Marketing has evolved over the years. The space used to be dominated by radio, TV, billboards, and magazines, but the practice has changed as technology has changed. Today, the rise of the internet has caused a new form of marketing to emerge: digital marketing.
So what is digital marketing?
Really, the definition of digital marketing isn’t much different than the traditional idea of marketing which is to promote and sell products. Marketing in any capacity throughout history has intended to accomplish this by crafting a message towards a target audience and communicating it through a variety of mediums.
A few other definitions worth noting:
Target audience: the people who are most likely to buy your product or service. These are the people you want to direct your message to, because they’ll give you the best chance for a good return on your investment.
For example, an ad for a Ford F-150 is much more likely to be placed in Sports Illustrated than Good Housekeeping, because Ford knows that it’s biggest buyers of F-150s are reading that type of magazine.
Medium: A method of communication with this target audience. This can be a variety of things from TV, radio, magazine ads, billboards, product displays, mailers, etc. How do you choose a medium? Figure out which medium your target audience is most likely to interact with.
In order to do any of this effectively, your business must first craft its identity and brand, so that it can become recognizable and stand out amongst the competition. Your brand should become associated with a certain quality, emotion, result, personality, etc.
Now, why go into detail about the things above?
Because digital marketing is no different than regular marketing. In digital marketing, the goal is still to promote and sell products by directing a message to a target audience. The only difference is in the medium you communicate through. The traditional forms of marketing have been done through things like TV, radio, and print ads. Digital marketing simply uses the internet or social media instead- because that’s what most consumers are using in 2020.1
All the core elements and goals of marketing stay exactly the same.
Business always evolves- just ask Blockbuster. The consumer evolves too. When it comes to marketing, the mediums they are receptive to and interact with shift over time.
Most people don’t read physical magazines anymore unless they’re waiting at the doctor’s office.
Also, when was the last time you even looked at an ad you got in the mail?
With the rise of Apple Car Play, do you think most people listen to traditional radio still while driving? It’s probably a lot fewer people than just a few years ago.
What about TV? If you’re trying to reach a younger audience, you can bet their streaming instead of watching cable.
So what happens when most people want to find a business that provides something they want or need? They google it.
What about stumbling upon ads for things that could pique their interest? Social media is a great place for that.
Pretty much everything in 2020 flows through search engines and social media. For businesses to be relevant with customers, they have to be relevant in marketing, and a business’s marketing scheme is only as good as its effectiveness. So the question is: how is your business maintaining visibility with its potential customers?
If someone does a Google search for a business like yours, will they find your website?
All this meant that if you haven’t already, it’s time to get serious about your digital marketing strategy. Someone is always starting a business that competes with yours, and new businesses usually have new methods. Competitors are always wising up to new ideas to make more money. Odds are, at least one of your competitors is thinking about, has done, or is currently doing some form of digital marketing.
So let’s get started with a digital marketing campaign for your business today. Want to learn more about what digital marketing can do for your business, or how to get started? Reach out today to schedule a consultation and we’ll get you started on the road to growing your business!