Digital Marketing is a term used so commonly today but you’d be forgiven for not knowing what it is or how it differs from traditional marketing methods.
Digital Marketing is primarily advertising that is delivered through digital platforms such as search engines, social media, websites, apps and emails.
There are many different types of Digital Marketing, and these will expand with digital advances in the future, but the core methods of digital marketing are:
- Paid Search
- Search Engine Optimisation (SEO)
- Display Advertising
- Social Media Advertising (e.g. Facebook)
- Email Marketing
I could write a blog post about each of these (and I will!) but what I really want to talk about here is how these digital forms of marketing differ from traditional methods and explain to you why you should absolutely be investing in them.
Now bear with me. This will make sense in the end. Promise.
Your Perfect Customer
This is Richard. Richard is your perfect customer.
He lives in the right location, he is the right age, he is interested in the right things, he has enough money etc etc. Basically, Richard is 100% interested in what you are selling and is highly likely to make a purchase.
We like Richard. We want more Richard’s to find your business.
Traditional Marketing, such as Print Advertising, is great for getting the word out and they will give you some basic statistics about who buys their publication to help you target your perfect customer… but you can’t control who see’s your advert so you will end up with a whole mixture of people.
Take a look at the diagram below. The dots represent people who read your advert. A few will probably be your perfect customer (remember Richard, the orange dot?), some may be very like your perfect customer (the yellow dots) but many won’t be right at all and will have no interest in what you are selling (all the other dots!).
Essentially you are paying a premium cost for a glossy advert on the chance that Richard buys the magazine and looks at it. Pretty risky strategy, right?
Alternatively, Digital Marketing, like Facebook Adverts for example, uses highly specific targeting and only shows your adverts to people who fit your criteria.
You could specify that you only want to show your adverts to men who are aged between 41 and 51, live within 10 miles of Birmingham, own a motorbike and earn more than £50k a year.
This is how you ensure that you only spend your precious advertising budget on your perfect customer, not wasting it on anyone else.
Look at all those Richards!
There’s many other benefits to Digital Marketing but the ultimate benefit it has over Traditional Marketing is that you can target your perfect customers and not waste any money on talking to the wrong people.
If you’re interested in exploring Digital Marketing for the first time, or if you’d like to use your Digital Marketing channels better, please get in touch with us on 01243 252109 or email firstname.lastname@example.org