The importance of different marketing channels

Business office table with table pc presenting marketing Strategy concept

Why it’s important to have different channels of marketing

If your company is not focusing on digital marketing-you are failing to promote your business properly in today’s day and age.

Digital Marketing is the online promotion of your company. Your digital marketing toolkit should comprise a corporate website and very well-developed and interconnected marketing channels –for your business to succeed. So what exactly are these ‘channels of marketing’?

Simply put, a marketing channel is any medium that helps you promote your business -examples include:

  • Email
  • Advertisements
  • Social Media platforms
  • Content Marketing
  • Mobile Marketing etc.

These channels have become increasingly significant over the years as the vast majority of brand promotion is now done online. Digital marketing is now the way forward- as it has proved to be a better strategy than traditional promoting.

Social Media Marketing

Social media marketing refers to effectively using platforms like Facebook, Instagram, Pinterest, and Twitter -among many others- to link to your business and vice versa. All of these platforms are interrelated, allowing you to have multiple touchpoints to involve your prospects.

As social media marketing has gotten more popular, social media campaigns can now precisely reach the exact audience and minimize waste of money. You can also run paid ads on Facebook or Instagram to increase brand awareness, and Business owners can monitor the marketing campaign in real-time to tweak changes accordingly.

Moreover, businesses have gotten smarter now, and besides spamming an audience with ads, they focus on building a relationship with them and get to know and study them. A Forbes study showed that companies using social media overtook 78% of businesses that did not.


How advertisements are used

Advertisements are used in all the marketing channels in more ways than one. A common type of advertisement is PPC (pay per click), allowing you to pay google to rank your website. Potential customers can then see your brand, and you have to pay for every click that your ad gets.

You can further optimize your campaign as ads allow you to study audience behavior in actual time. Google and Facebook dominate such ads.

Another type of advertisement is the one you see on websites. These are varied from banner ads, video ads, and interactive ads to engage your audience. Each person receives personalized ads based on the content of the website they’re on, their location, device type, etc. This increases their chances of clicking on the ad exponentially, and hence the business gets the traffic they were searching for.

Why email marketing is so important

Email marketing is the most underrated channel of marketing. It has the largest audience- there are 3 times more email accounts than Facebook and Twitter account combined.

Email marketing shows your professional approach. Consumers expect to see product promotions, offers, and newsletters when they open emails. When a prospect signs up for your newsletter, this tells you he or she is interested in your project.

You can then drive the conversation and send personalized emails by studying a subscriber’s interaction with a particular email or a website and then send out emails centered on that behavior.

Email is the most personal way of communication. Building up an email consumer list will pay off since you are personally engaged with these audiences; hence they are more likely to buy your product/service. Furthermore, mail services are confirmed to send your message to the audience, unlike social media platforms, in which case your ads might not appear to the audience due to competition from a large number of advertisers.

Besides, you can always use tools like the Customer Relationship Management (CRM) System to target demographics for better personalization and Google Analytics to track email campaigns.


What is Content Marketing?

According to Forbes

Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

A mid-2019 global survey showed that 46% of marketers used up to 10k on content marketing. Content Marketing is basically to promote the content which your company is creating. You can do this by:

SEO (Search Engine Optimization)

You can make your company’s blog rank on google by adding certain keywords that people might be searching for to your headings, sub-headings, and content. This will allow your content to be visible to a larger audience.

Video Marketing

Videos are attractive to audiences. They are a source of low effort content consumption, and more people would watch a video than read a full blog post. YouTube is the biggest video consumption market with over 2 billion users and more than 1 billion hours of daily watch time. Creating your original videos and posting on platforms such as YouTube is a smart strategy. The audience will be able to share videos and communicate with you in the comment section.

Furthermore, you can use ads in the beginning, middle, or end of a video to redirect traffic to your website.

The significance of Mobile Marketing

Your company needs a responsive website in this current day and age, as most audiences are connected through smartphones and tablets. You need to ensure a user-friendly experience for mobile consumers. Research shows that in 2020, there were 211 million mobile search users in the USA alone.

Now imagine how much larger would the worldwide audience be. This is the reason companies are dedicating large budgets for this cause. Once the customer is comfortable on your website -you can then target them with ads and offers based on how they interact with your site. Study shows mobile advertising expenditure totaled 189 billion U.S. dollars in 2019 and is expected to exceed 240 billion dollars by 2022.

To Conclude

Digital Marketing is on the rise, and to invest in it would be wise as it certainly pays off. Many businesspersons are reluctant to step into this field as they are not specialists- but the truth is -you cannot sustain your company without digital marketing. Instead of avoiding the futuristic approaches, try working and investing in them as it would be a learning experience. Ultimately, digital marketing channels build your overall presence to be connected and form an entire business network.

Reference: https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/?sh=4112b4db10b9

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