2.0 : Understanding the different nature of digital channels
Channel: Joint Masters In Digital & Social Media Marketing
Date: 05/08/2018

http://mastersindigitalmarketing.org

2.0 : Understanding the different nature of digital channels based on geographic, demographic, and digital fit for a campaign
Dr. Tahir Rashid, Senior Lecturer, Salford Business School, UK
Before the development of the internet, marketing communication used to be carried out through traditional media such as television, radio, bill posters, and through the direct mail.
 
But with the development of the World Wide Web in the ‘80s by Sir Tim Berners-Lee, digital media has formed a regular and integral part of most marketing communication.
In countries with high internet penetration, the internet offers an increasingly important marketing communications platform.
In this session, we will try to understand the different digital channels that are available to carry out a given campaign. We will discuss the characteristics based on geographic, demographic, and digital fit for a given campaign. This important because we want to use the most effective digital marketing channels based on the buyer persona.
A “buyer persona” is a fictional individual who is developed by an organization based on the organization’s researched profile of its typical customer
We will look at search engine marketing, email marketing, social media marketing, affiliate marketing, mobile marketing, and also have an overview of the paid channels as well as consider community-focused engagement through these digital channels.
Colin Telford, Managing Partner, The Candidate Ltd, UK
It’s important for us to use a lot of different channels because we are trying to find those pockets of candidates that exist across the web. So there are different types of candidates that operate on search engines than on social media channels and also, for example, on the online job boards, which we also use.
Case study example of digital marketing communication channels used by The Candidate Ltd:

Search engines, social media and websites
The main difference between the different candidates that exist are that some of them are passive, i.e. they are not actually looking for a new job or a new role but would obviously look at the opportunity should it come along, and the other type of candidate is the one that’s active, those active candidates in the market who are actively looking for a new job and both types of candidates are found in different places of the Web.