In this blog you will learn about medium, it’s importance and it’s typing.

Defining Medium

The medium can be defined as, Marketing channel using which you communicate with the audience. Medium or channel helps you locate reach out to the targeted audience where they are most active.

Importance Of Medium

Selecting an appropriate medium or channel to reach out to your audience is important because it helps you select the best platform to reach out to your audience. It helps in communicating your message to your audience most effectively. It helps you save time and money. Your audience interprets messages differently. It influences the audiences decision to buy. Most of the times, newer and more advanced mediums account for better user experience and storytelling. Your audience can relate with your brand narrative, understand your products and services much better, and there is a greater possibility of conversions on newer mediums.

Your audience perceives and interprets the information on the basis of how (medium) they receive it and forms their opinion to buy or not to buy your product accordingly. If you run an advertisement for a dress on the radio, there is very less possibility anyone would buy it. Because they can’t see, visualize or interpret it. But if you run the ad for the same dress on TV, there’s a greater likelihood of people buying it, because they can see how it looks. The brand narrative must be communicated through a viable and most appropriate medium.

Radio as a medium was inferior to TV. Black and white TVs were inferior to colored TVs. Chitrahaar on Doordarshan was far more engaging than Binaka Geet Mala on All India Radio because now we could see the visuals. MTV Select was even more entertaining because now we could request a song of our choice be played, but it was still not real time. Then came ITV, where we could play songs of our choice in real time from our phone. As technology evolved, and social media came in, we could search for our favorite songs and enjoy them on Youtube. Further, we can hear songs on the fly on our hand-held devices.

Every channel has its pros and cons and presents different benefits and challenges. And the experience on every channel is different, and so is the engagement and success rate. You may have to put in extra efforts on some medium and get average results from it. Whereas, on the other hand, some mediums may require fewer efforts but may provide satisfactory results. We need to select our mediums or channels taking into account the type of audience we have, the medium and channel they are active on, the devices they use, and the type of content we can easily create to communicate with them.

Digital marketing mediums or channels you can use to reach out to your audience are:

Every Medium Is Different

Though most of the posts and content has been published in Social Media,, it has been seen (impressions) most of the time on social media, followed jointly by blog and app, and the website. So clearly, posts have received maximum engagement on social media channels. Though the posts have received maximum impression and have been viewed most of the time on social media channels, the maximum conversion is coming from posts published on blogs. All channels cannot be treated as same. People perceive information differently, and that contributes to how they react.

Selecting A Right Medium

You should select your primary medium by keeping in mind, the available resources what medium would be most viable? What medium would communicate the brand narrative and message most effectively? What medium your audience is most active on? The finding of your digital marketing research. Social media may be important, but is definitely not a dependency for your business. Every business is different. What may work for others, may not necessarily work for you.

We can use search marketing as an effective digital marketing medium or channel to find and reach out to our targeted audience.

Push marketing – Merchants go to customers, push products on them without knowing them.
Pull marketing – Customers come to merchants, pulled due to brand loyalty.

Importance of digital marketing mediums

Search is an important digital marketing medium because it is extensively used for pull marketing. It is time and cost effective. It helps in developing ROI calculator. It is tightly integrated with social media. It provides excellent support for local business. It supports extensions and rich media snippets.

Email marketing is an important digital marketing medium because it helps in brand publicity and promotion. It allows sending customized emails to a large audience at a time. It helps in scheduling communication. It is trusted and the most favored communication channel. It can be integrated with CRM and triggered. It supports call to actions. It can be tracked through analytic platforms

Blogging is an important digital marketing medium because it provides maximum ownership and control of all channels. It is a highly customizable medium. It can easily be integrated with social media. It receives high traffic and engagement from early-stage buyers. It helps in generating leads. It drives more attention to your content. It helps build community. It increases search visibility. It is very effective in building lists.

A video is an important digital marketing medium because it is one of the most engaging mediums. It can easily be integrated with social media. It increases search visibility. It helps in building subscribers. It can easily be monetized. It requires less investment. It has portable reach.

Facebook is an important digital marketing medium because it is an excellent platform for conversation. A conversational tone leads to better social interactions and sharing. It supports targeting consumer segments at a granular level through paid advertising. It enables customers and brands to share success stories. It supports integration with 3^rd party plugins and apps.

Twitter is an important digital marketing medium because it allows sharing time-sensitive information immediately with followers. It provides the best access to celebrities, news, and brands. Customers share ideas and feedback as barter for insider information. Customers follow brands for promotions, freebies, and discounts. It allows utilizing follower networks through retweets. It allows tapping too early adopters for viral marketing. It is an excellent platform for word of mouth marketing and brand advocacy. It offers excellent support for lead generation through Twitter cards.

LinkedIn is an important digital marketing medium because it is the most affluent network of working professionals. It provides excellent scope for B2B marketing. It supports targeting audience at a granular level through advance Boolean search and paid to advertise. It helps develop segmented networks through connections. It provides an excellent platform for highly relevant discussions through groups. It is one of the best platforms to establish thought leadership. It supports integration for rich media including presentations, images, videos, schedule, blog, business cards. It has in-built mini CRM.

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