A digital marketing campaign involves the execution of a marketing strategy across all the digital channels where consumers engage with a brand, usually for the purpose of improving a company's conversion rate.
Here are five types of digital marketing campaigns for your business.
Display Advertising
Display advertising is known as banners, however, they are shown online instead.
You can target specific publications that you know your audience reads. It has become much more sophisticated now with programmatic advertising and retargeting.
For display ads, you need to think both about the creative and the placement, choosing a relevant context that fits your message and is a match for your audience.
If you run a small business and you know your market well, you can approach specific publishers about advertising on their site directly
If you don’t, you can use a third-party solution like Google Display Network or Facebook Audience Network.
Display ads are really easy to track and allow you to measure conversion in real-time. However, customers may also ignore your ad to focus on the content they are trying to read.
Therefore, you need to find a way to maximize impact, so that people notice you, but not so much that they get annoyed by it.
Mobile Marketing
Mobile marketing involves doing everything you’re doing on desktop but adapting it to mobile, as well as doing mobile-specific things like in-app advertising, sending text messages, and using social messaging apps.
It works well if you target a younger audience as they spend all their time on their phones.
Mobile marketing can be hyper-targeted using specific audience segments or geo-fencing to get to people in a specific location. However, You have a very small space to play with creatively on a phone, mobile ads have a low click rate.
Therefore, make sure that your whole website and all your content are ‘mobile friendly’ so that it works and looks good on all different devices.
By keeping things short and simple, using clear text and big buttons, and putting captions on your videos so people can get the message even when they don’t have sound is a great way to start.
Social Media Marketing
Social media advertising adds a whole new dimension of engagement and interaction. Instead of just broadcasting messages out to a mass audience, you can really interact with your customers and listen to what they have to say.
Every business should be on at least a couple of these social channels such as Facebook, Instagram, and Twitter.
The effort you put in can be multiplied as people like, comment on, and share your content with their friends and connections
Facebook ads, in particular, have become very sophisticated and you can target specific customer segments with your content to get your message seen by the right people
However, if you decide to use Facebook ads, it’s constantly making changes, adjusting algorithms, or finding new ways to make money, and it’s hard to stay on top of all these changes and to keep your marketing working effectively.
Email Marketing
Email marketing is still one of the most effective digital marketing tools. Especially e-commerce sites and retail brands are seeing a lot of success with pushing seasonal promotions and discounts.
You can also use email newsletters to take care of your prospects by giving them a lot of value beyond just pushing your products and services.
Having an email list means you can stay in touch with your customers independently of any changing algorithms. This helps you build relationships.
However, a lot of emails are left unopened, so you’ll need to come up with strong subject headings to grab people’s attention away from their cluttered inboxes so you will need to find a way to keep adding value consistently.
Content Marketing
Content marketing involves creating and distributing content such as text, pictures, multimedia that adds value for your audience, instead of just broadcasting an advertising message.
If you’re in business to consumer, content can mean social media posts, blog articles, and fun videos.
If you’re in business to business, it might be more white papers or reports, webinars, and educational videos.
Content marketing is free in the sense that it’s about attracting customers to you and your brand instead of paying to push your message out to audiences that may not even care.
Content is incredibly versatile and can help you build your brand as you educate, entertain and inspire your audience.
However, it’s a very cluttered space that makes it hard for your content to stand out.
To be effective, you need to come up with consistent, high-quality content that meets the needs of your customers while also representing your brand and achieving your business objectives.