The who, what, why, How of digital marketing

Introduction

Digital marketing also called online marketing, generally refers to all marketing efforts that occur on the internet. Businesses hold digital channels such as search engines, email, social media, and other websites to connect with current and prospective customers. This also includes communication through multimedia messages or text.

 

At this stage, digital marketing is important for any business and brand awareness. Digital content and marketing are so usual that consumers now expect and rely on them as a way to learn about brands. Since digital marketing has so many possibilities, one can get creative and experiment with a variety of marketing tactics on a budget.

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Thus, in total, digital marketing can be defined as a method using numerous digital tactics and channels to connect with customers where they could spend much of their time: online. The best digital marketers will be having a clear picture of how each digital marketing campaign supports its overarching goals. Marketers can support a larger campaign through the paid and free channels at their disposal depending upon the goals of their marketing strategy.

 

The major benefits of digital marketing are as follows: 

One can focus their efforts on only the prospects most likely to purchase their product or service.

If one places an advertisement on TV, on a billboard, or in a magazine, one has limited control over who sees the ad. Of course, one can measure certain demographics including the demographic of a certain neighborhood or the magazine’s typical readership but it’s still largely a shot in the dark. Digital marketing allows one to identify and target a highly-specific audience with its personalized and high-converting marketing messages.

 

It’s more profitable than outbound marketing methods.

Digital marketing helps to track day-to-day campaign performance, so one could know what channels are performing well and which aren’t, helping them optimize their campaign budgets for high ROI. The same can’t be repeated for traditional forms of advertising. It doesn’t matter how the billboard performs, even if it doesn’t convert, it still costs the same. 

 

Digital marketing evens the playing field within the industry and allows us to compete with bigger brands.

If one works for a small business, it’s likely difficult for them to compete with the major brands in the industry, many of which have millions of dollars to invest in campaigns. There are plenty of opportunities available to outrank the big players through strategic digital marketing initiatives.

 

Digital marketing is measurable.

The biggest limitation is measurability while traditional advertising can be helpful for specific goals. This is one of the great benefits of digital marketing, as it can give one a start-to-finish view of all the metrics that matter to their company including impressions, views, shares, clicks, and time on the page.

 

It is easier to adapt and change digital marketing strategies.

A lot of input goes into developing a marketing strategy. Generally, one will follow through with that strategy until completion, allowing it to take effect, and then judging its results. However, things may not always go according to plan when realizing halfway through that a calculation was off, or an audience did not react how they were expected to or an assumption is incorrect. Being able to adjust the strategy or pivot along the way is highly beneficial because it prevents one from having to start over completely. Being able to change the strategy easily is thus a great benefit of digital marketing. Adapting a digital marketing strategy is a lot easier than other, more traditional forms of marketing, like billboard advertising or mailers. For example, if an online ad isn’t delivering as expected, one can quickly adjust it or pause it to yield better results.

 

Digital marketing can improve the conversion rate and the quality of leads.

As digital marketing makes it simpler to measure marketing efforts, this makes improving the conversion rate simpler as well. Being able to measure the effectiveness of each tactic helps one develop better strategies. Continuously refining the methods improves the conversion rate. Investing in online marketing always ensures that everything is optimized for the highest amount of conversions. Additionally, all leads do not offer the same value for one’s business. Digital marketing allows one to target a specific audience that will yield higher-quality leads that are more likely to become customers. Connecting one’s business with the most valuable leads will directly improve the conversion rate.

 

One can engage audiences at every stage with digital marketing.

It’s essential to begin engaging the audience as early as possible. Making a connection at the first stage of the buyer’s journey helps them to push the lead through the customer funnel. Using digital marketing allows one to accomplish that from start to finish and at every point in between.

 

Online channels allow one to follow the entire buying journey of their customers. Understanding and analyzing how customers operate and move is important for converting leads. Digital marketing allows one to track them through that process. And, even if they don’t convert in the early stages, it at least helps to ensure that they have made a connection with your business.