The world has changed a great deal since the popularisation of smart mobile devices. People are spending more and more time on their phones and tablets which has resulted in digital marketing services become an essential element in the branding of businesses and lead generation.
Social behaviour has changed considerably over the last decade, with mobile technology becoming readily available, and more importantly, more affordable to the generally public.
Thanks to the likes of Facebook and Google, digital services have the ability to take targeted marketing to a whole new level.
Let’s take a look at some of the major advantages digital marketing has over traditional marketing services:
Perhaps the greatest benefit of all is that an effective digital marketing strategy costs very little in comparison to other media such as television, radio or print.
Data is easy to record:
Traditional marketing often requires weeks of data tracking and analysis to record results. However, using sophisticated and free digital tracking tools like Google Analytics and Facebook Insights, you can easily measure the success of your marketing campaign in real-time.
Optimisation of strategy:
The fact that analytical data can be viewed in real-time on a digital platform brings the added advantage of being able to immediately refine and optimise your marketing strategy to increase uptake when the opportunity presents itself.
In South Africa alone, Facebook has an estimated 9-million users, all of which have shared details of their personal interests, age, gender, and so much more. This, combined with pixel and cookie tracking, means that the best digital marketing services have access to vital information that allows them to strategically target a specific client base.
This results in digital marketing being far more effective and influential in creating successful lead generation and brand awareness.
The viral factor:
We’ve all accepted a flyer from a vendor when stopped at a red light. Despite our best efforts to not make eye contact and instantly discovering a new found fascination for the volume button of our car radio, we sometimes succumb to the guilt of ignoring a friendly face. Regardless, that flyer usually ends up in the bin, unread. The same can be said of adverts appearing in newspapers or even on television. The ability to pause live TV means people are no longer obliged to watch advertisements.
The major advantage of social media is that posts appear on people’s timelines because algorithms, written by extremely smart developers, have identified those posts as a subject of interest. This increases the likelihood of the post being read.
Often, read posts will be shared amongst like-minded individuals which creates the possibility of a post going ‘viral’, which is the digital marketing equivalent of ‘striking gold’.
There are clearly several advantages that digital marketing has over traditional, but at the end of the day, traditional marketing will always have its place. The best method would be to blend traditional and digital strategies while sticking to the basic marketing principals of reach, emotion, creativity and customer retention.
Main image credit: http://inspiria.edu.in/traditional-vs-digital-marketing/