Digital marketing · Online advertising

What are the best platforms for online or digital marketing?

Anamaya Bajpai Founder & MD at Jumia - Rocket Internet GmbH

October 24th, 2015

I wanted to know which are the best and most cost effective way to expose an e-commerce startup online. I have heard affiliates marketing is a good for visibility but not great for conversion, it will be great to get a better understanding of this on a granular level and how would one interact with the buy or sell side of the ad ecosystem if we talk in terms of an online retail space.


Rob Mitchell Independent Software Contractor

October 24th, 2015

I am no marketing expert but for consumer packaged goods, my previous employer BzzAgent (acquired by dunnhumby) is one of the leading word-of-mouth digital marketing campaign companies that I know of. 

No, I do not get kick-backs or anything, but I worked on their tech for many years and they do a fantastic job. 


Max Avroutski Building EV Charging & Electric Energy Access company

October 24th, 2015

To answer a Title of your question "What are the best platforms for online or digital marketing?" There are none!

Because of nature of competitive markets and capitalism all platforms degrade and end up only serving the largest players.

But The Best platform for anyone is their own platform. Because you don't have to pay profit someone's platform makes to that someone, you keep it. My next company will create that.

Andrew Lockley Investments & consulting for tech startups

October 24th, 2015

Depends on how niche the audience is. PR is great if you can tell a unique story to a targeted audience

Max Avroutski Building EV Charging & Electric Energy Access company

October 24th, 2015

First of all you don't start from the end "how do I market what I created", you supposed to start from the beginning "create what is marketable" and "needed" and satisfies many other marketability, business operations and profitability requirements. Marketability is a main feature of every product not an afterthought.

And what do you mean by "expose" ? Having a website is already exposure, making a press release makes it read by many industry watchers because that is their job to read. Exposing company itself to potential customers is expensive because it's nearly pointless i.e. - it doesn't produce any reasonable returns for a new brand - unless you can sustain branding for 6mo+ no one will remember it and once you stop within 6-12mo everyone will forget it.

Affiliate marketing works when affiliates make money, if you don't give them to market something that sells they will quickly stop marketing.

Variation of "If a tree falls in a forest and no one is around to hear it, does it make a sound?" here is: "If an ad is shown on affiliate website and people are not looking at it does it produce any positive result for the advertiser?" Answer is "No".

So, Affiliate marketing exposes a lot into a void.

Marketing is more successful in marketing products/services, than just names of companies, because people associate products/services with something that they want or with results that those products/services can do for them.

So, your question was way to vague and touched too many points: "exposing a company", "pros and cons of affiliate marketing for each side", "buy or sell side of the ad ecosystem". I can write a book or two covering every aspect of what could possible apply.

It took me over 25 years to learn what I know and I don't think there is enough space on this page to lay it all out.

So it will be faster if you ask specific direct question and provide important details of what you want to accomplish or to know or to market.

Jennifer Ping

October 26th, 2015

It really depends on a few factors. - audience - product -resource (people & budget) -expertise Depending on the above factors, some segments may have better ROI on specific channels than others. There's no one "ideal" way but often is a combination of things that fits your business goals and accessible resources.

Henry Chou Product & Marketing Leader

October 26th, 2015

Hi-I think the answer is dependent on what you are selling and audience that you are trying to reach.  For example, if you are selling some niche products, it may be worth investing in content marketing.  This is a longer term strategy though as it will take some time and investment.


October 27th, 2015

The best way to do marketing? Get someone who has 10-15 years experience in your market and at your size of company (small, medium, large, nationwide, or global). 

Marketing is an art, not a technical issue, so there are many ways to do something. Some aspects of marketing are bewildering and counterintuitive to engineers. If you try to do marketing "as a technical process", that's like trying to raise children as a technical project. 

Marketing is also in some ways like astrology: there is tremendous amount of misinformation and false prophets. 

A further problem is the false (or fraudulent) actions by some of the largest companies. Fake numbers, click fraud, etc., plus intentional withholding of information. It also doesn't help that in many cases, the large companies themselves simply don't know what they're doing. 

So... best tip: get someone aboard on your team whom you trust and who has significant experience. 

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