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The Impact of Digital Marketing on Your Business

#Marketing

5th September 2019

Digital marketing is growing by the hour. But do business owners appreciate its far-reaching implications? Digital marketing is much more than just paid advertising and generating organic traffic from SEO. It has the potential to change your business. Because it’s still fairly new, there’s not much awareness about all the risks and benefits.

Digital marketing types for a business website

First things first, let’s list the most popular digital marketing types that will be mention throughout the article. We’ve already named a few, but a more extensive list would include:

  • content marketing
  • paid advertising (PPC)
  • SEO
  • social media marketing
  • email marketing

While similar lists are often double the length of this one, we don’t want to do that. We could add landing pages to the list or split paid advertising into PPC and search engine marketing. But in general, a single digital marketing campaign will utilise multiple methods.

There are no landing pages without content marketing and a content strategy. Content is the key of a conversion-optimised page. Similarly, PPC is not cost-effective without landing pages targeting appropriate keywords and campaigns and newsletters won’t generate interactions without valuable content.

What can you achieve through digital marketing?

The obvious digital marketing benefits aren’t much different from traditional methods. Businesses want to reach a broader audience, get more clients, build their brand, increase customer loyalty, and so on.

What makes digital marketing unique is that entering the online world can transform your company. And we don’t mean just plain business growth.

You can optimise your processes and efficiency but also completely change the core of your business in a way that traditional marketing can’t replicate.

Let’s take a bookshop as an example. Setting up an e-commerce website is the obvious first step for most of the bookshops entering the digital space. This already changes several workflows in the company and can be seen as a digital transformation.

But you can take it even further and start offering audiobooks and e-books. Both can be added to the catalogue with a single feature and it’s something that wouldn’t be user-friendly in a brick-and-mortar bookshop.

It’s the best example that a single website feature can drastically transform your business.

Digital campaigns bring invaluable data

The abundance of software and the ease of gathering unambiguous data is a huge benefit of digital marketing campaigns. Most traditional time-consuming processes can be automated, which gives your team more time to analyse the data.

Analytics and state-of-the-art technology like anonymous session recordings allow marketers to easily identify the weak points of campaigns.

We learn stuff from the campaigns. As a marketing manager I can go back to our creative team, make different assets, make different creatives and put them out there on the Web again and then have better campaign performance.

Duco Luitse
Senior Marketing Manager
Philips Sonicare

However, this new way of feedback requires businesses to be braver. You’ll constantly work in an unfamiliar environment, such as when new marketing channels and possibilities open up. Currently, social selling might be an example.

It’s a brand new area with untapped potential. Using it from the get-go can give you a huge advantage over your competition. Its freshness brings a lot of risks, but you’ll gather data your competitors won’t have and you’ll be able to work off of these insights to improve your campaigns.

Website as a hub of your digital marketing

A professional, bespoke business website is vital for your digital marketing efforts. Just like with the campaigns, it’s crucial businesses put more trust and value into it.

Acknowledging a business website is an investment rather than an expense is the first key step to a digital transformation.

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