Let’s imagine for a minute what the world would be like if digital marketing did not exist!
What is Digital Marketing?
Digital marketing is the promoting of goods and services via PCs, smartphones, etc.
Digital marketing usually does not require significant financial investments, etc. Unlike traditional marketing like newspaper, magazines, radio and TV, that need substantial investments to carry out a marketing campaign.
It, thus, enables businesses of different sizes to promote their brands through data-based campaigns. And analyse the results of their marketing campaigns instantly.
Millions of people across the globe use the web to find products and services. Use of the network is possible because of PCs and the opening of the internet to the public in 1991.
This opening of the internet has influenced consumer behaviour. And the channels through which businesses market to both consumers and other companies have also changed.
For instance, with traditional marketing, it’s not easy to track and calculate how many people viewed a newspaper or magazine advert.
It is not easy to track how many people listened to an advert on the radio or watched it on TV. With digital marketing, the case is different.
Digital marketing makes it possible for businesses to track essential metrics like who viewed their marketing campaigns, how often they see it and for how long.
It also enables business owners to gather in-depth analysis that helps to determine strategies that work and lead to sales conversion.
Why is Digital Marketing Important?
For your business to succeed in today’s unfriendly business environment, companies need to have an in-depth knowledge of how to apply digital media. Like the web, email, mobile and internet TV to promote and grow their brands.
These digital media that were once scarce have become ingrained in the day-to-day lives of people worldwide.
These days, people around the world turn to personal computers, smartphones, and tablets, and so on for everything. From news and entertainment to shopping, they are connecting with friends and family and so on.
Today individuals and organisations can tell their stories and chronicle their daily activities on the web for anyone concerned with what they have to say.
At the same time, they use digital media to watch family members, friends, competitors, etc.
These days people want brands they can trust, organisations that know them, personalised marketing communications customised and appropriate to their needs and preferences.
These are some reasons why digital marketing has become so relevant in the world today.
To achieve success in digital marketing, organisations strive to get to know their target audience as intimately as possible.
Organisations must communicate with their audience wherever, whenever and however, their target audience wishes to receive the brand’s marketing communication. Be it on the web, social media, mobile, and so on.
Thus, brands use the information they gather from their consumers to create, expect and design customer experiences that will guide their customers through the buying cycle.
What If Digital Marketing Didn’t Exist?
If digital media didn’t exist, it would be hard for organisations to study and have an in-depth understanding of the customer’s needs.
So, we would not have had the unique relationships that exist between brands and their target audience that has come about due to digital marketing.
Without digital marketing, communication between organisations and their customers would have been a one-way street whereby organisations churn out whatever information they want to make known to the public without providing easy access to customer feedback.
If not for digital marketing, it would not have been conceivable for organisations and consumers to have social media platforms where they meet and interact.
The ability to design and create exceptional customer experiences that guides customers through the buying cycle would not have been available without digital marketing.
Digital channels are cheap compared with traditional media. This low cost makes it affordable for SMBs to reach their target audience at a reasonable price.
Digital marketing has therefore made customers aware of a lot of substitute products and services which they would otherwise not have known.
Therefore, consumers are now more powerful than they were before as a result of digital marketing. Without digital marketing, today’s consumers would not wield such powers.
Without digital marketing, organisations would not have been as imaginative and creative as they are today.
Since practically all organisations can see what their competitors are doing, this inspires organisations to keep innovating and create new products and services for their target audience.
Digital media and digital channels brought about the need for digital marketing. This need for digital marketing, in turn, brought about new jobs that were unheard of a couple of decades ago.
New jobs opportunities for Digital Marketing Specialists, Social Media Managers, Bloggers, SEO Specialists, App Designers, App Developers, and Cloud Services Specialists and so on have all come about as a result of digital marketing.
And all these jobs in one way or another contribute to industrial growth.
So without digital marketing, all these new jobs that have created employment opportunities for countless around the globe, especially in developing countries like Nigeria would not have been possible.