7 Best Types of Digital Marketing Channels to Grow Your Business in 2022

Daniel Thomas

Daniel Thomas

basigue.com

Advertisements have been around for more than a century and we have been flooded with advertisements online for decades that we forget when they even started. 

Have you been curious to know when the very first recorded digital advertisement was launched on the internet?

One of the first digital banner advertisements was created by Joe McCambley and posted on Hotwired.com (now Wired) on October 27th, 1994. AT&T  sponsored the ad for $30,000 to promote seven art museums worldwide at that time. That ad had a whopping 44% click-through rate, which is massive compared to our industry standards these days!

Image of AT&T’s online banner ad launched on hotwired.com on Oct 1994. Image: Wired. 

Image of AT&T’s online banner ad launched on hotwired.com on Oct 1994. Image: Wired. 

This was indeed a breakthrough in digital marketing. For decades before the internet, advertisers relied on advertisements placed in newspapers, magazines, radio, a billboard, or television. There were three main problems with such traditional advertisements. 

First, there was little control over the target audience; most people seeing these advertisements are not interested in them unless they are placed in relevant niche spaces like a health or motorcycle magazine. 

Second, there was no way to measure the performance of the ad; therefore no tangible means of knowing its return on investment. How many people saw the ad? What is the range of their age and gender? Of the people who saw the ad, how many made a purchasing decision?

Thirdly, traditional forms of advertisement require a high budget of minimally a couple thousand to a few hundred thousand dollars. 

Nowadays, any person can run a Facebook Ad campaign for as low as $50 a day, target male viewers between 21-65 years old who are interested in powerlifting for example, and show them a hyper-relevant video with a compelling ad copy. The campaign’s performance can be displayed almost instantly, so the advertiser can decide whether to stop or scale up the campaign.

With over 5 billion internet users as of April 2022, any advertiser must understand the different types of digital marketing channels available, what the pros and cons are for each type, and which ones are the best for growing a business. An effective digital marketing strategy will use multiple channels for growing a business.

What is digital marketing?

While most websites define digital marketing as marketing efforts done through all forms of digital channels, which also include television, radio, and digital billboards, the term is more often referred to as marketing that is done on the internet, such as search engine optimization, social media marketing, email marketing, pay-per-click (ppc) advertising, etc. 

No professional digital marketer will fill his entire LinkedIn page about his experience in advertising on television, radio, and digital billboards, even though that might qualify him as a ‘digital marketer.’   

Hence, for this article, when we speak of digital marketing, we refer to online marketing on the internet and exclude offline types of digital marketing platforms like television and radio.

What are the best types of digital marketing channels?

With a plethora of choices available, we have narrowed down the 7 best types of digital marketing channels to grow your business:

1. Content Marketing – Best for long-term, sustainable traffic

When you come across an advertisement of an unfamiliar brand saying something like, ‘Get the Best Food Processor in Town!’ Unless you were born yesterday, you would not readily believe it is the ‘best in town’ unless you find out more about it. What is its size? Can it chop, slice, shred, puree, liquefy, emulsify, and mix bread dough? Are there any demo videos of it? 

Image of Cuisinart's video content demonstrating the use of their food processor. Image Source: Youtube

Image of Cuisinart’s video content demonstrating the use of their food processor. Image Source: Youtube

Content marketing is using various forms of relevant content to educate potential customers about a product or service and help them make an informed purchasing decision.

Content marketing includes using blog articles, online sales funnels, videos, podcasts, infographics, user-generated content on social media, etc.

How important is it, you might ask? According to a survey done by Semrush, in 2021, 97% of survey respondents say that content marketing formed part of their digital marketing strategy.

The goal of a content marketing strategy is not to make a quick sale but to build a long-term and sustainable relationship with the customer that will eventually generate organic sales over time.

Great content will consider the buyer’s demographics and seek to answer all their doubts and questions. Customers trust the brand because the vast amount of high-quality educational content proves they are industry experts.

Pros:

  • Builds sustainable long-term trust with consumers.

  • Establishes expert authority in the industry.

  • Sustainable organic traffic and sales in the future.

  • Complements other forms of marketing such as SEO, email marketing, social media marketing, influencer marketing, etc.

Cons:

  • Resource intensive, a lot of time and effort required.

  • Tangible results are not immediate

  • Direct competitors can easily see what you are up to and devise counter strategies to outdo you.

