The Growing Popularity of Digital Marketing
It is not surprising to know that we have ventured into a revolutionized world where every member of the new world is surrounded by social media and technology. Marketing has taken a new dimension digitally. This means that the more sophisticated digital get, the more marketing is simplified. Digital marketing is a fast and effective communication tool across different channels for various reasons such as achieving business and marketing goals, spreading purpose-oriented information, or may be simply communicating and building business relationships on social media platforms such as Facebook, Twitter, or Instagram.
Why is Digital marketing so important?
The heart of any business success lies in its marketing. There’s no denying it, the world is rapidly shifting from analogue to digital. A research done by Mobile Phone Africa states that the end of 2015, 46% in Africa subscribed to mobile service, equivalent to more than half a billion people, an additional 168 million people will be connected to mobile services across Africa, reaching 725 million subscribers by 2020. Also, in 2015, mobile technologies and services generated 6.7% of GDP in Africa, a contribution that amounted to around $150 billion of economic value. People are consuming more and more digital content on a daily basis. It should be noted that it is not only a rapidly growing force in the current marketing field, it is also the future of marketing. Digital methods of communication and marketing are faster, more versatile, practical and streamlined. One of the reasons why digital marketing is taking over traditional marketing channels is the ability of Internet marketing tools to interact with targeted audiences in real time. For instance, digital marketers can communicate information about new products and services with their audiences within minutes and not days, and there is always the presence of immediate feedback, unlike offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. Meanwhile research company McKinsey has said that customers who are used to operating in a digital world are demanding “a radical overhaul of business processes. Intuitive interfaces, around-the-clock availability, real-time fulfillment, personalized treatment, global consistency, and zero errors —this is the world to which customers have become increasingly accustomed”.
Benefit to business organization
Digital marketing which is an umbrella term for online marketing is a growing trend in the world of marketing. The main objective has always been about connecting with your audience in the right place and at the right time. Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content.
With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytic software. You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytic data. This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.
Digital marketing helps identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, this means that you can make more informed decisions about how to attract potential clients to your services, but with offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase.
According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that’s over 40 million individuals. The bottom line is, the digital age is here, and those businesses that fail to adapt to the new marketing climate are at great risk of going extinct sooner rather than later.
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