Digital marketing is an essential marketing tactic for businesses to use if they want to reach their customers. With more and more consumers moving to online platforms, it only makes sense that companies should be online, too.
A recent Clutch study found that digital marketing is successful in reaching customers and growing sales. In fact, 99% of businesses plan to increase their investment in digital marketing in the next year.
No matter the company or business, it is important to use social media, email marketing, and a website, among other channels, to reach and appeal to consumers.
The Importance of a Variety of Channels
It is important for businesses to use a variety of digital marketing channels because consumers use many different mediums in their purchasing decisions.
The survey found that businesses are most likely to use social media marketing (81 percent), websites (78 percent) and email marketing (69 percent) in their digital marketing strategies.
Using those three channels, companies have an opportunity to tell their story and highlight what they are all about.
SEO Is Not as Popular
Although most businesses use social media marketing, email marketing and websites, SEO is not as popular of a choice for businesses; only 44 percent actively invest in it.
There are two reasons for this:
- Companies don’t understand SEO or know what it can do for them. Sometimes they don’t believe they are using it at all. If businesses have a website, social media, or content marketing, they use SEO, even if they don’t realize it.
- SEO takes a long time to show results and does not have as immediate of an impact as more popular digital marketing channels such as a website or social media.
SEO does take a while to show results, but it can be worth the hard work and determination. Businesses can hire an SEO company to help them develop a successful SEO strategy.
Digital Marketing Increases Sales
One of the main goals of digital marketing is to increase sales and revenue. Businesses ultimately want digital marketing to result in a sale.
The top 5 digital marketing goals for 2018 are to increase sales/revenue (28 percent), improve brand awareness (19 percent), convert leads (15 percent), stand out from competitors (13 percent) and increase website traffic (11 percent).
Digital marketing has the ability to influence purchasing.
For example, Devin Stagg, marketing manager of Pupford, a dog supply and training-tip website, says digital marketing is the company’s main source of exposure and, ultimately, sales.
“If we didn’t have digital marketing, the only sales we’d have would be friends and family and word-of-mouth,” Stagg said. “It’s our main method of exposure, and all our efforts are pushing us toward getting more revenue.”
Business Size Influences Digital Marketing Goals
Company size influences how a business uses digital marketing. Businesses with 5,000 or more employees tend to use digital marketing to stand out from competitors (21 percent).
Using digital marketing to help differentiate your business will get your company more leads and increase your close rate. This is a growth strategy larger companies can use to draw in more customers and rise above competitors.
On the contrary, smaller businesses use digital marketing to improve brand awareness (21 percent). Because these businesses are not very large, they still need to establish themselves in the market. Using digital marketing to improve brand awareness will do just that.
Digital marketing can increase a business’s web footprint and attract more attention. It helps establish your brand, which can lead to more sales.
Businesses Are Happy with Digital Marketing Results
Digital marketing continues to be popular because businesses believe they are successful in achieving their goals. Eighty-three percent of companies believe their digital marketing efforts are working.
Businesses feel they are so successful with digital marketing because it is now easier to reach customers through this medium than it is through traditional marketing channels such as direct mail, billboards, and newsletters.
Digital marketing is where the customers are; traditional marketing is no longer as effective because customers are online.
Technology is continuing to integrate further into the lives of many. As this happens, consumers are turning to online platforms for shopping needs. It is essential for businesses to be online in order to reach this large group of consumers.
By using digital media through either social media marketing, SEO, email marketing, a website, or, ideally, a combination of channels, businesses can continue to set and reach ambitious digital marketing goals.
Kristen Herhold is a content writer and marketer at Clutch and The Manifest, business news and how-to websites in the heart of Washington, D.C. Connect with her on LinkedIn, or reach out with any questions, comments, or concerns at kristen@clutch.co.
