5 Reasons Why it’s Time to Rethink Your Digital Marketing

It’s almost 2021 and it’s impossible to think of marketing without digital marketing. If you are a business owner, you are sure to be using at least one form of digital marketing in promoting your products and services. According to DigitalMarketer, “Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing.” Here are five reasons why it may be time to rethink your digital marketing strategy.

Reason #1: COVID-19

If it weren’t already obvious, COVID-19 has created waves all across every industry, the digital marketing space included.

According to Bernard Marr’s Forbes piece, COVID-19 has resulted in many businesses depending largely on their digital marketing strategies, even to the extent that it may, in many cases, “be the deciding factor in whether they make it through the tough times ahead.”

Many businesses rely on having face-to-face meetings, attending and hosting events, conferences and tradeshows and entering awards to market their brand. However, with these avenues being entirely blocked from access due to the pandemic, it’s time for marketers to get creative.

Marr explains that B2B companies particularly depend on tradeshows and exhibitions to network and build customer relations. While larger companies may be investing equally in online efforts, they would have no doubt lost millions of dollars due to canceled events. This means bringing back the focus to social marketing, content marketing, SEO and influencer-led campaigns.

Reason #2: Your digital strategy lacks clarity

Smart Insights finds that many companies (regardless of whether they have a digital strategy or not) tend to lack direction in terms of their online marketing strategies. This could be a lack of clarity in terms of their digital strategy to gain customers, retain existing customers or any other marketing goals they may have.

If your digital marketing strategy lacks direction, it’s time for a digital marketing refresher.

Start by thinking of your digital marketing objectives. Taking a SMART approach is one way to articulate this – Specific, Measurable, Achievable, Realistic and Timely.

Reason #3: You’re missing adaptive content

Adaptive content is simply the opposite of static content. While static content stays the same throughout all social media channels, adaptive content is content that is tailored to each digital channel, whether it is your blog, website content, EDM, social media or other channels.

While the substance of your content can stay constant, it is really important to use the correct style, structure and length to meet each digital channel. For example, while blogs are allowed to be long-form, someone browsing your content on Instagram is not likely to read an extravagantly long caption.

Reason #4: It builds credibility

A clearly defined digital media strategy starts with your target audience.

This involves ideating and creating buyer personas to be able to target your market better – ensuring that your message reaches each target segment effectively through appropriate channels. For example, while Instagram has seen a heavy increase in popularity among people up to the age of 30, if your product is mainly aimed at people in their 40s, the message will be lost through this channel.

Similarly, Twitter users are more likely to buy a product promoted by an influencer, rather than based on a television ad. Therefore, targeting your audience appropriately can help with solidifying your brand image but building trust.

A clearly defined online customer value proposition targeted towards each target segment will help you articulate the value you can add through your online services. Develop a competitive content marketing strategy to generate new leads and keep existing customers loyal.

It’s all about getting the right message out at the right time, building trust and credibility and consequently, boosting sales.

Reason #5: It can make or break your business

The present is online, and the future will be online. Marketing without digital marketing can be equivalent to running on a treadmill – you’re putting in the work but not really getting anywhere.

According to Digital Marketer, having a strong digital marketing strategy will help to create awareness and engagement both before and after the sale, build brand loyalty and allow consumers to promote your content too.

So, if you haven’t already begun to rethink your digital marketing strategy, now might be a good time to start!