A Guide to Marketing in Today's Digital World
Digital Marketing Defined
Digital marketing is the advertising and promotion of companies and their brands through digital media stations. Digital media, at the present time, contains websites, social networking, radio, television, mobile and even types of traditionally non-digital media such as billboards and transit signals. Basically any advertising media which is delivered electronically is deemed digital advertising.
This leaves just various types of person-to-person (P2P) marketing, print advertising and direct marketing outside of the digital marketing umbrella. Even after that, print ads, direct mail, print directories, billboards and posters are all beginning to connect to their electronic counterparts. With items like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising almost always has an electronic advertising link.
Why the Focus on Digital Media?
The shift to digital media is being driven by advertising services, business owners and consumers alike. The ever-increasing need to show quantifiable results makes going electronic a dream for the digital advertising agency. Most digital media, including websites, social media and mobile advertising is much easier to track than traditional marketing media like print advertisements.
For business owners, many forms of digital advertising are very low cost. Using a web presence, engaging clients in conversations through social media and e-mail marketing are low cost alternatives to publish advertisements and direct mail. These digital channels are accessible to companies of any size, and also help to even the playing field for start-ups, small businesses and independent consultants seeking new business.
For consumers, the fast pace of life makes digital advertising crucial. When customers are in need of goods and services, gone are the days of thumbing through a phonebook to find them. Now, we whip out our mobile devices or head to our computers to get answers - and we find them fast.
Using Digital Media to Build Your Company and Brand
No matter what size your business is - large or small to medium sized business / enterprise (SMB or SME) - it is possible to effectively market your business through cheap digital channels. The base of your marketing campaigns will become your website. Invest wisely in your website, and Be Sure it does the following:
- Adequately represents your business and brand (look and feel, messaging)
- Adequately speaks to your target audience
- Can be found by searchers on top search engines
- Is up-to-date and readily navigable
- Provides multiple channels for customer communication
- Connects to additional marketing campaigns
It's recommended that you employ a professional web design firm that is proficient in web development and search engine optimisation. Since your site is your foundation to and where all other digital stations will direct, it ought to be considered one of your top business investments.
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