Brief Guide to Digital Marketing Channels & its Capabilities

Getting your Trinity Audio player ready...
Read Time
7 Minutes

It would help if you established an internet presence as a brand and business. To engage with your consumers and generate more leads, there are several methods available to you, ranging from social media to content marketing to sponsored advertisements. You may try out several alternatives, pick what works best for you, and negotiate the ones that don’t. Unfortunately, it is becoming increasingly difficult for companies to capture the attention of customers. As a result, businesses must optimize their online approach to get the required outcomes. Each sort of internet marketing serves a particular purpose.

Digital marketing channels on the basis of types of media:

Paid Media:

Paid media is any form of media in which you pay to have your message broadcast. Every direct investment made by the brand falls into this category, and the trend is towards disclosure channels.

The purpose of Paid Media is to reach a larger audience and raise awareness of your business. To do so, you spend in media that has the ability to raise awareness of the firm, its campaigns, and its products/services.

Owned Media:

Owned Media is media that the firm owns indefinitely. It is these channels that the brand maintains and uses to produce direct content about its products and services.

These channels are also used for engagement and lead education, as well as for institutional information. Websites, blogs, YouTube channels, social media pages, and anything else associated with the company’s name are owned media. If the brand controls this medium, it will naturally invest in something unique to itself rather than paying for other firms to advertise the business. That is why this group is referred to as Owned Media.

Earned Media:

Earned media is all of the publicity that a firm receives through what we term “word of mouth,” but in an internet setting. Every move taken by the firm creates feedback on its plans. Because of these acts, free media has been defeated.

Earned media is one in which no direct investment is made in its acquisition. Of course, all of the effort done on platforms like social media has resulted in it, but only indirectly. Earned media is concerned with people’s perceptions of your brand. They will be favourable if the task is done well, resulting in an organic movement in favour of the firm.

Digital Marketing ChannelsPaid MediaOwned MediaEarned Media
Search MarketingPay Per Click(PPC)SEOBacklinks
Social Media MarketingPaid MediaOrganic SocialEarned Mentions
Digital AdvertisingProgrammatic DisplayNative AdvertisingSponsorship
Digital PartnershipAffiliate MarketingCo-BrandingCo-Marketing
Digital PROnline AdvertorialGuest BloggingInfluencer Outreach
Digital MessagingPublisher e-Mail/PushIn-House e-Mail/PushPartnership e-Mail

Free Session with Our Marketing Team? Click here.

Search Marketing:

Businesses utilize social media marketing to increase brand exposure, strengthen branding, increase audience engagement, and cultivate connections.

Because your audience instinctively expresses their ideas and opinions on social media sites, they are an important digital marketing medium for creating consumer interactions. These networks also enable positive communication (often in real-time) between brands and their consumers or future customers.

It works for Pay Per Click (paid media), SEO (owned media) and Backlinks ( Earned Media).

Pay Per Click: If used effectively, Pay Per Click may be one of the most powerful online marketing platforms. The purpose of PPC is to turn latent users into interested prospects and further convert them into purchases. For example, clicking on an online display ad might take prospective customers to another website with further information about it.

SEO: Search Engine Optimization, as the name implies, is the process of increasing the visibility of your website page on internet search engines such as Google, Bing, and others. Increasing your page’s SEO will improve not only its online exposure but also its traffic and activity. It is excellent practice for SEO to add relevant keywords and manage links in your content so that they show in unpaid ‘organic’ search results.

Backlinks: Backlinks are links from one website to a page on another website (sometimes known as “inbound links,” “incoming links,” or “one-way connections”). Backlinks are regarded as “votes” for a given website by Google and other major search engines. Sites having a high number of backlinks typically score well in organic search engine results.

Social Media Marketing:

Nowadays, social networking has become one of the most effective internet marketing mediums. Sites such as Facebook, Instagram, YouTube, Twitter, and others provide dynamic two-way communication. Internet users spend the majority of their time in these online environments. As a result, companies cannot afford to pass up the potential to capture more eyeballs and must successfully advertise their products.

Users are shown sponsored material depending on their profile, interests, likes, and shared content. Furthermore, social media allows businesses to communicate with prospects, answer their questions, and start dialogues!

It works for Paid Social (Paid Media), Organic Social (owned media), and Earned mentions (Earned media).

Paid Social: Advertising is another term for paid social media. It is when companies pay money to Facebook, LinkedIn, Twitter, YouTube, and other social media platforms to get their material shared with particular new targeted audiences who are likely to be interested, either by “boosting” their organic content or creating unique adverts. Sponsored social methods are frequently used to boost followers, engagements, clicks, and views through accurate audience targeting based on demographics, geographies, interests, and other factors.

Organic Social: Organic social media refers to the unpaid material (posts, images, videos, memes, Stories, and so on) that all users, including companies and brands, put on their feeds. Organic social media postings are those that appear on your company’s profile page and may be seen by your target audience without the need for sponsored marketing.

Earned Mentions: Earned media occurs when consumers, the press, and the general public share your material, spread word of mouth about your company, or otherwise mention your brand. In other words, the mentions are “earned,” which means they are offered willingly by others.

Digital Advertising:

Digital advertising (also referred to as online advertising) is a type of marketing in which businesses utilize digital media to advertise their brand, product, or service.

