Is Digital Marketing A Good Career Choice?
Traditional Marketing; television, radio, newspapers, magazines, posters etc, still have their place, but as I’m sure everyone is aware, and sadly, all too often, people’s eyes are glued to their smartphones, consuming information from their social networks, google, YouTube and more. They really aren’t observing the outside world as they did ten years ago.
According to Statista, there will be 2.87 billion smart-phone users globally in 2020. With the predicted global population estimated to be closing in on 8 billion by 2020 that will be over a third of the global population using smartphones in the next 3 years.
Thats 2.87 billion people around the globe exposed to marketing information from their phones 24/7..
Digital marketing is no longer an option, it is very likely that it will be taught in schools and incorporated into many college courses and university degrees. There aren’t many, if any, industries that don’t need to use the internet to reach their target market..
Here is further information on how relevant digital marketing is, written by
Julie Cave on the 14 July 2016, for digitaldoughnut.com
You can target a local audience, but also an international one. Further, you can tailor a campaign to specific audience demographics, such as gender, location, age and interests. This means your campaign will be more effective.
Your audience can choose how they want to receive your content. While one person likes to read a blog post, another person likes to watch a YouTube video. Traditional marketing doesn’t give the audience a choice. Most people hate receiving sales flyers in their mailbox or phone calls at inconvenient times on stuff that they have little interest in. Online people get the choice to opt in or out of communications and often it is relevant because they were the ones searching for it in the first place. Don’t underestimate the power of market segmentation and tailored marketing.
Interaction with your audience is possible with the use of social media networks. In fact, interaction is encouraged. Traditional marketing methods don’t allow for audience interaction. You can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide feedback which is visible to your market.
Digital marketing is cost-efficient. Though some invest on paid ads online; however, the cost is still cheaper compared to traditional marketing.
Data and results are easily recorded. With Google Analytics and the insights tools offered by most social media channels, you can check on your campaigns at any time. Unlike traditional marketing methods, you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.
Level playing field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy. Traditionally a smaller retailer would struggle to match the finesse of the fixtures and fittings of its larger competitors. Online, a crisp well thought out site with a smooth customer journey and fantastic service is king – not size.
Real time results: you don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
Brand Development: A well-maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing.
Viral: how often do your sales flyers get passed around instantly by your customers and prospects? Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly. If you consider the average Facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects. Now imagine a number of them also like and share your message and their friends do the same? That’s why high-quality content is so important.
So which kind of marketing is better?
Well, we would recommend both. Obviously, we are passionate about digital marketing, because we know that it works. But we do use traditional marketing materials, too.
A 2009 study conducted by Bangor University and branding agency Millward Brown also used fMRI to study the different effects of paper and digital media.
Some of their key conclusions were:
- Physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.
- Physical material involves more emotional processing, which is important for memory and brand associations.
- Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.
How We Use Both Digital & Traditional Marketing
Our traditional marketing methods support our digital marketing efforts. The two do not operate in exclusion from each other. But we only use hard copy marketing materials to further strengthen a relationship with a contact, referral partner or client. We don’t invest in television or radio ads, for example, but we will give brochures to someone who is interested in our services.
Rather than taking an all or nothing approach, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.
Author: Julie Cave
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