Measuring the impact
One of the greatest benefits of digital marketing is the ability to measure, in real time, thereturn on your marketing dollars. For example, you can count the number of website visitors generated by search marketing, or the number of clicks on content and advertisements, and analyze how many of those clicks became paying customers. You can also measure the number of customer interactions in comment sections and on social media platforms such as Facebook and LinkedIn. These interactions are more than just a virtual thumbs up for your business. They can actually help drive customers to your company, increase your sales leads and ultimately give your revenue a boost.
“The beautiful part of digital marketing is that it can be scaled to almost any need, no matter how big or small. In many cases, a digital solution comes with the ability to be tailored so your messages are only seen by the people that are most interested in seeing them. You no longer have to talk to the masses to reach your most valuable customers—you just need to be strategic,” says Sardinia. To take advantage of these benefits, your digital marketing strategy can include a range of tactics, including email newsletters, search optimization, blogs and social media. Some businesses begin with a simple online advertising campaign, while others take a deep dive into creating their own content, maintaining a large social media following or organizing an email campaign that helps to transform potential customers into regular ones.
There’s no doubt that the Internet has changed how people make decisions about the products and services they buy. So whether you try digital marketing on your own or hire an agency to help develop a comprehensive strategy, your company will be in a better position to reach those potential customers.
1 http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases#2 http://www.businesswire.com/news/home/20140514005382/en/Survey-Shows-Small-Businesses-