Image by Gerd Altmann from Pixabay

Companies executing a digital marketing plan typically have a desire to raise brand awareness, attract new customers, boost conversion rates, and much more. Of course, the ultimate goal is often to generate more revenue but it’s no secret that it takes money to make money.

In a perfect world, rapid ROI would be an awesome guarantee but that’s not always the case. But according to digital marketing experts, diversified marketing may be an effective way to boost your marketing efforts.

Now, you’ve probably heard the old aphorism, “if it isn’t broke, don’t fix it.” While this saying may be relevant in some aspects of business, it may not be the best solution when it comes to digital marketing. Based on the latest findings, embracing a variety of digital marketing channels may not be a bad idea.

The image below is a capture of the 2018 Clutch Digital Marketing survey outlining the most utilized digital marketing channels for businesses. While it comes as no surprise that social media is the #1 marketing channel for businesses, the graph sheds light on other channels that are just as effective.

Social media, websites, and email are often common digital marketing mediums because they give brands the opportunity to tell a story. However, it is considered a poor business strategy to rely on one digital marketing channel. There are a number of in-depth reasons why you should avoid putting all of your marketing efforts into one channel.

Why You Shouldn’t Rely On One Digital Marketing Channel:

Your targeted audience may be part of two different digital marketing channels: Example: The LinkedIn audience you may be missing out on may not utilize Facebook and vice versa. To avoid marketing limitations when it comes to reaching your target market, it would be beneficial to establish a presence on both social media channels.

Here is a chart offering a look at the social networks B2B marketers prefer for content distribution.

Dependence On One Marketing Channel Could Potentially Dismantle Your Entire Digital Marketing: The vast majority of digital marketers rely on the tools made available to them by third-party advertisement platforms and channels. Their digital marketing strategy may involve the use of social media networks like Facebook, Instagram, and SnapChat or paid advertisement programs such as Google AdWords or Bing Ads. But, either way, both forms of advertisement are supported by a third-party provider which means you will always be subjected to their rules and regulations. Google has been known to continuously make algorithmic changes. For example, when Google opted to make searches 100% more secure, it rendered the “referrer” keyword data obsolete. This change ultimately led to a “Not Provided” result that greatly impacted digital marketers. In response to the algorithmic change, Google said, “We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We’re now working to bring this extra protection to more users who are not signed in.” When situations like this occur, there is very little digital marketers can do because they are ultimately at the mercy of the third-party provider. Diversity would provide a balance when these types of issues occur.

Another example would be Facebook. Last year, the social network announced algorithmic changes that would limit how brands’ posts would reach targeted audiences. In a nutshell, the change drastically diminished the organic reach of brands’ distributed content. For the brands that depended solely on referral traffic from Facebook, the change led to catastrophic declines in viewership which translate to monetary decline.

To combat the changes in organic reach, Facebook urged brands to purchase ads to better distribute content. But this is yet another example of how digital marketers are at the whim of third-party providers.

“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it,” the Facebook spokesperson said.

Link Building and Traffic Generation Should Not Be Focused On One Digital Marketing Channel: Website traffic often comes from multiple sources. Typically, an estimated 70% of web traffic is organic by way of the search engines while the other 30% derives traffic referral sources such as paid advertisement and social media channels. Most digital marketers with relatively low advertisement budgets rely on free marketing tools and optimization to improve search engine rank. Link building can also be a key component when it comes to generating traffic. However, this tactic should not be geared toward just one digital marketing channel. Link building focused on one channel can cause digital marketers to miss substantial opportunities for generating more valuable links and traffic. It’s important to use multiple digital marketing channels so it works in the brand’s favor.

Cross Pollinating Leads To Better Results, Overall: Cross pollinating (using one digital marketing channel while making use of another) is a way to hit two birds with one stone. In this case, both marketing channels interact with one another. This marketing strategy can be very effective in producing faster results. Many brands are already cross pollinating to get away from relying on only one digital marketing channel.

While tackling the ongoing marketing changes does require much legwork, the long-term results are beneficial. Building a strong social media presence and a solid foundation on multiple digital marketing channels will help to establish a brand’s marketing equity. An established brand will definitely have a greater chance of surviving and thriving as the ever-changing technological world continues to evolve.

Categories: All Things Digital

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