“We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.” – Pierre Omidyar, Founder of Ebay
Before we dive into the benefits of digital marketing, let’s first discuss marketing as a whole. Marketing refers to the action or business of promoting and selling products or services, including market research and advertising. We can distinguish between two main types of marketing: Traditional marketing and digital marketing. Traditional marketing refers to “older” ways to market a business, using print media (like newspapers, flyers, and direct mail), television, and radio. Digital marketing is a “newer” way of marketing.
What is digital marketing?
“Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” – Steve Jobs, Co-founder of Apple Inc
Digital marketing is a term used to describe the marketing of services or products using digital technologies. This would be mainly done online, but also includes any other digital media such as mobile phones and display advertising. Online digital marketing includes advertising, blog posts, websites, and social media, among others. Digital marketing should be seen as part of a company’s marketing strategy as a whole.
You can read more about the components of digital marketing here.
Why is digital marketing important?
“Ignoring online marketing is like opening a business but not telling anyone.” – Unknown
Digital marketing gives a company the ability to interact with their customers in real time and reach very specific audiences. Here is a breakdown of why you should use digital marketing:
“A man who stops advertising to save money is like a man who stops a clock to save time.” – Henry Ford, Founder of Ford Motor Company
Traditional marketing tends to be very expensive. With digital marketing, you can still reach a large audience for the fraction of the cost. This makes it ideal for smaller companies with restricted budgets, but even larger companies set aside a part of their marketing budget to spend on digital marketing initiatives.
“Marketing without data is like driving with your eyes closed.” – Dan Zarrella, Social Media Marketing Expert
Being digital, you can see everything from how many people were reached, to how many of them engaged and how many were converted. You can track in real time what is working and what is not, and change direction quickly if necessary.
“Marketing that works is marketing that people choose to notice.” – Seth Godin, Author and Marketer
You can direct your marketing campaigns at anyone you wish, making it very personal. Irrelevant audiences will not be exposed to your brand and you won’t waste any money on them. It is possible to target very large, but very specific, audiences.
Online reputation management
“A brand is no longer what we tell the customer it is – it is what customers tell each other it is.” – Scott Cook, Co-founder of Intuit
People love transparency and they love to get an honest opinion from other people. Although there are the so-called “trolls” that just want to hurt your brand, you should take your customers’ opinions to heart and strive to deliver the best product or service possible.
“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos, Founder of Amazon.com
Brand awareness refers to the extent to which your customers are familiar with the quality or image of your brand. You can create brand awareness by being visible online. This ties in with your reputation, and it is important to manage the way you are perceived.
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