Digital Marketing – Emerging and Influencing all Industries

By Peter Horovitz and Hamish McIntyre

Change is constant in all businesses. There has been no more significant change than the evolution of technology and its impact upon the business world. With this change, marketing has rapidly adapted to the digital environment and its ability to shape the way companies communicate with their stakeholders.

Three integral factors of digital marketing on business growth are:

  1. Establishing an online presence
  2. Understanding the most effective targeting channels
  3. The personalisation of a company’s brand.

Establishing an online presence

Digital marketing has allowed companies to generate greater exposure to a business’s services. The ability for a business to actively and frequently communicate with their target audience overall, enhances their service. Furthermore, an online presence creates a chance for individuals to instantly form opinions of the company, as well as build a relationship with them.

Your company’s online presence is now a must have, not a nice to have.

This is the first place your stakeholders experience your brand

Understanding what channels businesses are most effective in targeting

With the explosion of digital channels, marketers must use the “test, learn and refine” model to optimise channel and message selection. Given the immediacy of digital marketing, true measurement is possible in real time. Based on results, digital channels and messages can be highly refined to optimise effort and results

The personalisation of a company’s brand

Before advances in digital technology, businesses relied on first-hand experiences with customers to communicate their brand and the values they wished to project. However, the ever-adapting digital environment has provided organisations with the capability to communicate their brand in a matter of seconds to their audience. The portrayal of a company’s brand online can result in instant responses from audiences, meaning companies need to be certain about the message, values and image portrayed.

Ultimately, its impossible to avoid the emergence of digital marketing. It has already proved to help grow many companies, so embrace it!