WHERE CAN I FIND A DIGITAL MARKETING PLATFORM?

Technology is used in modern marketing to analyze the overall performance of a marketing campaign and to help guide future strategies and decision-making. The best way to define a digital marketing platform is to divide it into two components: digital marketing platforms and digital business platforms. Let’s look at how the two are related.

WHAT EXACTLY IS DIGITAL MARKETING?

Any marketing endeavor that uses online media and the internet via linked devices like as mobile phones, personal computers, or the Internet of Things(IoT) is referred to as digital marketing. Common digital marketing strategies revolve around disseminating a brand message via search engines, social media, apps, email, and websites.

As a customer moves down the sales funnel, digital marketing frequently focuses on reaching them with increasingly conversion-oriented messaging sent across numerous media. Marketing teams should ideally be able to track the role that each of these messages and/or channels played in achieving their final goal.

DIGITAL MARKETING ASSETS

In a nutshell, a digital marketing asset is any online tool. Here are a few more typical examples:

• Social Media Accounts
• Website
• Visual and video content
• eBooks and blog posts
• Customer Testimonials and Reviews
• Customized logos, images, or icons

WHAT IS THE IMPORTANCE OF DIGITAL MARKETING?

Digital marketing is on the increase, surpassing traditional marketing spending for the first time in 2019. This is due to the fact that consumers are more present on internet channels. Marketers are better prepared with the marketing techniques needed to reach consumers on digital devices at the right time, thanks to technological breakthroughs such as AI and machine learning. This is in contrast to traditional marketing methods, which must be planned and executed months in advance. Take into account the following:

• There are 7.7 billion people on the planet, and 4.4 billion of them use the internet.
• Nearly 30% of consumers would prefer to interact with brands via social media than visiting a store.

 Organizations must be present across digital channels and devices in order to compete. However, this does not mean that offline channels should be completely neglected. An omnichannel presence – which mixes analog and digital features – is the best method to meet consumer demands.

 

WHAT ARE THE ADVANTAGES OF ONLINE MARKETING?

Your company may establish a more cohesive, customer-centric customer journey that meets your target audience where they are by using digital marketing strategies. It also allows for continued involvement even after a purchase, which can assist marketing teams to develop brand loyalty and enhance consumer retention more efficiently.

 

WHAT EXACTLY IS A DIGITAL MARKETING PLATFORM (DMP)?

According to Gartner, platforms are instruments that provide many business or technological capabilities in the context of modern business. While tools exist to address specific tasks inside a single business need, such as a single tool for scheduling social media updates, platforms serve many functions across various needs. Platforms often provide a broader range of functions through APIs, interfaces, and collaborations with other applications or data sources.

Let’s go back to the original question. What precisely is a digital marketing platform? A digital marketing platform is a solution that allows for a number of functions in the field of online marketing. According to Gartner, a platform solution cannot promise to serve every component of digital marketing – but rather will cover functions such as media buying, performance assessment and optimization, and brand tracking. It may not, however, cover other marketing initiatives like SEO and social media.

 

EXAMPLES OF DIFFERENT TYPES OF DIGITAL MARKETING STRATEGIES

Social media, influencer marketing, content marketing, email, search engine optimization (SEO), pay-per-click (PPC), affiliate marketing, and mobile are the eight most frequent digital marketing platforms. Let’s take a closer look at each of them:

A|PLATFORMS FOR SOCIAL MEDIA MARKETING

Social media sites such as Instagram, Facebook, LinkedIn, and Snapchat are heavily used by today’s consumers. This is why it is critical for brands to be active across multiple accounts. Consider the following statistics:

• The average user has 8 social media accounts.
• Each person spends an average of 2 hours and 22 minutes per day on social media.
• Of the 5.11 billion people who own a phone, 3.26 billion use it to access social media.
• People spend roughly one-seventh of their waking time on social media networks.

Marketers can reach out to their prospects in a variety of ways using social media platforms. First and foremost, marketing teams can use these channels to send paid advertisements and sponsored content. Each platform allows marketing teams to develop sponsored ad campaigns and segment users so that these adverts show in the feeds of members of the desired audience. While each platform is unique, most allow marketing teams to target ads based on geography, job title, interests, age, and so on.

Social media is also a terrific tool to naturally promote products or resources to your followers and engage with customers. People that follow your brand on social media have most likely purchased from you in the past. Interacting with them on social media or answering customer service-related queries is an excellent method to maintain brand engagement and develop positive experiences and client loyalty.

Finally, marketing teams may use social media to establish a voice and promote their brand, making them popular to follow and share. Wendy’s flippant and hilarious tone, for example, has made them quite famous on Twitter, where they frequently receive likes, retweets, and reactions.

 

B | MARKETING THROUGH INFLUENCERS

Influencer marketing is another efficient approach to use digital media to reach out to certain audiences. Brands can collaborate with celebrities, websites, or others who are thought to be experts in their field and share similar values. Brands can then reach out to the followers of these influencers with branded content and offers. Many marketers have found success with influencer marketing, with 9 out of 10 saying it is as good as or better than other channels. Furthermore, one out of every two women made a purchase decision based on a recommendation from an influencer.

As an example of influencer marketing, consider the following: GoPro collaborated with Loki, a Colorado-based influencer with a large following of outdoor fans. This put their goods in front of their target demographic, along with a recommendation from a like-minded, reliable source.

