Fast forward to today and digital marketing have become just as essential, if not significantly more important, than conventional marketing strategies. Why is this so? In reality it is not so much a question of marketing versus advertising. It is rather a question of how effectively you utilize the tools available to you to advertise your product or service. The gap that is developing between advertising techniques that have been used for decades and the most cutting edge advertising methods being employed today is widening at a rapid pace.
As we mentioned in the opening section of this article, traditional advertising is essentially a channel that reaches potential customers in one way: through the media of print, broadcast or television. This channel is generally controlled by a handful of large companies that control the purchasing power and influence over the distribution. Today, the majority of purchases are still made online through various channels (such as searches, mobile devices and social media). This growing gap seems destined to continue to widen over the coming years, as most companies are diverting resources from traditional to more targeted marketing channels.
The growing dominance of the internet in our global marketplace is the driving force behind the increased use of internet marketing channels. As internet penetration around the globe continues to rise at an exponential rate (which is also increasing at a similar rate), businesses need to start looking at more targeted ways to reach their customers. The dawn of digital channels such as search engines, mobile apps and internet marketing content have opened up a completely new avenue for delivering messages to potential customers. This is particularly true with the use of internet marketing apps in which businesses can promote themselves and their products using dedicated, contextual applications that are designed to provide users with the information they are seeking. By providing relevant, engaging and easy-to-use information, these internet marketing platforms to help customers find what they are looking for and are a great way to generate leads.
A key strategy that has been implemented by many companies is the integration of social media marketing efforts into their overall marketing mix. By connecting with their audience through this channel, companies are able to significantly increase their reach, both domestically and internationally. It has been found that, when compared to traditional channels such as television and print ads, social media marketing efforts tend to yield a much higher return on investment. With brands able to showcase their unique brand and personalization via social media marketing efforts, it is important to ensure that they are regularly posting messages on the leading social media channels in order to increase the chance of reaching their audience. These efforts include the aim to:
Many brands and marketers technology have been benefiting from the increased efficiency and productivity brought about by digital channels. However, there are still a growing number of marketers who seem to be struggling when it comes to efficiently managing their digital channels. In particular, the process of managing the different digital channels has proven to be a complex one for some. There are many channels to manage; however, when it comes to reaching consumers, it can be difficult to ensure that everyone in your organization is aware of what is happening. This is why companies often turn to third-party providers in order to manage their digital channels effectively.
There are a number of digital marketing channels that have proved to be very effective for many brands and marketers. For instance, many companies use the likes of YouTube, Facebook and Twitter to promote their brand and products. Brands are able to effectively promote themselves and their brand through these channels without actually having to make the investment into advertising space or paying for the cost of producing adverts on television and radio. As consumers become more informed about brands and the products they sell, the chances of them buying will increase. It is vital that marketers technology has to evolve and be effective in order to provide consumers with the tools and information they need in order to make an informed decision.
Another successful marketing tactic is SEO or Search Engine Optimization. The aim of SEO is to boost the visibility of a website in search results, making it easier for consumers to find a brand. Search engines such as Google work closely with SEO experts, who formulate strategies to boost the rankings of websites. SEO involves a wide range of tactics including link building, content management and pay per click advertising. By working with SEO experts, a brand can achieve good search engine rankings and increase its popularity with consumers.
With so many forms of marketing available to consumers, it is important that businesses choose the best form to reach consumers. As internet marketing becomes more popular, businesses will also need to develop strategies that are unique to their marketing mix. SEO, social media and search engine optimization will prove to be excellent marketing strategies that can help to propel a business towards the top of search engine results pages.