When to use:

Content marketing should be the bedrock and foundation of any business. It should be the very first digital marketing strategy as it builds trust with customers instead of trying to sell them something.

Imagine if you don’t have enough content for your brand and you run paid ads to your website or social media account, viewers will see a bare website, Facebook page, or Instagram profile. This will make them lose trust in the brand immediately.

If you don’t know where to start, you should look for an experienced content marketing consultant for your business.


2. Search Engine Optimization (SEO) – Best for long-term organic search traffic


Search Engine Optimization is a type of internet voodoo where you sprinkle fairy dust over your laptop and magically generates continuous website traffic without you having to lift a finger. Okay, that might be an oversimplification of SEO, but laypeople often imagine it as some work done to a website to bring in traffic automatically.

In more technical terms, Search Engine Optimization (SEO) is the process of optimizing web pages to rank higher in search engines like Google and Bing for specific search keywords, increasing organic traffic to those optimized web pages.

Search engine optimization (SEO) is sometimes confused with search engine marketing (SEM) because the terms and abbreviations are very similar. While both of them are also about getting your web page to appear on the first page of search engines like Google or Bing, SEO is actually a type of search engine marketing, the other being pay-per-click advertising.

With over 85,000 searches made on Google every second, you would definitely want to tap into this ocean of traffic through SEO.

SEO needs to work hand in hand with a good content marketing strategy for it to be successful. Every search query on Google has a search intent behind it, and a well-executed SEO strategy will seek to provide the most relevant answer to that search query and match its search intent as closely as possible.

For example, it is difficult to satisfy the search intent of someone searching for the keyword’ best cupcake’. Is this person looking for the best cupcakes around his neighborhood, or is he looking for the best cupcake recipe? Or could he be looking for the best cupcake ever made in the history of mankind? Matching a user’s search intent is something that Google continuously strives to achieve.

Writing highly relevant articles that cover as many content pillars and clusters of a niche will help Google to recognize that brand as having topical authority in that niche. This way, the website will appear more often in Google’s SERPs for any searches relevant to that niche.

A typical SEO strategy consists of three parts:

  • On-page SEO: This refers to the SEO done on the web page you wish to rank for on search engines. The content of that page must consist of an appropriate amount of keywords related to the target keyword your web page is trying to rank for.
    An example of researching the keyword 'types of digital marketing' for its competition.
    An example of researching the keyword ‘types of digital marketing’ for its competition.

    The target keyword has to be researched using an SEO tool to ensure that it has a good amount of search volume, low keyword difficulty, and is ideally able to monetize.
    Most importantly, the content on that web page must be relevant to the search intent and able to satisfy the reader’s search query.

  • Off-page SEO: This is the SEO that is done ‘outside’ of the web page you are trying to rank for on search engines, namely, building backlinks to that page.
    Accumulating high-quality and authoritative backlinks to your pages will increase the authority of the entire website and the individual page the backlinks are pointing to. A strong backlink profile will allow your blog posts to more easily outrank others with lower page authority on search engines. In fact, the page on position one on Google’s search engine results page usually has 3.8x more backlinks than those from position two to ten.
    There are many strategies for building backlinks but the most commonly used methods are reaching out to other blogs to write guest posts, doing link exchanges, and link insertions. Guest posting often yields unexpected outcomes that go far beyond building links and getting referral leads.

  • Technical SEO: This refers to the work done on your website’s backend, such as structured schema markup, caching, compressing of images, and optimizing CSS files to improve your website’s load speed which plays a vital role in ranking your website on search engines as well.

Pros:

  • It is less expensive and requires less maintenance in the long term compared to other types of digital marketing.

  • Able to generate sustainable traffic in the long term and bring in passive income for monetizable keywords.

  • Higher ROI compared to outbound digital marketing strategies.

  • Do not need a big budget to start, just a lot of time and effort.

Cons:

  • It takes a long time to see results.

  • Not good for time-sensitive content, for example, promoting a concert happening next month.

  • Less control over the performance, harder to narrow down on the demographics of the target audience.

When to use:

SEO should be used in conjunction with content marketing in any business as much as possible because it is one of the best types of digital marketing channels for generating passive traffic over a long time.

However, because it takes so long to yield tangible results, startups with no cash flow should not focus all their efforts on SEO but utilize other types of digital marketing methods like paid ads to get immediate traffic.

3. Pay-Per-Click Advertising – Best for short-term search traffic

Pay-per-click advertising is a form of buying visibility by placing paid advertisements such as shopping ads, display banners, and web pages (called Search Ads) on the first few pages of search engines.

