Today, this is the most common digital marketing tool. The category includes all paid placement options on various Internet resources, except for search engine promotion. Online PR can attract visitors, generate sales, and increase company recognition.
Digital banners and media advertising (pictures with texts containing a call to action) can be used here. These elements are placed on websites, in search engine results, email services, social networks and mobile applications.
Targeted advertising is promotion in social networks paid directly. In this case, PR materials can be placed in stories, news feeds or on banners.
Native (natural) advertising is configured in accordance with the design and tone of the resource on which it is placed. According to generally accepted rules (and for some sites this is a mandatory condition), such materials are marked "Partner publication".
Partnership
This digital marketing tool ig database helps to increase the target audience and attract users. Usually, partners are companies promoting themselves together with you (collaboration technique) or individuals advertising your company (affiliate marketing). When using the latter methods, the company pays for the placement of links to its own products, attracting leads to third-party Internet resources. And thanks to collaboration, brands can exchange target audiences.
When two companies launch a joint product, they promote it to their customers. During the interaction, some customers of brand A become consumers of company B's products, and vice versa.
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Mobile Marketing
This digital marketing tool is focused on advertising using non-stationary equipment - phones and tablets. In this case, users are often segmented not by demographic characteristics, but by geolocation or behavioral characteristics.
It is logical that SMS marketing involves sending text messages to potential buyers' phone numbers. Nowadays, traditional SMS mailings are often replaced by less expensive channels, such as push notifications or messages in messengers.
Another option for promotion using mobile marketing is applications. In this case, the brand must develop its own software product for mobile devices or set up advertising through someone else's application software.
Stages of Digital Marketing
Digital marketing management can be carried out using different methods. Digital marketing specialists have a wide range of tools, channels and strategies that can be used to improve communication with the target audience. Digital promotion campaigns are implemented in several stages.
Setting Digital Marketing Goals
There are a huge number of different subtleties in digital marketing. Before launching such a campaign, it is important to set specific goals. Perhaps you need to improve brand awareness, find new customers, or retain regular customers? Well-defined goals and objectives will help you choose a strategy and determine the overall budget that will be needed for effective promotion.
Clarification of target audience characteristics
What category of buyers do you need to attract? The more information you have about your target audience (place of residence, age, budget, etc.), the easier it is to choose effective methods for reaching them.
Target audience segmentation using association rule analysis
Selection of channels and promotion tactics
Once the target audience has been defined, you need to decide how to attract them and what budget is needed for this (or you are ready to allocate). For example, your company works in the field of B2C marketing, and the task is to establish communication with a youth audience. In this case, the best option is to invest in advertising that will be shown on social networks popular among the younger generation. You should not waste your time, effort and money on promoting and developing a blog.
Creating and optimizing content for each selected channel
Study all the information and try to understand what your potential customers prefer. Let's say they often browse websites on a smartphone, not on a PC/laptop. In this case, you need to adapt the content to display on mobile devices. In addition, it should be taken into account that potential customers can communicate with different brands through the channels that are more familiar to them.
Therefore, it is important that all content details are made in the same style and carry a common semantic load. Such a comprehensive approach will allow users to understand exactly what your company is, what benefits they can get from cooperation.
Evaluation of marketing campaigns based on key criteria.
Measure key metrics to use the results to optimize your work when you relaunch. Without monitoring key metrics, it is impossible to draw conclusions about the effectiveness of your promotion. Systematic measurement of advertising campaign results will help you achieve your desired goal over time: establish communication with customers, increase their loyalty, and increase brand awareness.