Digital Marketing Models

                                                                              

 

Introduction: 

Technology is constantly evolving and going digital, so are the advertising and marketing mediums to reach the target audience on these technology devices. Internet giant Google, recently in its Securities and Exchange Commission (SEC) filling admitted that it “could be serving ads and other content on refrigerators, car dashboards, thermostats, glasses, and watches, to name just a few possibilities,” we can daily see these kinds of innovations, new updates, tools and software's being launched into the market.

A Digital Marketer (or) Strategist not only follows these latest trends but is also aware of various marketing techniques as Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media Optimization (SMO), Affiliate, Email etc and multiple tools such as Google Adwords, Bing Ads, Doubleclick for Search, Google Analytics, Zedo, KISSmetrics, Mail Chimp to name a few.

But the most important and challenging question for Digital Marketing Professionals always remains the same.

Challenge: What are the expectations of an Organization (or) Client from Digital Media Space?

Solution: Know the 'Digital Marketing Model’, this will enable you to face your challenge and strategize the digital campaigns to meet these expectations. 

Digital Marketing Models can be broadly classified into 5 types: 

1) E-commerce Model: 

If your organization or client aims to Sell Products or goods through online marketplace, Virtual Storefront or Online shopping it falls in this category.

Conversion Rate, Cost of Acquiring Customer, Average Order Value and Lifetime Value are the Key metrics which should be measured apart from monitoring the Churn and Shopping Cart Abandonment metrics.

Ex: - Alibaba, Taobao, Tmall, Ebay, Amazon, Rakuten

2) Lead Generation Model: 

The aim of operating under this model is to Collect Potential leads. This model has passed the litmus test in generating revenue to several organizations by providing leads, various modes can be employed in collecting leads i.e., through Web forms, e-mail, Hotline or LiveChat etc.

Return on Investment (ROI) is the key metric for defining the success and efficiency of this model. Boosting the Investment as to check the gain (or) increase in the Return on Investment (ROI) is very a good way for the growth of Organization. But the Investment should be in proper proportions as to prevent any substantial losses which might occur due to decline in the Return on Investment (ROI).

Ex: - Every Organization on Digital Space operates under this model. 

3) Content Publishers Model:

The main purpose is to engage customers, increase the frequency of visits and overall traffic. These are basically web portals with vast content, covering various topics like News, Present Trends, Real Estate, Sports, Finance, and Politics etc.

User base and content updates is the success measure. These Models thrive on their Inventory pricing, based on the popularity of the site.

Ex:-  Sina, Aol, Yahoo, MSN, Reuters, CNN, Conduit, BBC Online, Go.com

 4) Online Information Model:

'Online Information Model' should have vast content like 'Content Publisher Model', but the basic difference is that the former is Pull Type and the latter a Push Type. As the users (or) customers search for required information, the basic goal is to provide them with rightful Information.

User base and authenticated information is the success measure. These models also thrive on their Inventory pricing, based on the popularity of the site.

Ex 1:- Wikipedia.com - Only as an example but does not provide inventory unlike its competitors.

Ex 2:- About.com, Ask.com, Reference.com, Internet Movie Database (IMDB)

5) Branding Model: 

We should use this model for Organizations or clients which already have a huge customer base, reach, and strong presence in TV, Print media.

The sole purpose of this campaign model is to create an awareness drive, consumer engagement, retention and Loyalty.

Certain metrics of the data gathered through Customer survey and Feedbacks can be evaluated for measuring the success, yet it is impertinent to define and standardize key metrics because organizations are categorized into different sectors  as retail, telecom, energy, food or beverage etc, nevertheless branding being the common objective of these organizations. In this context it is recommended and advised that metrics be configured based on Organizational motives.

Ex:- Coca-Cola, L'Oréal, Apple Inc, Nike, General Motors, Johnson & Johnson and most of the established companies in the world.

Conclusion:

Every Digital Marketer should be aware of these 'Digital Marketing Models' as the benefits of knowing them are numerous but the most vital are:

1) Comprehensive knowledge & understanding of the business objectives and goals.

2) Define, Strategize, Plan and Execute digital marketing techniques.

3) Deploying necessary tools and technology as and when required for smooth functioning       and management of the operational process.

4) Meet the demands and requirements of the Organization (or) Client.

5) Notes_________.