Advanced Tools
Advanced Tools
A valuable advanced tool is influencer marketing. It is based on the creation or use of a person-authority and can change the attitude of customers to the product and its perception.
A valuable advanced tool is influencer marketing. It is based on the creation or use of a person-authority and can change the attitude of customers to the product and its perception.
It is also worth taking note of the principles of strategic partnerships with non-competitive firms: these can be joint promotions, presentations and other events. By choosing a worthy organization, you can attract more potential customers.
Contextual advertising is another tool that is closely related to SEO optimization. In this case, the user's search queries are automatically selected, on the basis of which the list of advertisements is formed. Banner advertising involves placing an advertisement on a specific site.
Targeted ads are usually posted on social media. In fact, this is a link that takes the user to the advertiser's website. Viral advertising is very effective: users themselves distribute the videos or advertising links that interest them, sending them to their friends or simply posting them on their page on a social network.
native advertising. In this case, the mention of the product is organically inscribed in the text of the article. Native ads affect the reader more than annoying pop-up ads.
Finally - advertising in mobile applications. It is embedded in games and applications for smartphones, tablets and other digital media.
So, we have examined in detail the main tools of online digital advertising. But there is another type of advertising.
Offline
In offline advertising, ways to attract an audience from real life to virtual life and vice versa play an important role. The best device for this is a smartphone. A smartphone user can be sent an SMS with a link to the company's website.
In offline advertising, ways to attract an audience from real life to virtual life and vice versa play an important role. The best device for this is a smartphone. A smartphone user can be sent an SMS with a link to the company's website.
You can also place advertisements and interesting offers in public places: on rooftops, electronic displays, panels, billboards, brackets, banners, monitors, etc. A link to your site can be displayed on an advertisement or presented as a QR code.
Since the opinions expressed by consumers about your product may become known to other people, potential customers and the media, it is better to cooperate with them. If you want to be written about, be interested, but be prepared not only for positive reviews, but also for criticism.
However, the main feature of digital marketing is not that it can be online or offline, but in its measurability and manageability. That is, you can not only predict and roughly calculate advertising revenue, but also measure the results and make adjustments based on them.
Promotion channels
What are digital marketing channels? These are social networks; self-service terminals; interactive displays; information and advertising digital signs (Digital Signage); POS terminals; Internet sites; gaming consoles; offline stores; computers, laptops and tablets; digital television; smartphone applications; gadgets; local networks.
What are digital marketing channels? These are social networks; self-service terminals; interactive displays; information and advertising digital signs (Digital Signage); POS terminals; Internet sites; gaming consoles; offline stores; computers, laptops and tablets; digital television; smartphone applications; gadgets; local networks.
For example, if you want to advertise a brand or product to a rather limited target audience, then contextual advertising is well suited for this, as well as collaboration with sites that are popular with potential customers.
If a product is aimed at a young and progressive audience, then a significant number of consumers can be reached through social networks, mobile applications, online advertising or viral videos. If you need to reach a large audience, you can create viral content, turn to online advertising and original large-scale offline promotions.
If your product needs regular interaction with the consumer, then the media space is currently the most popular way to communicate with a significant part of the audience. Such communication increases loyalty, allows you to organize large promotions, and helps to understand the motives and behavior of potential customers.
Implementation examples
Here are some examples of the use of digital marketing:
Here are some examples of the use of digital marketing:
Digital television
Digital TV connects to internet applications. With the help of a TV, people can already log into their social media accounts, watch a video and view a news feed.
interactive screens
They are found in stores, on the streets and even in the subway, replacing outdoor advertising. This channel allows you to closely interact with the consumer, attract him with a message and help him make a purchase.
Digital gadgets
Devices collect information, which is then uploaded to a phone or computer. For example, fitness bracelets with which you can measure blood pressure, pulse, count the number of steps taken and calories burned.
digital art
Digital art is an art form in which gadgets are used to create and reproduce a work of art. It can be a drawing, a melody, a video, an animation, a game, a website, a performance, and an installation.
