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Digital marketing: 4 things you should know

By Grace Hawkins

Nov 14, 2020

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Whether companies were promoting products or services, traditional marketing was their number one go-to. For decades, this type of marketing has taken over the streets with the towering ads projected against buildings. In the US, as you drive cross-state, you’ll be greeted by billboards for every mile. You’ll turn on the radio, and commercials for all sorts of trinkets will fill your vehicle.

Upon returning home, you’ll check your mailbox, and it will certainly be packed with junk mail for various products. You’ll then crash on your couch and turn the TV on, only to be greeted by pillow ads and other stuff.

This crude and blunt form of marketing has dominated nearly every facet of daily life in the past. In total, mom-and-pop shops and corporate behemoths have dumped billions of dollars into this trusted method. The only problem is that nowadays, proponents of traditional marketing are mostly wasting their budgets.

These conventional ways are rendered obsolete because potential customers aren’t looking anymore. Instead, their eyes are glued to their smartphones as they buy everything online. The age of conventional marketing is over, and we’re living in the era of digital marketing. The good news is you could still transition to this new standard. Before you do, here are 4 things you should know about digital marketing.

Why is digital marketing important today?

Today, brand awareness is mostly built and spread online. If consumers can’t find your products or services on the internet, it might as well be non-existent! Consequently, digital advertising is now a must for any marketing campaign. This new iteration of marketing makes sure your brand reaches your target audience. Since everyone has mobile devices, content marketers could ensure your adverts are omnipresent in every pocket.

Even better, this new iteration of marketing gives small businesses a fighting chance against colossal corporations. Every company competes on an even playing field because they all have the same digital marketing tools to work with. Companies need to improve the same metrics, such as their Search Engine Optimization (SEO) and pay-per-click (PPC) rates. Everybody has to play by the same rules. Your brand doesn’t have to remain a business chump, as it allows you to go toe-to-toe against the business champs.

When did digital marketing first appear?

Back then, people were mere recipients of internet content. This age occurred in the 1990s and was dubbed Web 1.0. Soon, the world transitioned to Web 2.0, when internet users began posting their own content. This enabled a two-way sharing of information as servers responded to user content. In response, online content marketers changed their approach to promoting their brands.

Instead of overt digital marketing, they employed subtler digital tactics and focused on creating a brand experience that encourages participation in potential customers. In response, online marketing teams now pay attention to user content and feedback. Then, they improve their campaigns based on these pieces of information. Now, this new form of brand promotion is ubiquitous, and it has mostly overtaken traditional methods.

What are good examples of digital marketing?

If you would like to adapt to this trend, then you should learn the various methods it presents. There are numerous digital marketing channels, and an effective online marketing campaign employs all of them. You can learn about the lead generation for effective digital marketing. Understand each underlying method, so you too can dominate in this age of online content.

1. Social media

Ever wanted your goods or services to reach a vast audience? How does a potential customer base of around 7.7 billion people sound? 7.7 billion is the number of people using social media nowadays, so it’s no surprise that it’s part of every marketing campaign. Social media marketers make sure their adverts are short and sweet to resonate with potential customers effectively. They build an attractive Facebook page for their brand, where they post relevant content frequently. These include blogs and infographics that promote their products’ benefits. Eventually, this spreads word of mouth regarding the brand and builds its online influence.

2. Organic search

Digital marketing goes so far as adapting content for search engines. When people look for stuff on websites like Google, algorithms match their search terms to relevant content. Then, those with the right keywords will be displayed first in the results. Online marketers exploit this feature by incorporating popular keywords into the content. This increases the likelihood that it will be displayed first in search results. Even better, this method doesn’t require funds so that everyone can compete for that top Google spot.

3. Paid search

Despite overtaking traditional marketing, digital marketing still takes a few pointers from it. Similar to the old billboards ads, companies post Google ads that are integrated into search results. They also post banner ads on other websites to further their marketing reach. Their costs are usually based on the initial payment and their next visits or conversions. However, more funding doesn’t necessarily mean higher chances of success. These ads succeed based on their relevance and quality, not financial support.

4. Affiliate marketing

As mentioned previously, brands can post their content on other websites to boost their online presence. As a result, digital marketing provides a mutual benefit for all businesses. It enables host companies and guest brands to expand their customer base and internet presence. When more people see referral content, they trust these companies even more. Consequently, they purchase more goods and services from these brands. This marketing method doesn’t just increase competition, but it also encourages collaboration among businesses.

5. Email marketing

Digital marketing involves lead capture or gathering valuable information from clients like email addresses. Companies then compile an email list and send promotional content to everyone included. These are intended to convince potential customers to become actual customers. What’s more, there are now free online tools that can automate the whole process. However, don’t obnoxiously spam customers and be sensitive to their current situation. For example, you should sympathise with consumers about the recent COVID-19 pandemic.

