What are digital platforms anyway?
These days it is very common to confuse the term “digital platforms” with the definition of “social network” or “communication platforms,” since social platforms are where users share interests and likes, as in Facebook, Twitter, Instagram and others; while digital platforms are the channels where companies share valuable information with users. Some examples of the most popular digital platforms are:
Site or webpage: This one must have enough information about the business to give a noticeable perception of what the company offers, which may be broken down in a menu for easier navigation. The most common menu categories are products or services, contact information and blog. Furthermore, it is recommended to focus only on aspects that the potential client may be interested in, since too much irrelevant information would not be attractive. Other options, in addition to text, that may add value are including videos or images to make the site more interactive, as well as the appropriate color combination and good adaptability of the page to all devices.
Landing page: This usually looks like a web page; however, this is a site that does not allow navigation, since it is an only page with a form and the most relevant information about a topic. It is created with the objective of being used for doing campaigns or dynamics that require inviting people to participate. Contests are a common example of use, as all related information can go here, with a form to obtain leads or reach potential customers. Landing pages have a domain that is different to the website, which requires a landing page platform and editing according to the need of the moment, instead of creating one for every situation. Having an only page helps users avoid distractions with other kinds of content. They must have a user-experience structure, which is why the most important information goes on top and it is advised to have the form first, and a call-to-action button at the bottom. Another recommendation is having a marketing video at the end, to persuade the clients in case they do not use neither the form nor the button.
Mobile application: Usually the person who uses it is an active client. It is important to highlight that when implementing an app for a business, the ompany should be clear on the point for its usage, the value added and an objective different to the one for the webpage and e-commerce. The opposite would not be relevant or add any value to users, leading it to an early end.
Ecommerce: Also known as electronic store. Products that are best sellers go here, which makes knowing target’s interests highly important. The advice is to add videos or tips for the products for sale, to catch potential clients through the improvement of the experience that they will have when accesing. If the objective is increasing sales of less successful products, catalogs, independent from those for the main products will avoid overloading the e-commerce and making the web page too heavy.
Blog: It is a platform where each user can find, read, and ideally interact with articles of current and relevant topics, related to a specific business category. It is very effective to have banners of the products/services and promotions that the company may offer. Usually they are promoted through social networks and tend to add value and reputation to the company.
Email Platform: It is one of the most popular tools in digital marketing. Companies can guide customers into the generation of more conversions and interactions in different channels, using this tool. Even when having a line of corporate colors, in the case of email marketing, it is of the essence to vary the colors to make it more eye-catching and at the same time avoid that the perception of always using the same template for this kind of campaigns.
In digital marketing, the use of digital platforms and social networks will always go hand in hand, since both are tools that complement each other when running digital campaigns, which means that none of these should be neglected.
Author: María Fernanda Mesén Montero