Jessica Honeycutt

Traditional advertising is an old term that is about five seconds away from being tossed into the dustbin of history.  Digital marketing is the relationship building tool of the present.  Why do I say present and not future?  Because the future pulled into the station two years ago, and it is about accelerate out of the gate and leave you behind.  But before that happens, let me explain to you why you need to grab ahold of your golden ticket, before it is too late.

First, let’s talk verbiage.  Why do I say conversation and not advertising?  Simple.  Advertising is talking “at” people, and that marketing concept is about as useful in today’s business world as parachute pants.  It does not work anymore.  Spam, pop-ups, online ads and TV commercials are all examples of things that people have learned to completely tune out, visually and audibly. If you want your business to prosper, you’ll need to have a Digital Marketing strategy, thus allowing you to have a communicative relationship with the public.  With that being said, let’s talk about why you need a Digital Marketing strategy, and the benefits that come with it. 1.)   Bulls-eye Marketing Old-fashioned ads are mostly wasteful.  What use is it to advertise a business or service to people 20 years outside their demographic, or to someone of the wrong gender?  Digital Marketing allows companies to make sure they are not only reaching their intended audience, but it provides them with an opportunity to customize their message and drive interest. 2.)   Engagement A central pillar of Digital Marketing strategies is talking “with” customers.  They engage with the public and demonstrate that they are involved with their community, that they are interested in their client’s daily challenges, and genuinely want to help.  Customers see them as people, and the positive word-of-mouth generated by this is more beneficial than hundreds of old TV ads. 3.)   Feedback If an advertising campaign were a failure, if your demographic is not responding to an offer, or if you are spending money that will never provide you a return on investment… why would you keep doing it?  Digital Marketing provides an avenue to see how your money is being spent, and where it is providing the best feedback and response; allowing professionals to refine offers and avoid tossing their hard earned profits down a money pit. 4.)   Loyalty Companies that have a Digital Marketing strategy have a relationship with their customer base, and this can be just as deep and meaningful as the one they have with co-workers and friends.  For example, Microsoft has branded their Xbox game console to the point that players will outright refuse to purchase a Sony PlayStation.  They are fans of a box with little blinking lights, but still are every bit as passionate as people such as sports fans are about their favorite football team. 5.)   Money Implementing a successful Digital Marketing strategy can reap more benefits for a fraction of the price that an old-fashioned advertising campaign would cost.  Rather than just throwing ideas out into the world, or hoping someone responds to a radio commercial, a strategic Digital Marketing campaign lets you take advantage of a dedicated team of experts who can make big picture dreams turn into a reality; by focusing on the details that matter to your client’s demographic, and in turn helping their business succeed and gain a loyal following. The fact is, a sound Digital Marketing strategy is the difference between being successful in today’s modern business world, and being left floundering in the dust.  As for traditional advertising?  Well, let’s leave that to re-runs of Mad Men.