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.
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