Updated: Feb 25, 2019
Credit from Chris Churlinov
A lot of experimenting goes on behind the scenes of a digital marketing strategy, and the results can vary, but there is one thing for sure — a little bit of digital magic, can go a long way.
So why do business need digital marketing? Is it superior to traditional marketing?
The list of benefits is long and in this article, I have presented the highlights of digital marketing, why it is taking over the game, and why every business has something to gain from it.
1. Information Consumption
In a report about Internet Trends done by Klein Perkins, it was revealed that adults now spend an average of 5.9 hours on digital media daily, compared to 2.7 hours, in the year 2009. The report also shows that the average consumer uses more than one device to access digital media.
This indicates that there is a lot of potential for brands to find a place and a cause to market online. People are looking for all kinds of information on digital platforms.
Social proof is a common bias when it comes to someone using a service or buying a product for the first time. When there is evidence of a product working for someone, potential customers are more likely to buy the product themselves.
Reviews, comments, testimonials, photos, and videos — all have major impact on the perceived value of a product or a brand. Users do their research online and look for all the available information they can before they make a purchase.
When your brand has a good reputation online, people are more likely to join, try your product, read your blog, watch your videos and so on.
A good reputation can regularly drive in new customers, even without paid advertisements. The word of mouth can spread fast on the internet, and devoted followers will promote your brand without you even asking them.
When companies advertise on TV or in printed media, the ads will be displayed only for a limited amount of time. This is true for paid promotions online as well, but the content itself actually stays on the website, the social profile, or any other platform you were using after the paid period is over. This means that a certain number of people will find it even after the campaign is over.
2. Selective Targeting
Selective targeting is one of the greatest benefits of digital marketing. The large user base can be used to place ads in front of custom audiences that fit your specific needs.
An Informatics student who’s single doesn’t need baby wipes, and a baby doesn’t need a coding book. And all of this is OK because if you’re selling a coding book, you can precisely tailor your audience and show your ad to those students. And if you’re selling baby products, of course, you’d go for the mom.
When you’re not actively displaying advertisements in front of people, there is another tool that you can use for attracting the right audience in the long-run, and that is Search Engine Optimization.
This means optimizing the content you produce for Search Engines like Google, so when people are doing a direct search for something they need, the chances of your content showing up are higher. Many companies hire experts to do this part for them.
Wait, how did you find this article?
Different people use different digital platforms, so if you know where your audience hangs out, you can use it to your advantage.
You can also be present on multiple platforms so people who are using one or the other, can find you on their preferred channel. Since a product can appeal to more than a single group of people, companies usually choose to make their content available on more than one platform.
Browser cookies, the Facebook pixel, and other tracking software are tools used by digital advertising platforms to collect data from the users. They can help digital advertisers to learn even more about the target audience.
Cookies utilize user data from all their online activities to help advertisers find the right match for their ad.
3. Campaign Control
The third powerful thing on the list is the option to re-visit and improve on campaigns if the results are not as expected. Digital ads can be paused, edited or cut off before the planned date if needed.
The option to test different versions of the content, or different versions of an ad, to find out which one works better, is called A/B testing. The method is being used more and more each day with companies testing different versions of a text, colors, options and so on.
Digital marketing specialists can go into specific here, and sometimes they even test tiny details. Do more people click the button if it says “Download” or “Download Now”? Does a green colored button get more clicks, or does a blue one?
A/B test can work with tasting the same ad on different audience demographics, as well. It is a great feedback tool that all advertisers should be using in 2019.
Digital advertising gives the person in charge, more control and a more transparent picture overall.
Facebook for Business offers a powerful dashboard with a lot of data, optimization and Instagram integration. Google Ads has by far the most options when it comes to advertising across the web in general. These are the biggest go-to platforms used by millions of brands and marketers.
4. Data Analysis
Imagine placing a billboard at a street in your city. There will be no way for you to know if the right people are passing by, how much impressions has the billboard achieved, and how did people react after seeing it.
Analytics present data about the reach of your campaign, the exact engagement it got down to the click, the type of users it reached and more. With a good understanding of the data that analytics offer, there is a lot of potential benefits.
Detailed analytics is a powerful upside when using digital media for marketing. We’re able to look into the interaction of our audience deeper than ever before. This allows for extensive statistics that can help with the overall marketing strategy of a brand.
Digital audiences provide large amounts of feedback for brands. Comments, reviews, e-mails and other types of feedback are sent daily by the users themselves.
Having the perk of hearing the audience’s thoughts can also be beneficial for your brand. That ties in with the social proof and the brand reputation part mentioned above.
Of course, there will always be mixed feedback, but as long as you run a legit business that helps people in some way, the good ones will always prevail by far.
From a business standpoint, all these things can also tell you a lot about the market that you’re in, and about the competition.
When you’re doing research, you will be able to find data about the demand in the target market, about the existing market situation and much more. Research is crucial for businesses, and a healthy comparison is a good thing that can help you grow your business.
5. Cost Effective
In the “IAB Internet Advertising HalfYear Revenue Report” for the first part of last year, it was revealed that digital advertising has the top spot in the US, with $49.5 billion spent on digital ads. Digital advertising showed a growth of 23%, compared to the previous half-year period.
At the same time, only $3.6 billion were spent on Newspaper ads, and $5.7 billion on Magazine ads, both with a negative % change from last period.
Superior Budget Control
If you’re running multiple ad sets, you can choose to spend your budget differently on each set. When you learn more about the results, and you see the success of each of the ad-sets, you can choose to cut off the budget of some ads or increase the budget on those ads that work.
Details about how your money is being spent are also available to brands when they’re running a paid promotion. You can track the way your budget is being spent on things like cost per click, cost per impression, the conversion rate and more.
Cost statistics are much more transparent with the tools available online. This can help brands stay cost-efficient.
If you haven’t had your first successful campaign, don’t worry! We can help you
Youtube: WorldLine TV