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Table of contents
• Basic Tools
• Main channels
• Digital Marketing Resources
• How to choose channels, tools and resources
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Թվային մարքետինգի գործիքներ
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Digital-marketing is a direction of marketing that involves the promotion of goods and services using digital technologies, which are used at all stages of working with consumers. Digital marketing differs from internet marketing in that it uses not only online but also offline tools (POS terminals, smart gadgets, etc.). Digital marketing services are most in demand in the B2B and B2C segments. The use of advanced digital capabilities helps to reach the maximum number of target consumers and establish effective interaction with them.
Basic Tools
Digital marketing tools are all methods, activities and means that help notify a wide audience and draw the attention of potential customers to a service, brand, product or company. As a rule, several tools are used simultaneously. This opens up the possibility of reaching almost the entire target audience and achieving high promotion efficiency. Tools are selected depending on the goals of the marketing campaign, its stages, characteristics of the target audience, the product being promoted, etc. The main digital marketing tools include the following:
SEO promotion. It consists of raising the advertiser’s website in search results as a result of search engine optimization and other work;
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SEO optimization
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contextual advertising. The method consists of placing advertisements (graphic, text and/or in the form of links) on thematic websites;
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Google Ads (search ads)
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banner advertising. Represents the placement of graphic banners offering a service/product on thematic resources;
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Banner Ads
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native advertising. Includes the publication on various resources of reviews, expert opinions and other “natural” materials that encourage the purchase of a product/service. Native ads seem part of the website, like the one on the right:
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Native Ads
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advertising windows. The method of online advertising is to display pop-up advertising windows on thematic platforms;
QR codes offline. A method used to motivate people to install an application or use other digital services or products;
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QR codes used in offline advertising
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SMS mailings. Consists of sending advertising messages with the advertiser’s offer to various subscribers of cellular operators;
viral advertising. Represents the creation of multimedia content with provocative content. Because of this, users themselves distribute it online (sharing it on blogs, social networks, etc.).
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Viral Ads - Share a Coke
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Digital marketing can also use other tools that are based on digital technologies: from email newsletters or ringtones used to keep subscribers on the line, to an advertising offer when installing programs. Standard tools such as flyers or newspapers, if they have a QR code, can also be called digital marketing tools. Main channels
Internet. This channel involves the use of any devices that have access to the global network: tablets, laptops, PCs, smartphones, etc. Advertising is placed on the Internet (search, contextual, banner, teaser, etc.), and diverse content is created for viral or passive promotion (text articles, videos, etc.), services and products are promoted in social networks, expert opinions are published, and search engine optimization of the site is carried out.
Digital television. It is increasingly displacing analog TV from the market and is increasingly being integrated into the global network. One of the most common formats for digital marketing on TV is the creation of short videos that are broadcast during commercial breaks. Creeping lines and other possibilities are also sometimes used.
Mobile gadgets. These are smartphones, cell phones. The most popular way to promote using mobile devices is to send SMS messages with an advertising offer. It can be performed both on the client base (that is, on the phone numbers of people who have already used the services or purchased goods from this company), and on independent collections of numbers. Through mobile gadgets, you can use other tools, for example, branded apps, WOW calls, advertising in different programs.
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Branded Apps
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Local networks. These may include corporate networks in one office, local networks in separate houses, city districts, etc. Through this channel, as a rule, advertising of services and goods is distributed, aimed at an audience with a specific geographical reference.
"Smart" gadgets. These include various smart devices: scales, watches, fitness bracelets and other gadgets with Wi-Fi Internet connection. You can use branded apps and other tools for promotion.
Interactive displays. The devices can be installed in fitting rooms of stores, restaurants and cafes, on chargers, POS terminals, etc. Interactive displays also include digital banners that are placed for advertising purposes. Videos are mainly distributed through this channel. Pop-up advertising windows are also actively used.
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Interactive Ads
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Social media. Social networks are used for discussions, publications and “independent” opinions, viral advertising, creating and maintaining groups. Banner or contextual advertising can be broadcast on social networks.
Digital-art. This channel involves the use of various works of art, broadcast or created through digital technologies. This category includes electronic music, graphics, games, etc. The main method of promotion is branding.
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Digital Art
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Digital Marketing Resources
Promotion that involves the use of digital technologies can be carried out using different resources:
paid ones are sites that are paid for by the customer company. This could be a digital banner, contextual advertising, etc.;
own – sites that a company can use for free (for example, pages on social networks);
established – communication channels acquired by the company as a result of work done (for example, users who distribute a viral video).
How to choose channels, tools and resources
Similar to other areas of marketing, promotion using digital technologies begins with analytics. It is necessary to collect and analyze the following basic data:
Analyse, organize & schedule digital marketing activities
parameters of the target audience. Gender, age, social status, interests, region of residence (for example, Moscow, St. Petersburg, Los Angeles), etc. are of great importance. This determines what digital technologies potential clients use.
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Target Audience Parameters
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While products aimed at young people can be promoted through almost any channel, services and products aimed at older people are better advertised using traditional methods;
product characteristics. For example, app branding is often used to promote games or other programs, and email marketing is often used to promote products that may arouse interest among a wide audience.
Based on the analysis, channels and tools are selected that make it possible to most effectively convey the company’s offer to the target audience.
It is important that analytics are also performed during the campaign to evaluate the effectiveness of certain tools and adjust the appropriate settings.
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