Social media is one of the best types of digital marketing channels for engaging your target audience and building a more personal relationship with them.
This is because, with social media, brands can create shareable video content or image posts that look less professional, as if the content is coming from a consumer. This is called UGC or user-generated content.
Potential customers are more likely to interact and engage with UGC. They can even share it on their profiles if they like the content, which generates more views for the brand.
Furthermore, if the interested buyer has any questions, he can conveniently ask in the post’s comments section, giving the brand an opportunity to answer his question. Let’s face it, even customers don’t like corresponding by email!
Replying to a customer about the Lung Exerciser. Image Source: Rytrus
Giving well-thought answers in the comments section is extremely helpful for brands because there are probably many others with similar questions.
Seeing these questions answered in the comment makes them trust the brand even more and makes them feel that the brand cares about its customers by answering their questions diligently.
Blendjet is an example of a brand that capitalizes on the power of social media. They have created numerous UGC-type video content and posts on Instagram and TikTok that have gone viral.
This brings organic traffic to their social media page and helps grow their following. Over time, they will have less reliance on paid ads.
Blendjet using UGC-type video content on TikTok. Image Source: TikTok
Also, with platforms like TikTok, if you post TikToks regularly, the platform rewards you by showing your content to more viewers.
Good for audience engagement, allows for building a personal relationship with customers, which leads to brand loyalty.
Large audience size to tap on (half the globe is pretty large).
Does not require professional videography, photography, video, or photo editing. It is better if the content appears to come from a layperson.
As the brand’s following grows, it can lead to more organic growth and traffic.
Relatively low cost (depending on the quality of the content you wish to produce).
Content is rewarded with more views if you regularly post high-quality content.(Video) Instagram Marketing for Business: Fully Explained for 2022
Take a long time to grow a following and see results.
Hard to predict and with less control over the size of the viewership. Some content that takes minimal effort to produce can go viral, while some videos that require a lot of effort to create can go unnoticed.
Risk of negative comments. The internet is full of keyboard warriors who just want to troll for no good reason at times, and this will affect the brand’s image negatively.
When to use:
Since social media marketing does not require expert knowledge, it is less daunting to start than SEO or running paid advertisements. There is nothing to lose for creating content; the worst that can happen is it gets no views.
Social media marketing is essential for B2C brands in industries such as fashion and fitness.
If your business is not utilizing social media marketing yet, you should get started right away as it barely takes a couple of minutes to create a Facebook Page, Instagram profile, or TikTok account. You can even begin to create and post content soon after!
5. Native Advertising – Best type of digital marketing for short-term traffic for B2C brands
Native ads are advertisements that feature alongside other non-paid content on a platform or website.
You often see native ads on your social media platforms, such as Facebook, Instagram, and TikTok.
They appear as you scroll through your news feed or stories and often look similar to the content on those platforms.
That’s why they’re labeled ‘native ads.’
We already understand from the section above that there is an ocean of traffic on social media platforms. No wonder advertisers are spending billions each year on Facebook, Instagram, TikTok, and Youtube.
The ad revenue made by Facebook in 2021 in US alone was $50.3 billion. An ever-growing ad spend each year is proof that these types of digital marketing methods are effective for brands.
US Facebook ad revenue from 2019-2021 with projected ad spend in 2022-2023. Source: eMarketer, Oct 2021.
Native advertising on platforms like Facebook and TikTok is considered to be a form of outbound digital marketing that pushes advertising content to consumers by disrupting their experience as they consume content on the platform.
Facebook and TikTok are great digital marketing platforms for native advertising because they have a large user base and an enormous amount of data about them – the sites they visit, where they stay, their age and gender, the items they purchased online, and how recent, etc.
Don’t you wonder why Facebook always seems to show you what you are interested in? Facebook Ads allow digital marketing advertisers to target very specific demographics of the audience and their interests, that way, their advertising budget is focused only on people who might be keen on their products and services.
The types of advertisements that work best differ from platform to platform. TikTok is a social app that relies heavily on catchy music, audio, and short creative videos. The best types of creatives on TikTok are UGC (user-generated content) type videos that appear native to the platform.
UGC-type TikTok Ad of the investment app ‘Moomoo’.
The example above shows a TikTok Ad by the investment and trading app Moomoo. The ad shows a lady appearing to give a raving review about the trading app Moomoo, saying that it has zero subscription fees and provides a lot of information about the funds they offer.
