Digital marketing – effective channels to invest marketing money in



Adopting a one-size fits all approach to digital marketing is fraught with the risk of simply draining precious marketing rupees without getting the desired outcome.  Factors such as the profile of the target audience as well as the time frame and budget within which you want to achieve desired results should determine the online marketing channels that get the budget allocated.  Of course,  as a digital marketing agency it is our responsibility to advise our clients what method/ channel will yield the best results for them.

It is useful to start with some general assumptions based on all previous experiences with the different marketing channels and then apply those to the unique requirements of a particular client. So, here is our take on the most preferred digital marketing avenues—– we may use some or all of them based on what the client’s goals are, whether they are short-term objectives or a long-term one, etc.

a)      Paid search engine marketing (SEM):  A program like Google Adwords PPC helps reach the target audience in a matter of hours and the numerous targeting options provide flexibility to a marketer like no other. One of the best things about paid search engine advertising  is that it can be used with considerable effectiveness for almost any type of client (B2B or B2C) in any industry.

b)      Search engine optimization (SEO): We are a strong believer that SEO should be an integral part of every company’s overall marketing strategy. SEO works particularly well as a long-term marketing strategy if it is integrated well with all other marketing, PR and content marketing efforts that the client may be undertaking. If the client is looking for instant results with SEO, then tell them that they will setting themselves up for failure. Neither is SEO a do-it-once strategy nor is it really a  “FREE” source of bottomless traffic!

c)       E-mail marketing:  Despite the issue of ever-growing spam resulting in both e-mail deliverability issues as well as declining response rates, e-mail marketing can be one of the most effective digital marketing techniques.  The quality of the recipient’s database in terms of relevance is one of the most critical determinants of success; unfortunately, many companies adopt a “spray-and-pray” approach towards e-mail marketing as well as SMS marketing.

d)      Social media marketing:  From our experience, social media marketing (whether it is Facebook or LinkedIn or other such channels) is effective for creating online visibility and brand awareness. Expecting social media as a means to drive instant transactional results may be expecting too much, at least currently. We do expect this to change soon but until the tide turns, social media remains a powerful medium for creating awareness—if lead generation or online sales is the objective of your digital marketing campaign,  then invest more in the three channels described above.

While we do believe mobile marketing and mobile advertising fall in the purview of digital marketing, we currently do not have the requisite experience to comment on its effectiveness. We expect us to be better qualified to advise clients on this channel in the very near future as it is an area that is growing in leaps and bounds.

Interested in planning and executing a digital marketing campaign? Contact usnow to discuss your requirements!  

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