Types of Digital Marketing Platforms with Strategies & Examples in 2023

By Sam

Modern digital marketing uses technology to help guide future strategies. It is best to divide a digital platform into digital market and digital marketing platforms.

Let's look at the relationship between them:

​What is a Digital Marketing Platform (DMP)?

A digital platform supports many functions in the world of internet marketing. That a digital platform cannot be said to support all aspects of digital marketing. Instead, it will only cover functions like media buying and performance measurement and optimization. It may not include other marketing strategies like SEO and social media.

notes that digital marketing platforms can be used to provide multiple technologies or business capabilities. Some tools can address specific business functions, such as scheduling social media updates, but platforms support many marketing functions. By integrating with other apps or data sources, digital marketing platforms often simultaneously allow for a wide range of functions.

​What is Digital Marketing?

Any marketing strategy that uses online media and the internet via connected devices, such as smartphones, computers at home, or the Internet of Things, is called digital marketing. Distributing brand messages via search engines, social networks, applications, emails, and websites are common digital marketing tactics.

Hire expert Digital Marketers who often focuses on reaching customers with more conversion-oriented messages through multiple channels. This is because they are moving down the sales funnel. Marketing teams should be able to track how each channel and message contributes to their ultimate goal of winning a customer.

​Digital Marketing Assets Examples

A digital marketing asset can be described as any online tool you use to promote your brand. These are some of the most common examples.

  • Social Media Profiles

  • Website

  • Images and video content

  • Blog Posts and eBooks

  • Review and testimonials from customers

  • Branded logos, images, or icons

​What is Digital Marketing's Value?

Digital marketing is on the rise. Since 2015, marketers have reported spending more on digital marketing than traditional outlets. Because consumers are more present online, businesses have more chances to reach their ideal clients daily.

Digital marketing platforms are essential for the digital marketing industry due to their increased use of technology. Machine learning and AI are two of the most important tech advancements that have made it possible for marketers to use digital marketing platforms to reach consumers at the right time. This contrasts traditional marketing methods, which must be planned and implemented well. Digital marketing has dominated platforms like Facebook, Instagram and Tik Tok.

​Take into account the following:

  • 7.9 billion people live in the world, and 5.03 trillion of them use the internet every day

  • This means that digital marketing can reach 63% of the world's population.

  • Nearly 30% of consumers prefer interacting with brands online via social channels rather than in a physical store.

Organizations must be available on multiple digital channels and devices to remain competitive. Offline channels should not, however, be ignored. An omnichannel presence, incorporating digital and offline elements, is the best way to satisfy consumer needs.

​These are just a few reasons digital platforms can help your business.

  • You can create an online community to represent your company across all platforms.

  • Forty-five per cent of consumers prefer to buy online and then pick it up at a store. A business's digital presence largely influences their purchasing decisions.

  • Digital marketing allows for personal exchanges between producers and consumers. This personalization makes customers feel valued and heard by businesses, which in turn leads to higher online revenues.

  • A strong online presence, especially on social media platforms, can increase consumer appeal and build trust between buyers, sellers, and vendors.

  • APIs allow a third party to facilitate user exchange.

Your organization can use digital marketing to create a cohesive program that is customer-oriented and maximizes the benefits for clients by utilizing digital marketing. Digital marketing platforms can also be used to evaluate and modify business objectives and increase return on investment.

These platforms and initiatives allow for ongoing engagement after purchases, which can help marketing departments foster brand loyalty and customer retention.

​There are ten types of digital marketing platforms with strategies and examples.

These are the top ten digital marketing platforms:

  • Social Media

  • Influencer Marketing

  • Content Marketing

  • Email Marketing

  • Search Engine Optimization (SEO).

  • Pay-per-click (PPC)

  • Affiliate Marketing

  • Mobile Marketing

  • Marketing Automation Platforms

  • Marketing Analytics Platforms

Let's examine each one in more detail:

​1. Social Media Marketing Platforms

Social media platforms like Instagram, Facebook and Tik Tok are essential for today's consumers. Brands must be present on multiple social media platforms. These are some stats to consider:

  • Consumers have, on average, eight social media accounts.

  • An average adult spends 2 hours and 22 minutes daily on social media. That's nearly two and a 1/2 hours for businesses to engage with and convert customers daily.

