Digital media offers multichannel organizations a range of opportunities to enhance their marketing strategy across the purchase cycle. Here’s how a low-cost airline, for example, can apply digital marketing:
- Advertising Medium
- Use display ads on websites or social media to create brand awareness and generate demand for products or services.
- Direct-Response Medium
- Employ targeted search advertising to capture consumers’ intent and drive traffic to the website, such as those searching for flight options.
- Platform for Sales Transactions
- Facilitate online flight bookings, a preferred method for both consumers and business travelers.
- Lead Generation Method
- Use tools to identify and track corporate flight purchases, generating leads for future follow-ups.
- Distribution Channel
- Distribute digital products, like travel insurance, to complement flight services and generate additional revenue.
- Customer Service Mechanism
- Allow customers to self-serve, for instance, by reviewing frequently asked questions to resolve issues quickly and cost-effectively.
- Relationship-Building Medium
- Use digital channels, like email newsletters, to engage customers, share relevant product offers, and encourage repeat business (e.g., special deals or alerts).
By integrating these applications, companies can streamline operations, boost customer engagement, and optimize sales throughout the customer journey.
