These platforms have taken note of the fact that people are using them to shop and have made it easier for merchants to sell via social media. Over the past few years, Instagram, Pinterest, and Facebook all have ways for ecommerce stores to create shoppable posts using a native integration that makes it easy to tag and shop products directly in your posts. For online retailers, this is a great way to drive traffic to product pages.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This, in turn, disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[43] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[44] Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[43]
To complete the picture of digital channels, we need to review advertising and PR. We finish here, since although digital media are hugely important to demand generation and branding, discerning trends on cross-industry data is difficult in this sector where there is a reporting lag, which means that reports for ad types aren’t published until the next quarter. The most recent at the time of writing is this breakdown from the IAB.
A generation ago, consumers were at the mercy of advertisers who spoon-fed them marketing messages across a few media channels: print, billboards, television, radio. These advertisers created markets, defining and reinforcing consumer stereotypes. In the 1950s, advertising was primarily a one-way conversation with a captive audience. TV advertising grew and matured into a viable marketing medium. Experts were the style makers.
If you get big enough, yes, you’ll be in every channel eventually. But in my experience, businesses diversify across channels way too early. Especially with online channels, the level of competitive has gotten very high. It’s almost impossible to compete at the highest levels on SEO, social, and paid at the same time. Most marketing teams are only good at one channel which subsidizes the rest.
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[43] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[43]
How to use Charlie: Intended as a tool to help you prep for meeting new people, Charlie gives you a full run-down of a person—social media profiles, biography, interests, big news, etc.—by looking at your upcoming calendar or running an email address. If you’re wanting info on a single person ad-hoc, simply enter their email address into Charlie, and they’ll tell you everything.
Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company. Instead, we recommend using a customer-centered approach to audit your approach for different personas across the lifecycle as shown below.
The reason he makes it to this list without having a ‘free course’ as such is because the kind of knowledge he shares through his articles and case studies is top notch, and many professionals will swear by it. SEO is such a vast subject that it can be learnt in various ways. What works for someone may not work for you, what works for you may not work for others. But if you need to start getting a feel and flavor of how SEO works and get regular updates about it, then starting reading Backlinko might be a great idea.
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).[43] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[43] Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[46]
Clear website and quality content: A user-friendly website, clear navigation, SEO keywords, optimized Meta tags, title tags, and balanced keyword density in the qualitative, relevant, and consistent content are the main aims. Each page should be built around the keyword themes, with unique and non-plagiarised content. There should be no keyword stuffing as well. “Content is a commitment, not a campaign.”
SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is about helping your customers find out your business from among a thousand of other companies. SEO is an integral part of any digital marketing strategy. It is basically concerned with a holistic move towards driving customers to your business via online platforms. And to do that, one must ensure the website ranks higher in the SERP (search engine result page).
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
This free course dives into what it takes to create quality content that generates organic website traffic, email list subscribers and customers. It also lays out what makes content thrive on social media and how to create successful content on a consistent basis. Other tips, like how to source free images for your blog posts, are valuable tidbits that provide value to beginners.
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