As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time. From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience. For more information - please visit http://www.digitalspaceconsulting.com.

2. Digital
Space
Consul1ng
|
Media
Matrix
Pla$orm
Overview
When
to
Use
Expected
Metrics
Content
Marke1ng
Content
marke<ng
involves
the
distribu<on
of
relevant,
consistent
content
to
a
clearly
defined
audience.
It
gives
brands
the
opportunity
to
share
stories
and
solve
customer
problems.
Content
marke<ng
can
take
on
many
forms
including:
interac<ve
tools,
web
applica<ons,
long
form
ar<cles,
blog
posts,
infographics,
research,
reviews
or
videos.
Targe<ng
involves
a
deep
understanding
of
the
customer
combined
with
keyword
research.
Content
marke<ng
is
oHen
the
vehicle
brands
use
to
influence
organic
search
results,
capture
website
traffic
and
become
an
authority.
First,
gather
demographic,
psychographic
and
behavioral
data
on
the
customer
and
understand
where
and
how
they
interact
with
your
product
or
service
online.
Next,
iden<fy
a
problem
that
is
unsolved
or
solved
poorly
via
current
content.
Op<mize
the
solu<on
for
the
customer
and
get
it
visible
adop<ng
social
media
marke<ng
and
other
paid
and
organic
channels
to
drive
awareness.
Content
marke<ng
should
be
used
to
build
a
community,
increase
brand
awareness
and
long
term
conversion.
It
is
oHen
integrated
with
other
pla$orms
for
maximum
reach
and
market
penetra<on
including
press
releases,
email
marke<ng
and
social
media
adver<sing.
Content
marke<ng
is
more
difficult
to
hold
to
an
ROI
standard,
yet
web
analy<cs
can
track
conversions,
traffic
and
shares.
Display
Adver1sing
Display
adver<sing
is
a
graphical
adver<sement
that
can
appear
in
a
variety
of
sizes
and
anima<ons,
placed
next
to
content
on
a
vast
network
of
websites
opted
in
to
display
banner
ads.
Display
or
banner
adver<sing
allows
for
broad
and
narrow
targe<ng
op<ons
including:
website
domains,
customer
demographics,
contextual
or
content
based
keyword
targe<ng
and
topic
targe<ng.
Ad
images
and
copy
can
be
modified
to
target
customers
at
any
stage
of
the
buying
cycle.
A
majority
of
display
ads
are
used
to
drive
brand
awareness
using
“click
bait”
imagery
paired
with
calls
to
ac<on
that
provoke
a
landing
page
conversion.
Display
adver<sing
is
most
effec<ve
when
targe<ng
abandon
carts
through
remarke<ng
(specific
ads
shown
to
site
visitors
who
completed
or
didn’t
complete
an
ac<on
on
the
site,
such
as
a
conversion).
Display
adver<sing
is
one
of
the
oldest
forms
of
online
adver<sing
and
is
therefore
frequently
ignored.
Expect
lower
conversion
rates
from
standalone
banner
ads.
Conversions
are
much
higher
when
display
ads
are
paired
with
remarke<ng
campaigns.
Cost
per
thousand
impression
(CPM)
is
the
most
common
bidding
model
for
display.
Email
Marke1ng
Email
marke<ng
occurs
when
a
business
sends
a
promo<onal
message
to
a
list
of
subscribers.
Email
marke<ng
helps
businesses
stay
connected
with
customers
while
further
promo<ng
products
and
the
business.
Targe<ng
op<ons
are
possible
through
segmenta<on
of
lists
that
can
include
demographic
filters,
psychographic
filters,
observed
and
predicted
behavioral
ac<ons.
Email
marke<ng
should
be
adopted
by
all
brands
in
the
conversion
and
engagement
shopping
cycles.
Integra<on
of
email
marke<ng
into
larger
web
marke<ng
and
content
marke<ng
strategies
is
cri<cal.
Segmenta<on
of
subscribers
helps
deliver
targeted
messaging
that
increases
click
through
rates.
Campaigns
should
focus
on
the
shopping/buyer
cycle
from
brand
awareness
to
conversion
to
engagement
to
advocacy.
Email
marke<ng
is
most
effec<ve
when
subscribers
have
opted-­‐in
to
lists.
Otherwise
spam
can
be
triggered,
preven<ng
future
campaigns
from
ever
being
delivered.
