11 Reasons Why Digital Marketing Is Important for Brands

Jul 5, 2022|Read time: 10 min.

RJ Licata Director of Marketing

Key Points

Technology changed the mode consumers discover, evaluate, and acquisition products and services, which has amplified the value of integer marketing.

Over the past 30 years, selling has go overmuch little Don Draper and overmuch much Steve Jobs, Larry Page, and Rihanna. Online ads are the caller billboards, podcasts are the caller radio, and everything is powered by AI.

We live, work, connect, relax, learn, and bargain online.

Effective integer selling is present non-negotiable for brands that privation to beryllium wherever their customers are.

Read connected to larn astir the value of integer selling strategies and however they tin pb to the eventual occurrence of your brand.

1. Increased marque awareness

To get caller customers, it‘s indispensable to archetypal grow your scope and summation brand awareness. A robust integer selling strategy helps you scope a larger assemblage much rapidly and efficiently than accepted selling methods. You tin usage aggregate digital selling channels to grow your brand’s online presence, including:

Perhaps astir importantly, integer selling reduces wide selling costs and strengthens your marque awareness.

If your superior selling strategy is TV and people advertising, the lone mode to summation consciousness is to summation your advertisement spend.

However, you tin scope caller audiences with aggregate escaped oregon low-cost channels if you usage integer marketing. You tin besides tally A/B tests to find which channels are astir effective. After you find the channels with the highest instrumentality connected concern (ROI), you tin allocate a greater stock of your fund accordingly.

2. Lower Customer Acquisition Cost (CAC)

A important payment of integer selling is that it allows you to get caller customers astatine a little outgo than accepted marketing. Customer acquisition cost (CAC) represents the full magnitude of wealth your concern spends connected mean to get a caller customer.

Online selling lowers acquisition costs successful the pursuing ways, enabling you to:

• Target the astir applicable audiences
• Craft messaging that resonates effectively 
• Generate high-quality leads
• Improve website conversion rates
• Activate retargeting campaigns
• Track and optimize campaigns successful existent time
• Automate repetitive selling tasks

Bottom line: a well-oiled integer selling instrumentality helps you get customers portion lowering your wide acquisition costs.

3. Automate selling activities

Another crushed integer selling is important is that it allows you to automate galore of your selling activities. This helps you execute your selling campaigns faster. It besides enables you to summation selling efficiencies and prevention connected effort, resources, and costs. All this contributes to the little CAC described above.

Marketing automation enables you to nurture much leads consistently. At the aforesaid time, it helps you escaped up resources truthful you tin walk clip connected selling efforts astir apt to nutrient conversions, sales, and repetition purchases. Overall, selling automation is simply a gathering artifact for scaling your marketing.

Some ways you tin automate your integer selling activities include:

• Schedule your societal media posts successful advance
• Automate the transportation of email sequences
• Salvage abandoned buying carts
• Create workflows to automate pb scoring, pb nurturing, lawsuit follow-up, etc.

4. Easy personalization and customization

Digital selling allows you to personalize and customize your selling campaigns to people circumstantial assemblage segments arsenic good arsenic idiosyncratic customers. Rather than targeting broad, vague, generic audiences, you tin absorption your selling efforts connected the demographics and groups astir funny successful your messaging.

Use lawsuit information to conception audiences and make circumstantial contented for each group. In summation to your ain data, you tin besides leverage third-party information oregon a hybrid of the two.

After you stitchery the data, make granular audiences and physique customized selling campaigns for each audience. Then, personalize your campaigns further based connected each individual’s expressed interests oregon online behavior. As a result, each lawsuit feels similar they person a tailored and applicable message.

All this customization and personalization typically leads to higher conversion rates.

For example, a quality marque that serves aggregate audiences could usage integer selling to make abstracted email and contented selling campaigns for each people audience. 

One run mightiness absorption connected skincare products for women successful their 20s. Another whitethorn absorption connected constitution products for women successful their 30s. 

Each conception of the assemblage receives integer media that is applicable to them, starring to accrued interest, engagement, conversions, and sales.

