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Digital Marketing: Expectations Vs Reality
When you’re starting a digital marketing campaign, it’s easy to expect great things from the technology used to help you reach your business goals. Yet many companies are disappointed when the results do not live up to their expectations. Whether it’s the latest digital marketing system or the best way to reach your customers, your expectations should match the reality. As the world of digital marketing is constantly changing, you must understand your expectations before you start.
Social media is a two-way street
Companies that treat social media as a one-way street are fooling themselves. While it’s possible to get your message out via social media without wasting money, ignoring a complaint is far worse. An 88 percent drop in customer loyalty is a direct result of an unanswered complaint, and ignoring angry customers can cost more than your social media budget. According to Maritz Research, seventy-five percent of those who complain on social media want a response from brands. A simple apology goes a long way in this regard and costs little.
In today’s digital marketing world, social media has become a vital part of the equation. It provides the best environment for engaging your target audience and learning what makes them tick. However, it requires more than just sharing your company’s products or services; you must build relationships and trust with consumers to be successful. Listed below are some social media stats that will give you an idea of the importance of engaging in dialogue with consumers.
In social media, the interaction between users is dynamic, leading to free advertising opportunities for brands. This phenomenon is known as eWOM or electronic word-of-mouth, and it’s a powerful driver of consumer decisions. In social media marketing, a positive contagion effect is measurable, and the return on investment is termed social equity. It’s also important to remember that social media is a two-way street.
While traditional media may appear more effective in driving sales, it’s also a turn-off to social media users. Studies have shown that nearly half of people will unfollow a brand after being bombarded with promotional content. This can be counterintuitive because we’re already used to being annoyed by the same billboards and commercials on TV, so why would we want to ignore social media?
Relevant content is the key to success in digital marketing
When it comes to digital marketing, relevant content is essential. It speaks directly to your audience and answers their questions. For example, a college or university website might segment navigation by audience group, while a hotel site may separate information by room, dining, events, and so on. Similarly, digital marketers should not map their ads to the general content on a website. Rather, they should map ads to the audience’s specific queries.
Content that provides value to your customers can help you build brand loyalty and develop powerful advocates. It can also increase repeat sales, upsell, and cross-sell. It can even help you win the hearts of your target audience and make them your best advocates. Content that helps customers make smart purchasing decisions builds trust with a brand and makes them feel more attached to your company. And the best part? It doesn’t have to be sales-related!
The content that you publish on your website can help you educate your audience and make your business more visible on the web. When your content is published on relevant websites, it can be linked everywhere, increasing traffic to your website and building authority with search engines. Moreover, content is necessary to connect with your audience. By providing information about your business and answering their questions, your content can attract new customers. Therefore, content is the key to success in digital marketing.
While AI and other new technologies can help companies reach their customers more effectively, they cannot replace the human connection. Algorithms cannot create great stories, and brands that people can relate to can’t be replicated by technology. During a COVID19 pandemic, human relationships will be more valuable than ever. However, AI can be helpful in the right situations. Here are a few ways AI can benefit your business.
Internet marketing is dynamic
There are many components of Internet marketing. These components are not mutually exclusive. They all depend on what your business needs and wants. Internet marketers need to constantly change and adapt to new trends and changes in the industry. The following are some of these elements:
The first element is the importance of establishing your target market. Internet marketing is dynamic, and prospects can be found all over the web. Therefore, you must ensure your customers are on a platform that you control to get the best results. Every business needs a website to showcase its products and services. The website is a virtual storefront where customers can find your products and services. The website also serves as a venue for prospective customers to get to know more about your business and what you have to offer.
In addition to a company’s brand identity, digital marketing strategies are dynamic. There is no peak of exposure, and it grows with the company. The internet is a place where customers research everything, and “Google it” has become an omnipresent phrase. Moreover, 82% of smartphone owners use the internet for research before making a purchase. These statistics prove the power of digital marketing for your business. There are endless possibilities when it comes to digital marketing.
Traditional marketing strategies must be integrated with digital marketing
A comprehensive marketing plan must integrate traditional marketing with digital marketing to ensure optimum results. While digital marketing has gained in popularity, traditional marketing has its sphere of influence. By integrating both strategies, marketers can attract a wider audience. Traditional marketing fills in the gaps that online marketing lacks. This way, companies can leverage each other’s strengths. Here are four reasons why your company should integrate both online and offline marketing strategies.
First, digital marketing is complementary to traditional marketing methods. Emails, social media posts, online ads, and more are all ways to reach your audience. When you combine digital and traditional marketing, you maximize their reach and frequency and avoid advertising burnout, also known as advertising wearout. In addition to reaching the maximum audience possible, you should evaluate the effectiveness of your messaging. To measure the efficacy of your advertising campaigns, consider integrating them.
Second, traditional marketing works offline. For example, print advertisements, billboards, and television ads target a specific audience. Digital marketing, on the other hand, involves social media, search engines, and paid ads on social media platforms. Influencer marketing, video marketing, and content marketing use digital channels to connect with consumers. Traditional marketing has some advantages, but it still has its place in the marketing world. Traditional marketing is effective if it provides an in-store experience for customers.
In the present scenario, it is important to integrate both forms of marketing. In a nutshell, both forms of marketing are necessary for a company to be successful. While you can do both types of marketing successfully, some risks can arise if you combine the two methods in the wrong way. In the end, a successful merged campaign will cover all bases. The right mix of digital and traditional marketing will maximize your profits.