They are often referred to as Google Ads or Bing Ads and are a type of search engine marketing (SEM) where the advertiser is charged based on the number of times the ad has been clicked on.

If you recall how tedious it is to rank for target keywords through SEO (in the SEO discussion above), paying for Search Ads is akin to cutting the queue to get ranked for a target keyword on a search engine results page.

Google Search Ads and Shopping Ads for the keyword 'ergonomic chair'. Image Source: Google

Google Search Ads and Shopping Ads for the keyword ‘ergonomic chair’. Image Source: Google

If you are wondering whether pay-per-click advertising can be profitable for your business, Google estimates that a business makes $8 in profit for every $1 spent on Google Ads.

Setting up and running a successful Google Ads campaign requires knowledge and a lot of testing to optimize the campaign’s performance.

You will have to do keyword research (somewhat similar to SEO keyword research but not as tedious) for keywords with good search volume, low competition, and related to the landing page you send traffic to. You will have to decide whether to use broad match, phrase match, or exact match (phrase match usually works best in general) and whether you need to include negative keywords for Google to exclude in the searches.

You will need to know the proper way to set up a Google Ads campaign structure, especially if you have different products and services. All the keywords in one ad group should go to ads leading only to one landing page; otherwise, you might end up sending traffic to landing pages where the user did not intend to go.

Once the campaign is running, you will need to constantly monitor the performance indicators every day, such as cost-per-click, click-through-rate, and cost-per-conversion of the different campaigns, ad groups, keywords, and ads. It’s essential to pause those doing badly so that the budget can be allocated to the better-performing ones.

Pros:

  • Great for attracting people who already have a purchase intent.

  • Large audience base.

  • Easy to set up and launch ads.

  • Acquires traffic almost immediately.

  • Demographics and interests of the target audience can be focused on.

  • Instant performance metrics such as cost-per-click, click-through rate, cost-per-conversion, conversion rate, etc. With such analytics, decisions to stop or continue the advertising campaign can be made quickly.

  • Scalable. You can start with a budget of as low as $50 per day and scale up to a couple of hundred to thousands of dollars if the ad campaign performs well.

Cons:

  • The cost of advertising can differ depending on several factors, such as keyword competition.

  • Often a lot of testing is required to have a profitable ad campaign.

When to use:

If your business is new and your website is not getting any traffic, pay-per-click advertising is an effective digital marketing strategy for attracting consumers with purchasing intent almost immediately. It should be one of the first types of digital marketing strategies you start off with.

4. Social Media Marketing – Best for engagement for B2C brands

Since there have been over 4.7 billion social media users since July 2022, social media is a behemoth we cannot ignore.

Social media marketing does fall under the category of content marketing since you are creating content for social media platforms.

70% of small businesses depend on social media marketing. Amongst the most used social media platforms, Meta social platforms such as Facebook, Instagram, and Whatsapp rank at the top, with Youtube and TikTok ranking amongst them.

Given the statistics below, we already know which platforms we should focus our social media marketing efforts on.

Number of users for each social platform as of January 2022. Image Source: Hootsuite

Number of users for each social platform as of January 2022. Image Source: Hootsuite

Social media is one of the best types of digital marketing channels for engaging your target audience and building a more personal relationship with them.

This is because, with social media, brands can create shareable video content or image posts that look less professional, as if the content is coming from a consumer. This is called UGC or user-generated content.

Potential customers are more likely to interact and engage with UGC. They can even share it on their profiles if they like the content, which generates more views for the brand.

Furthermore, if the interested buyer has any questions, he can conveniently ask in the post’s comments section, giving the brand an opportunity to answer his question. Let’s face it, even customers don’t like corresponding by email!

Replying a customer about the Lung Exerciser. Image Source: Rytrus

Replying to a customer about the Lung Exerciser. Image Source: Rytrus

Giving well-thought answers in the comments section is extremely helpful for brands because there are probably many others with similar questions. Seeing these questions answered in the comment makes them trust the brand even more and makes them feel that the brand cares about its customers by answering their questions diligently.

Blendjet is an example of a brand that capitalizes on the power of social media. They have created numerous UGC-type video content and posts on Instagram and TikTok that have gone viral. This brings organic traffic to their social media page and helps grow their following. Over time, they will have less reliance on paid ads.

