Digital Marketing Channel Mix

Digital Marketing Channel Mix

Introduction

Digital marketing has become a game-changer for most businesses. This is because it has boosted the speed with which the enterprises make people aware of their existence and operations. There are various types of channels that can be used in digital marketing. Sometimes, companies opt to use multiple types of channels simultaneously, and that’s where Digital Marketing Mix comes in. The digital marketing channel mix can, therefore, be described as the incorporation of various types of marketing channels to fit a business’ needs. This paper intends to give my conceptual comprehension of the value of integrated marketing and the multichannel experience.

Description of Digital Marketing Channels and their impact on Customer Attraction

The various types of channels covered in this module are; social media marketing, search marketing, display advertising, and mobile marketing. Social media marketing refers to a kind of marketing that seeks to develop website traffic or attract customers through social networking platforms such as Facebook and Twitter (Järvinen, 2012). Search marketing is a marketing tactic that attracts potential customers through search engines (both paid and unpaid), such as Google. Display advertising, on the other hand, is the marketing of items on applications and websites via texts, images, and other forms. Lastly, mobile marketing is a strategy that seeks to inform customers through their devices, e.g., mobiles and tablets, through sending SMS, MMS, and emails. All these, together with others, make up digital marketing. They are quite beneficial in attracting and retaining customers since the customers get information at the comfort of their own homes or wherever they are. They are also useful because customers are continuously informed.

How the Channels complement and Support each Other

Since the marketing strategies are different, they have a way of supporting and complementing each other. This means that one strategy, May in one way or another, support another strategy. For instance, mobile marketing complements display advertising, and this is because the display texts and images are sent via mobile phones and other devices such as tablets (Yasmin, 2015). Search marketing, on the other hand, heavily supports social media marketing in that, after customers have gained interest in specific products advertised through social media platforms, they proceed to search for more information about the products via the search engines.

Benefits of Employing Multichannel marketing

Multichannel marketing has proved to be one of the most efficient forms of marketing that can be used by any business. The most evident benefit of using this strategy is that of reaching potential customers whenever and wherever they are. According to recent research, customers reached via multichannel strategy spend up to four times more than those reached through single-channel strategies and thus translates to more sales. What is even more fortunate is that it helps businesses to get the attention of more potential customers. To add on to that, customers can choose their most-preferred medium to interact with the business.

Effectiveness of Multichannel Marketing

Multichannel marketing has proved to be quite useful in gaining a holistic view of the customer and overall performance. This is because businesses are able to interact with customers through various platforms. For instance, the commenting section is one of the ways through which businesses can know the holistic views of the customers. Also, it is an excellent way to know the overall performance of the business through customer reactions. It has enhanced brand consistency, and this will, in a small extent, boost channel marketing campaigns.

Conclusion

To sum it up, integrated and multichannel marketing has proved to be an invaluable asset to most businesses. Therefore, using a multichannel market strategy is far much preferable to single-channel marketing. This is because the latter does benefit not only the business but also potential customers.

References

Järvinen, Joel, et al. “Digital and social media marketing usage in B2B industrial section.” Marketing Management Journal 22.2 (2012).

Urban, Glen. Digital marketing strategy: text and cases. Prentice-Hall, Inc., 2003.

Tamminen, Heini Maarit, and Heikki Karjaluoto. “The usage of digital marketing channels in SMEs.” Journal of Small Business and Enterprise Development 22.4 (2015): 633-651.

Yasmin, Afrina, Sadia Tasneem, and Kaniz Fatema. “Effectiveness of digital marketing in the challenging age: An empirical study.” International Journal of Management Science and Business Administration 1.5 (2015): 69-80.