Digital Marketing, a term that many understand only as the Facebook ads and sponsored posts on their social media channels, is in fact much more intricate and encompassing than many realize. Though most people only associate digital marketing with advertisements, many interact with other related concepts and strategies everyday without even realizing.
Digital Marketing involves marketing a product, service, or business with the use of a variety of tactics that utilize digital channels. These digital channels are increasingly becoming more critical to Chief Marketing Officers (CMO’s). The most important digital channels (according to 2018 data from Nielsen) include Social Media, Search, Online Video and Email.
Digital marketing is a massive part of everyday life. Many of us interact with some form of online marketing every day, and many strategies used by digital marketing agencies are almost seamless as they work together like building blocks, each one a valuable piece in their own right.
Next time you are walking down the street, or really in any public place, take a second and look around. What are people doing? I’m sure no matter what they are doing, there are multitudes of people multitasking on their phones.
The average American adult (18+) spends almost 3 hours a day on their phone. So much time that Apple has even included an app on iOS 12 that allows users to limit their own screen time. There is no question that digital mediums are taking over and with a cell phone in almost every pocket, digital marketing is as important as it has ever been.
With internet connectivity at an all time high, as people have cell phones and there are entire cities that have free wifi access, online marketing is growing increasingly important. The trends are clearly showing that people are spending their time on the internet researching and communicating using phones, tablets and computers to research potential business service providers and products they might purchase.
In addition many people are how they are entertained, cutting the cord and not consuming traditional television, preferring internet services. Some also get into the car and plug their phone in to use streaming services rather than listening to traditional radio stations. Online marketing agencies are able to pick up where offline marketing misses, offering services such as:
Though people interact with all of these digital channels on a daily basis, some are completely unaware that they are interacting with digital marketing channels. Each of these channels have different advantages and disadvantages. For example, when looking at social media, certain brands work better with younger audiences (Snapchat and Instagram) while others work better with older audiences (Facebook). It is important to know which platform your target audience is using in order to maximize your marketing return.
For example, when you’re headed out for lunch and Google “Thai food near me”, that is local SEO at work, showing you the closest and best quality Thai restaurant. When you find that specific restaurant’s social media page and they provide you with an advertisement for their Lunch Specials, you are interacting with social media marketing. A great marketing team will blend and manage all these mentioned platforms into one overarching marketing plan. Then they will monitor which platforms work best for your particular brand, and then prioritize them over the others.
These digital marketing strategies are valuable tools that any business can utilize with the help of a digital marketing agency, to assist in generating leads and stimulating growth. Small businesses can especially benefit from hiring a digital marketing agency and creating a presence on the internet.
It’s not one singular strategy that is most important, but how these strategies work with and build upon each other that are instrumental in marketing a business or product successfully. Digital marketing is the toolbox that contains these tools, which can be valuable to any business when utilized properly.
Whatever tactics your business ultimately chooses, it should absolutely be using digital marketing. It doesn’t matter if your brand has gone digital or not—your clients have, and the smartest strategy is to meet them there.