Blendjet using UGC-type video content on TikTok. Image Source: TikTok

Blendjet using UGC-type video content on TikTok. Image Source: TikTok

Also, with platforms like TikTok, if you post TikToks regularly, the platform rewards you by showing your content to more viewers.

Pros:

  • Good for audience engagement, allows for building a personal relationship with customers, which leads to brand loyalty.

  • Large audience size to tap on (half the globe is pretty large).

  • Does not require professional videography, photography, video, or photo editing. It is better if the content appears to come from a layperson.

  • As the brand’s following grows, it can lead to more organic growth and traffic.

  • Relatively low cost (depending on the quality of the content you wish to produce).

  • Content is rewarded with more views if you regularly post high-quality content.

Cons:

  • Take a long time to grow a following and see results.

  • Hard to predict and with less control over the size of the viewership. Some content that takes minimal effort to produce can go viral, while some videos that require a lot of effort to create can go unnoticed.

  • Risk of negative comments. The internet is full of keyboard warriors who just want to troll for no good reason at times, and this will affect the brand’s image negatively.

When to use:

Since social media marketing does not require expert knowledge, it is less daunting to start than SEO or running paid advertisements. There is nothing to lose for creating content; the worst that can happen is it gets no views.

Social media marketing is essential for B2C brands in industries such as fashion and fitness.

If your business is not utilizing social media marketing yet, you should get started right away as it barely takes a couple of minutes to create a Facebook Page, Instagram profile, or TikTok account. You can even begin to create and post content soon after!

5. Native Advertising – Best for short-term traffic for B2C brands

Native ads are advertisements that feature alongside other non-paid content on a platform or website.

You often see native ads on your social media platforms, such as Facebook, Instagram, and TikTok. They appear as you scroll through your news feed or stories and often look similar to the content on those platforms. That’s why they’re labeled ‘native ads.’

We already understand from the section above that there is an ocean of traffic on social media platforms. No wonder advertisers are spending billions each year on Facebook, Instagram, TikTok, and Youtube. The ad revenue made by Facebook in 2021 in US alone was $50.3 billion. An ever-growing ad spend each year is proof that these types of digital marketing methods are effective for brands.

US Facebook ad revenue from 2019-2021 with projected ad spend in 2022-2023. Source: eMarketer, Oct 2021.

US Facebook ad revenue from 2019-2021 with projected ad spend in 2022-2023. Source: eMarketer, Oct 2021.

Native advertising on platforms like Facebook and TikTok is considered to be a form of outbound digital marketing that pushes advertising content to consumers by disrupting their experience as they consume content on the platform.

Facebook and TikTok are great digital marketing platforms for native advertising because they have a large user base and an enormous amount of data about them – the sites they visit, where they stay, their age and gender, the items they purchased online, and how recent, etc.

Don’t you wonder why Facebook always seems to show you what you are interested in? Facebook Ads allow digital marketing advertisers to target very specific demographics of the audience and their interests, that way, their advertising budget is focused only on people who might be keen on their products and services.

The types of advertisements that work best differ from platform to platform. TikTok is a social app that relies heavily on catchy music, audio, and short creative videos. The best types of creatives on TikTok are UGC (user-generated content) type videos that appear native to the platform.

UGC-type TikTok Ad of the investment app 'Moomoo'.

UGC-type TikTok Ad of the investment app ‘Moomoo’.

The example above shows a TikTok Ad by the investment and trading app Moomoo. The ad shows a lady appearing to give a raving review about the trading app Moomoo, saying that it has zero subscription fees and provides a lot of information about the funds they offer.

Most users who are absentmindedly scrolling through TikTok might not even realize it is an advertisement and believe it is a genuine review of the product. This might pique their interest to click on the call-to-action button to learn more about the product or service.

TikTok is mainly used for videos; hence image ads cannot be used. Facebook, however, is great for image ads (as well as video ads). Whenever you run a Facebook ad campaign, you will be given the option to display the same ad on Instagram (which you usually should).

An excellent Facebook Ad uses a ‘scroll-stopper’ image or video that would stop a user in his tracks while he is scrolling through his Facebook newsfeed and calls out the target audience.

The copywriting must be able to push the viewer’s pain points and spark curiosity to make them want to find out more.

Facebook Ads by SalesGadget to help roofing contractors with lead generation.

Facebook Ads by SalesGadget to help roofing contractors with lead generation.

The above example is a good use of Facebook Ads by Salesgadget, who are advertising their digital marketing services to help roofing contractors with lead generation.

