The advantages of digital marketing are very many. Just the fact that digital marketing is currently the strongest form of marketing already says a lot, but this form of marketing is also very affordable. Campaigns can be adjusted very quickly, we can target ideal buyers, absolutely everything is measurable, and the most important advantage is that the same conditions apply to companies of different sizes, so even smaller companies now have a chance to break through. Digital marketing is an excellent opportunity for all companies.
1. Better growth opportunities for small companies
The importance of digital marketing for a company lies in the fact that you choose a way of advertising in line with your budget and reach a wider audience at lower costs. Years ago, the marketing of a product or service was a fairly demanding task for a small company, since success was only possible with huge investments and budgets, which only large companies could afford. Today this is no longer the case. With digital help, even small companies achieve unbelievable results and enter the market of the ‘big ones’.
2. Higher conversion rate
Companies that decide on digital marketing can, with a simple method, measure the conversion rate in real time. This means determining the percentage of the ‘audience’ that converts into potential customers and then into subscribers, who in the end (finally) buy a service or a product. Digital channels have a higher conversion rate than classic channels, since they can create a fast and effective channel of communication with the consumer. At all levels, the steps are also measured through digital channels, which is why we address our audience differently depending on whether they are at the beginning of the sales funnel or at the end (purchase/subscription), and so we further improve the conversion rate.
3. Establishing brand reputation
A public digital presence has its advantages, and equally its drawbacks. When a company is exposed online, good or bad opinions spread quickly. That is why companies cannot afford bad products, or bad services. They also have to be turned outwards, towards the public, for the public good. Corporate ways of operating no longer work. We need to act in a human way, even an emotional one. Only this way will we leave a mark in the hearts of our customers and future customers, who will turn back to us again and again. For any company to survive, all employees really have to work to create a flawless reputation. In the last few years it has become obvious that customers ever more prefer companies that are not connected, for example, with scandals. Today digital marketing is important because it offers you more ways to establish a personal connection with your customer base.
ECO marketing
One of the practices for establishing brand reputation is ECO marketing. Green companies and digital marketing are, even now in their early stages, already strongly connected. While business is changing into green business, marketing too, for instance, is shifting from a focus on the product to an ever-greater focus on people and their needs, wishes, and also on values. Out of this connection ECO marketing has developed, which focuses especially on the values of consumers, who are also increasingly ecologically minded.
Key selling points for ECO marketing:
- low consumption (electricity, water, cleaners, sprays)
- sustainable product
- non-toxic ingredients
- no waste or emissions
- without chemicals
- recycled materials or alternative materials
How can a company operate in a green way?
- using local sources
- own power plants from renewable sources
- electric company vehicles
- using recycled materials (e.g. paper)
- using digital media instead of print
- donations to environmental organisations
Positive results of such operating:
- reducing the company’s resource consumption in the long run
- positive customer response
- generating innovations
- what are the goals of green marketing
- carrying out sustainable business practices
- demonstrating social responsibility
- reducing costs (packaging, transport, energy/water consumption, etc.)
- demonstrating how safe and well-thought-out the products or services are
Read also: What is marketing?
4. Solving customer problems
Whether through email marketing or social media, you can always offer customers solutions to their problems and let them connect with your product, even by enabling access to a live chat. Your website and social media page can easily be turned into a space where the consumer can ask questions, give suggestions, and so create a genuine bond with you. Just as in the past we put a book of complaints and praise on the table and happily listened to our valued customers, so today we mustn’t forget that our customers have their own interests, which can serve the company too, of course, if we know how to listen to them.
5. Engaging with mobile customers
Almost all websites (web pages and online shops) are built so that they are easily visible on mobile devices too. This is important because almost all customers have their own smartphone, and most will find you on their mobile phone. According to our statistics (the Pakt agency), the visit to a site on mobiles is at least 2 times higher than from, say, personal computers, not to mention that part of the visit also comes from tablets. So don’t forget to check and perfect your mobile experience of digital business.
