For any company, getting customers is a priority. The main tool they have to make themselves known is marketing. However, the budget for marketing is usually limited so departments must be careful when investing.
Does the question become digital or traditional marketing?
Currently, one of the most cost-effective options is digital marketing.
With a fraction of what you would invest in traditional campaigns, you can reach your target audience more effectively. This makes online marketing an attractive option for all types of companies, especially SMEs.
Every year investment in digital marketing increases. In parallel, the use of the internet to make purchases and research products is also growing.
Today’s users are used to interacting with the brands they consume through digital channels such as social networks or internet searches.
Also, digital marketing allows easy-to-measure results and can even be monitored in real-time. In this way, we can better manage the budget dedicated to the strategy.
In addition, you will be able to reach your ideal audience, which translates into higher sales and brand recognition.
What is digital marketing?
To explain the importance of digital marketing, it is necessary to know its definition and scope.
Broadly speaking, we can say that digital marketing is the set of strategies designed to transmit information about the brand to the consumer through digital channels.
Likewise, digital marketing strategies are executed entirely via the internet.
Some examples of strategies are content marketing, inbound marketing, social media, email, search engine optimization, and paid advertising.
Using these techniques you can directly reach your target audience for much lower costs than in traditional marketing.
However, since most channels are free, some companies make the mistake of thinking that anyone can do digital marketing.
This is especially the case in small or startup companies. Another common mistake is to consider that having a presence in different channels constitutes a digital marketing strategy.
To obtain results, a work team dedicated to designing, executing, and evaluating the strategy is required.
This investment allows you to make the most of resources and prevents efforts from being diluted by having a clear purpose with achievable objectives for the company.
The idea is not only to save costs but to do it effectively.
Advantages of Digital Marketing
As we mentioned before, more and more companies are turning to digital marketing to publicize their products or services.
The advantages of Digital Marketing offered by this form of marketing are varied and although they make a difference with traditional tools, many of its principles are maintained.
For example, one of the oldest adages in marketing is that our messages must be where customers are, otherwise, it will be impossible for them to find the products and services that the company offers.
Today, customers live on the internet and use digital media to communicate.
Next, we will be analyzing the main advantages of digital marketing and what its role is in the growth of your company.
Improve the reach of your brand
On average, each internet user has 7 profiles on different social networks.
Also, search for product information in search engines or read reviews from local sites on platforms like Yelp while shopping online. The consumer has changed as well as their habits.
In addition, the Internet is no longer an exclusive place for young people and computer experts. People of all ages and social strata connect daily, this trend has been going high for years with no signs of slowing down.
Both mass consumer and niche products can find a good way of promotion in digital channels. Studying the habits of your audience will allow you to design messages adapted to their needs, which in turn translates into more effective actions when promoting a product or service. The idea is to get where the audience is in the least intrusive way possible.
Greater audience segmentation
One of the pillars of digital marketing is the possibility of designing messages and actions aimed at very specific groups, bordering on personalization.
Social networks, search engines, and paid advertising platforms allow segmenting the target audience by demographic data and consumption patterns.
For example, for a Facebook campaign, it is possible to choose if we want the ad to reach men or women, age range, marital status and you can even include people who like the page of your competitors and products similar to that of your company…
For the digital marketing strategy to be successful it is necessary to carry out periodic evaluations to determine what is working and what is not.
For this, there are different analytical tools capable of providing detailed information on the campaign and the reaction of the public.
Thanks to these tools you will be able to know if a client opened the promotional email if they later registered in the database and if they bought the product or not. In other words, it allows detailed monitoring of user behavior and segments the audience to know how different groups react.
Few companies manage a budget that allows them to compete with a traditional marketing strategy. On the other hand, with a good digital strategy, your company will be able to compete as equals in the digital market.
Some techniques like email marketing can have a return on investment of $ 32 for every dollar invested. Also, with a limited budget, you can easily reach the audience that you have defined in your strategy.
If you set clear objectives and know your target audience, you can increase your sales without spending large sums of money. In addition, you will avoid wasting money trying to convert people who have no interest in your brand for any reason into customers. In this way, digital marketing is positioned as one of the most useful investments for any company.
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