Medium For Digital Marketing Promotion
Let’s discuss the three types of media you’ll be using in digital marketing. One was paid, one was owned, and one was earned.
When we are speaking about paid media, this encompasses everything that you purchase and this will include search engine optimization (SEO), pay-per-click (PPC) advertising, and display advertising.
Insights and Analytics
Now, owned media will encompass channels that you directly control, such as your website, your list of customers that you use to send emails to, and perhaps a blog that you host. It is earned media, which is the world of organic mentions. This is content contributed by others on social media.
A lot of articles have been written about you, as well as third-party blogs, alluding to you. This is the full distribution of channels that use earned media. Because users now can be overlapped when they interact with multiple channels, these channels are all able to overlap.
Social media, for example, can be a paid channel if you’re posting paid promotional content. A channel that is owned if you are posting content, and a channel that is earned if you are getting interactions and mentions from others.
All of these things are used in digital marketing, so together they form the building blocks of the digital marketing foundation. Now, as well, these types of media exist in traditional marketing, but digital marketing gives us a huge advantage because it enables personalization.
Since we have intimate insights into our audience, we are able to speak directly to our customers by making our message more customized for them.
Personalization In Digital Marketing
Since it’s very important that you treat each channel on its own, it’s very important that you understand how the channel affects the message. These days, the opposite of personalization is referred to as the mass market.
For example, if you’re selling mattresses, you would say something like “You are selling mattresses.” To spread your message more effectively, you may use traditional forms of paid media such as putting an ad in the local newspaper. Many people, however, may have purchased the book for one reason or another, but most readers probably aren’t.
It’s only when you have a highly focused digital ad that’s targeted at a particular kind of searcher that you can begin to expand your reach. However, one should always be aware of the exceptions in marketing.
To the general rule, consider what portion of your advertising efforts you plan to allocate to digital marketing, and remember to calculate the value of personalization when choosing where to launch your campaigns. Do not regard digital marketing as if it were a means of mass communication.