What is A Digital Marketing Platform?
What can a Digital Marketing Platform do for you?
In modern marketing, technology is utilized to assess the overall success of a campaign and to help guide future plans and decisions. The most effective way to explain a digital marketing platform is to break it down into its two components: digital marketing and digital business platforms.
Let’s have a look at the differences between the two individual components:
Understanding the Concept of Digital Marketing
The term Digital Marketing is used to describe the process of promoting a brand via a marketing campaign that is digital in nature. Digital Marketing makes use of the internet and online mediums through connected devices such as smartphones, laptops, or the Internet of Things (IoT). In Digital Marketing a brand message is disseminated via search engines, social media, applications, email, and websites.
In a nutshell, any online tool is a digital marketing asset. Here are some examples of common Digital Marketing Assets
- Branded Logos
- Images, or Icons
- Social Media Profiles
- Video Content
- Blog Posts
- eBooks Reviews
- Customer Testimonials
The Value of Digital Marketing
Digital marketing is on the rise, and for the first time in 2019, it outspent traditional marketing. Consumers are increasingly adopting internet channels, which explains this.
Thanks to technical developments like AI and machine intelligence, marketers are better prepared with the marketing technologies they need to reach customers on digital devices at the correct moment. Traditional marketing methods, on the other hand, necessitate a great deal of strategy and execution.
Consider the following statistic:
- Nearly 30% of consumers would prefer contact with companies via social media than to go to a store, despite the fact that the world’s population is 7.7 billion people and 4.4 billion people use the internet.
To stay competitive, businesses must be present across all digital channels and devices. This is not to argue that offline channels should be ignored entirely. The ideal way to meet consumer requests is to have an omnichannel presence, which combines analog and digital characteristics.
What are the advantages of Online Marketing?
By using digital marketing techniques that meet your target audience where they are, your firm can create a more cohesive, customer-centric customer journey. It also enables for post-purchase engagement, which can help marketing teams build brand loyalty and improve customer retention more effectively.
The Definition of a Digital Marketing Platform
Platforms are instruments that enable multiple business or technology capabilities in the context of modern business, according to Gartner. Platforms enable several actions across these requirements, whereas tools focus on specialized capabilities inside a particular. A single tool for posting to social media. For example, it is a business requirement. Platforms often provide a wider range of capabilities thanks to APIs, integrations, and collaborations with other apps or information.
Let’s get back to our initial question. What is the difference between a digital marketing platform and a traditional marketing platform? A digital marketing platform is a software system that allows you to perform a number of tasks related to online marketing.
According to Gartner, a platform must contain features such as media buying, performance assessment and optimization, and brand tracking in order to be classified as a platform. Other marketing activities like SEO and social media, however, may not be covered.
The Different Types of Digital Marketing
Social Media Marketing
Instagram, Facebook, LinkedIn, and Snapchat are among the most popular social media platforms among today’s customers. This is why it’s so important for brands to be active on numerous platforms. Consider the following figures:
- The typical user has eight social media accounts.
- Each employee devotes 2 hours and 22 minutes to the task. average per day on social media.
- Of the 5.11 billion people with a phone, 3.26 billion use it to access social media.
- People spend roughly one-seventh of their awake hours on social media networks.
Marketers can use social media platforms to communicate with their customers in a variety of ways. For starters, marketing teams can use these channels to sell paid commercials and sponsored content. Each platform is unique. includes a feature that allows marketing teams to develop sponsored ad campaigns and segment users so that these ads show in the feeds of their intended audience. While every platform is exclusive, most permit promoting groups to focus on ads supported geographics, job title, interests, age, and alternative factors.
Social media is also a terrific tool to communicate with customers and promote items or resources organically to your following. Followers of your brand on social media are interested in what you have to say people who are curious about what you have to say more likely to be interested in what you have to say made a purchase from you in the past. Interacting with them on social media or responding to customer service-related questions is an excellent method to maintain brand engagement and develop positive experiences and client loyalty.