C | EMAIL PROMOTION

Email marketing campaigns enable businesses to stay in touch with prospects and consumers by sending them personalized newsletters or offers based on previous purchases or brand engagements. If a person has interacted with a few of your branded touchpoints – such as an email offer for 10% off the things they’ve been considering, or free delivery – this could be what eventually leads to a conversion. Almost 60% of consumers think email influences their purchasing decisions. Furthermore, subscribers are more inclined to open transactional emails.

D | MARKETING WITH CONTENT

Content marketing enables marketing organizations to be proactive in responding to their users’ inquiries. Throughout the three stages of the buyer’s journey, marketing teams create content, videos, and other assets to answer questions or provide context to consumers:

• The awareness stage: The buyer recognizes that they have a need.
• At the consideration stage, the buyer decides on a course of action to meet this need.
• The choice stage: The buyer chooses a product or service to meet a need.

For example, a customer may discover they require new exercise shoes. An athletic company’s marketing team may create a piece on what qualities you need from a running shoe, as opposed to what you need if you focus on strength training. Based on this information, the buyer determines that they require a pair of running shoes that match the criteria. Another piece of material may list the most popular running shoes as well as their prices. They make a decision after being educated on these considerations. Your brand’s guidance throughout will most likely result in them purchasing from you. Content marketing is frequently less expensive than other types of marketing while creating roughly three times the number of leads.

 

E | MARKETING USING SEARCH ENGINE OPTIMIZATION (SEO)

Search engine optimization and content marketing are frequently used in tandem. When the buyer in the preceding example is researching which gym shoes to purchase, they will most likely click on one of the first three results that appear on Google. With this in mind, the athletic shoe marketing team needs to ensure that their article appears near the top of the search results. This is accomplished by optimizing content for user experience and ensuring that the technical aspects necessary for search engine crawlers to readily identify and index this content are in place.

F | PAY-PER-CLICK (PPC)

Pay-per-click advertising is a type of sponsored advertising that enables marketing teams to essentially buy traffic to their website. Marketers place advertisements on websites or search engines such as Google and Microsoft Bing and are paid a fee each time an ad is clicked. These ads are frequently displayed at the top of the search results page and are normally determined by bids on specific keywords, whereas banner ads on websites typically have predefined costs.

 

G | MARKETING THROUGH AFFILIATES

Affiliate marketing, like referral programs, entails collaborating with third-party individuals or businesses to promote your product in exchange for a commission on each transaction that can be linked to their efforts. This is a cost-effective approach to outsourcing part of the heavy lifting of promotion; however, you are entrusting your brand’s reputation to someone else, so this sort of marketing often necessitates more comprehensive monitoring and surveillance.

An example of affiliate marketing might be a podcast or radio show ad that offers a discount code for listeners to use when purchasing a product. The buyer may receive 30% off their purchase, for example, and in exchange, the show receives a tiny portion of each purchase made using the coupon. Many of the digital marketing tactics discussed above can be included in mobile marketing campaigns, which often include a combination of text messages, social media, email, push notifications, and mobile applications. The relevance of mobile marketing is growing since it is predicted that the number of mobile shoppers will reach 187.5 million by 2024. With the evident shift to mobile, marketers must consider how to optimize their current marketing activities for mobile in order to provide a seamless and user-friendly experience.

H | MARKETING USING MOBILE DEVICES

Many of the digital marketing tactics discussed above can be included in mobile marketing campaigns, which often include a combination of text messages, social media, email, push notifications, and mobile applications. The relevance of mobile marketing is growing since it is predicted that the number of mobile shoppers will reach 187.5 million by 2024. With the evident shift to mobile, marketers must consider how to optimize their current marketing activities for mobile in order to provide a seamless and user-friendly experience.

 

WHAT ARE THE ADVANTAGES OF ONLINE MARKETING PLATFORMS?

Digital marketing platforms combine several services into a single system, giving marketing teams a more integrated/holistic picture of their efforts. Consider the following benefits of partnering with the correct marketing attribution software supplier when choosing a digital marketing platform:

A | MONITOR AND ALLOCATE SPENDING

Many marketers struggle to determine which channels generate the greatest value and, as a result, which ones they should invest more in. This difficulty is worsened by the ever-increasing number of digital platforms they must be present on. Keeping this in mind, marketing teams should select a platform that employs advanced attribution modeling. This will provide them with information on spend and success rates across numerous digital channels, as well as practical advice for optimizing ad spending.

There are many different types of attribution models, and if your team is still utilizing obsolete models (such as last-click attribution), you may be missing out on possibilities to maximize your digital channels. Marketing teams are more likely to receive updated attribution modeling capabilities, such as unified measurement, when they use a digital marketing solution.

B | CHOOSING THE RIGHT ADS TO INCREASE CONVERSIONS

 You may acquire a better knowledge of what type of content resonates with your clients across platforms by using the correct digital marketing platform. This enables marketers to determine which tone of voice and creative components elicit the greatest engagement.

These platforms can also aid in the creation of more detailed user profiles, which can assist advertisers in determining when and on what device to present their target demographic an ad 

C | LINK QUALITATIVE AND QUANTITATIVE OUTCOMES

When planning media, following your brand across channels, using new advertising strategies, or making media buys, the proper digital marketing platform will help you make better decisions to create income. Assisting marketers in understanding both direct response efforts and more qualitative campaigns, such as brand building, is an important aspect of this. Digital marketing tools can aid in the development of KPIs for testing these, as well as offer analytics on how their worth compares over time.

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