Channels for Digital Marketing

Channels for Digital_marketing

Channels for Digital Marketing

Digital marketing channels are Internet-based systems that can create, accelerate and transmit the value of the producer's product to the consumer's terminal, through digital networks. [52] [53] Digital marketing is facilitated by multiple digital marketing channels. As an advertiser, the main objective of one is to find channels that result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channels available, namely: [54]

Affiliate Marketing: Affiliate marketing is considered not to be a secure, reliable and easy means of marketing through the online platform. This is due to the lack of reliability in terms of affiliates that can produce the demanded amount of new customers. As a result of this risk and poor affiliations, it leaves the brand prone to exploitation in terms of claiming commissions that are not acquired honestly. Legal means may offer some protection against this, however, there are limitations to recover losses or investments. Despite this, affiliate marketing allows the brand to market to smaller publishers and websites with less traffic. Brands that choose to use this marketing should often be careful about the risks involved and seek to partner with affiliates in which rules are established between the parties involved to ensure and minimize the risk involved. [55]

Online advertising: as the term implies, online advertising is concerned with displaying promotional messages or ideas to the consumer on the Internet. This includes a wide range of ads such as advertising blogs, networks, interstitial ads, contextual data, search engine ads, classified or dynamic ads, etc. The method can be directed to a specific audience that is tuned from different types of premises to see a particular advertisement. Variations can be found as the most productive element of this method.

Email Marketing: Email marketing compared to other forms of digital marketing is considered cheap; It is also a way to quickly communicate a message as your value proposition to existing or potential customers. However, recipients may perceive that this communication channel is annoying and irritating, especially for new or potential customers, therefore, the success of email marketing depends on the language and visual appeal applied. In terms of visual appeal, there are indications that the use of graphics / visuals that are relevant to the message you are trying to send, however, the less visual graphics that will be applied with the initial emails are more effective in turn creating a relatively personal feeling for email. In terms of language, style is the main factor in determining how captivating email is. The use of an informal tone evokes a warm, friendly and welcoming feeling in the email compared to a formal style. For combinations; it is suggested that to maximize effectiveness; without using graphics / visuals along with informal language. On the contrary, no visual appeal is used and the formal language style is considered to be the least effective method. [56]

Search Engine Marketing: Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing your visibility on search engine results pages (SERP) primarily through paid advertising. SEM can incorporate search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to improve pay-per-click (PPC) listings .

Marketing in social networks: the term 'Digital Marketing' has a number of facets of marketing, since it supports different channels used and, among these, are social media. When we use social media channels (Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure in which strategies are developed and executed to attract the traffic of a website or to attract the attention of buyers through the web using different social media platforms.

Social networking service: A social networking service is an online platform that people use to build social networks or social relationships with others who share similar personal or professional interests, activities, backgrounds or real-life connections.

Advertising in the game: advertising in the game is defined as the "inclusion of products or brands within a digital game". [57] The game allows brands or products to place ads within their game, either subtly or in the form of an advertising banner. There are many factors that exist to determine if brands are successful in advertising their brand / product, these are: Type of game, technical platform, 3-D and 4-D technology, game genre, brand and game congruence, prominence of publicity within the game. Individual factors consist of attitudes towards placement ads, participation in games, participation in products, flow or entertainment. The attitude towards advertising also takes into account not only the message shown, but also the attitude towards the game. Depending on how pleasant the game is, it will determine how the brand is perceived, which means that if the game is not very pleasant, the consumer may have a negative attitude towards the brand / product that is advertised. In terms of integrated marketing communication, "the integration of advertising in digital games into the company's overall advertising, communication and marketing strategy" [57] is important, as it results in greater clarity about the brand / product and creates a greater overall reach. effect.

Public Relations Online

1. Video advertising: this type of advertising in terms of digital / online media are ads that play in online videos, e.g. Youtube videos. This type of marketing has seen an increase in popularity over time. [58] Online video advertising generally consists of three types: pre-roll ads that play before watching the video, mid-roll ads that play during the video, or post-roll ads that play after they are watch the video. [59] It was shown that post-roll advertisements have a better brand recognition in relation to the other types, where "how the congruence / inconsistency of the advertising context plays an important role in strengthening the memory of the advertisements". [58] Due to the selective attention of the spectators, there is a possibility that the message will not be received. [60] The main advantage of video advertising is that it interrupts the video viewing experience and, therefore, it is difficult to try to avoid them. The way in which a consumer interacts with online video advertising can be reduced to three stages: prior attention, attention and behavioral decision. [61] These online ads offer brand / business options and options. These consist of duration, position, adjacent video content that directly affects the effectiveness of the advertising time produced, [58] therefore, manipulating these variables will yield different results. The duration of advertising has been shown to affect the ability to remember, since a longer duration resulted in a greater recognition of the brand. [58] This type of advertising, due to its nature of interruption of the viewer, is likely that the consumer feels that their experience is being interrupted or invaded, creating a negative perception of the brand. [58] These ads are also available for viewers to share, which increases the appeal of this platform. Sharing these videos can be compared to the online version of word of mouth marketing, increasing the number of people contacted. [62] Sharing videos creates six different results: these are "pleasure, affection, inclusion, escape, relaxation and control." [58] In addition, videos that have entertainment value are more likely to be shared, but pleasure is the biggest motivator for streaming videos. Creating a "viral" trend from the massive amount of a brand ad can maximize the outcome of an online video ad, whether positive or negative.
2. It is important that a company communicates with consumers and creates a two-way communication model, since digital marketing allows consumers to provide feedback to the company on a community-based site or directly to the company directly by email. [30] Companies should seek this long-term communication relationship through the use of multiple forms of channels and the use of promotional strategies related to their target consumer, as well as word-of-mouth marketing. [30]

Channels for Digital Marketing

Self-regulation

The ICC Code has integrated rules that apply to marketing communications using digital interactive media in all guidelines. There is also a fully updated section that deals with specific topics of interactive digital media techniques and platforms. Self-regulation of the code on the use of interactive digital media includes:

• Clear and transparent mechanisms to allow consumers to choose not to collect their data for advertising or marketing purposes;
• Clear indication that a social network site is commercial and is under the control or influence of a seller;
• Limits are set for sellers to communicate directly only when there are reasonable grounds to believe that the consumer has an interest in what is offered;
• Respect for the rules and standards of acceptable commercial behavior on social networks and the publication of marketing messages only when the forum or site has clearly indicated its willingness to receive them;
• Special attention and protection for children. [63]

Channels for Digital Marketing