Most users who are absentmindedly scrolling through TikTok might not even realize it is an advertisement and believe it is a genuine review of the product. This might pique their interest to click on the call-to-action button to learn more about the product or service.
TikTok is mainly used for videos; hence image ads cannot be used. Facebook, however, is great for image ads (as well as video ads). Whenever you run a Facebook ad campaign, you will be given the option to display the same ad on Instagram (which you usually should).
An excellent Facebook Ad uses a ‘scroll-stopper’ image or video that would stop a user in his tracks while he is scrolling through his Facebook newsfeed and calls out the target audience.
The copywriting must be able to push the viewer’s pain points and spark curiosity to make them want to find out more.
Facebook Ads by SalesGadget to help roofing contractors with lead generation.
The above example is a good use of Facebook Ads by Salesgadget, who are advertising their digital marketing services to help roofing contractors with lead generation.
They utilize a scroll-stopper banner above the video, ‘GROW YOUR ROOFING COMPANY FOR A FEW HUNDRED DOLLARS A MONTH.’ The person in the video immediately calls out the target audience ‘roofing contractors’ at the beginning of the video. He, later on, pushes their pain points that other digital marketing agencies are charging thousands of dollars a month while they only charge a couple of hundred a month.
Large audience base.
Easy to set up and launch ads.
Acquires traffic almost immediately.
Demographics and interests of the audience can be targeted.
Has instant performance metrics such as cost-per-click, cost-per-thousand views, click-through rate, number of add-to-carts, return on ad spend, etc. With such analytics, decisions to stop or continue the advertising campaign can be made quickly.
Scalable. You can start with a budget of as low as $50 per day and scale up to a couple of hundred to thousands of dollars if the ad campaign performs well.
The audience can give reactions and comments on the ads, and brands can interact with the audience in the comments section. This builds a personal relationship with them.
It is a disruptive form of outbound digital marketing, the consumers who see the ads typically have no buying intent.
Apple’s iOS 14.5 launch in April 2021 has drastically limited browser-side tracking, hence causing the ads performance metrics to be inaccurate.
The cost of advertising can differ depending on several factors such as how narrow the target audience is, and how many advertisers are targeting the same audience. Ad costs usually go up closer to Christmas.
Often a lot of testing is required to have a profitable ad campaign.
Your account may get suspended if you unknowingly violate the platform’s advertising policies.
Might get negative comments on the ads and this will affect the brand’s image, but you can choose to delete the comments.
When to use:
When your brand is new and nobody has heard of it, getting your name out there and building a following can take a long time. You will also need cash flow to tide you through the beginning phases of your business.
Therefore, native advertising on Facebook, TikTok, and Instagram is one of the best types of digital marketing strategies to start with. It can bring in immediate traffic and sales within a few days, but the campaign must be managed closely to be profitable.
6. Influencer Marketing – Best for building trust for B2C brands
Influencer marketing is the use of ‘influencers’ or people with a large following (>10,000) to market a brand’s product or services on the influencer’s (yes, you guessed it right) social media platform, with the most commonly used platforms being Instagram and TikTok, followed by Youtube.
This type of digital marketing can be incredibly effective.
Do you know why?
Because61% of consumers trust recommendations from influencers, friends, or family members compared to recommendations from the brand themselves.
And because of this, brands can get a higher ROI through influencer marketing compared to other traditional types of digital marketing strategies like banner display ads.
61% of consumers trust influencer recommendations more than brands. Image Source: Shopify
Also, working with influencers can be a good thing if the brand is targeting Gen Z or Millennials because the bulk of influencer followers are from these demographics.
However, finding and working with influencers can be tricky. You would have to search through many influencers to find those who fit your brand. Some influencers might cover several niches, especially in fashion, fitness, and health. You also need to check with some analytical tools if they have a reasonable engagement rate with their followers.
Next is trying to find one to work one. You might realize that only a couple might reply to you even after you have emailed or messaged a hundred of them; this is because they receive dozens of messages from advertisers a day.
When one has finally responded to you, the next part is negotiating the best deal with the influencer. Some of them would want to do a package of 1 post + 3 stories, whether it will be a permanent or 24 hr post (24 hr posts are the best because the effectiveness of a post drops after a day). Some would charge high prices that are not in proportion to their following size and engagement.
The way to gauge how much you should is to ask them for the analytics of their most recent posts and check the view count and estimate it against how much you would pay Facebook or TikTok for that same amount.