It comprises of acts performed in online browsers, social media pages, blogs, applications, or any other type of Internet engagement. A digital advertising strategy is one that promotes a product online. This advertising occurs on social networking networks, search engines, websites, and even in your mailbox. In essence, digital advertising is the promotion of your product or service to consumers over the Internet.

It works for Programmatic Display (Paid media), Native Advertising (owned media), and Sponsorships (Earned media).

Programmatic Display: The automatic purchasing and selling of banner adverts on specially specified portions of websites, social media platforms, or applications is known as programmatic display advertising. The automated method of trading and putting banner adverts on available ad space online is referred to as programmatic. Transactions are made in real time, and the winning banner ad is placed in the available ad space on the website that the target customer is visiting. It focuses on the banner advertisement format.

Native Advertising: Native advertising is the notion of designing ads that are so integrated into the page content, design, and platform behaviour that the viewer believes the ad belongs there. Native advertising is the usage of sponsored advertisements that blend in with the media in which they appear. They blend seamlessly with the material to avoid interfering with the viewer’s experience. Advertisers can use this method to offer information that captures users’ interest while without being a prominent advertisement.

Sponsorship: When two brands decide to collaborate professionally, this is referred to as sponsorship. Essentially, one brand will provide resources, financing, or services to the other brand. The sponsoring brand will provide assistance, while the non-sponsoring brand will benefit from increased brand exposure, reputation, and so on.

It is critical to recognize that sponsorship does not directly promote your company, products, or services. This signifies that it is not advertising.

Free Session with Our Marketing Team? Click here.

Digital Partnership:

A digital partnership is a collaboration between two firms or influencers that have a target audience as well as a service or product that benefits both parties. That being stated, a partnership between two firms can include influencers such as bloggers or Instagram stars, as well as a sportswear manufacturer collaborating with a fitness centre brand.

To advertising companies adding a service to their offer by partnering with production agencies. To businesses collaborating to share messages or build new services.

It works for Affiliate Marketing (Paid media), Co-Branding (owned media), and Co-marketing (Earned media).

Affiliate Marketing: Other dealers can help online retailers offer their products and services. This is known as affiliate marketing, and it occurs when one company provides another company’s items as an add-on or deal package alongside its own. Each seller’s requirements and prerequisites may differ. Affiliate marketing is quite similar to a commission-based sales position.

Co-branding: A co-branding is a marketing approach that aims to capitalize on the synergy created by integrating two well-known brands into a third, distinct branded product. Co-branding may be a very powerful activation since it strengthens both companies when they work together rather than operating alone. It increases reach, awareness, and revenue potential by catching prospective brand consumers.

Co-marketing: Co-marketing occurs when two distinct brands advertise numerous items through a single campaign. Co-marketing is effective when firms commit to each other and cross-promote current products or services.

Digital PR:

A company’s professional management of a favourable online image is referred to as digital PR. A digital public relations agency promotes a company using online blogs, websites, and social media. Digital public relations is essential since it presents a firm to new target audiences. These introductions appear on search engine results from pages as well as in editorial article placements on major websites. Digital PR may also help increase a company’s website traffic.

It works for Online Advertorial (Paid media), Guest Blogging (owned media), and Influencer Outreach (Earned media).

Online Advertorial: Online advertising is a marketing technique that entails using the Internet as a medium to attract website traffic as well as target and distribute marketing messages to the appropriate people. The goal of online advertising is to define markets through distinctive and valuable apps.

Guest Blogging: Guest blogging is a type of content marketing strategy that entails creating and posting one or more articles for other websites. When you request someone from outside your organization to create a blog that will be published on your website, this is known as guest blogging. Often, the writer will work in the same field as the organization or be an expert on topics related to that organization.

Influencer Outreach: The practice of contacting influencers is known as influencer outreach. Theoretically, it entails sending emails or social media messages to connect with the proper influencer or artist.

The idea is to encourage people to endorse your company by trying your products, giving favourable feedback on your services, and promoting your brand.

Digital Messaging:

Digital messaging encompasses a wide range of technologically driven marketing communications, such as email, SMS messages (texting), mobile app alerts, and social media postings. Digital messaging may occur on every channel where your company has a presence, from social media to web chat. Still, SMS or text messaging is the most prevalent corporate messaging medium.

It works for Publisher email/ Push (Paid media), In-house email/push (owned media), and Partnership emails (Earned media).

Publisher e-Mail: Publisher email is the email that a publisher shares with his or her followers or connections. For example, if a person is the publisher of a magazine, then a company comes to the publisher to share a product XYZ to share it among the publishers’ connections to make it reach to more audience.

In-house e-Mails: In-housing refers to the management of operations within a corporation by company workers. The choice to keep work in-house is reached after carefully contemplating the related costs and analyzing the potential hazards connected with outsourcing such a position. This includes designing the emails to be sent, establishing when the emails will be sent, selecting an email auto-responder, and managing the company’s outgoing emails in general.

Partnership e-Mails: A partnership email is a form of text message that is delivered between partners. For optimal efficiency, these are practical collaborative proposals, invoices, and reminders that must be shared appropriately across the sales chain. The relationship is the most vital aspect of a partnership email. If you can build a stable, dependable, and long-term connection with your partners, it makes sense to use the default templates that are tailored to the specific target demographic.

Author :

Read More…