6. Deepening trust in your brand, reviews
The presence of your brand and services on multiple platforms gives customers the chance to rate your services according to their level of experience. A positive and favourable comment left by a satisfied customer creates trust with other customers too. The currently strongest channels for customer reviews:
- reviews on your website (don’t forget to highlight them!)
- reviews on your Facebook page
- reviews on your GoogleMyBusiness profile and on Google Maps
Reviews can also be included in catalogues, brochures, in email marketing, and as a post on social media…
7. Better return on investment
While in the past budget resources were allocated separately to handle each type of marketing medium, the situation is now becoming much more advanced. Even a small level of investment carried out in a digital marketing way can bring good results. Using the statistics and analytics offered by digital helps companies know whether their digital appearance is delivering an optimal return on investment relative to the input.
8. Digital marketing is cost-effective
A small company has to handle its resources frugally before it finally moves into the green zone and starts making a profit. Digital marketing allows you to reach numerous customers within your budget.
You can plan your marketing strategy so that you only use methods that fit your budget. If there is a budget restriction, you should always target your niche audience.
Acting in marketing can be simple and very complex at the same time. Prepare your strategy, take the simple route first, analyse your first results, and over time use more advanced techniques as well. Want to know more? Read our post on how to approach marketing?
9. Potential for higher revenue
Because the amount of money invested is smaller and the return on investment is higher, the scope of earnings is much larger. A study carried out in line with Google by IPSOS Hong Kong showed that digital marketing, compared with traditional methods, generates 2.8 times more revenue. This, together with the fact that the price/performance ratios here are very high, ensures that you get the most for your invested money.
10. A measurable form of marketing
It is very hard to track success from traditional marketing, but with the use of digital marketing, every step of success is measurable. Digital marketing operates in real time, and we can also follow it in real time, adjust it, or even switch it off if it isn’t working, or change it and refine it. With this you can choose the best tactics that give the best results.
11. Expanding the reach of the audience
The most important advantage of digital marketing is reaching as wide an audience as possible. Within the framework of traditional marketing, you are limited by the scope and size of the audience, and print media limit you to particular cities and markets. Digital marketing benefits you if you want to target your audience over a longer time. That way it is more likely that your tactics (e.g. ads) will find them everywhere they are.
12. Easy adaptation of tactics and strategies
Another big advantage of digital marketing is that it is very easy to understand. Based on the tactics, you can easily understand which one gives you results and which doesn’t. The strategies used in online marketing give you real-time results.
If, for example, you want to promote your website, you can simply share your blogs on different social media platforms. With the help of content marketing, you can very quickly and very precisely increase engagement with your audience.
Digital marketing works as an ecosystem: everything and everywhere is connected with everything else: the website, landing pages, social media, email marketing, web optimisation, content marketing, and on top of that, the (advanced) connection is taken care of by digital automation.
13. You can start even with a small budget
Every company has to adapt its budget, that is, the ‘marketing’ department gets only a portion of its budget. Many companies don’t use marketing at all, which is why a number of companies have not promoted, or do not promote, themselves. Digital marketing offers you another of its essential advantages, namely the promotion of your company with a very small amount of money. That is why today we can already see that even small companies, with a small advertising budget, are using digital marketing.
14. Step beyond your boundaries
Using digital marketing for promotion is different for every company. You have to step out of your comfort zone and put some effort into it. Digital marketing benefits you only if you actively take part in it (even if a marketing agency is taking care of your company). But in the end it definitely pays off. Marketing has never been so accessible and effective…
Conclusion
The future of digital marketing currently looks very bright. Brands used to compete with each other, but now each one fights against the entire internet on its own. This is the time when brands will have to use various ways to truly get to know their buyers and influence them. Survival in such strong competition is only possible if you can shape and carry out a marketing strategy that shows your special quality and gives customers a reason to choose you.
