8 Reasons to Add Digital Marketing to Your Skillset

BY: ON FRIDAY, MAY 11, 2018

Digital marketing has entered many facets of business life. People virtually live with their smartphone these days. They seamlessly move from their work PC to their smartphones to their home laptop with consummate ease. While the number of TV channels and media outlets has expanded considerably, attention has become hugely divided, with many people spending their time on Netflix, YouTube or reading blog posts rather than sitting down to watch three hours of NBC programming in a single sitting.

Due to the changing nature of viewing habits and behaviors of people today. Thanks to this phenomenon, because of expanded online usage, digital marketing is needed to target and reach potential customers. They’re not all reading one magazine anymore and are no longer easy to advertise to. Now, they’re all over the place; harder to find and more difficult to reach. Thankfully, digital marketing has evolved to make it easier to use technology to track down just the right customers. With these new innovations, advertisers can now and limit advertising spending by promoting to the right people at the right time. What was once a scattershot marketing approach to finding new customers is now super-refined. That’s the power of digital marketing.

Let’s now look at the many reasons to get into digital marketing. in a serious way, to benefit yourself and your business.

1. Filling the Knowledge Gap Before it Becomes Hugely Detrimental

Whether you’re operating a business as a solopreneur or leading a team, it’s useful to understand what digital marketing is all about. Once you appreciate the fundamental aspects of search engine optimization, social media marketing, content marketing, and how to advertise on desktop vs mobile marketing among other disciplines, you’ll be better able to market your business or manage those who do.

There are many aspects to successful digital marketing. Some people are specialists with in-depth knowledge and experience in one area such as Facebook advertising. Other people are generalists who have a good grasp on all the various necessary aspects of digital marketing.

Greater knowledge in certain areas can always be obtained after taking a broad Digital Marketing Course that covers all important topics in sufficient depth to get a student up to speed. There’s also the possibility off to hiring experts or outsourcing to a mobile advertising specialist for a single ad campaign, to test them out without making a long-term commitment.

2. Knowing How to Engage Customers Online

It doesn’t really matter what your business does; people are open to hearing about it. With the advent of so much online access, the long tail is exceedingly long. What this means is, where once consumers only had a limited range of choices, now they can pick virtually anything they want. For companies, this means they’re often surprised how interested people are in what their company does.

Take GE Aviation. This lesser-known subsidiary of General Electric makes engines, other plane parts, and complete planes. They may be unknown to most consumers, but they’re a multi-billion-dollar business in their own right. Their Instagram account is filled with high-quality images of their jet engines, and teams of people in different departments. The Instagram account has over 27,000 followers. They also have a blog where they post stories that expand on the brief comments added to photos on their Instagram account.

3. Using Storytelling on Blogs to Convey Powerful Messages

Digital marketing takes many forms. One of them is with storytelling through blog posts. Content marketing is what it’s officially called, but what it’s all about is engaging the visitor. They visit, perhaps interested in the topic of the article or the brand, and then consume some content. In doing so, they understand what the company does a that bit more and or how they can help them.

Whether it leads to a new sale that day or a customer referral later, engaging potential (and existing customers) with stories about the business communicates with them on a different level. For instance, while busy airline staff may not have time to entertain passengers with a story of their exploits in the air, a post on the airline’s blog may tell about the time a pregnant woman gave birth during a flight with the help of an onboard doctor on vacation and the company’s flight attendants.

Storytelling is powerful enough that companies who don’t do it miss out. They miss out on putting a human face on a business brand. They miss out on captivating the reader with a behind-the-scenes look at what happened one day last June. They forget that what’s seems an almost normal day to them seems magical to others.

4. Mobile Ad Spending is Growing Rapidly

What was once a trickle, is now a flood of interest. As US consumers have moved to the mobile web in huge numbers, with the aid of large-screen smartphones and to a lesser extent, tablets. As a result, mobile ad spending continues an upward trend.

