When creating an online presence, one of the initial steps for an organization is to determine the targets as defined by the Marketing Strategy and then explore the various digital marketing channels available to achieve those targets. Organizations typically market their products or services to targeted audiences that differ in demographics such as age, sex, education, marital status, geography, and income. Implementing digital marketing tactics allows a company to target very specific audiences and measure each tactic effectively.
Given the volatile nature of the online world, new channels are emerging with greater frequency, and audiences are continuously exploring new sources of online content—digital marketers must regularly assess and reassess digital marketing channels for their effectiveness. To identify the most effective marketing channels for an organization’s products or services, marketers spend a considerable amount of time and effort identifying and understanding the dynamics of all available digital marketing channels and evaluating these channels relative to their company’s overall organizational goals and objectives.
The digital marketing team analyzes the Internet behavior patterns of its target audience and identifies all possible online media that are used by those consumers being targeted. It observes macro trends that might impact the way in which the organization markets and sells a product or service to consumers. As a result of this process, the organization gains a better understanding of the digital landscape and learns how it can develop and implement its marketing strategies to be effective.
A company must understand the pros and cons of each digital marketing channel as well as the situations in which a channel is most effective or ineffective. For example, when a company wants to promote an important achievement or milestone, the use of social media forums is a good option because of the possibility of a viral effect and mass exposure, which may raise awareness of the company. When promoting a discount offer, the use of e-mail marketing is beneficial because of the fast results it can bring. On the other hand, if the company wants to inform customers about an expected delay in service (e.g., due to a scheduled routine maintenance, delay due some unavoidable circumstances), it is usually enough for the company to use e-mail or their website to notify customers, rather than initiating a social media update. Negative comments often spread faster in social media leading to loss of brand value and image. Therefore, understanding different channels is important in order to evaluate their usefulness.
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