In today’s world, customers can be anywhere, at anytime. With companies able to rapidly communicate and serve consumers via the internet and social media, distance is no longer a barrier to purchasing goods and services. For businesses that rely on a traditional marketing approach – billboards, print ads, radio and television commercials – this represents both an opportunity and a challenge.
The opportunity is to grow their reach and grow their business utilizing proven strategies in a digital world. The challenge is to transform their marketing approach and develop a digital marketing strategy that drives results.
Regardless of whether you’ve been ignoring the digital world or are simply looking to take the plunge and see what’s available, understanding where to start is vital.
The Basics of Online Marketing
To develop a successful digital marketing strategy, it’s important to first understand the basics of marketing in general and online marketing in particular.
Marketing is the process of communicating with potential customers about a product or service in an effort to make them consider buying a particular brand or offering. It can be considered a form of advertising that isn’t directly tied to a brand or product.
Marketing online is a form of marketing that takes place via email, social media, and webpages. With most businesses or brands relying on a combination of these platforms to achieve success, the need to develop a digital marketing strategy is paramount.
As a business owner or operator who wants to grow your business, it’s important to consider why you’re engaged in marketing in the first place. Do you want to get customers to physically come to your establishment? Are you interested in creating awareness about a particular product or service? Are you looking to grow your email list to connect with potential customers? Determine what you hope to achieve and the type of customer you want to attract, then develop a marketing strategy to help you reach your goals.
The Rise of the Digital Consumer
Consumers have shifted to digital platforms in large part because those platforms provide the best opportunity to reach and engage with potential customers. While the web was once considered a niche marketing platform, today it’s the primary (and sometimes the only) place consumers encounter businesses and brands.
Consumers can and do research online before buying a product or service, enabling businesses to gain valuable insight into what attracts and retains customers. With customers often relying on reviews and recommendations from their network of friends and colleagues, social media has created an opportunity for marketers to engage with potential and existing customers via likes, shares, and comments.
Additionally, with more consumers relying on their smartphones for social media and the internet, digital marketing via mobile devices is a growing opportunity. Not only can businesses tailor their strategies to fit smaller displays, but they can also use location based marketing to target potential consumers in a specific area – whether they’re nearby or not.
The Changing Customer
As digital marketing evolves and customers continue to rely on the internet for research and information, the customer profile continues to evolve as well.
In the past, customers would visit brick-and-mortar stores and purchase items that were transported to them. With online retailers giving customers the ability to comparison shop and order products that are delivered right to their door, the customer profile is changing to fit the modern lifestyle.
However, the changing customer doesn’t mean that marketing strategies will disappear. In fact, in a digital world where content is king, it’s more important than ever to have a strategy in place and to continually evaluate whether or not the strategy is still viable. If you’re looking to grow your business, understanding which products and services your customers want is the key to developing a marketing strategy that will get you there.
The Changing Landscape
With more and more consumers shifting to a digital world, traditional advertising doesn’t fit all business models and marketing strategies. Just take a look at the 2019 Super Bowl for example – despite the popular television show being broadcast live, advertising spaces on big TV screens were relatively empty. So too were the mobile phone ads that accompanied the broadcast.
While marketers everywhere were experimenting with ways to engage with audiences and gain more visibility, a group of fitness enthusiasts called the Transformators were taking the game to a whole new level. Instead of simply promoting a product or service, the group was using the game to raise awareness about healthy living and inspire others to join them in transforming their bodies.
The lesson here is that even in this early stage of the game, marketers need to be thinking outside of the box to generate interest and engagement. What works for one business may not work for another.
The Growth Of Online Marketing
If you’re looking to grow your business, you likely already have an idea of what platforms you’ll use to reach customers. However, now that you know the basics of online marketing, it’s time to take a closer look and see which strategy will be the best fit for your business.
With each new generation coming online and traditional marketing methods shifting to the internet, the need for a digital marketing strategy is more important than ever. The landscape changes as fast as the technology does, and the key to staying relevant is by continually re-evaluating your strategy and optimizing for effectiveness.
To put it simply, if you’re looking to grow your business, it’s time to get online and begin marketing. What will you do?