Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing in that it uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.
Why digital marketing is important
Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.
Manage customer relationships across all channels
Digital marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.
Challenges facing digital marketers
- Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
- Intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
- Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.
Three keys to digital marketing success
What does it take to do digital marketing right? Here are three keys to digital marketing success:
- Manage complex customer relationships across a variety of channels – both digital and traditional.
- Respond to and initiate dynamic customer interactions.
- Extract value from big data to make better decisions faster.
You often hear that the world of marketing is changing. It’s true, but I feel like we should all be looking at that statement a little differently.
The world of marketing has changed.
It’s not a matter of predicting where marketing is heading. We’re living it, right here, right now. Traditional marketing is failing to reach audiences like it used to. Even in its heyday traditional marketing wasn’t considered a precision approach. It was a numbers game, one that simply doesn’t work anymore. Newspapers and magazines are all but obsolete, and TV and radio are declining in a major way.
In its place rises digital marketing, or as we like to call it, “marketing.” Simply put, it’s the most effective way to market a business today, and for the foreseeable future.
I’ll reevaluate that statement as soon as one of these ever-popular end-of-days movies is made a reality. Until then, I stand behind it.
Implementing traditional marketing strategies for your brand is like breaking out your old FM radio and hoping that you pick up a few stations. Digital marketing is streaming your favorite song straight to your mobile device. You target a specific audience and keep ideal leads and buyers coming to you 24/7.
Specifically What is Digital Marketing?
Since digital marketing has taken over, what is it, exactly? In an attempt to avoid overwhelm, Let’s keep this simple.
Digital marketing is data driven and targeted brand promotion through technology.
While the umbrella term, “Digital Marketing,” can include mobile apps, podcasts, and other forms of digital media, the internet is the center of all tools and channels at a digital marketer’s disposal.
Digital marketing is exceedingly organized, highly targeted, and delivers measurable results in real time.
There is no guesswork involved. Strategies are tested continually in order see what’s working and what isn’t. You’re able to measure results and implement strategy adjustments immediately.
This is the way of digital marketing. Let me rephrase that. This is the way of digital marketing when you have a highly skilled digital marketing agency supporting your brand.
What is a Digital Marketing Agency?
A digital marketing agency is different from your traditional marketing agency in that they are typically focused on results-based marketing in the digital world. Measurable marketing and ROI is the name of the game.
A legitimate digital marketing agency doesn’t practice “spray and pray” marketing. Gone are the radio or TV spots and magazine ads. In their place come a team of strategists, consultants, creatives, and developers that work together from the ground up to deliver quantifiable results. A digital marketing agency is a brand-development and lead-generating engine.
Digital Marketing Agency vs. a Marketing Agency
Marketing agencies still dance on both sides of the marketing line, often pushing traditional or merely creative initiatives. Companies want a beautiful website—but they also need a website that converts visitors to results-focused outcomes, such as leads or purchases. Unfortunately, many marketing agencies don’t have the know-how or internal skill set in place to deliver both.
What a Digital Marketing Agency Should Do
Now that I’ve made digital marketing agencies sound like teams of superheroes, you’re probably wondering what it is that they typically do. Let’s review the top three areas digital agencies focus on.
Digital Marketing Agencies Improve your Business
A great digital marketing agency has the means take over your marketing from top to bottom. For starters, their business expertise allows them to evaluate your brand’s needs and develop a powerful strategy that maximizes profits.
They’ll work with your company to improve efficiency and productivity. With their help you’ll better define your objectives and set measurable goals.
Moreover, the focus on data and targeting requires a clear definition of your target buyer, which is typically more specific than companies currently have in place. When working with a digital marketing agency you’ll determine exactly who your ideal buyer is and analyze their buying journey. Like I said, digital marketing is highly targeted.
When you know your target well, you’ll determine what your messaging and benefits should be to speak directly with your ideal buyer. Your unique selling proposition as it aligns to your ideal buyer is what forms a connection with the people who buy from your company.
Digital Marketing Agencies Master Your Brand Online
As digital marketing revolves around your online presence, a digital marketing agency will work extensively on developing your online hub. This can, and usually does, take many forms.
A highly effective, buyer-focused website allows you to showcase your brand online. From there a digital marketing agency will help you determine which platforms and channels should be used to reach your ideal buyers.
A skilled digital marketing agency will position your company as a market leader by creating content that allows you to establish your brand authority and expertise online. As true experts, the TLK Fusion agency team will execute the most modern and effective content strategies in order to provide the best possible organic search rankings. They will create and implement expert social media marketing strategies that deliver a marketing ROI beyond anything traditional marketing could ever hope to deliver. Social media, when done well, will be focused on the context of the channel and yet fit into the overall marketing strategy.
As A Digital Marketing Agency, TLK Fusion Will Boost ROI
One of the most important services a digital marketing agency provides is a steady and reliable boost in your return on investment. Higher ROI means one thing, higher profits.
There is no settling in digital marketing. A good digital marketing agency will never stop testing and reworking their strategy in order to boost your ROI and improve its overall efficacy.
Digital marketing agencies will evaluate your website traffic, determine the best online platforms to invest in, and continually maintain the balance between your marketing activities and the results they provide.
Working with a digital marketing agency means more leads converting to customers. That means long-term sales growth.
One more thing to think about: To do everything a digital marketing agency does, requires that you hire a marketing strategist, marketing manager, designers, copywriters, and developers to build your own digital marketing department. Consider what your money buys when hiring a digital marketing agency versus bringing on full-time staff members. Talk about making the right investment!
Do you know when to outsource your marketing and when to keep it in-house?
What TLK Fusion Does Differently
TLK Fusion isn’t your average digital marketing agency. We focus on partnering for the growth of your business. Each member of our team learns the ins and outs of your business, as if it was their own. In that way our work reflects the soul of your brand while providing results tailored to your businesses specific needs.
There is no one-size-fits-all digital marketing agency. We know we can’t help everyone. We only work with companies looking for a partner who will provide Done-for-You results. We want to take charge of your marketing and lead your business to its most profitable year yet.
We have 2 straightforward programs to take your business there. Take a look at our Marketing Domination program to build the foundation of your digital marketing hub. Our Business Advantage program takes perfect marketing to your ideal buyer.
No matter how or where you’re currently marketing your business, one thing is for sure: A skilled digital marketing agency will take your marketing, brand awareness, ROI, and overall profitability to new levels. Want to know more about how a highly skilled digital marketing agency can help your business? Schedule a free strategy session with our experts today.