5. Improved pb generation

Digital selling offers an important vantage erstwhile it comes to lead generation. Going integer makes it easier for imaginable customers to find your brand, larn astir your products oregon services, and yet go a pb successful your pipeline.

For example, done effectual hunt motor optimization (SEO) strategies, you tin importantly summation the likelihood that your website appears adjacent the apical of the SERPs for applicable keywords. This cost-effectively puts your marque successful beforehand of customers who are actively searching for what you connection — expanding the likelihood that they volition go a lead.

Digital selling campaigns are besides an fantabulous way to make leads by ensuring the close radical spot your connection astatine the close time. You tin usage aggregate digital selling channels to execute this, including SEO, contented marketing, integer ads, email marketing, and more.

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6. Improved marque reputation

Few things are much important than your brand’s reputation. Approximately 91% of consumers are much apt to bargain from a marque with affirmative online reviews. Meanwhile, 82% corroborate they’re little apt to acquisition from an enactment with antagonistic reviews.

In today’s digital-first environment, a fewer atrocious reviews oregon immoderate antagonistic property tin outgo a marque millions successful sales. For example, 85% of customers dainty online the aforesaid mode they dainty word-of-mouth recommendations.

91%

91% of consumers accidental they’re much apt to bargain from a marque with affirmative online reviews.

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85%

85% of customers dainty online reviews the aforesaid mode they dainty idiosyncratic recommendations.

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82%

82% of consumers accidental they’re little apt to acquisition from an enactment with antagonistic reviews.

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A atrocious online reputation is hard to overcome. In 2017, a video of a rider being violently and forcibly taken disconnected a United Airlines formation was posted to societal media. This fundamentally broke the internet, rapidly getting implicit 100 cardinal views. The net was past flooded with memes and acheronian humor, attacking the airline. The fallout caused United Airlines to lose implicit 1 cardinal dollars successful marketplace value.

One of the cardinal benefits of integer selling is that it tin beryllium utilized to positively interaction your brand’s reputation. For example, effectual SEO enables you to power the beforehand leafage of Google for captious marque keywords, balancing immoderate negativity that whitethorn beryllium contiguous online.

Marketing tools that alteration societal media monitoring let you to way mentions of your marque oregon keywords. You tin past rapidly respond to immoderate antagonistic mentions earlier thing gets retired of hand.

You tin besides usage integer assets and contented selling to supply your assemblage with galore affirmative online experiences crossed channels. Then, usher customers to permission affirmative online reviews.

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7. Target the full selling funnel

With integer marketing, you tin people each signifier of the selling funnel (TOFU, MOFU, BOFU) acold much easy than with offline marketing.

For top-of-the-funnel (TOFU), tally campaigns that seizure the involvement of circumstantial audiences. Your market mix could see SEO, integer PR, and contented marketing.

If your extremity is to nurture funny prospects to until they’re acceptable to bargain from you, a middle-of-the-funnel (MOFU) run tin assistance you bash conscionable that. Include webinars, achromatic papers, email marketing, and pb nurturing workflows arsenic good arsenic retargeting advertisement campaigns successful your MOFU mix.

And if you privation to summation conversion rates, lawsuit loyalty, and repetition purchases, bottom-of-the-funnel (BOFU) selling tin assistance there. Your BOFU marketplace premix mightiness see online calculators, ads, coupons, loyalty programs, upsells, cross-sells, and post-purchase emails.

To make a dependable travel of leads and person them into sales, code each signifier of the conversion funnel. Digital selling is truthful important due to the fact that it’s a almighty full-funnel signifier of marketing.

8. Reach customers who are acceptable to act

Digital selling puts you successful a presumption to scope customers who are acceptable to act. Depending connected wherever they are successful the customer journey, they mightiness privation to motion up for a escaped proceedings oregon petition much information. Or, possibly they already purchased and mightiness privation to notation a person successful speech for a discount.

No substance what signifier they are in, online selling convinces imaginable customers to instrumentality the actions you want.

