Importance of digital

Marketing
Digital marketing is a valuable asset to your business’s growth and helps you establish an
authoritative online presence. In fact, 89 percent of marketers say methods, like search engine
optimization (SEO), are successful. Additionally, methods like pay-per-click (PPC) advertising
increase brand awareness as much as 80 percent.

Using digital marketing, you can reach an enormous audience in a way that is both cost-effective
and measurable. You can save money and reach more customers for less money than traditional
marketing methods. Get to know your audience and allow them to know you personally which can
help to create brand loyalty.

The group of potential customers that are found online is a much larger group of people than you
are likely to be able to attract locally. Using digital marketing, you can reach an enormous
audience in a way that is both cost-effective and measurable.
Other benefits of online marketing include:

 The ability to interact with your prospects and learn exactly what they are
looking for.
 The ability to reach a global marketplace.
 You can save money and reach more customers for less money than
traditional marketing methods.
 Get to know your audience and allow them to know you personally which can
help to create brand loyalty.
 You can track responses to your marketing efforts immediately.
 Strategies of digital marketing
With the increasing usage of digital media by consumers, more companies are using digital
marketing to reach their target markets. The purpose of this study is to examine various marketing
strategies that are commonly used in digital media and ascertain which ones are preferred by
Millennials and are effective in influencing behavior. Millennials have been identified as a driving
force behind online shopping. While there have been numerous studies about online advertising,
there has been little academic research focused on what types of digital marketing strategies are
preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials
indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up
advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly
visit a website that has competitive prices and good shipping rates. If given an incentive, such as a
discount or reward, Millennials will write an online product review.
• Setting a meaningful strategy:

 Targeting and segmentation

 Positioning
 Proposition and the marketing mix
 Brand strategy
 Digital channel conversion strategy
 Digital channel retention communications strategy:
Often neglected, what will be the main online and offline tactics to encourage repeat visits and
sales. Again integrated campaigns involving offline touchpoints are crucial here.
 Social media marketing strategy:
We would argue that social media marketing is part of a broader customer engagement
strategy plus brand, acquisition, conversion and retention strategies, but many organizations are
grappling with how they get value from this, so it may help to develop an overall social media
marketing strategy.
 Digital marketing governance strategy:
In larger organizations how you manage digital marketing is a big challenge. Questions that
the governance strategy seeks to answer are how do we manage internal and external resources
through changes to structures and skills needed for digital and multichannel marketing.