What is Digital Marketing and Why Is It Important?
There was a time when people cut out adverts from the newspaper, or wrote down phone numbers they’d seen on the side of a bus. No more. Now information drips from every digital device – we’re literally drowning in it. So selling is no longer straightforward. Rather it’s about persuading people to identify with brands in order to make sense of the overload. How do we do that? With digital marketing.
In this blog we’ll look at the different ways digital marketing can be delivered. Then we’ll consider why it’s important for businesses to engage with this kind of 24/7 marketing.
What is Digital Marketing?
Digital marketing is everything you use to speak to your customers (potential or current) online. You may choose any, all or some of the following to carry out your digital marketing:
- Social Media Accounts
- Customer Reviews, Feedback
- Brand – logo, icons (designed for brand), copyrighted company, or product names
- Video – CGI, explainer animations, video ads
- Online Products – app, for example, interactive feature, calculator
- Visuals – photos on website, company photos, infographics
- Content – product descriptions, copy on website, blogs, case studies, catch phrases
- Email – newsletters, promotional news, new product announcements
- Pay-Per-Click Advertising – on Facebook, LinkedIn, Instagram, Twitter
It’s quite a list, and many businesses find that they have far more digital marketing assets than they had imagined. What follows next tends to be a discovery that many of the assets simply aren’t being used. Many languish in DropBox accounts, all but forgotten.
Why Is Digital Marketing Important?
In the UK we spend, on average, a quarter of our waking day, or just over 4 hours, online. That’s a lot of time for marketers to grab your attention, especially if you’re looking for a distraction. Digital marketing doesn’t sell aggressively, it insinuates itself into your online experience. And once it has your attention, its aim is to provide you with valuable resources that mean you’ll return.
There are 3 main ways in which digital marketing provides opportunities to interact with customers:
1. Build Trust as a Brand
Online shoppers don’t register a brand the first time they see them online. Nor the second, nor even the third. You start to make an impact only once you become a regular presence in their online experience. Of course, the kind of presence you are also matters. In the early stages, your marketing campaign is like a courtship; you’re showing you care, demonstrating you can be trusted, and proving you’re different from the rest.
2. Make Your Brand Valuable to Visitors
With so much on offer to online shoppers, they’re constantly looking for the content that speaks to them personally. Your digital marketing material has the opportunity to fill this slot. Think about the useful resources you can provide: top tip, recipes, ‘how to’ guides, or inside information. Ask your visitors if they’d like to receive regular resources in their inbox. And remind them to follow your brand on social media.
3. Differentiate Your Brand From the Rest
Learn from the competition. Find out what they do well – and do it better. Or do something completely different. Everyone’s shouting their wares online; getting your voice heard isn’t always about being the loudest – it can also be about offering something slightly different.
About Outsource Your Marketing
Digital marketing is an amazing opportunity for brands, and it’s largely free. The major investment you’ll be required to make is time – because marketing online requires an ongoing commitment every day. If your business can’t spare that time right now, perhaps we could be the right solution for you. OYM is a UK-based, network of marketing specialists who can plan and carry out your digital marketing campaign, starting today.