return on investment (ROI) on the amount spend.
Source : 2018 Digital Marketing Plan Survey Ascend2 and Research Partners, December 2017
So which digital marketing channels are worth and lucrative to get best results.
WHAT ARE THE TOP DIGITAL MARKETING CHANNELS?
- Web site
- Display Advertising
- Search Engine Optimization (SEO)
- Email Marketing
- Online Stores
- Pay-Per-Click Advertising (PPC)
- Online Public Relations
- Affiliate Marketing
- Social Media Marketing (SMM)
- Viral Content Campaigns
- Conversion Rate Optimization (CRO)
- Mobile Apps
So, what has been the most effective digital marketing channel for businesses to utilize?
SEARCH ENGINE OPTIMIZATION (SEO)
Interestingly, SEO remains the favoured marketing method of many digital marketing industry experts.
What is Search Engine Optimization?
Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website.
A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization.
On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).
Marketing experts identified that to get best results using SEO is by combining digital marketing with another channel, such as social media, influencer, and content marketing.
SOCIAL MEDIA MARKETING
Social media marketing proved to be the second most popular channel, with 23% of our digital marketing experts choosing one of Facebook, Twitter or LinkedIn, as their digital marketing weapon of choice.
Social media marketing is the process of executing marketing efforts using various social media platforms to promote your products or services.
In general, there are two ways to do this:
- Sponsored or paid post
- Unpaid or organic reach by community building or other outreach works.
Digital marketer should have one of two broad objectives:
- to build your brand (e.g. increase brand affinity, brand awareness)
- or provoke a direct response (signup, sale etc.)
While , many business owners, particularly interested in direct response, so that’s to increase their business revenue.
The major player here is overwhelmingly Facebook. They have the greatest reach, the most sophisticated targeting and the most engaging ad formats, across both mobile and desktop.
Their reach is well documented with over 2.0 billion global daily active users and counting, meaning your customers are certainly there.
Targeting options include users’ interests, geography , demographics as well as custom audiences and look alike or people who have similar profile characteristics to your custom audiences. You can also retarget visitors to your website or mobile app.
The third most effective digital marketing channel in 2017 according to our expert contributors was content marketing, with 20% of experts preferring this channel over any other.
Content is at the heart of every digital marketing campaign and is the one major element that will remain constant despite the many changes that occur in the marketplace. With good, high-quality and very relevant content, your website and other Internet marketing platforms will generate considerable inbound traffic from highly targeted audiences – all of which can be potential customers.
Up to 73% of digital marketers in the B2B arena are increasing content marketing activities this 2017. Content includes text, graphics, videos, and other related materials people are looking for and are very interested in.
“ By adding video to your email campaigns you can gain more engaged customers
and make more profit.”
Email marketing is an important element of inbound marketing and focuses on targeted relationship building.
Because consumers are immune to digital advertising thinking of it as deliberately manipulative, permission based email marketing is conducive to fostering relationships.
A staggering 72% of consumers prefer communication with companies to happen through email.
Why should you include email marketing in your digital strategy?
- the idea of one-to-one communication
- easy to personalize
- targets specific buyers
- great content distribution tool
- hard metrics to measure the performance
- automated and mobile
- low costs, fast results
Email marketing is the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent. The channel evolves and adapts to the changes in a digital environment, being mobile, interactive and engaging.
Customers overwhelmingly prefer email among other communication channels and they are looking for email content they really want to receive. Such as tailored offers and news, GIFs and video content. By adding video to your email campaigns you can gain more engaged customers and make more profit.
The website still remains the most effective digital marketing. Your business website is the main marketing tool for your products or services.
You’ve likely invested a great deal into making sure your website does the best possible job it can do at converting prospects into customers. If you haven’t had a website audit done, now is the perfect opportunity to do so.
A website alone will not able to generate any visitors unless combined digital marketing activities carried out.
Find out where prospects are slipping through the cracks. What’s causing friction and preventing them from taking action? What’s making them question taking that first step? The more barriers you can remove, the more seamless their experience with you will be.
In deciding the best digital marketing channel for your business, business owners or marketers shouldn’t rely only on a single resource to generate all the desired results. So of the channel might inappropriate for certain audiences and business niche.
The best way would be to rely on combining these Digital Marketing tools and channels at your disposal and making use of what they have to offer that will help you reach your end goals.