When you first think of marketing what comes to mind? You likely thought of radio, television, billboards, and print. That’s a very natural thought to have since they are certainly the seniors to the digital age. Now take a moment and reflect upon the term “Digital Age” and how you really have to focus to remember a day in the last 15 years in which you didn’t see some form of “Digital” marketing. The internet has been publicly accessible for nearly 20 years and since the first day, marketing has weaved itself into the very foundation of the web.
Incorporating digital marketing into your marketing strategy should be as important to you as the traditional methods, if not more important depending on your brand and its objectives. It’s well known that most adults are within an arm’s reach of their mobile phone 24 hours a day, seven days a week. Why wouldn’t you try to focus your marketing efforts towards a medium that your target market is always near? While print, radio, and television marketing efforts are more than familiar to both businesses and their consumers, its digital marketing that will no doubt obtain that level of familiarity in the near future.
Digital vs Traditional
While both certainly have their positives and negatives, digital has two very strong traits that traditional methods do not. Being able to tailor a piece of digital marketing content at a moment’s notice is quite possibly the ace of spades up digital marketing’s sleeve. While it almost seems too good to be true, the fact that you can change your content in real time to play off of current events shows your target market that you are a brand constantly paying attention to what is important and relevant to your customers, helping with your overall image. With print, you have to plan your message days, weeks, or even months in advance, and by the time it is released to the public, popular topics likely have shifted, leaving your message not nearly as effective or relevant as it could’ve been. Correcting errors is the second strong trait of digital marketing. While no brand plans to make mistakes in the spelling or wording of their content, at the end of the day it was constructed by a human, and we humans make mistakes. That trait alone should be attractive enough for a brand to strongly consider having a digital presence, especially if damage control is needed concerning their traditional marketing mediums.