The term digital marketing was first used in the 1990s. In October 1994, Wired magazine’s digital affiliate HotWired ran the first-ever web banner for AT&T. The ad which simply stated “Have you ever clicked your mouse right HERE? YOU WILL” performed well and received a 44% click-through rate.
Almost three decades after the birth of the iconic online ad banner, which is now better known as a display ad, the entire digital marketing industry has then evolved. According to Statista, ad spending in banner advertising alone is projected to reach US$183,932M in 2022. This only proves that more and more businesses are now leveraging the power of digital marketing.
What is a Digital Marketing Channel?
Digital marketing channels are online platforms that you can use to raise brand awareness, reach your target audience and promote your products or services. Taking advantage of these channels not only helps you position your brand well, it also helps you address any questions or challenges that your customers may have.
While digital marketing channels are designed to help businesses strive in this ever-competitive market, it’s best to understand not all platforms may fit your business objectives. Some may work well with certain types of audiences, others may perform differently depending on the strategy you will use.
To find the most effective digital marketing channel for your business, it is essential to get to know each one of them and from there, implement the best practices in order for you to achieve your goals.
List of the Most Effective Digital Marketing Channels for 2022
1. Content Marketing
Content marketing is a strategic digital marketing approach that focuses on producing relevant content to attract audiences. This includes blog posts, infographics, video marketing, checklists, whitepapers, webinars and case studies.
Instead of directly pitching your product or service, content marketing lets you provide useful content that can help your consumers resolve certain issues. This digital marketing channel is also known as one of the most effective platforms for producing ROI.
When choosing which among these content marketing channels you should use for your business, always consider where your target audience is in the five stages of the buying cycle as well as how they consume information online.
2. Email Marketing
Email marketing is one of the most popular and the most essential marketing platforms there is. Unlike other types of strategies, email marketing offers a much more personal approach as you can reach your audience directly in their inboxes. Thus, you can send them exclusive product updates, newsletters, special discounts and customised content that can make your audience feel more special.
Email marketing can help you build relationships, encourage conversions and eventually help you develop a sense of loyalty.
3. Social Media Marketing
Social media is a popular digital marketing platform that allows two-way communication. It allows your audience to ask questions and enables you to promptly answer them. Channels such as Facebook, Instagram, YouTube and Twitter are where a lot of internet users today spend most of their time. Thus, businesses should leverage these social media platforms.
Posting content regularly such as photos, videos and blogs on social media sites can help you build brand awareness as well as engage with your audience. These channels will also enable you to expand your reach and target certain groups and generate leads.
4. Influencer Marketing
Influencer marketing is another type of digital marketing channel that focuses on using endorsements and product mentions from content creators and influencers. This popular marketing strategy works due to the amount of trust these social influencers have gained with their dedicated social following.
According to Influencer Marketing Hub, the influencer marketing industry grew from $1.7 billion in 2016 to $9.7 billion in 2020. The market is projected to expand to $6.4 billion in 2022. The reasons for this growth is the increasing popularity of short-form video content on various platforms such as TikTok, Instagram, Facebook and YouTube.
5. Podcast Marketing
The most recent survey conducted in 2021 showed that six out of ten consumers in the US above the age of 12 listen to podcasts. This statistic alone proves that the demand for audio content has grown, making podcast marketing one of the most popular digital marketing channels of today.
Since podcast episodes are more conversational, this strategy can surely help you build a unique relationship with your audience while also allowing you to develop more opportunities for interaction as your audience aren’t limited to simply listening and staring at their phones. Unlike on other types of digital marketing channels where they are required to read, your customers can play an episode while travelling, when doing the laundry or while having their breakfast.
Which Digital Marketing Channel is Best for My Business?
In terms of digital marketing channels, there’s no one size fits all approach. You can opt to use one or more depending on several factors: the needs of your business, your marketing initiatives and your target audience. Start by creating a sound digital marketing plan, from there, identify which among these platforms can help you achieve your overall objectives and boost your digital marketing outcomes.
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