  • Of the 5.11billion people with a smartphone, 3.26billion access social media via it.

  • Social media platforms account for approximately 77% of the time people spend in their daily lives.

  • 64% of consumers expect brands to connect with their social media accounts - this is basically an invitation to interact and, ultimately, to convert.

Marketers can reach prospects through social media platforms in many ways. Marketing teams can use these channels to distribute sponsored content and paid ads. Marketing teams can create paid ads on each platform and segment users to ensure that the ads appear in their target audience's feeds. Each platform has capabilities, but most allow marketers to place ads based on location, job title and interests. This allows businesses to reach the right audience to maximize their conversion potential.

Social media can also be a great way to promote your products or services to your followers and engage with customers. People who follow you on social media are likely to have purchased products or services from you before. It's a great way for customers to connect with brands on social media and answer customer service questions. 78% of consumers expect brands to use social marketing platforms to bring them together. The possibilities for interaction and connection are endless.

Marketing teams can also use social media to grow their brand and create a voice that is easy to share and follow. Wendy's humorous and flippant tone makes them extremely popular on Twitter. They often get likes, comments, and retweets.

​2. Influencer Marketing

Influencer marketing is another effective way to leverage digital marketing channels to reach your target audience. Brands can work with Remote Digital Experts, celebrities or sites that have similar values. These influencers will be able to reach brands with offers and branded content. Influencer marketing has been a success for many marketers, with 9/10 stating that it is comparable or better to other channels.

Most women also rely on recommendations from influencers to make a purchase decision. Influencer marketing can greatly increase engagement and sales for your company, with almost half of social media users trusting brand recommendations from influencers.

Here's an example of influencer marketing. GoPro partnered with Loki (a Colorado-based influencer), who has many followers that include outdoor enthusiasts. With the help of a trusted source, this allowed them to reach their target audience and recommend their product.

​3. Email Marketing

Organizations can use email marketing campaigns to keep in touch with customers and prospects by sending customized newsletters and offers to them based on their past shopping history. A few of your brand touchpoints, such as an email offer for 10% off items they are interested in or free shipping, can help convert an "abandoned" cart into a complete purchase.

Nearly 60% say email plays an important role in their purchasing decisions. Transactional emails, which help customers complete transactions, such as reset logins or complete purchases, are more likely to get opened by subscribers.

Read More : How Artificial Intelligence Can Help You to Build Email Marketing

​4. Content Marketing

Marketing teams can use content marketing to educate consumers about new and existing products in a relaxed, unpressured manner and answer their customers' questions. The digital marketing team creates written content, videos and other marketing assets that answer consumers' questions throughout the buyer's journey.

  • Buyer recognizes that they have a need

  • The consideration phase: Buyer decides on a course of action to satisfy this need

  • The decision stage - Buyer chooses a product or service to fulfil their need

A consumer may realize that they need new shoes for the gym. An activewear company's digital marketing team might produce a piece that explains what features a running shoe should have and what you would need for strength training. The buyer sees this content and decides that they need running shoes that meet these criteria. Another piece of content could show the most popular shoes and their prices. They can then decide once they have been educated about these factors.

Your brand's guidance throughout the consideration and buying process builds trust and increases the chance of a sale. Content marketing can be more affordable than other forms of marketing and produce nearly three times as many leads.

​5. Search Engine Optimization (SEO Marketing)

SEO (search engine optimization) often goes hand in hand with content marketing. The content that a business creates for its website, blog, or other digital marketing platforms can be written in a way that is more likely to be found by potential buyers looking for information about a particular topic than similar content from their competitors. SEO (search engine optimization) refers to the writing and posting strategy and all the considerations and techniques involved. Customers use search engines like Google to find information about products and services.

When done right, SEO can be a very effective part of any business's marketing strategy. 53% of consumers report searching for potential purchases via search engines before buying. 51% of smartphone users say they have found a new product or service through a search engine.

If the customer is looking for gym shoes, they will likely click on the first three results on Google. The digital marketing team at the athletic shoe company works hard to ensure that their article is in the top three results. This involves optimizing the content for user experience and ensuring that technical elements are in place so search engine crawlers can easily index the content and put it in the buyer's path.