They utilize a scroll-stopper banner above the video, ‘GROW YOUR ROOFING COMPANY FOR A FEW HUNDRED DOLLARS A MONTH.’ The person in the video immediately calls out the target audience ‘roofing contractors’ at the beginning of the video. He, later on, pushes their pain points that other digital marketing agencies are charging thousands of dollars a month while they only charge a couple of hundred a month.

Pros:

  • Large audience base.

  • Easy to set up and launch ads.


  • Acquires traffic almost immediately.

  • Demographics and interests of the audience can be targeted.

  • Has instant performance metrics such as cost-per-click, cost-per-thousand views, click-through rate, number of add-to-carts, return on ad spend, etc. With such analytics, decisions to stop or continue the advertising campaign can be made quickly.

  • Scalable. You can start with a budget of as low as $50 per day and scale up to a couple of hundred to thousands of dollars if the ad campaign performs well.

  • The audience can give reactions and comments on the ads, and brands can interact with the audience in the comments section. This builds a personal relationship with them.

Cons:

  • It is a disruptive form of outbound digital marketing, the consumers who see the ads typically have no buying intent.

  • Apple’s iOS 14.5 launch in April 2021 has drastically limited browser-side tracking, hence causing the ads performance metrics to be inaccurate.

  • The cost of advertising can differ depending on several factors such as how narrow the target audience is, and how many advertisers are targeting the same audience. Ad costs usually go up closer to Christmas.

  • Often a lot of testing is required to have a profitable ad campaign.

  • Your account may get suspended if you unknowingly violate the platform’s advertising policies.

  • Might get negative comments on the ads and this will affect the brand’s image, but you can choose to delete the comments.

When to use:

When your brand is new and nobody has heard of it, getting your name out there and building a following can take a long time. You will also need cash flow to tide you through the beginning phases of your business.

Therefore, native advertising on Facebook, TikTok, and Instagram is one of the best types of digital marketing strategies to start with. It can bring in immediate traffic and sales within a few days, but the campaign must be managed closely to be profitable.

6. Influencer Marketing – Best for building trust for B2C brands

Influencer marketing is the use of ‘influencers’ or people with a large following (>10,000) to market a brand’s product or services on the influencer’s (yes, you guessed it right) social media platform, with the most commonly used platforms being Instagram and TikTok, followed by Youtube.

Influencer marketing is one of the types of digital marketing strategies that can be incredibly effective. This is because 61% of consumers trust recommendations from influencers, friends, or family members compared to recommendations from the brand themselves. Because of this, brands can get a higher ROI through influencer marketing compared to other traditional types of digital marketing strategies like banner display ads.

61% of consumers trust influencer recommendations more than brands. Image Source: Shopify

61% of consumers trust influencer recommendations more than brands. Image Source: Shopify

Also, working with influencers can be a good thing if the brand is targeting Gen Z or Millennials because the bulk of influencer followers are from these demographics.

However, finding and working with influencers can be tricky. You would have to search through many influencers to find those who fit your brand. Some influencers might cover several niches, especially in fashion, fitness, and health. You also need to check with some analytical tools if they have a reasonable engagement rate with their followers.

Next is trying to find one to work one. You might realize that only a couple might reply to you even after you have emailed or messaged a hundred of them; this is because they receive dozens of messages from advertisers a day.

When one has finally responded to you, the next part is negotiating the best deal with the influencer. Some of them would want to do a package of 1 post + 3 stories, whether it will be a permanent or 24 hr post (24 hr posts are the best because the effectiveness of a post drops after a day). Some would charge high prices that are not in proportion to their following size and engagement.

The way to gauge how much you should is to ask them for the analytics of their most recent posts and check the view count and estimate it against how much you would pay Facebook or TikTok for that same amount.

For example, if the influencer has around 20,000 views for a single post, that same amount of views or impressions could cost around $300 on Facebook and around $200 on TikTok depending on the CPM (cost per thousand impressions). You should negotiate for a fee below this amount.

A risk-free solution for both parties would be to use an affiliate marketing app and pay the influencer for every sale through their affiliate link.

Dad influencer Ken Labrant in a paid partnership with Flintstones Vitamins. Image Source: Instagram

Dad influencer Ken Labrant in a paid partnership with Flintstones Vitamins. Image Source: Instagram

Pros:

  • Since consumers trust influencers, working with them can help increase trust and credibility for your brand.

