Online marketing is a powerful tool that aims at enhancing the sales and revenue of any business. It’s an approach to reach diverse consumers and offer them beneficial products through various channels. The advent of the internet as a medium has made it very easy for companies to establish an online presence which helps in the promotion of the business. However, it is also imperative to put in place a well-structured strategy to get the desired results from the effort invested in online marketing.
This article is going to provide you with insights into the importance and role of the internet in marketing. Internet is one of the most widely used platforms these days which plays a prominent role in increasing the customer base and enhancing customer relationship management.
Why you need a digital marketing strategy
A digital marketing strategy helps in many ways for example:
- A strategy gives you direction
Many companies without a digital marketing strategy lack clear strategic goals. This makes it difficult to allocate sufficient resources to individual marketing activities and even more difficult to measure, through analytics, whether you’re hitting your targets.
- It enables you to better understand your market share
It doesn’t matter if you have a digital marketing degree. Without a clear strategy, you could easily underestimate the demand for your digital services. Moreover, it’s likely that you won’t fully understand the dynamics of the online marketplace including customer behaviors, competitors, and customer profiles.
- It helps you develop an effective value proposition
The online marketplace is very competitive. In order to succeed, you need to differentiate yourself and stand tall among the crowd. Only a well-thought digital marketing strategy can help you with this.
- You’ll better understand your customers
Understanding your digital customers requires more than just analytics. You need to utilize other forms of website feedback tools to identify and address your weak points.
- Avoid time and resource-wasting duplication
Sometimes you’ll find different parts of a marketing department purchasing different tools or using different agencies to accomplish similar marketing tasks. You can eliminate such costly duplication with an effective digital marketing strategy.
- Avoid the risks that come with disintegration
Marketing that is accomplished in silos, where the digital marketer sits in the IT department, is a disaster waiting to happen. Digital marketing is most productive when integrated with traditional media and response channels.
How to integrate digital into the overall marketing strategy
Moz has developed a six-step guide to help with integrating digital marketing into the overall marketing plan.
- Gain insight into how marketing fits within the organization
- Identify a problem statement and establish your marketing goals
- Identify the appropriate marketing channels to invest in
- Develop core objectives for the marketing channels identified in step 4 above
- Draw up an integrated workflow process for marketing activities
- Analyze the results, reassess, and then expand or reallocate resources as necessary
Reasons why Internet marketing matters
With the growth of technology, it’s crucial that you have an effective Internet marketing plan in place. Internet marketing helps you continue to grow your business. Here are seven reasons why marketing is so important.
1. Your customers are online
Internet marketing is so important because your customers are online. Considering that over 4.2 billion people are on the Internet, it’s a great opportunity for you to reach leads that are looking for your business. There are billions of people online just waiting to find your company.
People use the Internet to find all types of information. They’re constantly conducting searches to find relevant information about businesses, products, and services. By investing in Internet marketing, you’re helping your company reach those interested leads.
As a marketer, you want to reach potential customers where they live, work, shop, get information, and seek entertainment. All of this is wrapped up in one place: The Internet.
Even if you operate locally, your audience is online. That’s why organizations in the healthcare sector, like hospitals, orthopedic surgeons, and more use Internet marketing to promote their services and expand their care.
Internet marketing online is valuable to your business because it helps you connect with leads that are the most interested in your business.
2. It create two-way communication
With traditional advertising, communication is one-way. You create a TV ad or print ad in a newspaper, and that’s it. You wait and hope that your audience will see your ad and visit your business.
So, what happens if your audience has questions or concerns? What if they want to learn more about your business, product, or service? It’s a hard task to complete when you don’t have a two-way conversation.
The importance of Internet marketing lies in the ability to create a two-way communication.
You provide clients with a way to contact your business. Whenever you create a social media post, run a pay-per-click (PPC) ad, or create any form of marketing material, you create the opportunity for people to contact your business.
You can reach customers through several digital marketing channels. If someone sees your PPC ad and has questions, they can find your contact information and reach out to you. They can call, chat, or email your business with questions.
This open communication helps you build a relationship with your audience — which makes them feel more welcomed by your team and company.
