Why Digital Marketing Matters
Updated: Mar 19, 2020
The following is an article “Why Digital Marketing Matters” by Marc Primo.
“The only thing that is constant is change”, goes the famous quote by Heraclitus who lived some 1,500 years ago. If he were alive today, even the great philosopher himself might have been shocked at the rate in which the world is changing.
Talking ‘bout an evolution
Take the process of marketing, for example. Throughout the years, marketers have used countless techniques and methods to bring a product or a service to the consciousness of the general public with the end goal being a conversion.
As the world evolves and new technology becomes available, the concept of marketing and its objectives might not change, but its execution must always adapt to new consumer trends and habits in order for it to be effective.
If handing out flyers, sending direct mailers, or cold calling random telephone numbers were once considered traditional marketing practices, these have now evolved to digital marketing which includes tools such as SEO, social media, and email blasts, all of which are part and parcel of that age-old practice called marketing.
Signs of the times
In this day and age of smartphones and tablets, mobility is the name of the game. Marketers now have the challenging task of catching the attention of consumers who are perpetually on the go, eyes transfixed on their screens, with an attention span at par with that of a lab rat.
That said, being able to convince existing customers and new prospects to buy your product online often hinges on the quality of your website. Good design and the right amount of imagery are always plus points, but nothing will convince your visitors to make that purchase faster than providing them with the information they need about your product.
For a digital product manager, guaranteeing the competitiveness of a product in the digital realm begins with a thorough and well-researched understanding of the target market. For a website to be highly effective, digital marketers must consider factors such as intended demographic, the competition, and a business model that best suits the product.
Created by people, for the people
To ensure the highest quality customer experience, it is therefore vital that customers are empowered to complete the tasks they want to do on your site, whilst being bombarded with relevant product information that will expedite the decision-making process. This can only be achieved through a proactive and involved digital marketer who oversees the end-to-end customer experience, rather than simply assign it to design and information architects.
Professional digital marketers know the importance of working closely with the company’s R&D team in order to ensure there is always more than enough information about the product online. Keeping customers well informed about a product or service should always be a digital marketer’s top priority as it improves his chances of lead generation.
Optimize your digital marketing
To arm digital marketers with the tools they require to create effective online campaigns, software companies offer various web analytics and website optimization products that provide insight into the performance of online marketing initiatives, empowering them to make informed decisions and ensure the success of their online marketing programs.
With more and more people opting to buy through the Internet rather than visiting their local shopping mall, it is now more than ever that digital product managers need to rise to the challenge of creating effective digital marketing strategies and campaigns for one sole purpose—and that is to engage customers enough for them to make a purchase, ultimately improving profitability for the company.