Technology paved the way for the evolution of marketing, which involves creating, communicating, and delivering offerings that have value for customers, businesses, and society. On the other hand, advertisement, a vital component of marketing, is the exercise of promoting a company and its products and services through a paid channel. Initially, advertising began by word of mouth, but it evolved as soon as new advancements were created.
A Brief History Of Advertising
- 3000 BC – a papyrus was written by a weaver looking for his slave in ancient Egypt
- 1477 – first hand-printed ad displayed at a shop near Westminster Abbey in England
- 1836 – Las Presse, a Frech newspaper, subsidized the price of printing using advertising
- 1850 – first outdoor advertisement in the railway station was seen
- 1922 – first radio ad was aired at WEAF, a New York City radio station, a 15-minute real estate advertisement offering apartments at Queen’s
- 1941 – a 10-second commercial of Bulova clocks and watches was aired on a local TV channel in New York
- The 1960s – catchy jingles were first heard alongside tv advertisements
- 1994 – first clickable banner on the internet was witnessed at Hotwired.com for AT&T
Today, the norm is digital advertising. Recent statistics show that USD$356 billion was spent in 2020 for digital advertising—a staggering amount compared to the papyrus used in ancient Egypt, right?
Using digital marketing today became inevitable because the advent of the internet transferred people’s interest from traditional media to social media. And entrepreneurs have plenty of reasons to adopt digital marketing strategies. After all, in 2020 alone, a record number of 3.6 billion people actively used social media. And this number isn’t going down anytime soon. In fact, it’s projected to reach 4.41 billion by 2025. So, you could probably say that digital marketing is the way to go when it comes to positioning your products and services effectively.
What Is Digital Marketing?
Digital marketing, also called online marketing, is the use of any marketing activity on an electronic device utilized by specialists to convey promotional messaging to reach a target market. These efforts would later be measured by tracking a customer’s journey based on their digital footprint.
If you’re a new business, you need an effective campaign to reach your target market. Since you’re still relatively unknown in the market, you need an intelligent and strategic professional to do this for you because going deep into it by yourself or with an inexperienced person can make or break your business.
What Can Digital Marketing Do?
- Content marketing – a marketing approach that focuses on creating and distributing valuable, relevant, and consistent material to attract potential customers and retain a loyal audience
- SEO – search engine optimization is the science and strategy of getting pages to rank higher in search engines. Ranking higher in searches increases website traffic and potentially sales
- Video marketing – using videos to promote and market a product or service on digital and social channels
- Mobile marketing – any promotional activity that takes place on smartphones or handheld devices, including tablets, to reach an audience targeted by mobile-optimized campaigns
- Online advertising – a marketing strategy that makes use of the internet as a medium to increase website traffic through targeted marketing campaigns
- Email marketing – a marketing strategy that promotes products and services through your email list
- Social media marketing – the use of social media channels and platforms to market a company’s products or services
Establishing an authoritative online presence is more essential now than ever since in 2020, there was a surge of 75% interest in consumer online activities, with 21% of those consumers purchasing online for the first time. Digital marketing can persuade consumers effectively, and reaching out to them has become more accessible now because of artificial intelligence and big data. Social media and the web-based algorithm are the fundamental tools most businesses utilize to target specific markets so that their message can be relayed as smoothly and efficiently as possible.
Many competent individuals and agencies offer digital marketing, and they have the tools and expertise to carry out effective campaigns for your business. For instance, Bud is a Perth based digital marketing agency that specializes in SEO, Google ads, social media, and content marketing.
If you’re still unsure, here are reasons to convince you that every business needs a digital marketing agency:
1. To Increase Sales
Of course, the main reason you want to promote your business and you’re investing in marketing campaigns is to increase your sales. Using the appropriate messaging for your brand can attract more people to patronize your products. Knowing what type of digital marketing approach and tactic to use will be essential in achieving this.
Fortunately, a competent digital marketing agency has an arsenal of tools and experts to help you attain this in no time. Businesses that do their digital marketing almost always fall into the trap of a vicious trial and error cycle. Utilizing an agency gives you a measure of accuracy because using the right tools won’t let you spend too much time on trial and error.
2. So You Can Focus On Running Your Business
Having an expert agency to rely on will allow you to focus on what’s important—running your business operation. Keep in mind that a sign of a good leader knows to delegate effectively. Delegating this valuable task to the right people can give you more time on your hands to focus on the other essential aspects of your business, like overseeing and managing production, labor, customer service, and product quality.
You might think that you’ll be saving operational expenses when you take care of your business’s marketing yourself, but the next point will explain that it won’t.
3. To Minimize Personnel Cost
When you don’t have a designated digital marketing agency to handle your business’s marketing aspect, you might need to hire several people to manage individual tasks and pay higher salaries and benefits for them.