​6. Pay-per-click (PPC)

Pay-per-click (PPC), a type of paid advertising, allows marketing teams to buy traffic to their website. Marketers place ads on search engines like Google or Microsoft Bing and pay a fee for each click. These ads are often at the top search results pages and are usually determined by bids for specific keywords. Banner ads on websites typically have fixed prices.

Let's say that the customer buys athletic shoes. Suppose the shoe company used a PPC campaign as part of its digital marketing strategy. In that case, it could have had the potential customer click on their ad on Google instead of its blog and purchase the shoes directly.

Although PPC and Content Marketing are often combined, they are both effective ways to drive customers to your website and increase sales. Many businesses find that PPC is a great way to increase sales and get $2 back for every $1 spent. This results in a 200% ROI (return on investment)

​7. Affiliate Marketing

Affiliate marketing is similar in concept to referral programs. It involves working with companies or individuals outside your company to promote your product and receive a commission for each sale. While this is an effective way to reduce costs and outsource promotion, it can also be a good way to protect your brand's reputation. This type of marketing requires more monitoring and tracking.

Affiliate marketing is illustrated by a user sharing a link to a product in a post. They might comment, "Check out this amazing alternative to coffee!" It gives me all the energy, and I don't feel any jitters. And it tastes amazing! Suppose the poster uses a trackable affiliate link to the coffee substitute company's site. In that case, someone sees the post and clicks the link. They make a purchase, the company receives a sale. The poster earns a small commission for referring the buyer to their website.

It has been so successful in attracting customers and increasing sales that 90% of those with an affiliate program said it was a crucial part of their digital marketing strategy.

​8. Mobile Marketing

Many digital marketing strategies discussed above can be used for mobile marketing. They typically use text messages, email, push notifications and mobile apps. Mobile marketing is becoming more important as 187.5 million mobile shoppers are expected to be reached by 2024. Digital marketers must consider optimising their mobile marketing efforts to ensure a seamless user experience.

Think back to the coffee substitute purchase we mentioned earlier - it was made using a mobile device. Statistics show that 75% of online purchases are made on mobile devices like tablets and cell phones. If your business is not optimizing digital marketing for mobile devices, it's a good time to do so!

​9. Marketing Automation Platforms

Any digital marketing strategy can benefit from the use of marketing automation platforms. Marketing automation platforms can be "stacked" with other digital marketing platforms, just like many other digital marketing strategies. This allows for increased effectiveness and diversity.

Marketing automation platforms can be described as software that performs routine marketing actions for a company without the need to have human intervention. Marketing automation platforms have a major advantage: they can "run" certain parts of a company's marketing strategy without human intervention.

One simple example of how many companies use marketing automation platforms is via email "nurture", both before and after a sale. The company may use automation to send a receipt to customers who have purchased a product from their website. The company could immediately follow up with an email or text "thank you" and the tracking number. A further email asking for feedback on the product might also be sent. Suppose the customer didn't buy the computer but left it in their online shopping cart and gave their email address to be notified when the sale was over. In that case, the company might not only inform the customer about the discount but also offer suggestions for complementary products that the customer could purchase.

These small actions, made possible by marketing automation platforms in a matter of minutes, can drive significant sales increases. They average 14.5% increase sales productivity and reduce marketing overhead by 12.2%.

​10. Marketing Analytics Platforms

Analytics platforms for marketing allow businesses to analyze and collect data from digital marketing campaigns. This allows them to assess their effectiveness, what ROI they can expect, and what we can do to improve our marketing's future revenue.

Marketing analytics platforms can be compared with a student's report card's value. Without knowing the results of your digital marketing campaigns, you won't know how you can improve them in the future. According to 21% of companies, marketing analytics is the best way to maintain and create a competitive advantage over other businesses.

It's easy to keep doing what you know, posting content, paying ads, and hoping for the best. But without marketing analytics, you don't know what your efforts are bringing you. A marketing analytics platform can track engagement rates on social media posts or see where customers go to your website. This will allow you to adjust your website and social media to ensure that your next visit is a converted lead, not a lost one.

​What are the benefits of digital marketing platforms for businesses?

