What channels and tools to include in integrated promotion
Every project needs its own set of methods, channels, and tools. If you’re selling seeds and gardening tools to retirees, investing in Instagram doesn’t make sense, at least not initially. From there, of course, customers can come, but at what cost?
The choice of specific channels and tools in an integrated approach depends on:
- niche and product;
- target audience;
- goals and objectives that Internet marketing must solve;
- situations with competitors, etc.
Let’s look at examples of how it works:
Online store of women’s clothing.
Oriented to young people, the middle price segment. The brand is only developing, there is no big budget yet, and there is no audience that knows and is looking for it. At the same time, the niche is quite competitive. The company wants to increase brand awareness and sales. With such introductions, you can start with a website, Instagram pages, a YouTube channel where you talk about fashion and style, choosing a wardrobe, etc. Contextual advertising for product queries can also give you the result.
Online telephony for business.
The company has been selling online services for business for a long time, there is a pool of clients. Telephony is a new product. We are ready to invest money to win our place in the niche. In addition to sales, the goal is to reach a wide audience and gain their trust, to demonstrate expertise in the subject of telephony.
Here you can focus on the blog, PR articles and native publications on external sites, as well as talk about a new product in the mailing list. Contextual advertising will give sales – there is demand in the niche, and media advertising – audience coverage. But SMM is not the primary channel for this project.
New quest in reality.
A new player in the market launches a quest in a highly competitive city with a million inhabitants. The main segment of the audience is young people of average income, lead an active lifestyle, love a variety of leisure activities.
On such a project, it is worth connecting a site with the function of online booking of games, pages on social networks with photos and videos from the scene. Targeting the audience of competitors and contextual advertising can also work. At the start, it will not be superfluous to publish in local media and other publications that the audience reads. Additional coverage will be brought by placement on aggregator sites of quest rooms and promotion of promotions through coupons.
The examples above are hypothetical.
In real projects, everything is much more complicated. Marketers deeply analyze a niche to select the most effective channels for a particular business. They look at where competitors get traffic from, study search demand, the audience on different sites. The output is a set, although confirmed, but still hypotheses, which can be verified through the launch of the promotion.
At the start, we usually connect the maximum number of instruments. Then we test them to see if the right audience is there. From experience, I can say that even if a client tells us that his audience is not on YouTube, most likely he simply could not get it from there 🙂 Another thing is to allocate resources. In a channel where there is a large percentage of the audience, we invest more time and effort, where a small one – fewer resources.
Launched – what to do next
If we recall the vacation analogy, then this is where the differences begin. The journey ends sooner or later. Of course, then there will be another vacation, but this is already a new project with new inputs.
Comprehensive promotion ends only with the business itself. While the company is working, it needs to attract customers, which means it needs to run ads, create content, and lead people through the funnel. Therefore, after the launch of integrated Internet marketing, the interesting is just beginning. What to do?
Remember, we enter the launch phase with a set of hypotheses based on analysis? They can be specific – show in numbers what profit we expect from a particular channel. However, until the direction begins to work, it is impossible to predict the results by 100%.
Therefore, immediately after the launch, tests begin, close monitoring of metrics and KPIs. When representative statistics are accumulated, there is an understanding of which channels worked (the hypotheses were confirmed), which did not. And on the basis of this, the strategy is adjusted – the budgets between the directions are redistributed in favor of more efficient ones.
For those who want to engage in complex promotion on their own, we have a service for creating a digital strategy.
It happens that some channels are completely excluded from the complex, if the statistics show that they do not bring profit, or worse, they work at a loss. We decided to try Yandex.Zen, made and posted content, but they don’t read it there. Or they read, but do not go to the site and do not buy. It is worth evaluating the costs and feasibility of further investments.
At the same time, the team is developing new hypotheses – looking for new channels and platforms, connecting and testing them. Leaves the effective ones, refuses the rest.
Take on new heights
When a business develops, new goals regularly arise in front of Internet marketing. We launched a product, opened a branch in another region, increased production volume – all this poses new challenges for a marketer: to attract more customers, reach other audience segments, launch regional activities.
Keep your finger on the pulse
- Internet marketing is one of the most dynamic and rapidly developing areas. Some methods and tools become obsolete, new channels, platforms, approaches appear regularly. H
Algorithms of search engines are changing, competition in the issuance is growing. This means that you need to regularly optimize sites, improve content, design and usability in order to remain in the visibility zone of potential customers.
- Paid channels – contextual advertising systems and social media accounts – are changing even faster. There are new tools and formats that need to be tested and selected the best.
- After all, consumers change. They get used to one format and approach, and they stop working. We have to look for new ways to capture attention. A striking example of such a change is banner blindness.
- Under the influence of these factors, the set of channels and tools can completely change over the course of a year.
Do you want us to select promotion tools and methods that will be effective for your business and fit within the allocated budget? Leave a request for a free consultation with a specialist.