Index of Contents
Marketing Digital Types
There are different types of Digital Marketing that respond to the changes brought about in our lives by digital transformation. Each type of Online Marketing is specific to a determined Social targeting. While many of the terms with which we refer to Marketing today come from the old offline Marketing, the online revolution has absorbed previous Marketing practices. It has adapted them to a new digital ecosystem focused on user as a statistical element devoid of individuality. In an age when everything is measurable, humans are completely predictable and calculable statistical groups.
Online Marketing are all the new communication channels that have emerged thanks to the application of digital technologies through which we can achieve the acquisition, retention and profitable engagement of our consumers.
Types of Online Marketing.
1- Email marketing
At some point in our lives, professionals who work on the internet have gotten out of hand when dosing emails. This has produced some bad consequences, the opening ratios have dropped and the effectiveness of emails has dropped. Still, there is no online marketing model that can survive without having a great ally in email. If you don’t have a good email list in your database, your sales figures are probably going to suffer a lot.
Spam, or Online Marketing, has flooded inboxes with content that users don’t need and never asked for. Users have defended themselves against this avalanche and this abuse of sending messages. There are many email marketing platforms that filter these commercial emails. These emails are considered to be annoying to the user and not worth their attention, and are sent directly to the trash without even giving the user any option to open them.
Doing email marketing by email requires great subtlety and careful attention to detail. The details can be the subject, many times that small headline is what determines that an email is opened or not. We can learn from the great pirates of electronic commerce, those who sell games, investment scams, Viagra and medicines through electronic pharmacies. They continuously edit the subject headline to be able to skip the antispam filters .
The foundation of the email marketing is a very good database, it can be your own or it can be acquired from a third party. If it is acquired from a third party, we must be very sure of the origin of these data. We must guarantee that they are filtered, that they are not duplicated, that the records are not repeated, and above all, that they have been validated.
Email marketing must contain very specific content and statements that make the emails we send interesting to open. Basically the user is waiting for something that matches their interests and their tastes, and that will be accepted. That’s why we take the action of sending you a message and we ask you to spend your time opening and reading that message.
E-mail Marketing URL
Many times we forget that those emails have to carry a URL. A URL is our internet address so that they can click and immediately access a direct link to a Landing Page with the contents of the offer that we send them. If that URL is an IP address, basically a series of numbers, the anti-spam programs will most likely send it to the trash directly. Be careful with those details, small errors can block results in your email campaigns. In addition, it is a good idea to provide users with a simple forward to insert their friends’ email addresses. The message can reach them with the same offer what that the user receives. This can turn your client in a seller of your brand, a seller who will not charge you commission or charge you for re-spreading your messages.
E-mail Marketing for E-Commerces
Good e-commerce management means the difference between success or failure in any online marketing campaign. To learn more, just visit the online sales websites specialized in campaign email marketing. Subscribe to their email list, analyze every time they send you a message and study how they do it. Besides the big ones like Amazon and Zappos, there are many highly successful electronic stores that base most of their marketing on periodic emails. Watch when they are sent, the kind of offers and the issues, it will give you clear ideas of how to do it right.
2- Display Advertising Banners
The display is the ads par excellence on the internet. If we are asked whether or not a web page has advertising, the first thing we will think about is this type of conventional format. These conventional formats are divided into two large groups, the integrated formats and the pop up display banners. The integrated formats are placed between the content of the website. The pop up display banners are semi-independent of the content of the website. These can float, occupy the full screen, or can be downloaded while the website is supposedly loading from behind.
Digital Advertising can be a great help for electronic commerce, its maxim is to eliminate transitions, steps, and clicks. It would be ideal if you can convert any of these formats into a small store where you can place an order. This would be a smart choice.
Types of Banners.
The first of the formats is the conventional banner with a 468 x 60 pixel graphic extension. The software programs that serve them are called Ad Servers. It should not weigh more than 15 kilobytes because otherwise the Ad Servers will reject it.
Normally it is an animated graphic in different frames as if it were a small movie where you can integrate texts, images and scripts. The banner can be simple, in .gif or .jpg format, or with special effects using technologies such as flash or java, it can be more than just a simple advertisement. This is one of the most conventional formats, and the most popular.
The second banner format is the button, which is much smaller and has a lower click-through rate [CTR]. Its format is usually a 120 x 120 square and the button should not weigh more than 7 or 10 kilobytes, otherwise the Ad Servers will not display it.
The third most popular is the vertical banner, usually located to the right of the web page. In many occasions the creativity of this type of banner and that of the main banner coincide or can be complemented. The graphic dimensions are usually between 160 x 600 or 120 x 600 pixels and should not weigh more than 20 kilobytes.
In addition we have the MPU (Mid Page Unit). In print media, it is the lower right corner or the lower left corner of the page, depending on the situation. In the web, it is usually a box centered at the bottom of the screen. The MPU is also interactive and uses click like the rest of the formats which makes it possible to measure the effectiveness. This is the great difference between digital and analog advertising.
Besides the integrated formats, these four that we have seen are the most popular. The most important are the floating formats. The floating formats are the interstitials, the layers that integrate with the content, the pop-ups that are like windows that appear during navigation. You have to be careful with these formats because they can be very intrusive for the user. They distract user attention from the content of the web page, which is what they have been looking for. The pop-up appears as a floating window on top of the content and the pop-under would be a window that waits for us to close the main browser to show us its offer.