Email
campaigns
can
be
used
to
generate
new
leads,
build
customer
loyalty
or
contribute
to
brand
recogni<on
and
site
click-­‐through-­‐rates

3. Digital
Space
Consul1ng
|
Media
Matrix
Pla$orm
Overview
When
to
Use
Expected
Metrics
Facebook
Facebook
is
the
most
popular
social
networking
site
used
by
approximately
1
billion
people.
Adver<sements
are
available
in
a
variety
of
formats
and
sizes
and
appear
on
the
side
of
a
user’s
page
and
directly
within
news
feeds.
With
Facebook
ads,
businesses
can
target
audiences
more
deeply
then
other
ad
pla$orms
including:
gender,
loca<on,
age,
likes
and
interests,
workplace,
educa<on,
even
rela<onship
status.
Facebook
ads
are
primarily
used
to
increase
awareness
for
B2C
brands,
although
all
stages
of
the
shopping
cycle
are
possible
to
target.
Integrate
Facebook
into
larger
campaigns
and
content
marke<ng
strategies
that
accomplish
one
of
the
following
objec<ves:
Brand
pages
can
be
promoted
on
Facebook
in
news
feeds
to
increase
likes,
brand
awareness
and
engagement.
Adroll
remarke<ng
can
be
used
to
effec<vely
target
abandoned
cart
or
missed
conversions
through
news
feed
and
sidebar
ads
on
Facebook.
Ad
formats
that
allow
for
product
purchases
without
ever
leaving
the
site
are
also
possible
on
Facebook.
Facebook
is
considered
one
of
the
most
expensive
social
adver<sing
pla$orm,
which
is
a_ributed
to
its
ability
to
deliver
hyper
targeted
ads
combined
with
advanced
social
metrics.
Facebook
allows
for
cost-­‐per-­‐thousand
impressions
(CPM),
cost-­‐per-­‐click
(CPC),
cost-­‐per-­‐ac<on
(CPA)
and
cost-­‐per-­‐like
(CPL)
bidding
applied
to
a
growing
number
of
ad
formats.
Cost-­‐per-­‐like
is
unique
to
Facebook
which
can
occur
on
ads,
promoted
posts
and
pages.
Typical
outcomes
of
Facebook
adver<sing
include
increased
likes
and
a
variety
of
offsite
ac<ons
at
every
stage
of
the
shopping
cycle.
Instagram
Instagram
is
a
photo
and
video
sharing
social
network.
From
a
paid
media
stand
point
-­‐
Instagram
only
offers
sponsored
posts
to
select
brands
and
is
in
a
slow
rollout
phase
to
the
general
market.
Instagram
is
ideal
for
B2C
brands
targe<ng
teens
and
young
adults
as
the
pla$orm
skews
young.
It
is
also
an
effec<ve
pla$orm
to
share
brand
stories
and
personality.
Instagram
offers
CPM
(cost-­‐per-­‐thousand)
bidding
models
to
select
brands
to
drive
awareness
and
profile
engagement.
LinkedIn
LinkedIn
is
a
pla$orm
for
professionals
from
all
around
the
world
to
connect,
network
and
share
content
with
others
in
their
industry.
Individuals
and
businesses
can
target
audiences
based
on
job
<tle,
func<on,
school,
industry,
company
size,
seniority,
age
range,
gender,
LinkedIn
Groups
and
more.
LinkedIn
is
effec<ve
at
genera<ng
leads
for
B2B
brands
and
for
recrui<ng.
Ad
formats
include
text
based
ads,
image
ads,
video
ads,
sponsored
InMail
and
sponsored
updates.
Sponsored
updates
are
one
of
the
more
effec<ve
paid
adver<sing
opportuni<es
on
LinkedIn.
Updates
on
company
brand
pages
are
promoted
to
a
targeted
audience,
driving
visits,
downloads,
followers
and
social
metrics.
LinkedIn
ads
offer
cost
per
click
(CPC)
and
cost
per
thousand
impression
(CPM)
adver<sing
models.
Image,
text
and
video
ads
oHen
receive
low
CTR
and
are
ignored
by
a
majority
of
site
users.
Sponsored
updates
receive
more
engagement
and
appear
directly
on
the
LinkedIn
home
screen.
