Media houses while planning their campaigns exert every available resource to find the right promotional mix to reach the target audience, through continuous creation and experimentation. While devising a media campaign, it is necessary to understand the strengths and impacts of a particular format, how people are likely to respond and how it blends with other forms of marketing strategies.
The digital media landscape is flooded with creatives, platforms, tools, and risks that every organization is challenged with. Small organizations with lack of capital reserve often opt for the best suitable platform compromising on reach and exposure while organization with propelled backing struggle to find the right promotional mix to increase engagement and ROI. Ecumen consultancy after experimenting and testing various media resources and through valuable client feedback, lists out the most effective forms of digital media, an organization can include in their digital marketing services.
It makes up as the largest fragment of integrated marketing communication in an organization. Its scope, reach and influence is overwhelming to both end users and marketeers. Social media simply amplifies user generated content which can be in forms of pictures, discussions, blogs, streaming media etc. It is different from other forms of media in terms of immediacy, usability, frequency and modification. Users are more likely to share the content that they have liked and deliberately promote them in their active network which further reaches to more audiences, increasing exposure and visibility with minimum effort. However, to create that virality, distinctiveness of the content has to be there.
Display ads & Search ads
Considered as highly effective but expensive, display and search ads are exemplary than their predecessors (TV ads). One of the major advantages that marketeers cites in these forms of ads are that they are measurable in terms of impact and conversion while TV ads which absorb millions in investment are measured indirectly by rise in sales volume and other factors.
“A lot of companies have put more and more money into online marketing because online marketing is more measurable, as opposed to television where you put in millions of dollars and you have no idea what you get for it,” says Sunil Gupta.- Professor of Business Administration at Harvard Business School.
SEO & SEM
Held responsible for the visibility of a website or a web page, it directly hints out the importance of optimization and marketing of contents that are relevant to online searches. SEM which incorporates SEO, identifies keywords that are most looked on search engines and then builds content in such a way that will generate and convert traffic to own sources.
- Keyword research and analysis
- Website saturation and popularity
- Preventing crawling
An unruly form of advertising that heavily concentrates on focused groups. It is relatively uncluttered to other forms of advertising creating a strong impact in the user’s minds. However, there is wide variation in the acceptance of individual mobile ads depending upon various factors beyond control.
Types of Ads:
- Mobile Web Banner
- Mobile Web Poster
- MMS advertising
- Advertising within Games, videos
- Full-screen interstitial
- CPI Mobile Advertising
Online Video Marketing
Marketeers call for it! It is arguably the most receptive form of marketing discipline which can nurture endless ideas with growing users day by day. Online video is highly ranked by Google than any other marketing deployments in terms of ranking signal.
What it means?
- By 2017, video will account for 69% of all consumer internet traffic according to Cisco.
- Nielsen claims 64% of marketers expect video to dominate their strategies in the near future.
- Youtube as an individual channel for online videos receives more than one billion unique visitors every month.
PPC & Landing Pages
PPC is one of the primary things to be included in your chosen internet marketing services. PPC used interchangeably with CPC is a result oriented model assessing the cost effectiveness and profitability of online marketing. Through PPC, advertisers direct traffic to their landing pages which can be custom tailored to the initial offering made in the (PPC) banner. Such an established cohesive effort seeks out for potential users and garners a healthy database for direct marketing.
- ‘A study by Shop.org and Forrester Research shows 85 percent of retailers surveyed said search marketing (including PPC and SEO) was the most effective customer acquisition tactic.’
- ‘Companies with 30 or more landing pages have proven to generate 7 x more leads than companies with less than 10, according to recent data from Hubspot.’
The domain of micro-sites are largely exploited to provide a sense of ease to users and to create brand equity for a completely separate entity on a temporary basis. They are basically off-shoots of a parent site, with a single purpose- Inform, Educate & Engage.
How micro-sites boosts brand campaigns:
- Boosts SEO
- Focused Message
- Exceptional Design Opportunities
- Localize Content
- Maintaining Connections
- User friendliness
- Good branding