Guess what the rate of increase was for digital marketing in 2016?
A whopping 40%!
And there’s no stopping this juggernaut. Growth kept increasing in 2017, and is expected to keep doing so for the foreseeable future. Small wonder, then, that marketers spend around 60% of their time on digital marketing activities. Most companies are raising the allocation of their budgets to digital marketing. So when and how did this phenomenon take over marketing?
Well, there are quite a few factors at play. First of all, mobile has taken over. Most people own a mobile or digital device of some kind, and nearly half of total web traffic is driven by this. Digital marketers would do well to keep in mind the all-important priority mobile takes. Smartphones are now an inexpensive and basic choice of mobile for nearly every segment of the population, and the conveniences and features they provide just keep increasing. It’s not far-fetched to predict that mobile will rule the industry in the future.
Then, while still something of a newbie, the Internet of Things has also begun to play its part in shaping the marketing experience of the future by adding a layer of profundity to digital marketing. Additionally, digital marketing is just better able to make use of personalization. There is a vast amount of data about individuals and their preferences available for mining, and by its very nature digital marketing is poised to quickly take advantage of that.
Think about it: literally everyone and their grandmother is online today. That’s not even an exaggeration – it’s quite likely that your grandparents have their own Facebook profiles, at least. In fact, the number of social media users above the age of 55 has jumped by nearly 80%! And of course, younger users simply abound. That’s why digital marketing is so powerful. It taps into the hordes of customers already using and connected to platforms like Facebook, Instagram, Twitter and Pinterest. There’s simply no better way to widen your target market than by going online.
Another huge advantage of digital marketing is its cost-effectiveness. While it can take some time to fully invest in and implement digital marketing, in the long run, the investment should pay back many times over. This is especially so when compared to cold calling. Cold calling asks customers to place their trust in a product or brand without giving them any reason to believe in it. With the online world taking over, however, it has now become remarkably easy for potential customers to find evidence of the quality of your product online. When people hear of a brand or product they think might be relevant to them, the first thing they do is Google it. That’s where digital marketing practices like SEO come in: generate some creative content peppered with the right keywords and catalogue your products, and customers will land right on your homepage when they look for such products online. Of course this is going to be more cost-effective than cold calling in the long run.
So prepare for the digital future. Balance traditional advertising with digital. Understand what is relevant to the consumer, and use analytics to understand how to engage them. The future is here, and for the savvy marketer’s taking.