A relationship is valuable to your audience because they want to be seen as more than just a number and they’re more likely to choose companies that value them as an individual.
For example, if a consumer or a business is purchasing a brand-new HVAC system, which is a substantial investment, it’s important that they feel comfortable asking questions because it could make or break the sale.
An HVAC marketing strategy could make buyers more at ease by using social media to engage users casually and professionally. Social media would also provide consumers a convenient platform for asking questions, which could then lead to a quote request or one-on-one meeting with a salesperson.
When you have two-way communication, your audience doesn’t view it as you trying to sell them things. Instead, they will see you as a valuable source of information that helps them in the purchasing process.
By building a relationship and opening communication with your audience, you increase their likelihood of becoming customers. It also increases the chances that they will become repeat customers.
Internet marketing is important because it helps you communicate better with your audience.
3. It personalizes your audience’s experience
As we stated previously, your audience wants to feel like they matter to your business. They don’t want to just be another number. Effective Internet marketing creates a custom experience for each member of the audience.
Personalized marketing enables you to customize your audience’s experience. You can create a tailored experience that fits their interests best.
When people find your business, they’re going to come to your company for different reasons.
Some people are interested in one type of product, while others are interested in another type. Personalizing these customers’ experiences to their interests creates a better experience for them.
It’s best to create multiple, personalized marketing pieces than one, general marketing piece.
The ability to personalize your marketing strategy is why Internet marketing is so important to your business. It helps you deliver a better experience for your leads, which turns them into customers.
4. It allows you to drive quality traffic
One of the biggest hurdles with traditional advertising is obtaining interested leads.
When you use traditional advertising, you don’t know how many valuable leads you will reach. Your advertisements appear in front of interested and uninterested leads, which makes it difficult to drive an abundance of quality traffic.
Internet marketing is important because it helps you drive more qualified traffic. You reach more leads that are interested in your business. The ability to target specific leads helps you drive traffic that takes an interest in your company.
You can target leads specifically by different characteristics.
Internet marketing allows you to target by demographic information, socioeconomic status, hobbies, interests, or spending habits. You can get very precise with your targeting to ensure that you’re only reaching leads you know will be interested in your business.
Effective Internet marketing will help you reach the right leads at the right time.
5. It increases your business’s visibility
When you want more people to check out your business, you must increase your business’s visibility. It can be challenging to do this through offline tactics because you don’t have much control over who sees your marketing materials.
With online marketing, you expose your business to hundreds of people.
The Internet is constantly marketing for your business. People can access your website or your social media 24/7. This means that your business is visible to your audience at all times.
In addition, you can use other digital marketing methods to reach your audience and increase your brand’s visibility. A few strategies include content marketing, social media marketing, and even video marketing.
Brand visibility means that more people are getting familiar with your business.
When people are more familiar with your business, they’re more likely to choose your business when they’re ready to convert. People choose brands they’re familiar with, so this brand exposure guides them towards choosing your business when they’re ready to convert.
6. It allows you to multitask
The importance of online marketing also includes its ability to run multiple campaigns at once. The Internet makes it easy for you to take on a high level of customers and provide them with a quality experience.
You can handle millions of customers at one time when they’re on your website. Your website can take on multiple transactions, which allows you to obtain more conversions for your business. It’s a great opportunity to grow your business.
In addition, you can run multiple marketing campaigns at once. This means you can reach leads through multiple channels at the same time, maximizing your business’s reach. You’ll earn more valuable leads by investing in Internet marketing.
7. Your competitors are doing it
If you want to remain in competition with your competitors, you must invest in Internet marketing. Your competitors are already investing in different Internet marketing methods and working to obtain new leads.
If you aren’t investing in Internet marketing, you’re falling behind your competition.
To keep up with your competitors, you must establish an effective online marketing campaign. It will help you obtain leads and prevent you from losing them to your competitors.
Knowing how complex the integration process can be, organizations are increasingly on the hunt for top talent to help them meet their digital goals. This partially explains why a degree in digital marketing is such a big deal today. As more and more companies realize the importance of a digital marketing strategy, the demand for graduates in the field will continue to rise.