9 Channel Online Marketing

In this article we will indicate the major online marketing channels, each of which has its own rules and tools. A brief summary, we see that online marketing is divided into 8 main channels, 9 if you include when you use offline marketing to promote our actions online.

1. Search Engine Marketing (SEM): The main objective of the SEM or search engine marketing to increase visibility in search results from search engines by including ads that are paid when the user clicks (pay per click or CPC). Major search engines have their own platforms for managing the advertising, even as the country may change. The main platforms are Google AdWords SEM, Yahoo Search Marketing (YSM), Microsoft Advertising, and Ask, with AdWords and YSM in Spain important.

2. Search Engine Optimization (SEO): The objective of SEO is to improve the position in our pages displayed in the natural results that show the searchers to certain searches. In this case the users click the results do not imply any cost to businesses, but not mean they are free, because in a competitive market need to hire SEO specialists to achieve good positions.

Importantly, we show featured only a “handful” of keywords, while in the advertising we display our ads on tens of thousands of keywords, and it just fell through the SEO after months of hard work, so if you need fast results and will resort to permanently SEM is advisable to combine both strategies to avoid losing market share in search of our products.

3. Display ads or Rich Media: Here you can group all the ads that we see in online media, although for example Google AdWords network includes display in most of the media that is managed from within Google AdWords. Such advertising includes all types of formats commonly called banners (static or dynamic images, flah, video ads, interactive ads,…)

4. E-Mail: E-Mail marketing is a strategy that the e-mail becomes a powerful marketing tool to get instant results, that well managed allows very advanced segmentation. It is important to differentiate what is a good e-mail marketing (periodic communications strategy and targeted at users to send personalized offers really interested) of the mass mailings of e-mail spam that could scratch or in many cases are really annoying as it may offer to our customers products that are not interested, already have or a higher price than they bought, what comes to be a good definition of “Anti Marketing.”

5. Partners and Sponsors: Affiliate programs are the dream of any sales, allowing to have a wide commercial network (websites with all its possibilities) that are paid only if they meet the objectives set (eg by sales or lead generation). For sponsorships are an excellent tool to generate brand image, especially after a study web analytics we see what are the best places to sponsor a particular web service.

6. Directories: The specialized directories, but in general, and with few exceptions tend to have low traffic volume, are excellent for public address an industry niche that interests us. Directories come in all types and in our product or service must select the mix that most interested us (subject directories, local search, price comparison, etc.)

7. Social Media Marketing (SMM): In boom since the birth of YouTube, Twitter and Facebook, but not unique to these platforms as there are dozens of tools to be handled for a successful SMM (blogs, communities, content aggregators, etc..) Additionally, there are advertising opportunities and promotional tools to highlight our presence and products in these social networks.

8. Social Media Optimization (SMO): This is the optimization in online social networks or online social media positioning through participation in the talks, creating profiles, adding content to them, etc.

9. Offline media: Here we gather all the shares in traditional media (from print, radio, TV or events… even our business cards, etc…) that we use to promote and launch our online marketing efforts.

Digital Marketing and Online Marketing

Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing as it uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.

Computerized advertisers screen things like what is being seen, how frequently and for to what extent, deals transformations, what content works and doesn’t work, and so on. While the Internet is, maybe, the station most intently connected with advanced advertising, others incorporate remote content informing, versatile texting, portable applications, podcasts, electronic bulletins, computerized TV and radio channels, and so forth.

Actually, individuals invest twice as much energy online as they used to 12 years prior. And keeping in mind that we say it a great deal, the way individuals shop and purchase truly has changed, which means disconnected promoting isn’t as compelling as it used to be.

Promoting has dependably been tied in with associating with your gathering of people in the correct place and at the opportune time. Today, that implies that you have to meet them where they are as of now investing energy: in the web.

Digital Marketing can also be defined as, “any form of marketing that exists online”.

The utilization of the Internet and other advanced media and innovation to help ‘present day advertising’ has offered ascend to a stupefying scope of marks and language made by the two scholastics and experts. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these option terms have differed through time.

In light of the current verbal confrontation about the utilization of the term ‘computerized promoting’, we figured it is helpful to bind precisely what advanced means through a definition. Do definitions make a difference? We figure they do, since especially inside an association or between a business and its customers we require clearness to help the objectives and exercises that help Digital Transformation.

