What is digital marketing and why does my business need it?
Digital marketing is a term that refers to the promotion of brands or products using one or multiple types of electronic media. It is different from more traditional forms of marketing, in that it makes use of methods and channels that allow organisations to be able to perform analyses of marketing campaigns and work out in real time what is, and what is not working.
Digital marketers examine such factors as sales conversions, content, what is viewed, and for how long and how often. Although digital marketing is most closely associated with the internet, often through SEO, PPC, Social Media and email marketing, other channels include the likes of wireless text messaging, mobile apps, electronic billboards, radio channels, mobile instant messaging, podcasts and digital television.
The importance of digital marketing
The pervasiveness of digital media in the world today is such that consumers can gain access to information anywhere and at any time of their choice. Digital media is a source of news, social interaction, entertainment and information that is constantly expanding.
Consumers are now well aware of not just what you say about your brand, but what their friends, family, other consumers and the media, in general, say about it as well – generally speaking, sources they are more likely to trust than you! People prefer brands they feel they can trust, communications that are relevant and personal, companies that they believe understand them, and offers that are specifically tailored to their own preferences and needs.
Managing customer relationships over different channels
Digital marketing and all of the channels associated with it are important, but other factors should still not be forgotten. Just knowing your customers is not enough on its own. You should understand them better than your competition does, to such an extent that they will always be receptive to whatever message you are sending them this time.
In order to be able to achieve that, you will need to have a consolidated overview of the expectations and preferences of your customers across all channels, including the internet, mobile, point of sale, direct mail and social media. This information can then be used by marketers to create and predict customer experiences that are coordinated to move them further along in the purchasing cycle.
The more insight into the preferences and behaviour of your customers you have, the greater the likelihood is that you will be able to encourage them into interactions that have a lucrative outcome for your company.