The main advantage is the ability to build communication with the target audience where it spends more time. Today is online.
The Internet is crowding out television. If 30 years ago, tv was the main source of information and a channel for interacting with the world, today users like to communicate online – through applications, sites and social networks.
In addition, unlike most offline marketing activities, digital marketing allows marketers to see specific, measurable results, and in real time.
If you have given an advertisement to a newspaper at least once, you understand how difficult it is to track the actual number of people who are interested in your advertisement. And there is no reliable way to find out if this ad entailed sales.
Using digital marketing, you can really evaluate the ROI (return on investment ratio) literally for each marketing area.
And here are some examples:
Website traffic analysis
Digital analytics software allows you to see the exact number of people viewing your website’s home page in real time.
Among other analytics data, you can also see how many pages they visited, which device they used and, in fact, where they came from (from which resource).
This data will help you prioritize correctly. You’ll understand which marketing channels should spend the most money and which less. This will optimize the budget and processes to improve the effectiveness of your brand promotion.
Effective Content and Lead Generation
Imagine that you created a brochure about your product and mailed it to people you consider to be potential customers. So this brochure is also a form of content, but offline.
But the problem is that you will never know how many people opened your brochure, but how many people immediately threw it in the bin.
Now imagine that you posted this very brochure on your website and sent it by e-mail. And you see how many people looked at it, how many people clicked on the link, and how many people became interested in your offer.
In addition, you can know not only how many people have made this or that action, but who these people are. You can track the gender, age, location and interests of these people.
All this data helps to improve understanding of your target audience and improve further marketing campaigns.
An effective digital marketing strategy, combined with the right tools and technologies, allows you to track all your sales, right up to the first digital customer contact with your business.
The tools and technologies I’m talking about are called attributive modeling. It allows you to track how people interact with your content or site and buy your product. This helps you make better decisions about your marketing strategy. Namely: which direction deserves more attention, and which elements of your sales cycle need to be further developed.