Why Digital Marketing is More Important Than Ever
Life before the internet (AKA the dark ages) was very different than today.
Now, our daily lives are saturated with social media, online shopping, and browsing. As we continue to rocket towards a digital-first world, consumer behavior is evolving, and online research is becoming more and more common. In fact, nearly 90% of shoppers begin product searches using digital channels, and that number continues to rise. Here are some other facts regarding consumer behavior online:
- One in four Americans make at least one online purchase a week
- 74% of American Facebook users visit daily.
- iPhone users unlock their phones 80 times a day.
The data is clear - if your business isn't keeping up with technological advancements, you’re missing out on an untold number of laser-targeted leads and dollars. Regardless of your industry, business size, or location, going digital is not only recommended but necessary.
Here’s a breakdown of why digital marketing is more important than ever and how a digital marketing agency can help you increase your online presence.
Why Your Business Needs Digital Marketing
The Future is screen and channel agnostic.
To have a successful marketing campaign, you need to meet your customers where they play. Today’s consumers are screen and channel agnostic, meaning they spend their time using smartphones, tablets, connected TVs, gaming consoles, desktops, and other devices to access Twitter, Instagram, Facebook, Snapchat, and a slew of other popular channels.
Since the modern-day consumer has a multitude of touch points along their paths to purchase, brands need to create a omnichannel, multi-wave campaign to keep up and remain competitive. Diversification is crucial. At Max Connect, we have the ability to target the same consumer across all channels. Using sophisticated algorithms, we determine when a consumer is in the market for your product or service, layers geographic, demographic, and psychographic targeting, and then consistently delivers ads to consumers wherever they are online.
Digital marketing is more cost-effective than traditional marketing.
We no longer live in the Mad Men era, and your marketing shouldn't either. The way people shop and buy has changed over the years, which means traditional offline marketing isn't as effective as it used to be. And since traditional marketing campaigns require pricey resources, including print and television, they tend to cost relatively higher.
Digital marketing not only produces a higher ROI, but it also allows businesses to scale and adapt campaigns as their business grow.
Cord cutting is the wave of the future.
Cable TV feels a lot like a landline: an outdated, unnecessary, and expensive solution.
Perhaps that’s why more consumers are cutting the cord on cable in favor of online video alternatives. Think Netflix, Hulu, Amazon, Sling TV, and a handful of emerging content providers. The world of streaming services is a crowded one.
But let’s back up for a minute. How exactly did consumers get here? Here’s a quick history of how cord cutting began.
In 2007, Netflix unveiled a “watch instantly” feature. R.I.P. Blockbuster, you magical franchise. Hulu debuted the same year. Shortly after, streaming sticks like Roku and Fire TV made streaming video something you can easily do on your TV. And the rest is history.
Cord-cutters aren’t just a group of people; they’re a generation that is fundamentally changing the way media and marketing is consumed. In fact, an astronomical 88% of millennials subscribe to Internet video and only 51% pay for traditional TV. This shift to online usage is good news for savvy marketers and brands who understand how to deliver value in the digital world.
As traditional TV use continues to decline, new opportunities open. It’s like that old saying: “When one door closes, another opens.”
Fun Fact: On average, people who pay for online video subscribe to a total of three different streaming services. And a mob of new players are entering the fight, including Disney, Facebook, AT&T, and Apple. Anyone else drowning in streaming services? But hey, at least you’ll never run out of things to watch.
Digital marketing is laser-targeted.
If you want to get the most out of your digital marketing campaign, you’ll need to carve out an audience that’s predisposed to click on your ad. Otherwise, you’re wasting precious budget.
Google AdWords allows us to target geographic and demographic commonalities in your audience. If we are using Google’s Display Network or Facebook, we can also target psychographic items, including interests, buying patterns, etc.
Influencer marketing grows brands.
Social media influencers don’t just sell detox teas or take photoshopped selfies. Influencer marketing has proven to be a powerful and out-of the-box marketing technique that leverages the power of social proof. In fact, a recent study claimed that 94% of marketers found influencer marketing to be effective.
But how do traditional celebrity spokesperson advertising differ from influencer marketing? Influencers can be anyone - a fashion model on Instagram, a beauty vlogger on YouTube, or a respected marketing blogger who tweets.
To measure the success of your campaign and increase user-generated content, create branded hashtags like #MaxConnect or #StartedFromTheAttic (our personal favorite).
Digital marketing offers advanced analytics.
One of the biggest advantages of marketing in a digital era is the ability to track and analyze results. As marketers, we live and breathe data. The following insights help us understand the impact of our marketing campaign:
- Conversion rates
- Buyer’s journey
- Website traffic
- Bounce rate
- Click-through rate
- Engagement rate
Through real-time conversion tracking and optimizations, you can put your data to work and improve your campaigns.
A Digital Marketing Campaign That’s One for the Books
Consumers have an overwhelming amount of choices these days, so they need to be constantly reminded that your business exists. At Max Connect, our digital marketing crew creates fresh and forward-thinking digital marketing campaigns that have made us an industry-leading digital marketing agency. Let's create something amazing together. Hit us up at (801) 260-2835, or send us an email at firstname.lastname@example.org.
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