Digital Marketing Channels Evolution
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Digital Marketing Channels Evolution
If you have been working on a project for 1 or 2 years, you will see how the big picture changes. The scale of a longer project life allows you to monitor and analyze the processes and channels through which that project receives traffic and becomes successful.
Let’s look at digital marketing channels and how they change over time, working over a year on one project.
0 – 6 months
The site is brand new / or has not been worked on at all / and if it receives any traffic, it comes from paid ads – Google Ads and Facebook ads.
As a channel order, the situation is as follows.
- Paid + Social / Facebook Ads /
- Referral
- Organic
- Direct
Using an ad brings you immediate visits. Referrals / including your site in online catalogs, sending emails with your site address, etc. / also carry some minimal traffic. It is too early to speak of an organic or it is weak. Direct traffic is almost zero – people still don’t know your site.
6-12 months
As time goes by, you are already picking fruit from your site.
- Organic
- Paid + Social / Facebook Ads /
- Direct
- Referral
With the SEO agency doing a good job, the visits to your site through the Organic channel should already be significant, and even that channel may be leading. Paid + Social are strong channels and their impact is not small. At this stage, they still make a significant contribution. Direct traffic has increased because people already notice you, and some of them know your name.
12-24 months
Congratulations, you are already a Brand. People know your name, it is synonymous with quality and popularity in your field and you are very familiar.
- Direct
- Organic
- Paid + Social / Facebook Ads /
- Referral
Searching for your name / direct traffic / is the best you can do. This means that your name immediately pops into the mind of the user when he or she needs a particular service or product. And he is looking for you because he wants to order from you. This is great! The Organic channel is also very powerful and it brings you new customers who until now did not know about your brand. Other channels go into the background.
It is important to know …
This review does not claim to be exhaustive, but it does give a good idea of how traffic channels tend to move in time, how they and your site evolve as a result. Not always these deadlines can be met 100%, because it depends on the characteristics of your niche and your competitors.
In some cases, there may be differences, as sometimes the effectiveness of Facebook Ads and Google Ads may vary depending on the type of business or geographic region and the psychology of local users. In such cases, these two advertising channels must be considered separately.