  • It can be less expensive and have a higher ROI than paid advertising on Facebook and TikTok if you work with the correct influencer and negotiate the best deal.

  • It can save time on creating content as the influencer handles that portion.

  • Able to reach a relevant audience as each influencer is normally focused on specific niches.

Cons:

  • There are dishonest influencers who have many fake followers and hence will overcharge you.

  • Some influencers might not carry out their scope of work according to what had been discussed. A written contract is necessary, especially if the agreed fees are high.

  • Influencers might misrepresent your brand if things have not been discussed adequately.

  • Difficult to measure the performance, no way to attribute sales to the influencer’s post unless you use an affiliate app.

When to use:

Influencer marketing can be tricky, and it might not be something you can start with if you are a new brand. This is because influencers, too, have a reputation to maintain and they would only want to work with established brands. If they see they you have an empty Instagram or TikTok profile with barely a hundred followers, it is less likely that they would want to work with you.

Therefore, you should only start to work with influencers when your brand has a decent following of around 1,000 followers and sufficient content on your social media profile.

7. Metaverse Marketing – Best for the future

Metaverses are the next stage of the digital frontier that will take us forward in how we interact with our surroundings and each other online. Each phase of internet advancement saw greater consumer engagement and interaction.

Web1 of the internet was all about one-way static websites that provided information. Consumers have no means of interacting with those websites.

Web2 of the internet saw the introduction of social media, the earliest examples of such platforms were sixdegrees.com and Friendster. It was the first time users could create profiles, connect with friends, send testimonies and messages, and share photos and videos online. Shortly after came social media giants like Facebook, Instagram, Twitter, Snapchat, and lately TikTok, each platform having a unique method of creating engagement amongst users.

We are currently standing at the dawn of Web3 with the introduction of blockchain technology. What is blockchain technology, you might ask? It is a decentralized immutable distributed ledger across a peer-to-peer network of computers known as nodes. Blockchains allow users to own digital assets, prove their ownership, and transact them securely with another party.

Metaverses will be mostly built on blockchain technology, fueled by a virtual economy that requires cryptocurrency wallets for transactions of both digital and physical goods.

The development of metaverses will be a giant leap forward for digital marketers.

No longer will the internet be something we look at on our screens, but rather a world in which we immerse ourselves in both virtual and augmented reality.

The potential for unparalleled interaction is vast. With great engagement comes great opportunities, and digital marketers will quickly realize how much this can push brand innovation.

Just imagine putting on a VR set and walking through a virtual world, you see digital billboards on buildings around you like how you see in real life, but these metaverse ads will be customized to your interests. You would be able to visit virtual shops and interact with digital products that you can likely purchase and have the physical version delivered to you. You might find avatars of celebrities walking down the street wearing the latest fashion. The possibilities are mind-blowing.

Numerous top brands are already experimenting with metaverse marketing and using it as a testing ground for learning.

The Gucci Garden, hosted in Roblox in May 2021. Image Source: Gucci.

The Gucci Garden, hosted in Roblox in May 2021. Image Source: Gucci.

The Gucci Garden, a virtual recreation of a real-world installation in Florence, was hosted on the gaming platform Roblox in May 2021.

It was a two-week art project that was part of its centenary intended to increase brand awareness among young consumers. It drew an amazing 19.9 million visitors who could try and purchase digital Gucci products.

Purchasing real-world Domino's pizza from the metaverse, Decentraland.

Purchasing real-world Domino’s pizza from the metaverse, Decentraland. 

Even metaverse-to-offline sales are already possible. The first-ever real-world pizza delivery purchased in a metaverse happened on March 13th, 2021, in Decentraland. The payment can be made either through $ETH or $MANA.

Pros:

  • An unparalleled immersive experience. Consumer engagement and interaction will be like nothing we have ever experienced before.

  • Continuous technological advancement will see new types of digital marketing in the metaverse. Just like with Facebook and Google Ads, the first adopters will see a major explosion in sales and brand awareness.

Cons:

  • High standards of innovative experiences will be expected of brands doing digital marketing in metaverses.

  • Currently no data, standards, legal framework, or protocol to follow as this is completely new territory, and might even need new forms of engagement metrics.

  • Still years away from mass adoption.

When to use:

Metaverse marketing is currently in a test-and-learn phase as it will probably take years before mass adoption happens globally. However, it is good to get one foot in if you have the time because of the endless possibilities of immersive consumer engagement.

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