23 June 2015

The Importance of Digital Marketing

When it comes to Digital Marketing I’m sure you’ve come across many acronyms, for example; CPC, CPA, CPM, CTR and the list goes on. Technology and Digital Media is evolving rapidly and has placed businesses in the digital age. Businesses now, more than ever, need to ensure they have an online presence and a strategic approach to engage with their audience online. Some of the most common forms of digital marketing are:

  • Website (SEO or Search Engine Optimised content)
  • Paid search ads (SEM or Search Engine Marketing)
  • Blogs
  • Online banner ads
  • Remarketing
  • True-View Video Ads
  • Email marketing
  • Social media marketing (Facebook, LinkedIn, Twitter, Pinterest, Tumblr, Google+)
  • Mobile marketing (SMS, MMS, Display Ads)

The term ‘Just Google It’ is now part of our general daily vocabulary. The first point of consumer research is to Google what they are looking for. Digital marketing methods are faster, more efficient, practical and versatile. The latest April 2015 Nielsen Online Statistics indicate that 15.2 million people are using Google, over 11 million are on Facebook, over 9.3 million are YouTubing and 18.271 million are actively online. Compare this to our current Australian Population of 23.8 million and that’s 77% of Australians online! You can say this is kind of a big deal.

As a result, the need for Brands and Businesses to participate in the online space is no longer a choice but an absolute necessity in order to stay relevant and keep up with the competition, engage with their audience and maximise ROI.

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Key reasons for embracing digital marketing are:

  • It’s more affordable than traditional marketing. Investment is less with higher reach than traditional media channels; not to mention the higher engagement rate.
  • It’s a great way to elevate your brand as a complimentary method to TV and Newspaper buys.
  • Everything is measurable and can be tracked. Gaining audience data and insights via analytics is crucial in evaluating campaign performance and provides the opportunity to improve future campaigns.
  • Digital campaigns are managed in real-time and can easily be optimised if need be.
  • The internet is here to stay and the number of people online is growing constantly, offering ample opportunity to engage with your audience and industry.

So where do you start?

  1. Ensure your website is indexing and that search engines can find you. This is basic SEO (Search Engine Optimisation) that your webmaster has included, or perhaps not, therefore seek some expert advice to ensure your online efforts are not limited.
  2. Google yourself and see how your business is ranking.
  3. Check out your competition and what they are doing online and across social media channels.
  4. Who is your audience? Start segmenting, everything online comes down to audience behaviour, their habits, searches, frequency of visits and time spent viewing content.
  5. How do you want to measure your online performance? Think about this clearly. The advantage of online is its transparency and the opportunity to easily monitor and change your activity. For example, if your goal is brand awareness, you may just want mass traffic to your website. Alternatively, you may want to track conversions by recording how many people download a brochure or fill out a questionnaire/contact form.

It is clear that we are in the ‘Digital Age’, and businesses that have not yet embraced the new way of digital marketing and its opportunity need to start – now. People (your clients and customers) are already talking about you online whether you take part or not. Active online participation = ROI = Success.

Like to know more? Contact the friendly Wahoo team today!

Author: Melita Francis – Digital Specialist

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