Have you ever found yourself wondering what the importance of digital marketing actually IS?
Of course, you’re probably already familiar with the broader marketing term, but *digital marketing* specifically brings its very own challenges and rewards. Let’s dive into it!
What is Digital Marketing?
In his book, “Digital Marketing: Strategy, Implementation, and Practice,” Dave Chaffey defines digital marketing as “Achieving marketing objectives through applying digital technologies and media.”
That’s a lot of fancy words. Essentially, digital marketing (online or internet marketing) is just digitally-mediated marketing. Most often, people will use this term to describe paid ads, such as on Facebook, Instagram, Twitter, or Google. But marketing is more than advertising.
Digital Marketing is the entire process of bringing a product or service to market. Everything from the creation of the product itself to reinventing messaging to keep the product relevant in the marketplace is marketing. This model is referred to as product lifecycle marketing (Product Marketing Strategy: A Complete Guide to Success).
The importance of digital marketing begins with more than just an extension of traditional marketing. Online marketing brings with it its own set of strengths and best practices for maximized ROI.
The ins and outs of each platform and how to best use it for organic content, paid ads, and community engagement deserves entire blog posts just for them. I can’t get too deep into them here—we simply don’t have the space in this one post!
That said, some overarching principles exist. Utilize the strengths and niches of each platform to benefit your brand. For example, Instagram is a highly visual platform, so create content that is aesthetically pleasing and share it on a consistent basis. On your website, do a thorough SEO overhaul and make sure that every inch of your website is set up to get maximum attention from search engines. Get a good CMS and start sending out newsletters. Regularly check in with your customers through DM monitoring and replying to comments.
This may not feel like marketing, but remember that digital marketing is more than buying ad space. A strong social media presence attracts potential customers and builds relationships with your community to keep them coming back. Good SEO makes it easy for people who are looking for what you provide to find you. Influencers will be attracted to your brand the more consistent and attractive your digital content is.
But What is The Importance of Digital Marketing?
So what is the importance of digital marketing? Why is a digital footprint necessary and valuable for businesses seeking to market themselves?
Well, first of all, despite the fact that “everyone else is doing it” isn’t in itself a good reason for doing anything, it’s worth noting that when your competition is using the internet effectively, you need to be able to keep up. The market at large has moved online, and you need to join it in order to stay competitive.
Another reason digital marketing is important is that it can achieve your marketing goals at a remarkable price point. Print, television, and traditional media marketing can be very expensive.
SociallyIn is based out of Atlanta, Georgia. One of the big names in billboard advertising around here advertises an estimated monthly cost of $3,000 for one billboard.
Compare this to the cost of a social media ad campaign that charges per billable action. If you’re out to get clicks and you are running an ad designed to achieve that goal, you are paying per click at a rate of approximately 40 cents (Twitter) and $5.30 (LinkedIn). For the price of one billboard, you could get about 3,000 clicks on a Facebook ad.
This leads perfectly to the next reason digital marketing is so important. It’s precise and measurable. An ad in the newspaper has a max audience of subscribers to the newspaper, but the targeting is limited. You know that your ad might be seen by “people who read the newspaper,” but when compared to the targeting abilities of social media advertising, that’s almost nothing.
A well-targeted social media ad can reach users based on sex, age, location, interests, and occupation. Your ad spend goes further because not only are you only paying for the billable actions that take place, your ads are being specifically planted in your ideal customers’ feeds.
Another example is email marketing vs. mail marketing which goes through the postal service. Whether you use CMS software as a stand-alone product with integrations to an email service, or you use a newsletter/marketing email service that has a built-in CMS, email campaigns can also be highly targeted.
You can differentiate your customer base with tags to create email and/or SMS campaigns that target customers with specials and product info that is relevant to them. Junk mail costs at least 55 cents an envelope and is very likely destined for the garbage the moment it arrives. But there are several decent email marketing sites with free versions that allow this level of targeting.
In our social media marketing era, the more carefully targeted your campaigns are, the better. Traditional marketing using print and television media is behind the curve on this. Digital marketing allows you to reach the precise audience you want to reach a worthwhile price point.
Frequently Asked Questions
If we haven’t quite nailed all of your questions, hopefully, we can illustrate the importance of digital marketing with some helpful FAQs below!
Why Go Into Digital Marketing?
The importance of digital marketing spans decades, but is now more important than ever before. Without embracing digital marketing in its greatest forms–social media marketing, social paid to advertise, and even search engine marketing, you’ll never unlock real growth for your business.
How is Digital Marketing Helpful?
Digital marketing is helpful for brand awareness, (raising awareness about your brand, introducing new products, and familiarizing your audience with the looks and sounds associated with your brand) engaging your audience, generating clicks and conversions, and giving your brand a distinctive voice in the noise.
Why Do You Need a Digital Marketing Strategy?
The most successful digital marketing campaigns have in-depth strategies dictating what and where to post, who to target, and when to deliver content. Each step is dictated by hours of research on the competition, the platforms, the landscape, the audience, and more. Without a strategy, you won’t know the what, where, when, and how and thus won’t have nearly as much success.
Why Do Online Marketing?
Online marketing is a powerful tool when utilized correctly. You can give your brand a voice on social media, illustrating how you can help your audience in real-time, responding and providing your brand with a personality and a genuine way to connect and engage with your audience.
The Importance of Digital Marketing: Conclusion
The importance of digital marketing can’t be overstated. Not only does it keep your business competitive in the marketplace, but it can also be used to highlight the beauty of your particular brand in creative ways.
If you’re in need of digital marketing assistance, SociallyIn would love to help. We have multiple divisions of expert staff who are trained in each facet of digital marketing—it’s literally our bread and butter. Drop us a line with any questions or send an inquiry for a free consultation to see if our services are right for you.