WHAT IS DIGITAL MARKETING?
Since it’s such a broad term, defining digital marketing can be a little tricky. We classify it as all the collective efforts organizations make to connect with individuals in the online world. This includes:
- Social Media
- Content – Blogs, Articles, Videos, Podcasts, etc.
- Online Advertising
- Mobile Apps
- And More
SIX ESSENTIAL BENEFITS OF DIGITAL MARKETING
In order to understand what benefits one can have while choosing digital marketing, one must find the answers to pertinent questions such as
What can digital marketing efforts do for your organization?
What is the value of all these digital marketing efforts?
Why do you want/need them?
Here are six key reasons…
In today’s scenario, brands are built in the digital world. Your website provides you a platform to voice your message. Social networks, blogs, and videos provide a medium to your voice to reach out to a wide variety of customers. Digital advertising offers an opportunity to apprise of the benefits of your services to the people most interested in them.
With so many services that digital marketing offers, organizations have a cost-effective way to define their brands directly to consumers like never before.
If your organization doesn’t exist on the internet in today’s world, it may as well not exist at all. An organization without a web-presence is most likely to be an organization that 99.9% of the world has never heard of.
On the other hand, an organization with a strong digital presence can expand its audience in ways businesses could only have dreamed of 25 years ago. Today, it’s exceedingly likely that the majority of customers will get their first exposure to a brand online.
This B2B Community article notes that “corporate decision-makers reach as far as 67% of the way through their buying cycle before agreeing to talk to any vendors.”
What does that tell us? It tells us that customers (in this specific case B2B customers) turn to web to investigate businesses or non-profits before they work with them. They may not fill out a contact form – but don’t think people aren’t using your website, social profiles, and all the other digital information out there to learn more about your organization.
The more entrances you have to your organization, the more people are likely to come inside. That, in essence, is what digital marketing is: A series of doors leading people to learn more about your organization.
An individual may have heard of your brand before, but maybe it’s a shared social post or an email newsletter that leads them to explore your website and dig a little deeper. If that door wasn’t there, they couldn’t have opened it.
Most companies have a network in place that is essential to business building – fellow professionals, former clients, partners, vendors, consultants, etc. Digital marketing gives you the ability to build up similar networks online.
For example, you may have your Twitter circle where you share information and build connections with people in your industry. This may lead to referrals or unexpected partnerships that wouldn’t have happened otherwise. Such is the magic and power of digital community building.
One of the best things about digital marketing is that it leaves a trail for you. There are so many analytics available to show you things like who’s viewing what, how many people were interested in a specific piece content, or what email got the best response. And you can view this data instantly.
Digital data offers a great opportunity to learn more about both your customers and your brand, and realize new or untapped opportunities.
SHIFTING YOUR DIGITAL MARKETING PERSPECTIVE
An argument is often made that there is no digital marketing anymore; rather it’s just marketing now. The thought behind the argument is that the digital world has become so ingrained with “the physical world” that there’s just no separation between the two.
THAT’S A GOOD WAY TO THINK ABOUT DIGITAL MARKETING. IT’S NOT THIS NICHE THING YOU DO ANYMORE. IT’S AN ESSENTIAL THING YOU MUST DO. IT’S MARKETING.
It’s also important to remember digital marketing is not a “one-off” like a marketing campaign with a definitive end. That can be tough for organizational leaders to wrap their brains around. But it’s a reality every brand must embrace.
DIGITAL MARKETING IS NEVER DONE. YOU NEVER REACH YOUR GOAL AND CALL IT A DAY. IT’S AN ONGOING EFFORT THAT SHOULD CONTINUE AS LONG AS YOUR ORGANIZATION DOES.
To put it simply, digital marketing is your organization’s online existence. And you need to feed and nurture it on a consistent basis to keep your brand breathing and growing both today and into the future.