Lastly, marketing departments can use social media to establish a brand and a voice This will entice people to follow and share them. Wendy’s upbeat and amusing tone, for example, has helped them gain a lot of traction on Twitter, where they get a lot of likes, retweets, and replies.
Marketing through Influencer marketing is another effective way to reach out to targeted groups through digital media. Celebrities, websites, and others who are thought to be experts in their fields and share similar ideas with corporations may develop relationships. Brands can then contact these influencers’ followers with branded content and offers. Many firms have found influencer marketing to be beneficial, with 9 out of 10 stating itis comparable to, if not superior to, traditional marketing.
Furthermore, one out of every two women bought something after hearing about it from an influencer. Consider the following as an example of influencer marketing: GoPro partnered with Loki, a Colorado-based influencer with a sizable outdoor fan network. Their items were put in front of their target audience thanks to a referral from a like-minded, trustworthy source.
Email marketing campaigns may help businesses stay in touch with prospects and consumers by sending customized newsletters or special offers based on past purchases or a particular brand involvement. It’s feasible that a customer will convert if they’ve interacted just a few of your branded touchpoints — for example, a 10% discount email offer items they’ve been considering, or free shipping. Email is believed to influence 60 percent of customer purchasing choices.
Content Marketing Strategy
Content marketing allows marketing organizations to be proactive in responding to their users’ questions. Marketing teams provide material, videos, and other assets to answer questions and provide insight to customers at each point of the buyer’s journey:
- The awareness stage of the Sales Funnel occurs when the buyer recognizes that they have a need.
- The deliberation stage occurs when the buyer decides on a course of action to address this need.
- The buyer chooses a product or service to meet a need at this stage..
For example, a customer may discover that they require new workout shoes. An athletic company’s marketing department might write a post about what qualities you need in a running shoe versus what you need for strength training. Based on this information, the buyer determines that they require a pair of running shoes that meet those requirements. A list of the most popular running shoes, as well as their price ranges, could be included in another piece of information.
They will make a decision once they have been educated on these aspects. Your brand’s advice and expertise throughout your content will almost certainly lead to them to make a purchase through you. Content marketing is often less expensive than traditional forms of marketing.
Marketing through Search Engine Optimization (SEO)
Link Building, Content Marketing and Social Media Marketing typically go hand in hand. When the buyer in the previous example goes to Google to hunt for gym shoes, statistically they are more than likely to select one of the first three results that appear.
With this in mind, the marketing team for athletic shoes wants to make sure that their piece appears among the top results on the Search Engine Results Page (SERP). This is accomplished by optimizing material for the target audience, utilising long-tail-keywords, for user experience and ensuring that the content is accessible to all users. Once the technical requirements for search engine crawlers to quickly find and index the information are met, the content will be served on the SERP.
Pay-per-click (PPC) Advertising
Pay-per-click (PPC) advertising is a sort of paid advertising in which marketing teams can purchase website traffic. Marketers are charged a fee each time an ad is clicked on a website or through a search engine like Google or Microsoft Bing. These ads, which commonly appear at the top of search results pages, are primarily chosen based on bids on specific keywords, whereas banner ads on websites typically have predetermined costs.
Affiliate Marketing involves collaborating with individuals or businesses to market your product in exchange for a percentage of each transaction that can be linked back to their efforts, affiliate marketing involves Partnering with individuals or businesses to promote your product in exchange for a commission is what affiliate marketing is all about.
Affiliate marketing is when a podcast or radio broadcast advertises a discount code that listeners can use when purchasing a product. For example, the buyer would get a 30% discount, and the show might get a small percentage of each purchase made using the coupon. Mobile marketing campaigns commonly combine text messaging, social media, email, push notifications, and mobile apps, and many of the digital marketing methods listed above can be employed in them. Mobile marketing is becoming increasingly important, as it is anticipated that there will be roughly 187.5 million mobile shoppers by 2024.