For example, if the influencer has around 20,000 views for a single post, that same amount of views or impressions could cost around $300 on Facebook and around $200 on TikTok depending on the CPM (cost per thousand impressions). You should negotiate for a fee below this amount.
A risk-free solution for both parties would be to use an affiliate marketing app and pay the influencer for every sale through their affiliate link.
Dad influencer Ken Labrant in a paid partnership with Flintstones Vitamins. Image Source: Instagram
Since consumers trust influencers, working with them can help increase trust and credibility for your brand.
It can be less expensive and have a higher ROI than paid advertising on Facebook and TikTok if you work with the correct influencer and negotiate the best deal.
It can save time on creating content as the influencer handles that portion.
Able to reach a relevant audience as each influencer is normally focused on specific niches.
There are dishonest influencers who have many fake followers and hence will overcharge you.
Some influencers might not carry out their scope of work according to what had been discussed. A written contract is necessary, especially if the agreed fees are high.
Influencers might misrepresent your brand if things have not been discussed adequately.
Difficult to measure the performance, no way to attribute sales to the influencer’s post unless you use an affiliate app.
When to use:
Influencer marketing can be tricky, and it might not be something you can start with if you are a new brand. This is because influencers, too, have a reputation to maintain and they would only want to work with established brands. If they see they you have an empty Instagram or TikTok profile with barely a hundred followers, it is less likely that they would want to work with you.
Therefore, you should only start to work with influencers when your brand has a decent following of around 1,000 followers and sufficient content on your social media profile.
7. Metaverse Marketing – Best type of digital marketing for the future
Metaverses are the next stage of the digital frontier that will take us forward in how we interact with our surroundings and each other online. Each phase of internet advancement saw greater consumer engagement and interaction.
Web1 of the internet was all about one-way static websites that provided information. Consumers have no means of interacting with those websites.
Web2 of the internet saw the introduction of social media, the earliest examples of such platforms were sixdegrees.com and Friendster. It was the first time users could create profiles, connect with friends, send testimonies and messages, and share photos and videos online. Shortly after came social media giants like Facebook, Instagram, Twitter, Snapchat, and lately TikTok, each platform having a unique method of creating engagement amongst users.
We are currently standing at the dawn of Web3 with the introduction of blockchain technology.What is blockchain technology, you might ask? It is a decentralized immutable distributed ledger across a peer-to-peer network of computers known as nodes. Blockchains allow users to own digital assets, prove their ownership, and transact them securely with another party.
Metaverses will be mostly built on blockchain technology, fueled by a virtual economy that requirescryptocurrency wallets for transactionsof both digital and physical goods.
The development of metaverses will be a giant leap forward for digital marketers.
No longer will the internet be something we look at on our screens, but rather a world in which we immerse ourselves in both virtual and augmented reality.
The potential for unparalleled interaction is vast. With great engagement comes great opportunities, and digital marketers will quickly realize how much this can push brand innovation.
Just imagine putting on a VR set and walking through a virtual world, you see digital billboards on buildings around you like how you see in real life, but these metaverse ads will be customized to your interests. You would be able to visit virtual shops and interact with digital products that you can likely purchase and have the physical version delivered to you. You might find avatars of celebrities walking down the street wearing the latest fashion. The possibilities are mind-blowing.
Numerous top brands are alreadyexperimenting with metaverse marketingand using it as a testing ground for learning.
The Gucci Garden, hosted in Roblox in May 2021. Image Source: Gucci.
The Gucci Garden, a virtual recreation of a real-world installation in Florence, was hosted on the gaming platform Roblox in May 2021.
It was a two-week art project that was part of its centenary intended to increase brand awareness among young consumers. It drew an amazing 19.9 million visitors who could try and purchase digital Gucci products.
Purchasing real-world Domino’s pizza from the metaverse, Decentraland.
Even metaverse-to-offline sales are already possible. The first-ever real-world pizza delivery purchased in a metaverse happened on March 13th, 2021, in Decentraland. The payment can be made either through $ETH or $MANA.
An unparalleled immersive experience. Consumer engagement and interaction will be like nothing we have ever experienced before.
Continuous technological advancement will see new types of digital marketing in the metaverse. Just like with Facebook and Google Ads, the first adopters will see a major explosion in sales and brand awareness.
High standards of innovative experiences will be expected of brands doing digital marketing in metaverses.
Currently no data, standards,legal framework, or protocol to follow as this is completely new territory, and might even need new forms of engagement metrics.
