Dear M & M: What is this new buzz going around about digital marketing? What is it any why should I care? – Dorothy
Dear Dorothy: Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing (print ads, billboards, magazines, brochures, business cards etc.) might not be as effective as they used to be. Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet. Digital marketing might be a way to reach millions utilizing websites and various social media platforms like Facebook, Twitter, and Instagram. However, more time needs to be spent understanding, launching and running various social media or digital marketing campaigns then what you currently are spending on your traditional marketing efforts. Many of the things one currently does marketing are done in different ways. In the traditional and digital marketing world relevant content is very important. Think about the type of content that will engage your audience or people who are ready willing and able to buy. Remember online marketing has video, use it. Google owns YouTube. People want to watch it not read about it. Content is more than just words and sentences on a page. Remember digital marketing is a strategy that is to be used with other marketing strategies. If digital marketing is used with current marketing strategies one can boost both campaigns to make your business more successful than ever. It is all about communicating your message where your audience (customers) are listening. Your message needs to be communicated in a way your audience (customers) want to hear or see it. Is your message relevant? Do they care? You still need the right price, selling it in a way or place that is convenient for them to make a purchase, when they want it. The reality is more people are engaging online. Are you engaging your customers online?