Techniques Of Digital Marketing And Their Outcome: -
Email Marketing (Technique): A form of direct marketing that uses
electronic means to deliver commercial messages to an
audience. It is extremely
cost-effective, highly targeted, customisable on a mass
scale and completely measurable – all of which make it one of the most powerful
digital marketing tactics.
Email Marketing (Outcome): Email marketing is a tool for building
relationships with both potential and existing customers.
It should maximise the retention and value of these
customers, ultimately leading to greater profitability for the organisation as
a whole. A targeted, segmented email database means that a brand
can direct messages at certain sectors of their customer base in order to achieve the
best results.
Online Advertising(Technique): Online advertising encompasses
advertising in all areas of the Internet - search engine
results pages, adverts
placed in emails, adverts placed on social networks and
adverts on the Google
display network.
Online Advertising(Outcome): The main objective of advertising is to increase
sales by raising brand awareness online. It can also be
more interactive and therefore
less disruptive than traditional advertising or non-interactive
online advertising, as users can choose to engage with the advert or not.
Online advertising can be optimised by targeting it to certain geographies and specific
markets and contextualising it.
Affiliate Marketing(Technique): Affiliate marketing is a system of
reward
whereby referrers are given a “finder’s fee” for every
referral they give.
Affiliate Marketing(Outcome): Online, affiliate marketing is widely used to
promote websites, with the referrers being rewarded for
every visitor, subscriber or
customer provided through their efforts. It is thus a
useful tactic for branding and acquisition.
SEO(Technique): This is the practice of optimising a website in order to
rank higher on the search engine results pages. SEO involves working with the
parameters set by
search engines to ensure that search engines index it
when people enter a search term that is relevant for a product or service.
SEO(Outcome): SEO has a key role to
play in acquisition, as it ensures your organisation’s offering will appear in
the search results, allowing you to reach potential customers. A site that is optimised for the
search engines is also a site that is clear, relevant and well designed. These
elements ensure a great user experience, meaning that SEO plays a role in
retention too.
PPC(Technique): In a pay per click or PPC system of advertising, the
advertiser only pays for each click on their advert. It is most often used for
the advertising on search engine results pages; it is also used in banner advertising
(where the advertiser pays per click on their banner).
PPC(Outcome): For the advertiser, the
beauty of PPC adverts lie in the fact that they are keyword based. This means
an advert will come up in response to the search terms entered by the consumer.
PPC therefore plays a role in acquisition and retention. It allows the
advertiser to reach people who are already in the buying cycle or are
expressing interest in what they have to offer.
Social Media(Technique): Social media, also known as consumer
generated
media or Web 2.0 are media (in the form of text, visuals
and audio) created to be shared. It has changed the face of marketing by
allowing collaboration and connection in a way that no other channel has been
able to offer.
Social Media(Outcome): From a strategic perspective, social media
is useful for branding, raising awareness of the brand
story and allowing the consumer
to become involved in the story through collaboration.
Social media platforms also
play a role in building awareness, due to their shareable,
viral nature. They can also provide crowdsourced feedback via open graphs and social
analytics systems.
ORM(Technique): Online reputation management (ORM) is the process by
which a brand monitors, measures and manages the conversations that are
happening around it online.
ORM(Outcome): ORM can have a huge
impact on a brand’s reputation and its bottom line. It is only through listening
to conversations being carried out by its customers and potential customers
that an organisation can adequately respond and manage its situation in the market. ORM speaks to
acquisition, engagement and participation. An effective ORM tool can assist a
company in engaging with its customers where relevant and providing better
service by responding to queries and complaints. The insights gained from ORM
should be considered when evaluating and optimising strategic direction.
WebPR(Technique): Public relations are a set of functions that foster an
organisation’s ability to listen to, appreciate and respond to those people with whom it is exchanging value. While traditional PR
focuses on carefully crafted press releases and a controlled release of
information, the Internet means that information is freely available to a wider
audience, as opposed to a select group of journalists.
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