Still years away from mass adoption.(Video) How to Drive MORE SALES With Social Snowball and Affiliate Marketing ROAS EP.41
When to use:
Metaverse marketing is currently in a test-and-learn phase as it will probably take years before mass adoption happens globally. However, it is good to get one foot in if you have the time because of the endless possibilities of immersive consumer engagement.
One of the most effective digital marketing channels for increasing conversions is SEM or search engine marketing.What are the 4 types of marketing channels? ›
Broadly, the four main types of marketing channels are paid, free, digital, and traditional channels.Which digital marketing channel has the highest ROI? ›
It is well known that email marketing yields the highest ROI of all marketing channels. Also known as retention marketing, email provides a way for companies to connect directly with their customers.What are the five types of marketing channels? ›
- Website & Blogs. If you are engaged in online direct selling, your company website will most likely act as the main distribution channel for your product or service. ...
- Search Engines. ...
- Email Marketing. ...
- Social Media. ...
- Content Marketing.
The six main channels include search engine marketing, social media marketing, email marketing, display advertising, public relations and partner marketing.Which is the No 1 digital marketing about company? ›
WatConsult efficiently uses digital marketing technologies to establish a link between customers and companies on social and mobile platforms.What are the 7 channels of communication? ›
- In person. In-person conversations are one of the most effective channels of communication in the workplace. ...
- Documents. ...
- Emails. ...
- Instant messaging platforms. ...
- Videoconference. ...
- Phone calls. ...
- Social media.
Distribution channels include wholesalers, retailers, distributors, and the Internet. In a direct distribution channel, the manufacturer sells directly to the consumer. Indirect channels involve multiple intermediaries before the product ends up in the hands of the consumer.What are the 5 channel phases? ›
They are how a company communicates with and reaches its customer segments. Channels are typically direct or indirect and has five phases: awareness, evaluation, purchase, delivery, and after sales.Which is the fastest-growing digital marketing platform? ›
These technologies can be used to increase sales and revenue in many industries. In the digital marketing space, CoSchedule is the fastest-growing digital marketing platform.
Social media is one of the fastest and most cost-effective ways and tactics of digital marketing. However, you need to be able to invest a lot of time, energy and resources into this.What are 7 marketing types? ›
The 7 Ps of Marketing
These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.
- Face-to-face conversations.
- Audio conferencing.
- Written letters and memos.
- Chats and messaging.
- Formal written documents.
Modern media comes in many different formats, including print media (books, magazines, newspapers), television, movies, video games, music, cell phones, various kinds of software, and the Internet.What are the 3 new media? ›
- Social Media Platforms.
- Video Sharing Platforms.
- Online Newspapers.
- Online Forums.
A few digital marketing trends of 2022 can create a competitive advantage when used efficiently. Influencer marketing, video marketing, omnichannel marketing, and others are some of the latest digital marketing trends discussed in detail below.What is your top 3 digital marketing strategies to attract clients? ›
- Leverage social media.
- Start a blog.
- Maximize search engine optimization (SEO).
- Create a call to action (CTA).
- Engage influencers.
- Build a mailing list.
- Create an affiliate program.
- Employee App. A mobile employee app is a powerful tool. ...
- Staff Meetings. ...
- Email. ...
- Employee Magazine. ...
- Written Letters. ...
- Information Cascade. ...
- Terminal Displays. ...
- Bulletin Boards.
The Rule of 7 states that a prospect needs to “hear” the advertiser's message at least 7 times before they'll take action to buy that product or service. The Marketing Rule of 7 is a marketing maxim developed by the movie industry in the 1930s.What is the most important in 7 C's of communication? ›
1. Clear. Any message needs to come out clearly from your communication rather than the recipient having to assume things and coming back to you for more information. This will only lead to more time being wasted on emails.
Types of Distribution Channels – 3 Main Types: Direct, Indirect and Hybrid Channels. Channels can be long or short, single or multiple (hybrid), and can achieve intensive, selective or exclusive distribution. The length of channel could have any number of intermediaries or be direct to customers.What is a zero level channel? ›
Producer → Customer (Zero-level Channel)
The producer sells the goods or provides the service directly to the consumer with no involvement with a middle man such as an intermediary, a wholesaler, a retailer, an agent, or a reseller.
