Digital Marketing
TARGETED DIGITAL MARKETING
Multi-Channel Marketing
It enables them to take action in response to the communication channel that they will be at their most attentive, receptive and willing to act. It is a holistic approach that takes into consideration what consumers are doing in real time.
As the number of communication channels / e-Tools continue to rise, the need to embrace multichannel marketing has become critical.
“Control is about monitoring whether your objectives are being achieved and then modifying the tactics and actions to ensure they are” (Chaffey & Smith, 2008). It is vital to ensure that adequate controls are implemented to allow your marketing plans to be modified as required.
Owned vs Paid Media
Digital marketing best practice dictates that the website should be the cornerstone of all your digital marketing activities with social media used as communication channels thereby driving the user onto the website. This concept relates to paid media versus owned media where paid media is where a firm pays a fee (i.e. contact details or money) to a 3rd party to leverage a communication channel. The business has no control of this 3rd party platform and it is akin to building on rented land.
Using owned media (i.e. your website, microsites or email database); the firm can direct the traffic back to their website and then use Google Analytics to monitor the traffic thereby gaining control by determining the effectiveness of every marketing activity on a continual basis. This allows the firm to develop a results-orientated digital marketing plan by knowing which marketing activities work and which one don’t.
