Why Digital Marketing is Crucial—No Matter the Size of Your Business

Digital marketing is more affordable, flexible, and engaging than traditional marketing methods. Even top-performing small and mid-sized companies are finding better competition, improved best practices, and increased engagement through digital marketing.

Below is an article written by Marketo which talks about why Digital Marketing is crucial.

1. Digital Marketing Costs Less

Traditional marketing campaigns, including print and television, are more costly because of pricey resources and the difficulty of tracking ROI. Digital marketing uses targeted research and analytics to quickly determine which approaches are working well and which aren’t worth the cost or resources.

2. Small Businesses are More Competitive

Digital marketing closes much of the gap between large, medium, and small companies because it avails each level with many of the same resources. While big companies with larger budgets will be able to spend more on paid ads and advanced software, digital marketing gives SMBs more opportunities to compete, improve brand awareness, and build an audience.

3. ROI Measures Program Results

ROI asks the question, “What kind of results do my programs deliver?” While it’s not the easiest marketing measurement to calculate, the finished product is hugely valuable to measuring success. Single attribution (first touch/last touch) is the method of measurement used by nearly half of marketing teams. This method acknowledges the theory that it takes an average of seven touches to convert a cold lead to a sale, and puts the highest value on the first or last touch.

4. Online Market Share Clarifies Sales Figures

Online market share is the percentage of total market sales a company accounts for. This figure is determined by dividing the company’s total sales by online sales and multiplying that number by 100. The benefit? Market share gives sales figures context, allowing the company to view their sales regarding market size.

5. Easier A/B Testing Hones Communications

One of digital marketing’s best allowances is the ability for a company to experiment with almost every aspect of a marketing campaign. A/B testing the location of an email sign-up CTA, the color of a promotional banner, a subject line, etc., is much easier—and results are available much faster—on digital channels. With some diligence, simple changes can be tracked and used to target customers more effectively. For example, testing can be used to better engage a target audience, improve CTRs, help drive buyers through their journey and more.

6. Mobile Marketing Increases Engagement

Did you know many people don’t even own desktop computers anymore? Mobile marketing opens up a whole world of opportunities for increased engagement, from creating a more personalized user experience to reaching new users. According to Global Web Index, more than 80% of internet users own a smartphone, and 90% of the time spent on their smartphone is devoted to apps.

 7. Analytics Improve Business Models

Measuring digital analytics helps companies make informed decisions about where to invest their resources, improving efficiency. Gathering numbers for traditional marketing channels is a manual process, while most digital platforms, including social media and marketing automation, have built-in analytics dashboards with all of the data automatically available.

8. Digital Delivers Personalized Attention

Digital marketing eliminates the old “one size fits all” approach to marketing by giving companies better insight into segmentation. Using results from customer behavior tracking to personalize outreach creates the ideal customer experience.

9. Account-Based Marketing Closes Bigger B2B Accounts

Digital channels and tools have enabled a new strategy, account-based marketing, which uses highly personalized messaging to communicate with individual prospect accounts as markets of one. 

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