A long, long time ago, marketers felt the need to explain everything about their products or services in an ad. Yawn. And then the internet came. Then we were able to isolate different parts of the total sales process across different channels. Well, you always do, but it became much easier and cheaper to do it with the rise of the Internet. Best Digital Marketing Agency in Pakistan
This freed up traditional channels to do what they are good at and didn’t get loaded by incorporating the entire customer conversion process into every ad. Television commercials can be used to make consumers fall in love with a brand. The radio can make a personal connection. Printing can romanticize the brand. Don’t sell here. We could use broad channels of awareness to get customer attention.
Meanwhile, all the research materials, features, and benefits were available online for those who wanted more details. We have carefully inoculated high traffic areas with positive brand information. And then eventually we’d give them a reason to buy, closing the deal. It is a classic marketing funnel. We integrate all means to contribute to the customer conversion process, thus creating a power dynamic. What evolved was the ability of marketers to push the boundaries of each channel while improving overall campaign performance.
Fast forward to today, when the number of people (and time spent on the Internet) equals the averages of each media channel. So now you have the opportunity to create complete online digital marketing funnels. It costs less and gives you the flexibility to do targeted targeting — find your best customers.
Digital marketing includes many different tactics: banner ads, including rich media, page acquisitions, websites, landing pages, redirect, content marketing, social media, PPC or AdWords, search engine optimization (SEO), videos, podcasts, blogs, email marketing and interactive games.
The best way to choose which channels are right for your brand is to assign each channel to a different part of the marketing funnel. Test. Optimize or replace. Repeat. A broad reputation is generally measured by impressions. Consideration and preference are measured by residence time, bounce rate, and commitment. Leads are measured in clicks and conversions.
Different channels are more effective in different phases of the customer journey. According to a Google survey, online research and reviews account for 37% of a consumer’s purchase decision during the evaluation phase and 31% at the time of purchase. So measure everything. Buy as much awareness as you can afford while achieving a positive return on your investment. And always build the bottom of the marketing funnel first.
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