Everyone hears the buzzwords thrown around online when trying to convince you to use someones firm to market your company. SEO, PPC, SMM, Retargeting, Mobile Marketing, and the list goes on and on. I spoke briefly in an early post about focusing your marketing dollars to where your target audience is, but how do you do that without knowing all the marketing channels open to you. In this series, I want to address those channels with a brief introduction and discuss some of the advantages and disadvantages of each.
For the most basic definitions of some of these channels and even sub-channels, I’ve listed them below:
- Search Engine Optimization (SEO) – is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results. This affects how Google, Bing, Yahoo, and other search engines rank your site.
- Search Engine Marketing – a form of Internet marketing that involves the marketing of websites by increasing their visibility in search engine results pages through paid advertising.
- PayPerClick (PPC) – an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked. Google Adwords and Facebook Ads both have options to utilize this model.
- Display Advertising – a type of advertising that is located on websites and is represented by a wide range of different formats that may contains items such as text, images, flash, video, and audio.
- Social Media Marketing – a form of Internet marketing that utilizes social networking websites as a marketing tool where the goal is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.
- Affiliate Marketing – a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
- Product Search and Distribution – a form of marketing that extends the visibility of a business’ product by listing for sale or search on other sites such as Google Shopping, Amazon, EBay, and more.
- Mobile Marketing – promotional activities designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign. This can include app creation, mobile websites, push notifications, and more.
- Video Marketing – the use of video to promote a business’ product or brand. Sites such as YouTube and Facebook allow business’ to utilize video in this manner. Also includes advertising through cable and network television.
- Article Marketing – a type of advertising in which businesses write short articles about themselves, their company or their field of expertise as a marketing strategy. These articles may then be placed on their own sites and/or disseminated through various services.
- Radio Advertising – audio marketing through the use of short ads aired either offline on the radio or online through sites and services such as Pandora.
- Online PR – using various techniques to enhance other aspects of marketing such as through link building, social media building, viral marketing, and word-of-mouth marketing.
As I move forward with this series, I’ll expand upon each of these.