Marketing via mobile devices
Mobile marketing campaigns commonly combine text messaging, social media, email, push notifications, and mobile apps, and many of the digital marketing methods listed above can be employed in them. Mobile marketing is becoming increasingly important, as it is anticipated that there will be roughly 187.5 million mobile shoppers by 2024. Marketers must evaluate how to optimize their present marketing operations for mobile to create a consistent and user-friendly experience, given the obvious transition to mobile.
What are the advantages of using a Digital Marketing Platform?
Tracking and Allocating Expenditure
Many marketers struggle to figure out which channels generate the greatest value and, as a result, which ones they should invest more in. The problem is exacerbated by the ever-increasing number of digital channels they must be present on. Marketing teams should utilize a platform that leverages advanced attribution modelling with this in mind.
This will provide them with information into ad expenditure and success rates across numerous digital channels, as well as practical recommendations for optimizing ad spend. There are a variety of attribution models available, and if your team is still utilizing obsolete models (such as last-click attribution), you may be missing out on possibilities to maximize your digital channels. Marketing departments are more likely to obtain current information. attribution modelling capabilities, such as unified measurement, when they use a digital marketing solution.
Using the Right Ads to Drive Conversions
You can acquire a better grasp of what type of content resonates with your customers across platforms with the correct digital marketing platform. Marketers may then determine which voice and creative components get the greatest engagement.
These platforms can also help marketers create more detailed user profiles that will help them determine when and on what device to serve ads to their target audience.
The Correlation of Qualitative and Quantitative Results
When planning media, following your brand across channels, using new advertising strategies, or making media buys, the proper digital marketing platform will help you make better decisions to create income. Assisting marketers in understanding both direct response and more qualitative efforts, such as brand building, is an important aspect of this. Digital marketing platforms can help with defining the KPIs needed to assess these, as well as providing information on how their value has changed over time.
What You Should Look for In a Digital Marketing Measurement Platform
Understanding what is and isn’t working in a campaign requires the use of a digital marketing measurement platform. Here are some things to consider. Meanwhile, I’m trying to figure out which measuring platform is the greatest fit for your needs:
Data that is current and representative must be the foundation of every marketing campaign. Organizations that do not place a high priority on data quality and do not adhere to strong data quality standards will not be good software partners. This is especially true if you rely on these partners to supplement your company’s own data with data from second and third parties.
Relationships with Third Parties
It’s crucial to consider your third-party software provider’s relationships when allocating media spend and budget; they may have connectors with other tools or data sources that might provide more context to your media strategy.
These connections can be used to create a more full perspective of the customer if you’re using a digital marketing platform to construct a media plan. If a platform has partnerships with television networks or periodicals, for example, your organization can use subscription data to learn more about who has seen your offline ads.
The Ability to Look at Campaigns Holistically
Because your company is likely to run both online and offline campaigns, your marketing platform should be capable of measuring both. Invest in a solution that can account for both to give you the most accurate information and profitable recommendations.
The Marketing Attribution Model
Marketing attribution models are not all created equal. Your legacy, outmoded measurement models may provide misleading suggestions if your solution does not take use of unified marketing measurement. If the platform uses media mix modeling or single-touch attribution, for example, your team may be relying on old, historical metrics all of the time, or maybe missing important data about the buyer’s journey.
As organizations seek to be present across a variety of channels and ensure that this presence is creating value, digital marketing platforms are invaluable resources.
Marketers can analyze and optimize marketing performance, sales, and engagement using tools like Marketing Evolution’s single closed-loop platform, which provides a holistic view of a campaign’s success at every touchpoint. You can gain useful insights from granular data such as media exposures, sales, and geolocation if you have the ability to track it. Determine your goals and KPIs before choosing a platform to ensure that it includes the proper capabilities to meet your business demands.
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