For instance, you might need someone to handle the roles of a social media manager, email marketing specialist, content writer, SEO specialist, and photo/video specialist. That’s four to five people with individual salaries as compared to one agency handling all of those tasks for a specific, definite period.
4. To Expand Your Reach
An expert digital marketing agency with sufficient experience will help you expand your reach in all your preferred digital platforms. Maybe, aside from Facebook, you’d also want to tap into the intellectual Twitter niche or the young users of TikTok.
5. To Increase Brand Awareness
As a business owner, you’d want people to remember your brand first when they hear a specific thing. For instance, when asked about spas, consumers will mention the name of your spa first. That’s what you call brand awareness—how familiar consumers are with your brand. When consumers know your business, they’ll have an instinctive preference towards your brand over your closest competitor.
Marketers know that when consumers are confronted with choices, they’re more inclined to buy a familiar brand, and most of their tactics are geared towards increasing brand awareness. Naturally, when your brand has established familiarity, sales will increase.
6. To Increase Your Searchability
Whenever someone wants to buy something or wants to know about something, the first thing is to use a search engine to look for it. And with millions of search results on the internet, what are the chances their search will lead them to your brand?
That’s what SEO is all about. Search engine optimization is the scientific way of ensuring that your website ranks at the top of every search prompt in search engines. Technical optimization of a site is a complicated process, and only those trained and certified to do this can do it excellently and effectively.
What makes this process more complicated is that aside from improving the crawling capabilities of the keywords, you also need to look into indexing and ranking them. SEO experts of digital marketing agencies are trained to do these highly technical processes, and you don’t have to squeeze your brains trying to figure this out.
7. To Get Measurable Results
Knowing how every campaign performs and how you can make adjustments for them to perform twice as better is the job of your assigned digital marketing agency. After each campaign period, they’ll show measurable results of how your campaigns worked for the duration it was live online.
You have to remember that online advertising shows you specifically who clicked on every ad you promoted on social media. Those data could be instrumental in defining or redefining your buyer persona.
Every ad shows specific demographics, preferences, and consumer behaviors of those who clicked and purchased. This information could be used in planning future events, creating new products, and shaping the future of your brand.
8. To Know What Works And What Doesn’t
As previously mentioned, having a digital marketing agency takes the guesswork out of reaching the right consumers, so you wouldn’t have to do trial and error. Established agencies have abundant experience and know-how from previous clients to apply to your brand. They also have adequate tools and techniques to determine what kind of strategy must be employed to reach your marketing objectives.
9. Create Great Quality Content
Your business might need write-ups and quality blog articles to entice potential clients and communicate with an untapped demographic. However, wordsmiths aren’t precisely in abundance. It’s a good thing that digital marketing agencies have creative and highly qualified content and copywriters to create compelling content for your social media posts and blogs.
In digital marketing, content is key, and quality content usually pushes users to engage, react, and share posts to reach a more comprehensive number of people. Creating shareable and engaging content is one of the objectives of digital marketing.
10. Make Your Brand Viral-Worthy
Memorable, unique, and shareable content is the envy of many brands. Some might think that one viral post might be a fluke, but marketing experts often have a sure recipe for making viral-worthy content.
Marketing professionals have done intensive research and have studied this phenomenon since the inception and popularity of chain letters in the advent of social media in the mid-90s. For a digital marketing agency to take over your marketing objectives, they must study your brand and market extensively. Hours of dedication to learning about your company are not something that should be taken lightly. It’s a commitment that they will promise to ensure that both of you will successfully attain your goals.
Viral content doesn’t just involve posts that are ridiculously funny or a product of unexpected events, but it’s something that tugs at the heart and core of your consumers. Digital marketing agencies are experts in creating concepts that hook your users.
A concept that will make people stop, pay attention, and spend minutes of their precious time is something that you want to achieve as a business because maybe this one viral content will etch your name into the awareness of people you want to reach. After that, these audiences will stay hooked, and all you need to do is maintain the momentum and be consistent in posting more engaging content.
11. Generate More Hot Leads
A business in industries like real estate can provide an excellent picture of this. Hot leads are clients who already know what you offer and could potentially be ready to make a purchase or sign a contract.
However, many people neglect to see the value in pursuing warm and cold leads and converting them into hot leads. Fortunately, expert marketers know how to tap into cold and warm leads and create a campaign specifically targeted at them so they can move them to a more desirable stage of lead temperature.
In this ever-evolving digital world, one effective campaign may be obsolete in the next few months or weeks, and one’s ability to adapt to this change and make necessary and timely adjustments are crucial in staying relevant and sustaining the public’s interest.
Cutting costs and believing that anyone can make effective digital marketing strategies is a fatal mistake. Trusting the right people and relying on experts could be the best thing you can do for your brand. There is nothing like smart, driven, and ambitious people taking over a creative task.