The face of marketing has changed dramatically in recent years, and we can expect even…
Digital Is the Future of Marketing, More Reasons Why
In my last Smallville article, In case you didn’t know, digital is the future of marketing, I discussed how relying solely on traditional marketing methods is not advised in this day and age of digital connectivity and interaction because of where people are spending their time.
Recognising the return on investment (ROI) benefits of digital over traditional marketing doesn’t end there though. Next comes actioning on your digital marketing strategy. In this article, I share more on why digital is the future, which hopefully inspires you on how you can focus your efforts toward digital marketing going forth.
Utilise features such as improved personalisation and segmentation.
One of the limitations of traditional marketing methods is that it’s difficult to tailor and offer advertising only to a particular set of individuals or demographic. This is an area that digital marketing excels at, and it is now possible to segment and customise campaigns on a huge range of criteria including age, location, shopping habits, personal interests, and more.
Facebook ads are one example where this kind of highly targeted marketing can be very successful when done right. Users can be targeted by location, interests, and behaviour, and even be ‘retargeted’ by sending the same user an ad for a product they’ve already shown interest in.
Naturally, this results in a higher success rate, with targeted ads being twice as successful as untargeted advertising so next time you schedule your email campaign or implement ads, think about how you can segment your audience for better results.
Digital marketing offers valuable, real-time results.
Digital marketing campaigns have the ability to instantly track and measure success built right into the technology. You can start seeing open and click-through rates for marketing emails as soon as you send out the campaign, and it’s possible to view traffic on your website in detail, right down to tracking exactly where individual users click on your web pages.
Website analytics software such as Google Analytics make it easy to see how website visitors are finding your site (from search, social media, or links from other websites); this offers valuable insights on where you should concentrate your marketing efforts going forward. The results you gather from your real-time results can also help you in segmenting and personalising messages for your audience, something that would have been a challenge in traditional marketing where return on investment (ROI) is notoriously difficult to measure and attribute figures to marketing efforts.
Be authentic, show what your brand stands for.
As mentioned in the previous, young people are becoming increasingly distrusting of traditional advertising, mainly because they dislike being marketed at directly. The distrust toward traditional forms of marketing may be why digital marketing is gaining a stronghold when it comes to trust, with 64% of Australians saying they are more likely to trust a brand if it interacts positively with them on social media.
Yet, not all businesses are taking advantage of these changing attitudes towards brand trust, as only 47% of small- and medium-sized businesses have a social media presence, and only 26% advertise on social media. With very little to lose from setting up an account on one or more popular social media networks and communicating regularly with your target audience, this is an ‘easy win’ that every Small Business should target.
Authenticity is definitely the keyword here, and it’s important for brands to show their personality online. Informal language, behind-the-scenes peeks, and candid photos all work well for engaging your customers and building trust on your brand.
More IOT, more digital marketing avenues.
The ‘internet of things’, in which data-producing everyday objects including cars, wearable devices, and household appliances are connected to the internet, is still in its infancy. However, more and more of these smart devices are being produced which means this trend will only gather steam as we experience more digital innovations.
The rise of such devices opens up a host of new channels and marketing methods, including exciting possibilities for digital marketing. Some examples of how this technology is already being used for marketing and advertising include smartphone users being sent special offers from local shops and restaurants when they’re detected to be in a particular area; Amazon dash, which allows instant ordering of consumable products such as washing powder at the touch of a button; and ride-sharing apps such as Uber, which allow users to view nearby Uber cars in real-time and see when their driver has arrived.
Digital marketing is not going anywhere, and if trends continue, its possibilities and success rate will only continue to grow as new technologies open up new opportunities and consumers become increasingly connected to the internet.
Don’t risk being left behind by the competition by relying solely on traditional offline marketing methods, change your strategy to include digital moving forward.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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