Inbound and outbound definition.
The Speaker and The Magnet
Inbound Marketing vs Outbount Marketing. How many times have you been followed nonstop by a product on the internet? Well, that is a remarketing list poorly made, that is a brand screaming “Buy, buy”. It’s the perfect way to “Not” make a sale, at least, right now.
The Outbound Marketing is that traditional external advertising, TV, radio, massive, incontrollable, immeasurable and more importantly more expensive, direct and invasive, centered on the product and its benefits.
The Inbound Marketing, on the other hand, is that voice over our shoulders that keeps telling us what we want to hear, the one that, apparently, doesn’t sell us anything and it’s only interested in creating value, knowledge and quality content for us. This is center on the person and even though what’s at the end of the road is a conversion, a lead, obtaining personal data or a purchase action, it’s centered on the process and the person.
There’s a big leading character in these two processes, content, and that is my personal vision. Every person has a particular way of interacting with reality and the content that they consume is the gate to this interaction, while the person is interacting with it, it’s also creating interests, behavioral, philosophic and consumption habits social networks.
Inbound and outbound marketing.
The Internet is one of the places where the differences between Inbound and outbound Marketing are more notable. The internet is the network that tends to boost most of the things, so if still the differences between Inbound and Outbound Marketing aren’t clear for you, on the Internet is where you’ll find most of their differences.
Marketing Inbound vs outbound, a little bit of history.
The history of these two Marketing types, even though I would love it, doesn’t date from Ancient Rome. NO! Its origins are rooted, as many others, in the internet, on a very recent date, the year 2005. Brian Halligan co-founder and CEO of HubSpot invented the term “Inbound Marketing”, however the term became popular years later when the book “Inbound Marketing: Get Found Using Google, Social Media and Blogs, written by Halligan himself, was published. The merit is shared without a doubt. Another one of the big influencers of this methodology was David Meerman Scott with his book “The New Rules of Marketing and PR” a work where he approaches this new “ecosystem” vision that 2.0 tools such as blogs and social media have added to the philosophy of our contemporary era.
Here we find an amount of terms that are worth observing. Throughout the social development of our specie we’ve moved in a slow pace, is now when we have inflicted a higher level of efficiency to our movement. Different from our predecessors of the renaissance, let’s say that today we can’t speak of network philosophers but of “Influencers” a term that in my opinion limits the action range of these figures to the simple “influence”, but in this case they are influencing thousands if not millions of people. If on the XVIII century in the middle of the Illustration we could speak of Philosophers (journalists like Marath), today is not possible to speak of these kinds of figures and limit them to “Influencers”.
What is an influencer?
An influencer is a person that has and keeps “captive” a big group of people, between 10.000 and 6 millions. Unimaginable numbers for our predecessors of the illustration. The most curious thing is that segmentation has reached such a point that an influencer could be a Pokemon catching expert or an art and writing expert analyzing new generation’s texts, both with the same ability of moving criteria and impact over the public opinion about any topic (Marrat is probably turning in his grave) Here’s where the second type of marketing comes in; the “Outbound” and those are the traditional ways that fight to stay afloat,… that payed Radio advertisement, TV, billboards, etc. The Outbound Marketing is a traditional option where is very difficult to control the ROI (Return of Investment) and where you can even incur to media that resist this type of definition, such as the payed advertisements of google AdSense.
Aggression vs Seduction
How the Client sees it. It’s very simple “buy me” vs “Seduce me”. That is the question. If the product follows you, attacks you, invades you is an Outbound type of Marketing. Instead if it seduces you, makes you relate to it, builds a joint love and need relationship, well that’s the second type of marketing, the Inbound Marketing. “Turning your interactions in conversations and the conversations in transactions” The main character in this case is the content; the important point of Inbound Marketing is the content, the creation of value. If your client doesn’t receive value, doesn’t receive a valuable content, if you don’t add something, it has the choice of leaving because the constant content’s bombing is enormous. The biggest example of the leadership of the media and the content is that the figure of an influencer that from a Youtube Channel was hired to manage the schedule of a company like HBO.
The engagement and the audience.
Currently the segmentation can be “Micro-segmentation” located and guided to the essence of the human group that we want to speak to. Previously we spoke to many (and of course payed for it) to convince one. Today we speak to “one” to convince many. That’s the difference. Why did you choose the phone you have? Who led you to the shoe brand you’re wearing? How did you think in the moment you were a consumer? That’s the key to locate the necessity, stablish the solution and the rest… is MARKETING.
1. The Influencer. This figure doesn’t have a necessary direct relationship with the object or product. This figure induces “emotionally” the second element.
2. The History-Teller This is the second figure that is emotionally affected by the influencer and this figure does have a direct relationship with the object or product.
3. The Tellers. These are consumers of the product and are emotionally linked to the product. Are enabled by the History-teller but because of their emotional relationship with the product… they are very close to the purchase action, which is what you are aiming for.
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Different from the content chains from not that long ago where we impacted thousands of people without knowing how to get feedback on every penny we invested, now the contents impact the people with just the right profile and the feedback is received the same way, in a segmented manner where we can even see the “search funnels”, that are the steps followed by our user to finish the conversion, that means, to make the purchase, the download or the direct contact with our content.
We are in front a new point of view for Marketing and in front of a new audience, without a doubt, more specialized and that is being constantly bombed with content. We are in an era where content is the king.