The Tactical Communication Mix in Digital Marketing

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  • 0:00 What Is Digital Marketing?
  • 1:08 The Digital Tactical…
  • 5:25 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

The digital marketer's toolkit has grown - and keeps growing - by leaps and bounds as new and creative ways of reaching online audiences are discovered. In this lesson, we'll learn about the mix of tactical communication tools used in digital marketing.

What Is Digital Marketing?

Hank shows up at his construction site with a toolbox in hand, ready for a busy day at work. He finds a box of nails, but quickly discovers he's forgotten his hammer. No worries! He can find a different area to work and use his screwdriver, wrench, or level. Marketing, especially in a digital age, is a similar concept. There are a variety of tools at a marketer's disposal, more than ever before, and if one tool isn't fit for the job, another tool will likely work.

Digital marketing encompasses the promotion of products or services across a wide range of electronic mediums, including the Internet; mobile devices, such as cell phones, smartphones, and iPads; display advertising; and other forms of electronic communications.

Today's marketers strive for a mix of many forms of digital advertising and promotions to achieve an integrated approach. The idea is that many pieces that complement one another provide a stronger overall message for brands, products, and services than any single method on its own.

The Digital Tactical Communications Mix

Integrated marketing is quickly becoming the industry standard for consistent and comprehensive branding across many channels. But what are a marketer's favorite digital tools? Let's discuss some of these.

Social media marketing is the one most people are familiar with, as companies, brands, and organizations flood our daily social media news feeds with visual and video ads, viral content, and posts in an effort to earn our comments, likes, shares, re-tweets, and more.

Email marketing is often considered the most effective digital marketing tactic, both in terms of building awareness of a brand or product as well as converting email recipients to paying customers. Because email goes directly to an individual's inbox, there's less chance for a message to get missed compared to social media, where posts are frequently overlooked or ignored.

Search engine optimization, or SEO, is the work of increasing a website's visibility in search engines. If you're looking for a charcoal grill on your favorite search engine, you want your website to come up among the top three or four search results. A marketer can help increase SEO by consistently publishing quality content, using strong keywords that are specific to your brand and make sense for Web searches, and implementing a well-designed and fast-loading website. Other things to consider are strong alt tags, or alternative text descriptions, which are used to describe visual and audio media on a website, and metadata, a hidden description of a website in the computer coding that describes what the website is all about.

Search advertising, also known as paid search or pay-per-click (PPC), paid search is exactly what it sounds like: paying for your brand to appear higher in search engine results. Choosing very specific search terms, such as 'strawberry Greek yogurt,' will likely yield better results for less out-of-pocket cost than broader search terms, such as 'yogurt.'

While each of the tactics we've discussed are Internet-based, text messaging opens up the tactical communication mix to include an individual's handheld device through a campaign that is delivered directly to a customer's cell or smartphone. With the increased use of smartphones around the world, most customers can be reached via text messaging very quickly.

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