Invite colleagues
In the continuing effort to help the 'digital newby's' understand online marketing I have put together a list about the various digital channels available to us as online marketers.
It is surprising that here in China that media buying is still synonymous with digital marketing. I believe the more marketers understand the options available to them and then ways that they can use these options within integrated campaigns, the more effective the outcomes and thus returns to the business.
Please take a look at this list of digital marketing options:
- Display Advertising (Media Buying)
- The process of placing ads on third-party websites with the goal of creating branding awareness and/or generating traffic
- The predominant model is CPD (cost per day) but CPM (cost per 1000 impressions), CPC (cost per click) and CPA (cost per action) are other options
- Examples: Banner ads, video ads, interactive ads, overlays, interstitials, etc.
- Email Marketing (eDM)
- The process of collecting email addresses from potential leads and marketing to them via email messages
- Examples: Email newsletters, brand building emails, conversion-focused emails, etc.
- Pay-Per-Click Advertising (PPC)
- The process of bidding for placement at search engines (major or niche) to earn visibility and traffic when relevant queries are performed
- Examples: Baidu, Google Adwords, Yahoo! Search Marketing, etc.
- Online Public Relations (ePR)
- The process of generating media from primarily online outlets in order to earn branding and traffic
- Examples: PRNewswire, PRWeb, Internet media focused PR agency work, etc.
- Search Engine Optimization (SEO)
- The process of earning rankings in the "organic" results of the major search engines (Baidu, Google, Yahoo!, Bing)
- Examples: Keyword research, on-page optimization, link building, etc.
- Affiliate Marketing
- The process of incentivizing other sites to push your product in exchange for a share of the revenue they drive
- In China, most CPA (with the action being a lead or sale are done on an ad network, not via managed Affiliate Programs. The exception being U2Mee)
- Examples: U2Mee, Commission Junction, Pepperjam, in-house affiliate programs, etc.
- Social Media Marketing (SMM)
- Viral Content Campaigns
- The process of generating creative content that will help spread your branding/marketing message and earn traffic
- Examples: Linkbait production, viral videos, guerrilla marketing, etc.
- Conversion Rate Optimization (CRO)
- The process of improving the path from landing to conversion to get more leads/signups/customers
- Examples: Split & multivariate testing (A/B Testing), click-through-rate improvements, purchase-process simplification, etc.
Some of these digital marketing channels overlap - for example, viral content campaigns or ePR may simply be a means to achieve better search engine optimization - but as they can all be separate entities, engaged in for their own purposes. Also, note that measurement and metrics are different between the channels but this will be covered in another post.
Written on Tuesday, 12 January 2010 11:55 by Matt McDougall
