Digital marketing. What does that even mean these days? In this fast-paced e-commerce world we live in, the definition of “digital marketing” has grown quite hefty, and there’s no sign of it slimming down anytime soon.
As the clock ticks, more channels and even more verticals are thrown into the digital advertising tornado. As a marketer, it can be overwhelming. As a retailer — well, hats off to you if your feet are on still on the ground. Most retailers understand the importance of multichannel e-commerce. The real challenge lies in how to allocate advertising budgets to the various and diverse channels.
From the channel buffet, you’ve got paid search, display, comparison shopping, social and mobile. Then you’ve got to determine where to advertise — Google, Bing, Yahoo, Pinterest, Shopzilla, Criteo? Next, pick an ad format. Will it be text, product listings, banner, video, or remarketing? Oh, and don’t forget the keywords for each ad, as well as the amount you’re going to bid for each keyword! And that’s just the beginning. You have to continuously measure, analyze and adjust your ads and bids to weed out what’s working and what isn’t. Overwhelmed yet?
Most retailers don’t have the time, resources or industry knowledge to even be a contestant in this digital advertising arena. But if done correctly, digital marketing yields high value. It can funnel traffic to your website, build brand awareness, generate sales, drive local store visits and much more.
Each business differs — different industry, different product selection, different goals. If you’re serious about ramping up your digital ad efforts (and you should be), it’s worth looking into an e-commerce platform like ChannelAdvisor to help you find the perfect advertising recipe. First things first, though — educate. Spend some time getting to know your new friend, Digital Marketing. This eBook, Channel Mix: Finding the Perfect Blend of Advertising Strategies, will help make the introduction. To discover the right combination to sell more products and get the most out of your ad budget, you need to be aware of how each channel operates and the advertising options you have for each.
The key to a establishing a solid digital marketing infrastructure is experimenting, making informed decisions and setting goals. In this eBook, we walk you through five critical stages for launching a substantial digital marketing strategy.
Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor