Digital Marketing Plan:(6) Channel and Distribution Strategy

As we know, we can use several channels or media for our digital marketing plan.

Some of them that we often use are from Google and Meta, we mostly use paid and social media owned by those two big companies.

But did you know that there are various types of media or channels that we can use, besides those two companies.

FREE?Workbook:?DIGITAL MARKETING PLAN

PESO Model

The PESO Model is a model media strategy that stands for Paid, Earned, Shared, and Owned media.?

Paid Media

Paid media is media or channels that involved paid placement. Examples are Meta ads, Google ads, Tiktok ads, Sponsorships, Paid Influencer marketing, etc.

Earned Media

Earned Media is any free publication devoted to our business. Examples?such as blogger, news release, media pitch, and interview?

Shared Media

Shared Media is a publication or content that is shared across social media. Shared media includes posts to platforms such as Twitter, Facebook, LinkedIn, Tiktok, Pinterest, and Instagram. These posts could come from brands, media outlets, and individuals

Owned Media

Owned media is media or channel that is owned and under the control of a company. Examples of content marketing, are websites & mobile sites, blogs, online chats, podcasts, emails, etc

What you must pay attention

• Key in the media is repetition but not making your audience bored or even annoyed.
• Decide where to allocate your resources and budget to make the most sense for your brand.
• Diversified your platform because your customer will not spend on one content in one platform only.
• Think of all the 4 media like a stool. Each element is an important part of the whole and all contribute to a complete digital marketing strategy

Push & Pull Marketing Strategy

Push Marketing

In the push marketing strategy, we are trying to bring our product to the customers. So in push marketing, we reach the audience even if they are not actively seeking our products.

This strategy requires us to be more proactive and more aggressive in offering products in the hope that consumers can engage and buy the products we offer.

In digital marketing, usually, those who use strategies also use demographic and interest targeting in this case such as age, location, and certain interests.

Channels that are commonly used are social media ads such as Meta ads or TikTok ads. Usually, this strategy is more suitable for products that have a strong visual impact.

This strategy has the advantage that our ads will reach our potential customers more quickly.

However, the weakness of this strategy is that the advertisements that we place are sometimes not always relevant to the needs of consumers.

Pull Marketing

While Pull Marketing is the opposite of a push marketing strategy. In this case, prospective consumers are more active in looking for solutions offered by brands or products based on the problems they have.

This strategy can use behavioral targeting in targeting consumers, namely by targeting consumers based on an intent to look for a certain type of product or brand.

Examples of channels that are commonly used are Search Engine Optimization and Google ads.

The advantage is that we can offer solutions that are more relevant to the needs of our consumers.

The above are only a few examples of channel characteristics in digital marketing. However, there are still other channels in digital marketing that we can utilize in our digital marketing plan.

For example, email marketing, with cold email marketing is an example of push marketing, and drip campaigns and newsletter campaign is an example of pull marketing.

Previous Articles: The Customer Journey & Marketing Plan

Next Articles: Translating Business Objectives to Digital Marketing Goals