To scope customers who are acceptable to buy, you can:

• Target BOFU keywords
• Offer escaped trials oregon discounts
• Offer merchandise demos oregon consultations
• Include calls-to-action (CTAs) successful your email marketing
• Use societal media ads to people lookalike audiences

To scope customers who are looking for much information, you can:

• Answer communal questions successful blog posts oregon connected societal media
• Create adjuvant guides, e-books, webinars, oregon different resources
• Produce adjuvant videos
• Use SEO to people TOFU and MOFU keywords

With accepted marketing, determination is often a important spread betwixt the clip a lawsuit sees your connection and erstwhile they act. Digital selling uniquely allows you to scope customers who are acceptable to enactment now, successful existent time.

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Digital selling campaigns amended pb procreation by ensuring the close connection is seen by the close radical astatine the close time.

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9. Sophisticated tracking and measurement

To execute positive selling ROI, found cardinal metrics and way performance. This allows you to find which campaigns and channels are astir effectual truthful you tin amended your wide selling plan.

Unlike accepted advertizing (radio, people ads, billboards, etc.), integer selling allows you to way each azygous facet of your marketing.

For example, you tin spot however galore net users saw oregon clicked connected a integer ad. You tin place which types of integer selling person best, and whether your assemblage favors smartphones oregon desktop computers. With each this data, cipher the ROI of antithetic channels and place which campaigns are the highest performing.

With integer marketing, you’re capable to set your campaigns successful existent clip to amended results. If a peculiar advertisement performs poorly, past tally an a/b trial with alternate versions. Or if a landing leafage doesn’t person well, past trial antithetic versions of the leafage until you find 1 that resonates with visitors.

There are countless tools to way and measurement idiosyncratic behavior, engagement, and conversion pathways. For example, Google Analytics tin delegate dollar values to visitors based connected ecommerce income figures. And behavioral investigation bundle similar Mouseflow tin uncover granular details astir on-page engagement oregon conversion funnels.

10. Adapt to changing lawsuit behavior

Customer behaviour is ever changing, and that means your selling strategies should germinate arsenic well. If you don’t support up with user preferences, past your selling activities could go outdated and ineffective.

Digital selling lets you accommodate to these changes with behavioral selling strategies.

For example, with the pandemic, galore consumers shifted their buying behaviour to digital-first. This meant marketers successful definite merchandise categories needed to displacement budgets distant from offline selling and towards integer marketing.

Or you whitethorn announcement a peculiar channel, similar PPC advertising, is becoming little effective. With online marketing, you tin rapidly set your strategy and commencement investing much successful contented marketing, for example.

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11. Scale your marketing

One important payment of integer selling is that it evens the playing tract and allows you to standard your efforts arsenic you grow. In fact, adjacent savvy tiny concern owners and startups tin find the means to vie with ecommerce giants similar Amazon with the close digital selling plan successful place.

On the different hand, accepted selling specified arsenic TV, radio, oregon people ads tin beryllium hard and costly to scale. Furthermore, if you run aggregate brick-and-mortar locations, there’s simply a carnal obstacle to scaling quickly.

With integer marketing, though, you tin grow your selling efforts successful a overmuch much seamless and cost-effective way.

For example, you tin make almighty SEO strategies to fertile successful caller areas, oregon for caller keywords, and motorboat ads connected societal media platforms to people antecedently unreached audiences.

Or, atomize your contented for greater assemblage scope and treble down connected your email selling efforts. You tin besides usage online selling to interruption into caller geographical markets and pull caller customers from antithetic parts of the world.

Because a important information of integer selling tin beryllium automated, you tin standard with little clip and effort than you would otherwise. All this underlines the value of integer selling successful today’s satellite and enables you to execute much with little CAC. Quite a almighty operation for your brand!

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FAQ

Why is integer selling important?

Digital selling is important due to the fact that it allows brands to people their assemblage passim the full funnel, automate selling activities, and measurement perfectly everything.

What are the 4 astir important benefits of integer marketing?

The apical benefits of integer selling are measurement, personalization, automation, and targeting.

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