The second weeks topic of my Digital and Social Media Marketing course at Iversity was „Digital Marketing Channels“.
Searching for YOUR Digital Marketing Channels
There are many ways for a Company to engage with their Customers: Facebook, Twitter, Instagram, Youtube, Newsletters just to name a few.
The task of selecting your ideal digital marketing channel should be a well considered and important question: What do you want to achieve with your digital presence? Who do you want to reach with your presence? There are so many answers to these questions. What is yours?
Here are just a few points that you might want to ask yourself:
- Do you want to inform your customer about your brand and products?
- Do you want to start a dialogue with your customers?
- Increase the number of your customers?
- Involve your customers?
You don’t know yet? Ok, no Problem. See, Digital Marketing is more than just uploading a picture on Instagram, a Tweet on Twitter or a Post on Facebook once in a while. It’s actually a full time job if done right. So please answer a few key questions to yourself before you decide on a digital marketing channel.
- What do you want to achieve?
- Who is your target audience?
- Which digital marketing channels are useful for your business?
Help! Where should I go? So many choises!
Now lets have a look at a small selection of digital marketing channels:
If you own a Business, a website would almost be a necessity and would be the minimum for you to have in our digitalized world.
Your website should
- be suitable for the type of business you have
- look pleasing/attractive, not cluttered
- include all informations about your company and products
- be easy to navigate
- include your companies contact informations
- be mobile friendly
- SEO optimized.
A newsletter is the easiest way to engage with your customers. Regardless if you want to promote a new product or offer special deals a newsletter is a great way to do it.
Facebook startet 2004 and is a free Social Network with 1,44 Mrd. Users worldwide. On Facebook you can post news, updates and upload Pictures and Videos. Facebook isn’t just for personal use. A company can create a Facebook Page as well. The largest age group of Facebook Users are between 25 and 34 years. (Source: de.statista.com). So please concider your focus group is that you are trying to reach.
Twitter exists since 2006 and is a digital real-time application for microblogging. The postings on Twitter are called Tweets and have a maximum capacity of 140 words per Tweet. Twitter has 288 Mio. Users worldwide. People between 25 and 34 years of age make up the largest chunk of Twitter-Users. So, please again consider what your focus group is that you are trying to reach. (Source: de.statista.com, absatzwirtschaft.de)
Instagram is a free Online-Service for Sharing of Pictures and Videos. Instagram is a mixture of microblog and audivisual platform which enables its users to spread their posts in other social networks too. There is no specific Userprofile for Businesses but nevertheless Instagram can be a strong marketing instrument for a company (please beware: as a company you have to have an impressum. Because you can only use a regular profile type on Instagram place a link to your companys website’s impressum in the description in your profile). Instagram has 380 Mio Users worldwide. The biggest age group of Instagram Users in Germany are at an age of maximum 18 years of age. In comparison, in the United States of America the biggest age group of Instagram Users are between 25 and 34 years old. (Source: de.statista.com, absatzwirtschaft.de)
As you see Instagram is the best example to show you the differences between the usage of social networks worldwide. When selecting your Digital Marketing Channels this is an important point you should consider if your Company is operating worldwide.
youtube is online since 2005. Youtube is a videoportal on which users can watch videos for free, rate them and in turn upload videos for themselves. Youtube has more than 1 mio unique visitors per month so youtube is an important digital marketing channel if it fits to your businesses digital marketing needs. The average age of youtube-users are 18 – 34 years.
Let’s get practical
After having a theoretical look at some digital marketing channels, let’s work with an example for the usage of digital marketing channels. For my example, I chose Lufthansa. You can find the Lufthansa website at lufthansa.com. There you can choose between german and english language and then get to the appropriate Lufthansa official website.
The Lufthansa Group is a global aviation group with an approximately 540 subsidiaries and equity investments. The biggest operating segment in the Lufthansa Group is the Passenger Airlines Group. Lufthansa as Europe’s largest airline with operations all over the world created a very strong and trustworthy brand identity which is known all over the world.
So, let’s see how Lufthansa is engaging with their customers.
At first Lufthansa is using a website. At the Lufthansa Website, Customers can find all information they need in an easy and well thought out way. Customers can find information regarding flights, check-in, baggage, airports, travel classes and many other things dealing with their travels. Customers also can manage their bookings and use the online-check in at the Lufthansa Website. Lufthansa also shows its contact information on its website, so that Customers can contact Lufthansa by phone, e-Mail and through postal service.
Lufthansa uses newsletters as one way for engaging with its customers. With the newsletter Lufthansa is spreading the newest offers and news to customers.
Lufthansa on Facebook
Lufthansa is also using Facebook as a way for engaging with its customers. There are 1.882.773 Persons who liked Lufthansa on Facebook. On the Facebook Page, Lufthansa informs its customers about the Company, advertises events, shows pictures, informs about the Company history and most important: is interacting with the customers like answering questions, commenting customer posts usw.
Lufthansa on Twitter
Twitter is a further digital marketing tool that Lufthansa is using to engage with its customers. There are 202 Tsd. Followers of Lufthansa on Twitter. Through its Twitter Account, Lufthansa is tweeting pictures, videos, history, informations and is advertising events.
Lufthansa on Instagram
Lufthansa of course also uses Instagram for engaging with its customers. Here Lufthansa posts a majority of its pictures regarding the company, and has 206 Tsd. subscribers.
Lufthansa on youtube
Lufthansa is also present on youtube with an own youtube-channel. On this platform, Lufthansa is not only showing TV-Advertisments but more importantly Videos about trips and travels, and promotions about Lufthansa unique specials events and promotions like Fanhansa ( during the Soccer World Championship), SceneSpotter as a social travelguide and Klughansa, where the crew is answering questions round about flying and maintaining the aircraft.
Especially with the Klughansa-Videos Lufthansa is offering her customers a surplus value.
Lufthansa on Foursquare
Besides the well-known social media channels like Facebook, Twitter usw. Lufthansa also uses Foursquare. Foursquare is a social media channel for real-time location sharing and to show and see recommendations of different places, restaurants etc.
This is a very good example for choosing a digital marketing channel that fits specifically to your company.
Now it’s up to you
Per the example of Lufthansa, you can see the many different ways to engage with your customers and how perfect this can work, if you pick and choose the digital marketing channels that best fits your businesses requirements
So now it’s up to you to find your digital marketing channel! Think about it and have fun choosing them.
See y’all next week for another chapter on my Digital and Social Media Marketing Journey.