What You Need To Know About Digital Marketing
By Bernie Harsevoort
Digital marketing has changed the relationship between businesses and consumers and has placed today’s buyer into the driver’s seat. Gone are the days of businesses pushing their message out to consumers; today, digital media provides consumers with access to information anywhere at any time.
Digital marketing allows businesses to be far more dynamic in adapting to consumer trends and behaviours. The result? A greater return on their advertising dollar.
The long-standing traditional method of preparing a marketing plan, creating the campaigns and collateral to execute the marketing plan, and then regrouping to analyze the effectiveness of the plan is no longer effective. Digital marketing demands that businesses change how they execute their marketing. Today, businesses must conduct their advertising planning, execution, and analysis in a continuous and parallel cycle in order to be successful.
To borrow an automotive analogy, traditional marketing is like an older model car: you take it to your mechanic when you realize something is wrong, and are often faced with a large invoice to cover the repair. A newer model car allows your mechanic to plug into it’s computer to gauge your vehicle’s performance at any time, allowing for continual optimal performance that mitigates inefficiencies and major costs.
Digital Marketing is the promotion of products and/or services through the internet, via websites, online ads, and social media marketing.
The key advantages of digital marketing include:
Access to Immediate and Valuable Analytical Data
Because users interact with digital marketing in an active fashion – as opposed to a more passive fashion in traditional media – a wealth of analytical data is generated that allows businesses to easily measure the effectiveness of their advertising, show how they are progressing towards their goals, and provide valuable data about their consumers.
The Ability to Target a Specific Audience
Through tracking of online user activities, digital marketing provides the ability to isolate and target customers and prospects at a much greater level. The ability for businesses to target consumers who are actively looking for their product or service within their specific target market and demographic minimizes the wasted spend that is prevalent with traditional media.
Greater Cost Control
In general, digital media is purchased in lower cost increments and also provides businesses the ability to set their own budget, no matter how large or small. The low cost of entry into digital marketing also levels the playing field for business who compete with large budget corporations.
The Ability to React Quickly
Opposite to most traditional media, digital marketing media can easily be changed. Conversion optimization (revising a website, changing the copy of Google ads, etc.) can be performed on a regular basis in reaction to what the analytical data is saying (allowing businesses to capitalize on recognized opportunities, correct potential issues). Most digital media options have little to no lead time required, allowing businesses to react quickly by starting, changing, and/or ending advertising campaigns at any time.
The Possibility of Your Message Going Viral
Digital media presents the possibility for a business’s message to reach a mass audience at low cost due to it’s ability to go viral (by being shared by people across social media platforms).
Through digital marketing, successful businesses are empowered to know their customers better than anybody else, and to communicate with them where, when and how they are most receptive to their message. The deeper their insight into their consumer behavior and preferences, the more likely they are to engage them in a business transaction.
Is your business still operating in a traditional marketing model? The evidence is pushing you to change. In fact, in today’s digital age, businesses that do not embrace this digital marketing reality will soon be left behind by their competitors. To relaunch your marketing, we invite you to contact us today.