The meaning of digital marketing can be developed to clarify that, advanced promoting incorporates overseeing diverse types of online organization nearness and existences, for example, organization sites, portable applications and web-based social networking organization pages. This is in conjunction with online interchanges methods including any semblance of internet searcher promoting; web-based social networking showcasing, web based publicizing, email advertising and association courses of action with different sites. These systems are utilized to help the destinations of getting new clients and giving administrations to existing clients that assistance build up the client relationship through E-CRM and showcasing robotization. In any case, for computerized showcasing to be fruitful, there is as yet a need for combination of these strategies with customary media, for example, print, TV and post office based mail as a major aspect of multichannel promoting correspondences.

The part of digital stages in supporting coordinated multichannel showcasing is a critical segment some portion of advanced advertising, yet is frequently disregarded. From various perspectives, this features that it is so imperative to separate storehouses amongst ‘digital’ and ‘traditional’ promoting divisions. Online channels can likewise be figured out how to help the entire purchasing process from pre-deal to deal to post-deal and further advancement of client connections.

Why digital marketing is essential

Digital media is pervasive to the point that customers approach data whenever and wherever they need it. Gone are the days when the messages individuals got about your items or administrations originated from you and comprised of just what you needed them to know. Digital media is a regularly developing wellspring of diversion, news, shopping and social communication, and customers are currently presented not simply to what your organization says in regards to your image, yet what the media, companions, relatives, peers, and so on., are stating also. Furthermore, they will probably trust them than you. Individuals need brands they can trust, organizations that know them, correspondences that are customized and pertinent, and offers custom-made to their necessities and inclinations.

The 5Ds of digital marketing

To comprehend the significance of digital marketing to the eventual fate of advertising in any business, it’s useful to consider what group of onlookers connections we have to comprehend and oversee. Digital marketing today is about numerous a greater number of sorts of crowd connection than site or email… It includes overseeing and saddling these ‘5Ds of Digital’ that have been characterized in the prologue to the most recent refresh to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds for which we have to survey customer reception of when and how our business can organize their utilization are:

1. Digital devices – our audiences interact with businesses using smartphones, tablets, desktop computers, TVs and gaming devices

2. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn

3. Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks

4. Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries

5. Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns

‘Did I Really Just Blow $25k On This!?’ One Online Marketing Client Asks

We had a client say these words to us in a call once:

“Did I really just blow $25k on this?”

And my heart sank.

For one, I didn’t even know they had paid us that much. I wasn’t on the original sales call. I was just the ‘tech guy’ that took care of the execution after the fact.

And it wasn’t like this was a huge business that could handle $25k like it was nothing, it was a family owned vet in a suburb somewhere in the Northeastern US.

I was already a bit annoyed with how this client was being handled. I mean, I think they must have been promised the world on the call. And sold everything under the sun:

  • Total marketing strategy
  • New website
  • Content
  • SEO
  • Facebook Ads
  • Graphics
  • Emails
  • Automation…

I’m sure there was more. It was the whole package.

Which would have been fine, but I was the one that had to deliver, and I wasn’t all of those things. I was ‘techy,’ and I could cobble together a WordPress site, but I wasn’t a web designer by any stretch of the imagination.

I wasn’t a writer and didn’t have the time to come up with good content.

And the SEO? This was right after Penguin and Panda (if you remember all that) and the techniques we used before no longer worked as well.

Email? I don’t know if that even happened. I can’t remember.

What I do remember…
I hated hearing him say that.

Because he was right.

And he should have never been sold that entire “package.”

My philosophy on helping businesses with their marketing is this: It’s not my job to sell them as much as possible to make my company money…
It’s my job to get them an ROI on the money they spend with me.

I know. What a novel concept.

And I think that moment has really shaped the way I run my own business today. Maybe to my own detriment at times but, hey, I need to sleep at night.

Ever since then I’ve only tried to focus on the things that actually matter and that get clients an ROI.

I don’t try and sell new shiny objects or fads.

Just tried and tested truths that I see work time and time again.

There’s a lot of crap out there in the marketing world. There’s a lot of ‘FOMO’ (Fear of Missing Out) and shiny objects. And a lot of it can be really enticing.

But not all of it really works.

In fact, most of it doesn’t.

And, to be honest, not all of it is really new either. It’s just presented differently with a new name.

When you have an issue with a campaign, your first instinct should not be to find a new tactic to fix it.

Your first instinct should be to go back to the fundamentals and make sure you’ve covered everything.