How Digital Marketing Is Changing

What was the last advertisement you saw? Was it on the television? Or was it on your smartphone or your computer screen? Chances are high that at least one of the most recent advertisements you consumed was through the latter.

A large amount of advertising is done digitally now. While people who live in big cities still see billboards while commuting to work or ads in subway stations and at bus stops, most media is being consumed online nowadays. As a business owner, this means you have to be utilizing the digital landscape for your marketing. Of course, you’re probably already doing this. But when is the last time you conducted a successful digital marketing audit? Common digital marketing practices and etiquette are always changing, as do the audiences and devices on which we encounter them. Take note and do your best to adapt — your sales report will thank you!

Video Takeover

When you think about it, video technology has always been extremely important to marketing. From clever product placement in culture’s most beloved sitcoms, all the way to the yearned after Super Bowl Ads, screen time has been important since it came into existence. However, it would seem that television ads have taken a backseat to the grounds provided by the internet.

Take what Noble Digital said, for instance, after describing video as “the future of digital marketing.” They explained video’s importance to your brand as such:

(Video) can tell potential customers exactly what you do, and why you do it better than your competitors. Imagine landing on a website and struggling to figure out exactly what that firm did based on the text content of their home and about pages. That can take a lot of time, and most consumers aren’t willing to make that investment …. A video could explain exactly what your business does in as little as 30 seconds, and encourage visitors to move deeper into your funnel …

Most of these videos are being consumed via the internet. Notably, video content has been responsible for the majority of web traffic for several years now. If you’re not currently utilizing it as a primary means of marketing, you’re not keeping up with the times, and you are doing your brand a serious disservice in the process.

The Available Data

Due to the most innovative changes we’ve seen in modern technology, we can now learn more about consumers than ever before. Additionally, we can get this information faster than we previously thought was possible. This is due to the wide availability of data.

According to Villanova University, data is obtained by businesses through leads and sales, e-mail correspondence, financial transactions, and productivity applications. This means that you can learn a lot about your target audience based on how and what they purchase, in addition to how they otherwise interact with your brand.

For instance, as soon as a mailing list campaign is launched, email marketing platforms allow you to monitor how many people are opening your messages, if they’ve clicked on the links within the messages, and what your bounce rate is. Naturally, combining this data with sales information allows us to make educated predictions about how a new product may do based on previous campaigns.

We can answer questions such as, “How long might it take for a product to sell after an online campaign has been initiated?” and “What time of the week should I post on social media or send out my mailing list?” All of this is data obtained through digital marketing and can be accessed with just a few clicks.

The Digital Importance

As we all should be aware of, the digital marketplace is not disappearing any time soon. However, job descriptions, marketing methods, and business operations are now changing due to its prevalence. Even CEOs are expected to drive digital innovation now, whereas in the past the head of marketing or product design may have been in charge of this.

Due to the significant returns we can obtain through data, digital marketing’s importance cannot be overstated. The digital world creates the line of customer communication to businesses and allows them to effectively track responses that are driving their industries and markets. After all, what is a company without its customers?

For marketing to work, a company has to go where consumers are. It just so happens that consumers are on the internet more than anywhere else nowadays. They are using new programs, new devices, and following new trends. Without digital marketing, you will not be able to meet them halfway. So understand the importance of digital marketing and stay up to date with its changes. Read publications that document them. Stay aware of what your target audience is doing and how they spend their time. Chances are, there’s a way you should be utilizing those spaces.

Again, noting the importance of video marketing and data, we can come to understand the current trajectory of digital marketing. However, these are only two aspects of modern day business affairs that have been changed by technology. To stay relevant, you have to keep your ear to the ground and stay on your toes. Digital marketing makes it easy to meet your customers halfway — but are you leveraging it to its full potential?

Can you think of any other digital marketing trends you think need to be pointed out? We’d love to get your thoughts on the matter. Please share your opinions and experiences in the comments below!


Brooke Faulkner
Brooke Faulkner
Brooke Faulkner is a mom, writer, and entrepreneur in the Pacific Northwest. She loves all things literary, doggish, and plant-based. Of those, words are her favorite. You can find more of her work on Twitter @faulknercreek.

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