As the world progressively changes, so does the Marketing landscape.
Marketing has been transformed through the genius of search engines like Google, social media platforms, rich media tactics, digital advertising campaigns, and more.
So, why do you need Digital Marketing in 2020?
- Fulfill consumer search intent (solve their problem)
- Increase visibility & nurture brand image (expand brand awareness)
- Combat competition & remain relevant (gain/retain market share)
- Hyper-target & engage with your ideal audience (relationship building)
- Data collection & analyses to guide company initiatives (data-backed decision-making)
- 24/7 convenient, quick Marketing; reach mobile consumers (flexibility)
These are just a few, of many, Digital Marketing benefits.
Digital Marketing strategies are helping businesses expand their visibility, find their audience at the right time, and provide long-lasting relationships.
All while remaining scalable and supporting company growth.
That said, what are a few ways to achieve some of the above benefits of Digital Marketing?
We'll start with talking about optimizing for user search intent on Google.
With over 80,000 Google searches per second and over 7 billion per day, your business could be missing out on hundreds (possibly thousands) of curious users.
Owning a commanding 92% global market share for search engines, Google isn't playing around.
Their innovative thinking and sharpened search engine comprehension have been perfected over the years to deeply understand user intent.
In turn, Google has become increasingly more skilled at returning the user's desired search result.
What does this translate to for business? This means search queries are going to be more thoroughly understood, helping your business become more viable and visible.
The keywords chosen, how they are phrased, and what their semantic meaning conveys is now a significantly smaller issue for Google to handle.
For businesses, understanding your consumers' search intent and how they use Google's search query is important for bringing in traffic to your website.
Do some market research and uncover some key behavioral patterns behind your consumers' search style.
Does your audience tend to ask a lot questions? Do they use short, succinct phrases? Or, do they prefer to elaborate when searching for the information they need?
If you can optimize your content around their search intent, have a relevant and informative landing page, and increase your overall SEO strategies, then you should have no problem generating more traffic and new leads.
On a side note, Google is not only great at dissecting searches, but their ads are known to be quite effective for businesses as well.
Here's a few quick stats to consider:
- About 35% of users purchase a product within 5 days of searching for it on Google eMarketer
- Online ads increase brand awareness by almost 80% WebFX
- People who click on Google ads are about 50% more likely to follow through with a purchase WebFX
- Approximately 90% of consumers admit that ads significantly influence their purchasing decisions Clutch
Crafting the ideal blend of value proposition, interesting advertising appeal (creative/imagery/video), and reaching your consumer at the right time/place will help your business surpass the competition and remain relevant.
And, at the same time, you can increase brand awareness and give your audience a taste of your brand identity, its positioning in the market, and its unique attributes that make it desirable.
Now, let's take a quick overview of the Internet & social media, its users, and how it all influences the magnitude of Digital Marketing.
With nearly 60% of the global population being internet users, the potential benefits of social media can be extraordinary.
If that isn't a convincing enough stat for embracing digital, then we don't know what is.
Couple that with the widespread popularity of social media channels, and you'd almost be foolish not to take advantage of these powerful communication tools!
Facebook has hit roughly 2.5 billion users using their platform every month.
Twitter is sitting pretty with around 330 million monthly users.
And Instagram is doing exceedingly well with more than 1 billion active monthly users and impressive exponential growth over the years.
Social networks have greatly expanded the way in which marketers can pin-point niche audiences and tailor exactly what they want to them.
Platforms like Facebook intelligently utilize given data to assemble various behavioral backgrounds and general interests that help marketers understand how to properly engage with and appeal to their clientele.
Such tactics have allowed for a much more cost-effective analysis of your audience and a more convenient way of delivering exceptional consumer experience.
Now more than ever, engaging with your audience, getting to know them, and figuring out how to optimize your marketing strategies around their interests, beliefs, attitudes, etc. has never been easier. Here is where you'll be able to hyper-target your ideal target audience and start connecting with them.
Combining social media's data and analytics tools with its natural emphasis on relationship building helps support business growth and influence over its audience.
"Digital Marketing vs traditional marketing; which should we focus our efforts on?"
This is a question we hear a lot at Moonello, and rightfully so. Let's talk a bit about each to give you a better grasp of their strengths.
Traditional marketers try to reach their target through direct means such as newspapers and magazines, flyers, and brochures via mail, radio broadcasts, billboards, and more.
The problem with these methods is that they're not as accurately measurable, nor do they provide insightful decision-based factors, as opposed to digital analytics.
While digital analytics aren’t perfect, they draw on multiple different facets of the consumer experience to deliver more information to the marketer.
Demographics, geographics, and consumer interests are just a few qualities that can be gleaned from Digital Marketing analytics. These data-backed analytics are used to guide decision-making that helps influence a strong, strategic plan of action .
At times, traditional methods lack adequate engagement with their audience and simply don't carry the same meaningful weight they had prior to the Internet.
The effectiveness of Digital Marketing strategies through social channels, blog content, and video marketing, can be very lucrative.
And to top it all off, there’s a high likelihood that your target audience spends their free time on the Internet compared to other media.
With the average internet user spending about 6½ hours per day online, and a majority of that time being spent on social media, it’s no surprise that Digital Marketing can be an excellent medium to reach your audience.
But that's not to say that direct marketing and other traditional tactics are obsolete either!
Many small businesses do well by delivering quality products/services and through local word of mouth marketing, broadcast, newspaper listings, intimate connections with their community, and more.
Each set of marketing objectives determine thier suitable communication medium(s). And sometimes, traditional marketing is the more suitable option.
For instance, advertisements in magazines fulfill different marketing objectives and are more resonate with audiences that enjoy the tangibility and vibrant nature of a magazine.
There are also consumers who are not tech-savvy and who plainly just appreciate the simpler aspects of these more traditional strategies.
The manner in which you appeal to these people and demonstrate how your product/service can enhance a consumer's quality of life is what makes the difference.
While traditional marketing still has its merit, the digital world today is an indisputable powerhouse.
Researching, targeting and advertising, and measuring important KPI's (Key Performance Indicators) allow your business to learn, adapt, and prosper.
Intelligent analytics, a wider and more flexible means of communicating with your audience, and an overall more efficient and productive way of executing company goals all support the leap from traditional marketing to Digital Marketing.
Diving into Digital Marketing in 2020 might seem initially intimidating. With new features to grasp, terminology to learn, and a new playing field to master, it's understandable how digital might seem challenging.
But putting that aside, the learning curve is well worth the potential long-term ROI, consumer loyalty, and growth of your business.
With all that said, this is why you need Digital Marketing in 2020.
And that's where Moonello comes into play — giving you the necessary guidance and helping scale your company to new heights.