Communication channels can be categorized into three principal channels: (1) verbal, (2) written, and (3) non-verbal. Each of these communications channels have different strengths and weaknesses, and oftentimes we can use more than one channel at the same time.What are channels business model? ›
Your Channels are customer touch points that play an important role in the customer experience. Your Channels serve several functions, including: Raising awareness among customers about a company's products and services. Helping customers evaluate a company's Value Proposition.What are consumer basics 5 basic channels? ›
- Direct to Consumer (Ecommerce) Direct-to-Consumer, also known as DTC or ecommerce, is a term thrown around a lot. ...
- Marketplace. ...
- Affiliate Sales. ...
- Wholesale. ...
- Digital marketing.
- Blogging and making money online.
- Health and fitness.
- Personal finance and investing.
- Recipes and food.
- Personal development and self-care.
- Technology. With the new and emerging technology trends, billions of people love reading tech blogs. ...
- Health and Wellness. ...
- Career Advice. ...
- Education. ...
- Food. ...
- 6. Entertainment. ...
- Gaming. ...
- Finance and Investment.
In digital, video will lead the growth, with ad spends by small and mid-sized enterprises driving the segment.What are the future trends of marketing? ›
Text messaging, hybrid experiences and Web3 may play key roles in the future of marketing. Learn how to fit these trends into marketing strategies moving forward.What's the fastest growing social media platform? ›
1. TikTok. TikTok has quickly become a major player with its detailed algorithms and unique content creation capabilities. In 2020 and 2021, TikTok was the fastest growing social media app in the U.S.
The future of digital marketing looks promisingly bright and secure. The basic principle right now for every business is to make a place for themselves in the digital world with the help of digital marketers that are creative, innovative and updated. This upward trend of growth in digital marketing is here to stay.What are the 7 ms of marketing? ›
Seven cyclical elements to a successful integrated marketing program are: mindset, measure, model, map, make, modify, and monetize.What are the big 7 marketing functions? ›
The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution. Understanding the core functions of marketing can help you better focus your efforts and strategies to support your business.What are the 9 types of advertising? ›
ADVERTISEMENTS: Nine types of advertising media available to an advertiser are: (1) direct mail (2) newspapers and magazines (3) radio advertising (4) television advertising (5) film advertising (6) outdoor advertising (7) window display (8) fairs and exhibition and (9) specially advertising!What are the 6 marketing strategies? ›
The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.What are the 6 best sources of marketing information? ›
- Current customers. Collecting data from the current customers will depend on your own creativity. ...
- Business magazines. ...
- Surveys, interviews, and focus groups. ...
- Government agencies. ...
- Internet. ...
- Social Media.
These include email, phone calls, video conferencing, and many types of instant messaging like SMS and web chats. Even blogs, podcasts, and videos are considered forms of digital communication.What is the most effective channels and why? ›
The richest communication channel around, face-to-face meetings, is often hailed as the most effective way for teams to interact. This is because it reduces any misconstrued messages by allowing for body language, facial expressions, and other nonverbal communication.Which marketing method is most effective? ›
If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.Which is the most effective marketing channel in social media? ›
Social Media Advertising. Social media advertising is probably one of the most effective channels you can use to market your products and services today.
In order to compete in today's digital landscape, digital marketing is a vital component of any effective marketing plan. By leveraging various digital channels such as search engines, email and social media, businesses can connect and engage with current and prospective customers.What are the 7 ways to communicate effectively with customers? ›
- Personalize the interaction. ...
- Avoid negative phrases. ...
- Use positive language with a touch of empathy. ...
- Listen closely and avoid interrupting the customer. ...
- Use consistent brand vocabulary. ...
- Give thorough answers to technical questions. ...
- Make communication clear and concise.
The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.What are the 5 of most powerful marketing tips? ›
- Set a Goal and a Budget. ...
- Leverage Influencer Marketing. ...
- Focus On a Single Social Channel. ...
- Leverage Email Marketing. ...
- Focus On SEO and Content Marketing.
- Offer quality products. Good quality is the most important reason cited by consumers for buying directly from farmers. ...
- Cultivate good people skills. ...
- Know your customers. ...
- Use attractive packaging. ...
- Let customers try samples. ...
- Be willing to change.
- Twitter. Monthly users: ~320 million. ...
- Facebook. Monthly users: ~2.5 billion. ...
- LinkedIn. Monthly users: ~260 million. ...
- Instagram. Monthly users: ~1 billion.
5 Ds of Digital Transformation
Digital marketing revolves around these 5Ds: Digital Devices, Digital Platforms, Digital Media, Digital Data, And Digital Technology.