Digital Marketing Turns Traditional Approaches Upside Down

Advances in technology have affected all areas of business, but none more so than marketing. A successful campaign needs to embrace technology.

We can all see the effect that the digital revolution has had on our lives. At home, common activities like chatting to friends, ordering a pizza or watching a film are done in ways that would have been unimaginable 20 years ago. Perhaps the working environment has not changed quite so drastically though? Sure, we all sit staring at screens for longer, and the technology has made communication and data storage easier, but are things so different? In areas such as Finance and HR, maybe they are not. However, the marketing environment has changed beyond recognition. Gone are the days of cold calling and mailshots, today; marketing relies on data analytics, conversion rates and warm leads. As a leading provider of SEO in Essex, we have first-hand experience of how the success of your marketing strategy hinges on your smart use of the right technology.

The power of data

There are two important factors that the digital age has brought to the table, which have made a huge difference to the marketing landscape. The first concerns data. There is more data out there than ever before. Every purchase, every website visited, every social media like or app download – each creates its own data stream, and all that data is there for to anyone who is willing to look. The richness of available data and the advances in business intelligence software to make sense of it means unprecedented levels of customer information. Strategists and marketers can see what their customers like, where they go online, what they spend when they get there and what they say about their purchase afterwards. Big data provides opportunities that past generations could only have dreamed of in terms of identifying target markets and demographics. With the right data used in the right way, you can pinpoint your customers and meet their needs before they even know that they have them.

The power of ecommerce

The internet has changed the way that people shop for products and services, and so it is unsurprising that the role of the marketer has changed alongside it. This is really where marketing appears to have been stood on its head, as digital marketing is predominantly concerned with making sure the customer finds you, rather than you going out looking for the customer. This changes the dynamic in a positive way for businesses. No more suspicious looks from cold leads, or wasted marketing materials sent to people who are not interested. In the world of digital marketing, you craft the campaign to appeal perfectly to the target market, so that customers come rushing to you with their wallets open. This sounds idyllic, but it only works if you get it right, and do it better than the competition in an increasingly crowded industry environment. Success depends on understanding customer needs perfectly through the best use of all that data we talked about earlier. It then means using the right tools and platforms, such as social media engagement and remarketing strategies, to reach out to them in a way that will keep them coming back for more.

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