Increase
brand
awareness,
whitepaper
downloads
and
long-­‐term
engagement
through
this
form
of
LinkedIn
adver<sing.

4. Digital
Space
Consul1ng
|
Media
Matrix
Pla$orm
Overview
When
to
Use
Expected
Metrics
Paid
Search
If
a
targeted
keyword
is
searched
an
ad
can
appear
next
to
or
above
search
engine
results.
Keywords
allow
paid
search
to
be
targeted
with
extreme
precision
to
any
type
of
demographic
or
customer.
Some
targe<ng
op<ons
include:
keywords,
loca<ons,
specific
days
of
the
week,
hours
in
a
day,
or
different
placements
or
devices.
Google
and
Bing
receive
87%
of
all
search
traffic
in
the
U.S.
(with
Google
Adwords
being
the
most
popular
paid
search
pla$orm).
Paid
Search
is
effec<ve
at
all
stages
of
the
customer
buying
cycle,
but
especially
research
and
conversion.
Long
tail
keywords
save
budget
and
target
the
research
phase.
Product
Lis<ng
Ads
(PLA’s)
are
image
and
product
descrip<on
ads
that
appear
for
keywords
aligned
with
the
buying
cycle.
Deploy
separate
ad
campaigns
for
each
phase
of
the
buying
cycle
with
op<mized
keywords,
copy
and
landing
pages.
Google
Adwords
allows
for
several
bidding
models:
Cost
per
acquisi<on
(CPA),
cost
per
click
(CPC)
and
cost
per
thousand
impressions
(CPM).
Depending
on
the
bidding
model
and
buying
cycle
targeted,
AdWords
can
drive
targeted
website
traffic,
convert
new
customers
and
increase
brand
awareness
cost
effec<vely.
Pandora
Pandora
Internet
Radio
is
a
streaming
music
service
that
lets
users
pick
a
song
or
ar<st,
with
the
service
building
a
playlist
with
similar
music.
Types
of
adver<sements
range
from
video,
audio,
banners,
to
an
animated
overlay.
Audiences
are
targeted
and
segmented
by
age,
gender,
loca<on,
music
preferences,
interests
and
psychographics.
Best
suited
for
B2C
brands
targe<ng
customers
in
the
research
and
engagement
stage.
Users
are
on
the
pla$orm
for
entertainment.
Brands
that
can
align
products/services
to
the
listening
experience
fare
best.
Targe<ng
on
Pandora
is
advanced
with
bidding
models
based
on
impressions
and
clicks.
Expect
higher
in-­‐store
traffic,
a
liH
in
site
visits
for
a
campaign
and
increased
engagement.
Pinterest
Pinterest
allows
users
to
have
a
visual
bookmark
of
stuff
they
find
on
the
web.
Only
recently
introduced,
Pinterest
allows
for
adver<sers
to
promote
pins.
With
promoted
pins,
brands
can
set
a
target
audience,
easily
track
analy<cs
and
pay
only
when
users
click
through
to
a
site.
Ideal
adver<sing
pla$orm
for
retail
and
online
retailers.
The
pla$orm
is
heavily
skewed
towards
women
allowing
for
certain
brands
to
reach
niche,
targeted
audiences.
Image
driven,
effec<ve
Pinterest
pins
can
include
recipes,
high
quality
product
images
and
infographics.
Promoted
pins
work
best
for
established
Pinterest
businesses
with
complete
profiles,
boards
and
ac<ve
engagement.
Tes<ng
images
and
messaging
organically
is
cost
effec<ve
before
rolling
out
to
promoted
pins.
Pinterest
promoted
pins
target
users
on
the
pla$orm,
but
through
a
cost-­‐
per-­‐click
model,
adver<sers
pay
only
when
users
click
through
to
the
website.
Adver<sing
on
Pinterest
can
lead
to
increased
brand
awareness,
higher
in-­‐store
traffic,
increased
followers,
website
traffic
and
even
conversion.

5. Digital
Space
Consul1ng
|
Media
Matrix
Pla$orm
Overview
When
to
Use
Expected
Metrics
Press
Release
A
press
release
is
an
official
statement
or
ar<cle
that
can
be
u<lized
as
a
tool
to
reach
both
news
outlets
and
consumers.
Targe<ng
is
more
broad
then
other
forms
of
online
adver<sing
and
primarily
depends
on
the
channel
or
news
outlet.