Understanding how to market successfully to mobile users is different than reaching out to desktop users at their office desk or using the laptop in their home office or den. Their focused attention isn’t there. An ad is shown on a webpage or inside a mobile app, in between their rapid switching from one mobile task to the next.

Mobile ads are smaller, often less interactive and with less time to get the ad click. As such, mobile advertising has become a niche unto itself. Tapping into it is important to know how to do successfully.

5. Knowing Where to Reach Potential Customers is Half the Battle Now

As the big TV networks discovered when cable TV came along; when the audience splinters, it’s harder to survive. Similarly, when many cable subscribers dropped their plans for the convenience of a Netflix subscription where they could view content anywhere, at any time, on any device, cable providers realized that times are changing.

Knowing where your customers are and meeting them using smart online marketing puts you a step ahead of the competition. With the potential audience so splintered, companies must be smart about deploying their time and advertising spend to maximum effect. It’s all too easy to spend too much and receive very few pleasing results; an increasing percentage of a shrinking segment of the market isn’t a survivable situation. If producing videos to market the brand on YouTube is a workable idea, then it’s worth considering. YouTube could be where a segment of your potential market has gone.

6. Find New Customers Without a Huge Marketing Budget

When your mailing list is too small, and the amount of organic traffic received from Google, Bing, and other search engines is lackluster, then finding similar audiences is a must. Fortunately, companies like Facebook have developed online tools for digital marketers to locate like-minded customers. Digital marketers can tap into these sophisticated tools.

It’s possible to use Facebook’s Look-alike Customer tool to feed in a list of current customers, many of whom are already on the social network because it has billions of users. Facebook can then match the traits of those customers with other people in its database with similar interests.

For instance, if a good percentage of people are found to be members of, and frequent certain Facebook groups, then members of those groups can be selected as a suitable audience to advertise to. Using demographics and interests, the social giant narrows its users down to the ones that will be the most receptive. Skilled digital marketers get maximum value from their advertising spend using these types of tools because the response rates are much higher. It’s marketing to a select few, not marketing to the masses that counts now.

7. Retargeting Previous Customers Without Knocking on Doors

With tens of billions being spent on advertising on social networks, the networks are keen to find new ways to make themselves useful. Another way they do this is by using a pixel on your website that can track the user back to the social network. The purpose of the pixel is to identify a previously anonymous user on your site back to their social media account. Armed with this information, a savvy online marketer can set up a retargeting campaign to encourage previous visitors to return to the website.

Marketing approaches to get former visitors to return can take many forms. Perhaps it can be an advertisement on Facebook offering a discount on their first/next order. Alternatively, an exclusive extra offered to a select few works well. It’s the online equivalent of catching people after they have left the store without making a purchase and offering them a discount voucher or a special offer; even if it’s several days later. Its digital marketing at its most sophisticated and often leads to higher overall sales and entice new customers into signing up who otherwise may never have done so. It’s ingenious.

8. Not Embracing Digital Marketing is a Costly Error

When you don’t understand digital marketing currently, you’re operating at a considerable disadvantage. Your competitors will re-target potential customers who’ve visited your site and theirs as well. When they know how to tell stories to market their brand online and pluck the heartstrings while you’re still working on the basics, they make a couple of strides forward while you’re still in neutral. They’re still growing while your company is not.

Whether you plan to perform some digital marketing yourself or manage a team that will, ultimately, most eyeballs have gone online already. It’s cheaper, easier and faster to find new customers and update them with an online presence and powerful approaches to digital marketing that lead the way in your sector. Once digital marketing is mastered, it becomes harder to see the merit of offline marketing, though it’s fair to say that both still have their place.

Image via Shutterstock

About the Author

Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a Major in Marketing. He writes for several sites online such as Tech.co, Semrush.com, Bizcommunity, Socialnomics.net. Boris is the founder of MonetaryLibrary and Dzhingarov.com.

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