Digital marketing is important to all businesses and research proves this kind of marketing is the most effective form of promotion there is. Let’s assess why this is…
More effective than print and TV. In modern times, traditional forms of marketing, such as that found in magazines and newspapers, now has a limited reach. Sales of print publications continue to dwindle as people can now go online for everything from daily news, to weather reports, to celebrity gossip, sports results and more.
In addition, the increasing number of TV channels available through Freeview has resulted in a much lower audience share for each network. Research also shows that 72 percent of advertising agencies find online videos to be more effective than TV.
In the 21st century, consumers are more media savvy than ever before. Social media allows people to choose what they want to read and to filter out unwanted ads with adblockers. Meanwhile, on demand services and digital video recorders allow viewers to fast forward through unwanted commercials.
The fact is that people don’t wish to feel like brands are trying to sell them something. This has led to the rise of content marketing.
This is a strictly digital phenomenon which decrees that brands must focus on engaging people with content of genuine use and interest to them. Even the gaming industry must find new and clever ways to reach their customers. Prime examples of this new kind of approach are the loyalty schemes such as this one, that prove very useful to customers, which in turn help keep them loyal to the brand.
Reach millions of smartphone users. Smartphones are everywhere; that’s just a fact. Research from Ofcom shows that in the UK, 90 percent of 16-24 year olds own smartphones. The report also says that 50% of those aged between 55 and 64 have also joined the smartphone revolution. It therefore comes as no surprise that smartphones are an advertiser’s dream.
Standing out in the marketplace. Yes, the digital marketplace is crowded and it’s hard to stand out. But without some form of online marketing, your business simply won’t be seen at all. As a result, digital marketing is important for all businesses, not just those that exist purely online.
There’s no doubt that being unique in a crowded market place takes work; but it’s more important than ever. Luckily, technology gives advertisers not only new media to reach their audience. It also offers them opportunities to find new and clever ways of doing so; interactive ads being a prime example of something didn’t exist 20 years ago.
Photo by Luke Porter
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