Digital marketing channels have been around since the earliest days of the Internet, but the marketing channel definition has changed with the times.
Back in October of 1994, if someone were to ask "What are marketing channels?" there would have been only one answer: Display ads.
AT&T sponsored a banner reading "Have you ever clicked your mouse right HERE? YOU WILL”. And, there being very few other sponsors of banner advertising, over 44% of people who had the Internet at the time clicked on that one ad.
Fast forward to 2024, and WebFX tells us that only 0.47% will click on display banners. Clearly, if you were to pose the question "What are marketing channels?" In 2024, the answer would not be "Oh, they are display ads."
But the variety and complexity of Internet marketing channels have tremendously increased in recent years. Digital marketing has evolved beyond paid advertising and other paid marketing channels. There are a variety of effective marketing channels that deliver content and promotion.
A marketing channel is a medium used to advertise your company. Digital marketing channels include methods like digital advertising, SEO, influencer marketing, email, and more. Each channel has its own unique benefits and purposes.
1. Digital advertisements
These include images, audio, and videos used to market products and reinforce brand presence. They appear on websites, emails, social media, and other digital platforms.
Display ads are usually in the form of banners and do not target keywords. Instead, they are shown on various websites, making the cost per click lower than that of search engine ads.
2. Email marketing
While not the newest technology, email marketing is still highly effective. It is familiar, measurable, and allows for automation and personalization.
For successful email marketing, ensure your messages are mobile-friendly and your site is responsive.
3. Event marketing
To truly set your brand apart, face-to-face interactions are key. Events like product reveals, trade shows, and expos allow for direct engagement with your audience and can significantly boost brand recognition.
4. Influencer marketing
This method leverages social media influencers to promote products. Influencer marketing is about building relationships rather than direct sales. Over time, it helps in reaching new customers through authentic endorsements.
5. SEO
Search Engine Optimization ensures your content is easily found by search engines like Google. Good SEO practices involve creating useful content and optimizing your site for mobile users. This boosts your search engine rankings and increases visibility.
6. Content marketing
This strategy involves creating valuable content to attract and retain customers. It helps in improving search engine rankings and keeps customers engaged with your brand.
7. Word-of-mouth
This is the result of providing excellent service and value, leading customers to naturally recommend your brand to others.
8. Traditional marketing
Includes direct marketing methods like TV, radio, billboards, and print. These channels can reach large audiences but need careful budgeting to avoid overspending.
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What are the benefits of using these marketing channels?
Having a clear plan for how you will use each marketing channel available to your business helps you achieve a higher rate of return on your promotional dollars. Finding the right pros to manage your marketing channels costs money, but gives you a greater return than doing all the work yourself.
Marketing channels save time. You don't have to do all the work of distributing your product by yourself. And pursuing several marketing channels helps you find far more customers than you ever could on your own.
The right marketing channel for your business is the channel that brings you the greatest number of customers who spend the most money. Determining which marketing channels work best for your business isn't something you should leave to guesswork. The best way to choose the right marketing channels is to be SMART, targeting specific goals with agreed-on metrics of success, keeping your goals achievable, relevant, and time-bound.
Chances are you will test some marketing channels that you will later choose to drop. That's just part of the cost of business. Do A/B testing to find the marketing methods that work best for you, and use Mailchimp to keep up with the analytics that tell you that your marketing campaigns are still working.
Mailchimp has all the channels you will need to connect to your customers every day. You can create emails, ads, and landing pages all in one place, and test the tools Mailchimp makes available to you to find which marketing channels deserve the most of your time and your budget.
Ready to get started? Set up your account with Mailchimp. Or call our sales department at (800) 315-5939. Mailchimp has all the tools you need for marketing success. You'll be in good company.