Digital advertising has different types. The choice of a tool for promoting a product, service or brand depends on them. Key digital marketing tools:
Content marketing (publications on thematic sites, blogs, etc.);
Email marketing (mailing lists, which can also be part of content marketing);
SMM (promotion of groups in social networks);
Targeted advertising in social networks;
Contextual advertising;
Media advertising;
SEO (website promotion in search engines);
Partnership programs;
The site of the company;
Audio and video advertising (advertising in podcasts, online radio, etc.)
Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) to attract the audience's attention to a product or service. It is the basis of "inbound marketing" (inbound marketing) - an affordable replacement for intrusive and expensive advertising. By creating interesting and useful content, companies win a place in the market.
Email marketing (mailing lists, which can also be part of content marketing);
SMM (promotion of groups in social networks);
Targeted advertising in social networks;
Contextual advertising;
Media advertising;
SEO (website promotion in search engines);
Partnership programs;
The site of the company;
Audio and video advertising (advertising in podcasts, online radio, etc.)
Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) to attract the audience's attention to a product or service. It is the basis of "inbound marketing" (inbound marketing) - an affordable replacement for intrusive and expensive advertising. By creating interesting and useful content, companies win a place in the market.
SMM or social marketing - attracting traffic / attention of the audience through social networks. Thanks to the huge active audience, social networks are used both to promote the brand and to expand the audience and even for active sales. It also helps to find a loyal audience, get feedback and increase user activity.
A landing page (or an entire website) that describes the product and its benefits is the face of the company and is often not just a business card, but a tool to attract users (leads). Conversion is the main indicator of website performance.
The app store has its own promotion mechanisms: ratings, reviews, popularity, featuring. First of all, you need to properly design the product page. Advertising text, screenshots, videos, work with ratings and reviews - all this affects success.
SEO - getting traffic from search results in search engines is a long-term tool that requires work both with the technical part (optimization of site architecture, working with HTML and links) and with content that not only increases the ranking in search results, but also forms confidence in the product and the company.
Working with the press, managing the distribution of information through electronic and traditional media, has a lot to do with content creation, but it is not possible to completely control the published information about the product.
User support is also important - providing customer service before, during and after the purchase of the product. Good user support can help mitigate product shortcomings and reduce the level of negativity. The user should feel your care and desire to improve your product.
Today, great importance is attached to such a concept as user experience - any aspect of human interaction with a product, including interface, graphics, design, content, physical interaction. It is necessary to achieve maximum involvement of the user and the commission of a targeted action. If your application/product is not unique in the market, then user experience will be one of the main factors influencing the choice.
Do not forget about strategic partnerships - mutually beneficial relationships with other companies that work in the same field, but do not compete with your product. You can increase brand awareness, expand your audience, increase user loyalty through cooperation with other companies.
The exchange of affiliate links, joint promotions and marketing campaigns provide an opportunity to reduce advertising costs and increase audience coverage.
It is useful to use an affiliate marketing channel - a promotion model with the help of other companies: resellers, distributors, marketing companies.
This tool often helps startups that do not have experience, a large advertising budget and human resources. The company bears minimal risks and pays for a specific result.
Email. The traditional tool is to send product information via e-mail to a specific person or group of recipients. If you set it up correctly and correctly determine the recipients of the mailing list, then this tool can become a fairly effective way of selling.
Ad networks are another online promotion tool that is close to affiliate marketing. Its essence is to provide traffic / users to the customer and receive payment for a specific user action. This is one of the most accurate and simple tools.
Each tool has its pros and cons. The most important thing is to determine which set of tools will be the most effective. Using only one tool will not give a serious result.
Advanced Tools
A valuable advanced tool is influencer marketing. It is based on the creation or use of a person-authority and can change the attitude of customers to the product and its perception.
A valuable advanced tool is influencer marketing. It is based on the creation or use of a person-authority and can change the attitude of customers to the product and its perception.