How to track digital marketing

Various free tools allow companies to monitor each stage of a customer’s journey. For example, you could use Google Analytics to get real-time updates regarding your marketing campaign. These allow you to swiftly improve your methods and quickly catch up with consumer trends. However, you may not have time to keep track of all this data. Moreover, you need a dedicated marketing and sales team that may be currently preoccupied. If so, you could outsource to a digital marketing agency such as LeadAdvisors, which has previously helped several businesses with their digital marketing endeavours. It teams of experts will handle every aspect of your digital marketing campaign.

Digital marketing: 4 things you should know


By Grace Hawkins

Nov 14, 2020

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Opinion

Could the KonMari method help us with our digital mess too?

By Camay Abraham

Mar 27, 2019

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Trends

Mar 27, 2019

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Does this dick pic spark joy for you? You may not ask that exact question to yourself, but those scrolls of texts from an ex-love, the hundreds of selfies you’re not planning to use, or the idle apps and files filling up your phone and computer can be overwhelming to clear out—leading to letting our digital clutter to take over our digital space. This digital clutter not only affects our screens but also affects our mental space, so why not curate only the best digital items that will spark joy by employing the cult-cleaning power of the KonMari Method?

It’s safe to say that everyone has seen or at least heard of the KonMari method. Created by Japan’s tiny tidy queen, Marie Kondo, it’s a philosophy and lifestyle that ignited a bestselling book, hit Netflix series, and a cult following of immaculately folded wardrobes. If you’re not familiar, its an organising and decluttering system based on how an item makes you feel, instead of focusing on practicality (popularly known as spark joy). And just like cleaning your flat can positively affect your mental health, so does cleaning your digital space. 

Do we need to care if we’re cluttering our devices? It’s easy to think of our devices and even our cloud storage as boundless. So what’s the harm right? On an environmental level, files that are uploaded into our computer and uploaded to the internet use up storage space. As data is sustained through data server centres, it uses high amounts of electricity, emitting volumes of heat, using large amounts of land and billions of dollars to shelter. On a psychological level, warehousing thousands of files on our devices can bring mental strain. Ironically, Kondo suggests putting photos on a hard drive or cloud storage system, which might be more practical, but does not solve the mental and digital clutter.

The oceans of memes, photos, apps, and texts to sift through may be overwhelming, so it’s easier to let it live in our devices. The volume of what we accumulate may intimidate us but there’s also a psychological reason behind our apprehension. According to Russell Belk’s 2013 study, we’re more reluctant to delete items if we invest time and energy. Whether it be time investing in text messages with our lover, hours taking the perfect selfie, and even time downloading an app and going through the signing up process. These digital possessions create a collection of ourselves and use it as a reminder of an experience. 

That’s not to say these memories are accurate—who’s really truthful digitally anyway? But as enhancing emotion and nostalgia of the experience. These memories are artefacts that represent old relationships, old memories, an old you. We keep them to reflect on our mistakes, our achievements, and our growth as human beings. According to Kondo who spoke with CNN, “The biggest mistake with digital tidying is focusing too much on what to discard.” Like everything else in the KonMari method, you should only keep things that are valuable to you, makes sense in your lifestyle, and “spark joy”.

On the flip side, too many digital memories can disable you to remember that experience. Based on reports from Business Insider, people took 1.2 trillion photos in 2017 alone. Those numbers have risen exponentially since then. According to Linda Henkel, a professor of psychology at Fairfield University in Connecticut, when you use your camera to save the experience instead of your brain, it stops you from creating an emotional attachment to the memory. This phenomenon aptly named the ‘Photo Taking Impairment’ affects not only your mental space but your digital space as well—like junk in your closet.

This unemotional disconnect to our digital memories also stems into how we interact with our apps. According to Statista, the number of app downloads in 2017 reached 178 billion, with this figure predicted to rise to 258 billion by 2022. According to a 2018 report by Business of Apps, users spend 80 percent of their time with their top ten favourite apps—an average of 10 apps a day, or 30 per month. As our attention spans are lowered we are more likely to delete apps more frequently—29.1 percent of Android phone users and 25 percent of iPhone users let apps sit in their phones for at least a day before they are unceremoniously deleted.

Some may argue that due to our nonchalance towards our digital possessions and how easily they can be duplicated, they hold less of an emotional attachment. On the contrary, these digital possessions could hold even more credence. But in many regards, existing in the digital sphere already makes them more precious—photos, texts, and apps can be accidentally deleted, your device could be stolen, or the dreaded phone in the toilet. Today so many of our memories rely on the existence of online platforms, of hardware and software, and it is when these technologies crash that we are reminded of their ephemerality.

The attachment to our digital possessions and the fear of losing them garners us to obsessively back up files, thus creating even more digital clutter. We need to pivot our thinking and see our digital space as a personal space. If we’re more mindful—the KonMari way—it would ease our mental strain and bring more meaning to what we allow to live in our screens. So I’ll ask again—does that dick pic spark joy for you?

Could the KonMari method help us with our digital mess too?


By Camay Abraham

Mar 27, 2019

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