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Digital Marketing Channels, Then and Now

Then : Standard Digital Marketing Channels

The digital marketing industry has grown by leaps and bounds. Subsequently, the number of marketing channels have grown over time, as well. The most common digital marketing channels have been the cornerstone of many traffic-driving, promotional, and acquisition strategies. These strategies revolve around these:

Direct (Direct Load)

Search Organic (SEO)

Social (Social Network)

Email

Affiliates (Affiliate Partner)

Referral

Paid Search (SEM)

Display

Other

Into the Future with an actionable approachFor less complicated campaigns, or for businesses not focused on an omni-channel marketing approach, these general marketing channels will be enough. However, with the ever-expanding challenges of reaching end users on a personal and relevant level, the traditional approach fails to deliver actionable data in a timely manner. Furthermore, the data that is delivered can be misaligned with a Channel Attribution Modeling approach. This facilitates a model wherein the method of how a customer interacts or “touches” an end state determines a channel’s overall contribution and KPIs. By taking a more granular approach within an omni-channel marketing strategy, a business can set a hierarchy determining how end users qualify for channels. Once this hierarchy of qualification is established, channels that are more important, or have more complexity in a business, can be broken out. Breaking out channels allows for quick access of KPIs without the need of extensive data mining. Below are some of the more useful Digital Marketing Channel expansions:

Extended Digital Marketing Channels

CSE (Consumer Shopping Engine)

Display : Performance

Display : Online Ads

Email : Direct Marketing

Email : Triggered

Email : Client

RAF (Refer a Friend)

Push (Push Notifications)

Social : Organic

Social : Paid

TAM : Print (Traditional Ad Marketing)

TAMB : Broadcasting

Internal : Experiments

Internal : Promos

The New Other

As a result of the expanding capabilities and marketing channels, below is an aggregate view of a new version of  “Standardized Marketing Channels.”

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