The digital marketing platform can manage multiple functions, giving marketing teams a better view of all their campaigns. Instead of providing one benefit that may only affect one channel, it allows marketing teams to see the whole picture.

Consider the following benefits of working with the right software provider for digital marketing:

  • Track and allocate spending

Many marketers have difficulty determining which digital channels deliver the highest value and should spend more money on. The increasing number of digital channels that marketers need to be available on to create an effective digital marketing strategy is adding to the challenge.

Hire Digital Marketers who must use a platform for advanced attribution modelling. Attribution refers to determining where a customer is from before buying your product, booking a call, or signing up for your event. It can be done through an ad, social media post, or word-of-mouth referral. It is important to correctly attribute where each customer came from. This will give valuable insights into how marketing dollars can be spent more efficiently and help you make informed decisions about optimizing your ad spending.

There are many types and styles of attribution models. Suppose your team uses outdated models, such as last-click attribution. In that case, you may be missing opportunities to maximize your digital channels. Marketing teams will be more successful in obtaining accurate attribution models using digital marketing tools such as those derived from unified measurement.

  • The right ads to drive conversions

Using the right digital marketing platform, you can better understand what content resonates across different platforms. This allows digital marketers to identify which creative elements and voices garner the highest engagement and, ultimately, sales and revenue.

These platforms also allow marketers to build more detailed user profiles, which help them to decide when and where to show an ad, post or other content to their target audience. This will increase brand awareness and boost the bottom line.

  • Correlate Qualitative & Quantitative Results

A digital marketing platform that is right for you will make it easier to plan media, track your brand across channels, use new advertising techniques, and conduct media buys. This includes helping marketers understand both direct response campaigns and qualitative campaigns such as a brand building. These KPIs can be tested on digital marketing platforms, which will provide metrics that show how they compare over time.

How to pick the top digital marketing tool

It is crucial to choose (and use) the right digital marketing platform for your business to understand what is and isn't working in a campaign and an overall marketing strategy. When choosing the right digital marketing platform for you, there are many things to consider.

​Clean Data

A foundation of accurate, timely data is essential to create a digital marketing strategy that works for your company. Software partners who don't adhere to data quality standards and prioritize data quality will not be able to make digital marketing platforms successful. This is especially true for those who rely on these partners to augment your company's data with third-party and second-party sources. Your marketing strategy can only be as effective as the data on which it is built.

​Relationships with third parties

It is important to consider the relationships that your third-party digital marketing platform provider has when allocating media budget and media spend. They may integrate other tools and data sources to add context to your media plans. These relationships can give you a better view of your customer, simplify your marketing planning, and save you money in the long term.

Suppose a digital marketing platform has connections with TV networks or periodicals. In that case, your organization can use this subscription data to better understand who was exposed to your offline ads and the potential customers you have been reaching online.

​The ability to look at campaigns holistically.

Your company is likely to run both offline and online marketing campaigns. Therefore, your digital marketing platform shouldn't be limited to measuring digital marketing campaigns. Invest in a solution that can handle both to get the best insights and most profitable recommendations.

Particularly with digital marketing platforms, ensure you have visibility across all channels. To maximize your digital marketing effectiveness and efficiency, choose digital marketing platforms that allow you to plan, monitor, analyze, and manage marketing campaigns across email, SMS, social media, and your website.

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​The Marketing Attribution Model

There are many marketing attribution models. Your digital marketing solution may not be taking advantage of unified measurement. This can lead to inaccurate recommendations and cost you time, money, frustration, and even loss of productivity. For example, suppose you use media mix modelling or single-touch attribution. In that case, your team could be relying on old metrics or missing important data about the buyer's journey. Choose digital marketing platforms that only use the most current, state-of-the-art attribution modelling to ensure that your digital marketing campaigns are strong, reliable and consistent.

Businesses can use digital marketing platforms to increase their online presence and drive sales. The single-loop platform allows marketers to optimize their marketing performance, sales and engagement. It provides a comprehensive view of the campaign's success at all touchpoints. You can track data such as media exposures, sales and geolocation to gain actionable insights that will help you make better decisions and guide your marketing efforts for the future.

To ensure that you choose the right digital marketing platform for your business, it is important to determine your goals and key performance indicators (KPIs).

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