Over the past few years, digital marketing has become essential to brands. It helps them increase brand awareness, personalize user experiences, and accelerate conversions.
In this article, we explain the benefits of digital advertising.
1. Reaching Customers Where They Spend Their Money
Today, most of your customers do their research and purchase online. They read customer reviews, communicate with brands via live chat, read website content, and compare offers. Social networks are strongly preferred as a means of customer service.
These channels are the opportunity for you to strengthen customer relationships. They are more direct and casual means of interaction with customers.
You can also use social networks to engage your audiences and inspire them to purchase from you. Social media ads let you segment your audiences into narrower groups and ensure your content is delivered to the right people.
Most importantly, social networks are a treasure trove of customer reviews and user-generated content.
2. Giving Small Businesses a Competitive Advantage
In the past, small businesses did not stand a chance of fighting big-budget competitors. An international company would come to town and wiped lots of local stores. Online marketing gives small companies a competitive advantage.
With SEO, paid advertising, email marketing, and social networks, local companies can increase their visibility and attract local customers. Most importantly, they can reach wider audiences and start selling their products online.
3. Increasing Brand Awareness and Memorability
To stand out in the hypercompetitive market, businesses need to have a thorough branding strategy. The goal is to develop a consistent brand presence at every customer touchpoint. That is where digital marketing steps in.
One such example is customer reviews and recommendations. By inspiring customers to mention your brand, share the photos of your products, and review you, you expand your reach. Your brand will seem more trustworthy and generate new leads faster.
Also, promote your brand logo, colors, and name across multiple channels. For example, add them to your website, blog, email, and social media content. Create a brand style guide that specifies how you should use your brand features continuously across various advertising channels.
You can even combine online and offline marketing to boost brand awareness and memorability. For example, use outdoor LED screens or direct mail to gamify user experiences. Include your logo and create an attention-grabbing ad copy, but do not reveal much about the offer. Instead, provide a QR code for users to scan it and learn more. Ensure your brand elements, such as logos, fonts, colors, feel the same across offline and online advertising channels.
4. Precisely Targeting Audiences
By running an ad in a magazine may help you increase your reach. Offline ads like these also provide some basic targeting features, particularly if the magazine targets the same audience groups. However, how many readers will spot your ad and take action? If your prospective leads do not convert, that means you have wasted your money.
Digital marketing makes it easier to expand your exposure and boost conversions. Pay-per-click advertising is the perfect example of that. You can target your digital ads based on a wide range of factors.
For example, Google Ads lets you target audiences with a specific challenge, goal, profession, buying behavior, or education level.
Social media ads target audiences by using the data they have already gathered about your users. For example, Facebook can show your ad to people with specific interests, locations, recent behaviors, income, content preferences, etc.
By creating targeted online ads, you will stop wasting money on your ads and boost ROI. Instead of generating thousands of random store views and visits, you will focus on the users interested in your products or services.
5. Personalizing User Experiences
Online marketers can personalize customer experiences in different ways.
For example, start with customer experiences on your website. Many online brands track customer behaviors on their websites. They use heatmaps, website analytics, and first-party cookies to learn more about customers’ browsing patterns, product views, past purchases, etc. Based on this data, they provide more relevant product recommendations and upsell to customers faster.
Many savvy brands rely on market segmentation. Simply put, you target customers down to the individual level. The goal is to break your lead/customer list down into narrower segments based on their age, location, gender, past purchases, content interests, etc. That is how you can deliver more relevant email newsletters and website experiences to every customer. By personalizing their customer journeys, you will convert them faster and inspire repeat purchases.
Online Is where your Audiences Are
Your customers are online. Therefore, to grab their attention, raise awareness of your brand, and boost conversions, you need to invest more in digital marketing. It increases your marketing ROI by helping you create targeted, personalized, and user-centric marketing campaigns.
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.