Digital marketing can literally be defined as any form of marketing that takes place online. This encompasses the use of digital channels such as social media, email, and the business website. The digital marketeer is expected to carry out research and develop targeted campaigns based on the established interests and needs of the online audience. It is their job to build the connection and raise awareness through the use of digital marketing tactics including SEO, content marketing, email marketing, and digital PR.

Digital marketing is any form of marketing products or services that involves electronic devices – Neil Patel

The Digital Evolution

The approach to digital marketing can make all the difference to a business’s fortunes in this tech-focused world. This is quite evident when we consider that there are over 3.7 billion internet users and 3 billion social media users among the world’s population. And the amount of time spent engaging with digital content via desktop computers, tablets, and mobile phones continues to rise year-on-year. It’s no great surprise then that 91% of B2B marketers consider content marketing as a key strategy for the promotion of brands and products.

Growth in the recognised value of digital marketing is quite astonishing when you consider that Tim Berner’s Lee introduced his first incarnation of the internet back in 1991. This was followed by a boom in the development of e-commerce websites and the initial creation of mobile-optimised campaigns soon after the turn of the millennium. There has been a major shift in the allocation of business marketing budgets from traditional channels such as direct mail, consumer publications, and high street billboards to the internet.

Customer Expectations & Preferences

The change in marketing focus has been accompanied by a shift in the behavior and expectations of the modern-day customer. Where the first point of branded contact may previously have been the newspaper or high-street billboard it is now in the digital world. Every element of the online experience must be optimised in order to engage and persuade the 21st-century customer to buy your products or services.

Of course, there are some drawbacks when it comes to the ever-increasing technological adoption and branded engagement. The online research of products and services doesn’t allow for the personalised contact that used to take place in high-street stores. Nor is the modern consumer prepared to give as much time or attention to promotional online content as they were exclusive full-spread newspaper advertisements. However, there is greater potential for cost-effective promotion and focused customer engagement in the online world.

The digital marketeer is able to use a variety of free and easily affordable tools for the purposes of audience research and campaign analysis. The types of customer information shared via the social media networks and on business websites can be put to use in the creation of highly-targeted digital content. Analytical tools can then be used to assess the impact of such content; allowing for the identification of changes with a likely bearing on customer engagement and sales. This process of research and refinement must be continued, given the ever-changing interests and preferences of the online audience.

Contact The Experts

There’s every chance that your business already has an established online presence. You may well have taken the time to set up social media profiles and produce high-quality content for the engagement of your website visitors. However, it’s really worth making the investment in expert guidance and support to make sure that you’re realising the potential of digital marketing. Get in touch with I Want Fish & Chips for a no-obligation chat and recommendations on how to give your business the digital edge.