The Value of Digital Marketing to A Business

Before the Internet revolution, businesses that hoped to get their first group of customers would often rely on traditional forms of advertising. The use of print, radio and television ads was common, as was the use of outdoor billboards and coupon mailers. While these method were undoubtedly effective, the digital age has brought new forms of advertising that can reach potential customers on the various digital platforms they use the most.

In the modern world, a business’s ability is to succeed is boosted by it having a robust digital presence. Incorporating a digital strategy into the overall marketing plan is a must. When implemented well, a digital plan can help increase brand visibility, boost lead generation and conversion rates, and provide revenue-generating opportunities to businesses.

Razi Salih, an established businessman with over a decade of experience, appreciates the value of digital marketing. Having been part of several successful marketing projects, he knows how to utilise digital marketing and advertising insights to achieve positive results.

For the savvy marketer, finding success with digital marketing also requires an understanding of the trends and developments that emerge in this sector, including the following:

Artificial Intelligence

Artificial intelligence (AI) uses advanced computer logic to analyse data related to consumer patterns and behaviours, helping businesses to better understand their audiences. Many organisations have started to use AI for their digital marketing endeavours, including leading companies such as Microsoft and Uber. According to expert analysis, the use of AI continues to be pervasive in the digital age, meaning companies that don’t adopt it may find themselves at a disadvantage.

Programmatic Advertising

Programmatic advertising is one of the best examples of the use of AI in the digital marketing space. Through AI, the buying, placement and optimisation of media assets is automated so that the human intervention needed at every stage is eliminated. This process is much faster and more efficient, allowing brands to cater to their audience’s needs thanks to automated insights. Programmatic advertising ensures brands can personalise their campaigns and reach audiences with more precision.

Digital Marketing for Small Businesses 

Chatbots

The use of chatbots is another use case for AI, with these virtual assistants responsible for interacting with customers in real-time. Companies implement chatbots for their ability to automate repetitive tasks and be available 24 hours a day. Some businesses have gone a step further to optimise their chatbots with natural language processing software, therefore making it possible for these automated tools to respond to customers’ needs accordingly.

Video Marketing

More than half of consumers prefer watching videos of products and services when making a purchasing decision, making video marketing an essential for the modern digital marketer. While YouTube was the predominant video platform for several years, marketers are now making the most of social media platforms such as Instagram and Facebook where video is popular. The use of mobile devices has also increased the popularity of video, as consumers find it more convenient to view these on their personal devices.

Content Marketing

Google remains the dominant web search engine for most users, and its ranking algorithm favours websites with updated content. Content is still king, even in the digital age, so businesses must invest in well-researched, fresh content that translates to better rankings.

Don’t Postpone Digital Marketing

Small businesses might believe they don’t have the resources to compete in the digital space. They may adopt a wait-and-see stance when it comes to digital marketing, hoping to grow a little bit more before considering it. Some may even think that since they are a small business, the number of customers required is equally small.

However, this is not the right mindset. There is no guarantee that customers will show up just because a business exists. Digital marketing has immense benefits for all businesses, whether large or small.