The marketing space is constantly changing, with traditional methods in steady decline, and a global push towards digital happening as we speak. Couple this trend with the massive potential audience you have access to online, your business can no longer afford to keep to conventional marketing tropes.
Benefit from a massive online target audience
The internet has become ubiquitous in our modern society, and Google estimates that a massive 88% of people conduct online searches for local businesses. With such high numbers of people turning to the internet to help inform their purchasing decisions, can you really afford to ignore the potential provided by Digital Marketing?
Further research by Google shows that approximately 70% of computer and tablet users, and 61% of mobile users desire advertising that is targeted to their immediate local surroundings. Through the power of Digital Marketing you are able to reach a much larger audience than through traditional means, but more importantly, this audience is a targeted one, more likely to engage with your advertising, as you are giving them exactly what they want.
The decline of traditional marketing
Although television advertising remains the leading choice for most companies worldwide, holding 42% of total advertising spend, online advertising is the fastest growing medium, currently holding 24% in comparison to print’s 19.7%. The decline in the use of print marketing, and the fast customer adoption rate of ad free, online streaming services such as Netflix, Amazon Prime, and Hulu, shows a reduction in the effectiveness of traditional marketing routes.
Whether it be billboard, television, or print advertising, people have become accustomed to tuning out, and ignoring, the messages companies are trying to get across. The benefit a digital marketing campaign has over these traditional means is the ability to specifically target interested consumers. Although you could say that people are equally able to ignore online marketing, the fact that you are able to target people directly, showing them advertising for things they are interested in, increases your click through rate, and overall engagement.
Digital marketing is less of an expense, and more of an investment
Adopting a new method of marketing can be a frightening prospect, especially when it comes down to cost. However, digital is a form of inbound marketing, meaning that it brings consumers directly to your company, research on which shows the cost per lead to be 62% less than that provided by traditional marketing.
Not only does digital marketing cost significantly less than other formats, but the research continues to show that it also generates 54% more leads, and saves companies a significant amount when it comes to their annual advertising budget. So not only does digital marketing provide a larger target audience, higher engagement, and more leads than traditional advertising methods, but it also costs less.
The numerous benefits and advantages provided by digital marketing are apparent, and a company looking to design an effective advertising campaign should heavily consider their options, as ignoring technology in today’s online focused society prove detrimental to success.
Alexander Goodenough
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