DIGITAL MARKETING STRATEGY: IS IT WORTH IT?

Digital marketing. A term you have probably heard a million times - but have you ever wondered if you actually understand what it encompasses?

Digital marketing is the branch of marketing existing within the online sphere, utilising digital media to promote and 'market' products and services. So, what does this include? From emails all the way to Facebook ads, digital marketing is as broad and widespread as the internet (literally). The three kinds of digital media are paid, owned and earned, and will determine the size and quality of the audience you reach.

Now, thinking about the vastness of the internet can make the concept of digital marketing feel a little intimidating (and sometimes make it seem a little fruitless), which is where strategy comes in. Navigating the digital world is no easy feat, and there really is no 'one size fits all' solution when it comes to developing a strategy. Depending on your existing paid, owned and earned media, as well as your business goals, brand offering and brand purpose, the kind of digital strategy you adopt will vary immensely.

But why do I need digital marketing?

It's easy to fall into the comfort of traditional media channels, but the presence of online activities and ultimately technological advance is increasing at a rapid rate, and consumers are spending more time online. As of 2020, the average user spent approximately 145 minutes on social media per day. That's almost two and a half hours that you could effectively target, reach and market to your audience (not to mention having the ability to actually measure this).

Unlike traditional forms of marketing (such as billboards), you are able to track and measure everything from the kind of users you're reaching, all the way to the way they interact with your media (whether that be mere impressions or actual sale conversions). While this may not seem groundbreaking, when you break it down - measuring how many people see a billboard (and we mean actually see it), and then what kind of engagement that results in is near to impossible to measure. That's where digital marketing becomes a game changer - by giving you information that you can actually use, while improving your undisrupted reach.

So, why the strategy?

Given the vastness of the digital arena, determining what will be effective and appropriate for your business can be tricky, and implementing such activities can be even trickier. That's where a strategy comes in. Think of a strategy the same way you would directions on a map, where the map is the digital sphere, and the route is your strategy. So to answer your question - yes, a digital strategy is not only worth it - it is VITAL.

Now, we know what you're thinking - what does a strategy involve and how can I create one?

Like we mentioned before, a strategy is a plan. It is led by your primary goal/s, with an intention to implement various marketing activities to achieve said goal. Goals could be anything from increasing social platform reach, to sale conversions through ads, all the way to something as broad as growing brand awareness. Depending on the kind and generality of the goal, the tools used to achieve it will vary. That's why a strategy is so crucial - it serves as a reference point for the tools you will use and why you will use them.

"A brand strategy provides a clear purpose for your business, why you are engaging customers and how you are doing so. It is vital to pull everything together and ensure you have a strong direction and a clear path to follow."

For example...

Pretty much any kind of digital activity will be a part of your strategy, so it's good to make sure everything your brand does online is purposeful and working toward a larger goal. A strategy can involve various activities such as social media campaigns, email-marketing campaigns, influencer strategies, content marketing strategies and so forth (the list really is endless). Components like these drive leads and ultimately contribute to the broader marketing strategy. In 2019, an estimated $1.92 billion was spent digitally purchasing goods and services online, with e-retail surpassing $2.5 trillion US globally in the same year. What better place to target consumers than in a space they are already ready to purchase goods and services in?

We totally understand that the digital sphere can be hard to navigate at times, and even a little intimidating - after all, it really is uncharted territory! With that being said, the best way to grow your confidence and, in turn, your brand, is by getting a helping hand. If you're looking for a strong strategy for your business, or even just to have a chat about what that might involve, get in touch with us, and let us guide you through the world of digital marketing.