Digital Marketing Benefits and Channels

by Wesley Farnam - Oct 16, 2014

On January 13, 1964, Bob Dylan released The Times They Are a-Changin', an anthem about the generation gap and the political divide that came to define American culture in the '60s. If there's one thing that's sure to stay the same, it's that things always change.

We've invented countless technologies to make life more efficient and change the way we interact with the world. And when those technologies become antiquated, we create new ways of doing things - new devices with more computing power than the Apollo 11 that fit in the palm of your hand. Technology has changed everything, including the way we communicate with one another. We've gone from cave drawings to wall posts, carrier pigeons to tweets and text messages.

The changing world of technology and the rise of of social media are having a significant impact on how consumers behave and how businesses interact with them. We've done a lot of changing - but many businesses and marketing agencies are still living in the stone age. In order to make it today, you've got to evolve and adapt - you've got to change. Digital marketing methods help businesses communicate with their target audience in the most effective ways possible.

Digital marketing relies on strategies that work well across the internet and across an array of mobile devices. For businesses with big plans and small budgets, this type of marketing has many benefits. Here are just a few reasons why you and your business should harness the power of digital marketing:

1) Build Engaging Relationships – There is much more potential to reach a larger and more specific audience using digital marketing. With this comes the opportunity to engage with the right audience for your business in more meaningful ways. You can respond quickly to queries, join in conversations, outreach to potential customers and receive feedback in real-time.

2) Get Real-Time Results – Digital marketing allows you to execute a campaign almost instantaneously, and you don’t have to wait weeks to see results. You can monitor your campaign results while they are running so, if they’re not performing as well as you’d like, you can change your strategy or put things on hold. You can measure metrics like how well your posts or promotions are performing, if your subscribers or website visitors have increased since the start of a campaign and, most importantly, what content is driving them to your site.

3) Measure Return on Investment – Traditional forms of marketing such as print, radio and television can be expensive, and it's often difficult to measure return on investment (ROI). With digital marketing, there are many affordable assets that businesses can use such as email, social media and banner ads. These methods provide engaging conversations with customers and you can track the results by measuring clicks, email responses and general interaction with customers. This kind of targeted tracking means that you are able to measure Cost Per Click (CPC) – how much it costs every time someone interacts with your advertising, which in turn means you can measure your campaign effectiveness more easily.

Digital Marketing Channels

Regardless of the size of your budget, these forms of digital marketing are ideal for all businesses as you can adapt your activity to suit your financial situation:

Content Marketing – Start a blog so you can share relevant content with your customers and draw them to your site. Ensure your website is responsive and mobile friendly; more people are reading content on their mobile phones and tablets than ever before.

Search Engine Marketing – Drive traffic to your site by using Search Engine Optimization (SEO). Search engine marketing focuses on using keywords relevant to your brand or business to improve rankings on search engines like Google.

Pay-Per-Click advertising – Pay-per-click (PPC) helps drive traffic to your site using a clickable advertisement (known as a banner ad), which is hosted on websites or search engines. You can set your own budgets and turn individual ads on and off when needed, so it’s a great option if you’re looking to test different keywords.

Email Marketing – Send your customers offers, promotions, engaging content and news. There are a range of email marketing services available online to suit businesses big and small. Most email marketing services offer the ability to track results, so you can see how many people have read your email and even what links they are clicking on within it.

Social Media MarketingSocial media marketing allows businesses to get in touch with their customers by using platforms like Facebook, Twitter, Google+, YouTube and more. There are options to allocate budget to pay for advertising and promote your online content to wider audiences.

Digital marketing is something that every business should understand and incorporate into their overall business strategy. The Idea People have four full-time content producers who specialize in creating high-quality digital marketing campaigns. To learn more about how a creative team of entertainers can bring your digital marketing efforts to the next level, please call Jay Joyce with The Idea People at 704-398-4437 or email jay@theideapeople.com.

Wesley Farnam
The Idea PeopleThe Idea People