Audiences
can
be
targeted
by
demographics
and
psychographics,
based
on
the
readership
of
the
outlet.
Implement
press
announcements
into
a
content
marke<ng
strategy.
Bring
a_en<on
to
announcements
that
are
newsworthy
and
<mely
such
as
industry
awards,
expansion,
new
products
and
services,
acquisi<on,
and
more.
Press
releases
can
be
measured
through
the
a
submission
pla$orm
(e.g.
PR
Web)
which
offers
impressions,
reads
and
clicks
to
any
links.
Press
releases
primarily
drive
brand
awareness.
PR
can
be
further
measured
by
online
pickup,
journalist
inquiries
and
more.
Snapchat
Snapchat
is
a
photo
messaging
service
that
allows
users
to
send
pictures,
video,
text
and
drawings
to
other
users.
AHer
the
“snap”
is
viewed,
the
picture
is
then
deleted
from
the
viewer’s
phone.
Snapchat
is
in
an
early
phase
of
adver<sing.
Businesses
and
brands
do
not
have
many
targe<ng
op<ons,
unless
they
connect
with
regular
Snapchat
users.
Select
brands
are
tes<ng
Snapchat
stories,
image
slideshows
and
videos
available
for
24
hours
to
a
brand’s
followers.
SnapChat
is
a
new
and
unique
adver<sing
pla$orm
which
can
increase
brand
awareness
and
engagement
through
organic
followers.
Example
cases
to
use
Snapchat
include
during
contests,
sneak
peeks,
coupon
offers,
and
behind
the
scenes
exclusives.
Snapchat
has
fewer
metrics
then
many
other
paid
media
pla$orms.
Brands
that
share
Snapchat
stories
can
measure
views
and
offline
engagement.
TwiFer
Twi_er
is
a
microblogging
pla$orm
that
allows
anyone
to
begin
and
lead
conversa<ons,
as
well
as
directly
interact
with
other
users,
companies
and
brands.
Audiences
can
be
targeted
on
Twi_er
based
on
interests,
geography,
gender,
device,
or
users
similar
to
exis<ng
followers.
Companies
can
adver<se
on
Twi_er
in
only
two
ways,
through
promoted
accounts
and
tweets.
Twi_er
can
be
used
by
brands
to
increase
awareness
and
is
ideal
for
content
marketers.
Twi_er
is
a
long
term
conversion,
and
can
be
effec<ve
when
integrated
with
content
marke<ng,
broadcast
media
and
print
campaigns.
Implement
Twi_er
adver<sing
only
if
ac<ve
on
the
pla$orm
with
a
significant
number
of
followers
and
tweets.
Twi_er
allows
for
brands
to
get
messages
and
accounts
in
front
of
users
that
aren’t
followers,
building
a
community
and
word
of
mouth.
Adver<sing
formats
primarily
drive
traffic
and
engagement
within
the
Twi_er
ecosystem,
making
offline
conversions
difficult
to
generate.
Payment
is
delivered
only
when
users
follow
an
account
or
retweet,
favorite,
reply,
or
click
on
a
promoted
tweet.

6. Digital
Space
Consul1ng
|
Media
Matrix
Pla$orm
Overview
When
to
Use
Expected
Metrics
YouTube
YouTube
is
the
most
popular
video
sharing
pla$orm.
Adver<sing
on
YouTube
is
accomplished
through
Google
Adwords
and
oHen
includes
video
adver<sements
before
videos,
during
videos
and
aHer
videos.
In
search
video
ads
and
banner
ads
also
target
users.
Targe<ng
op<ons
are
similar
to
paid
search
and
include
by
topic,
demographics
and
keywords.
YouTube
is
the
second
largest
search
engine
on
the
Internet.
Video
ads
are
most
effec<ve
for
B2C
brands
targe<ng
customers
in
the
research
stage.
Users
can
be
broadly
or
directly
targeted
through
specific
placements
on
other
videos
or
channels
and
through
keywords.
Percentage
of
video
watched
is
an
important
metric
in
YouTube
video
adver<sing.
Cost
per
View
(CPV)
occurs
aHer
30
seconds
or
if
the
end
of
an
ad
is
reached.
Studies
have
confirmed,
adver<sers
gain
brand
awareness
even
before
a
CPV
payment
is
oHen
triggered.

7. Digital Space Consulting
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