What is it?

At one point online marketing was just a new and different way to market. It opened up a new form of media on which to peddle goods and services. But within just the past few years, the importance of digital marketing has become something else. It’s become an integral part of what a business is to its customers.

It’s no longer enough to have a website or run some un-focused Ads campaign. Don’t have integrated digital marketing strategies working for your business? Time is working against you because of it.

As the Internet becomes entwined with everything we do, the importance of digital marketing is becoming crystal clear. Let’s take a look at why your business needs digital marketing to grow and thrive.

Specific Targeting

When you run a magazine ad, for example, you definitely do some targeting. You know if your target audience reads that publication. You have some control over placement and size. You control the message within certain publisher guidelines. That ad may reach 1 million plus readers.

But what percent of this million is actually your target? A particular fashion magazine might have a demographic 59% female ages 35-55. They may have some college education. And you know they’re interested in the type of fashion depicted in the magazine. But that’s a huge demographic. One of the gifts that digital marketing has given us is the ability to dissect huge demographics. Whittle them down into very targeted groups to get super-focused on a specific kind of person.

Who’s that person? It’s the person most likely purchase what you sell. When you do targeting at this level, you create an ad that’s highly relevant to your target market. Because it’s so relevant, it connects on a level that more general advertising can’t. This connection gives it the ability to influence decisions. You do it without annoying traditional advertising techniques. You’re not showing the same ad thousands of times over a month’s period. Or interrupting someone’s program over and over.

Ready To Plant Your Seed & Grow

100% Australian Staff

Advanced Analytics

What do you really know about how a TV ad performed? You can determine best times for the ad to air and best frequency if you do some testing. You might create a focus group to drill down on the data. But generally, you only know its reach according to the agency and whether it increased buzz, sales, or met a similar marketing goal.

Now, let’s look at the importance of digital marketing in comparison. With digital marketing you know the following about your ads and users:

  • Whether they actually saw it. With TV ads, you don’t even know that much. They could have been in the kitchen or had the TV on mute.
  • If they interacted with it
  • If they liked it
  • If they lingered on it
  • If they shared it with a friend
  • If it prompted another action
  • If it led to a sale down the road (this is important when deciding how to  best spend money)

Ready To Plant Your Seed & Grow

100% Australian Staff

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