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Digital Marketing is an ever-changing reflection of us

If you want to reach new and existing customers the best place to find them is on the internet, they’re online 100 days a year.

Successful marketing has always been about connecting with your audience in the right place and at the right time. Given the time we spend on the internet these days, digital marketing has become essential while offline marketing’s influence has waned.

Even before Covid-19 forced us to bunker down at home, we were expected to spend at least 100 days online in 2020.

And at least a third of that time online is spent on social media. The remainder is spent watching videos, opening emails and visiting websites.

Having an online presence and a strategy to amplify that presence is vitally important. Consumers expect it. We use the internet to learn about products and services and it’s often where we buy stuff nowadays.

The vastness and variety of the internet is reflected in the diversity of digital marketing options and this has led to the development of many different techniques. The skills and knowledge required to be successful in digital marketing on an ongoing basis obliges even the biggest companies to seek outside help. Sometimes that’s through new hires or using agencies like Empire Media.

What works in digital marketing today needs redefining in a month

Digital marketing is so much more than how you rank on Google or the number of followers you have accumulated on Facebook.

What you are selling, who you are selling to, where your potential customers live, their interests and so many other variables come into play when defining your digital marketing strategy. And because this is a highly fluid industry, what worked yesterday may not work as well today and will almost certainly need to be redefined in a month from now.

However, there is one factor that defines digital marketing more than any other: data.

In the past, when offline marketing was mainly used to drive sales, marketers would rely on their instincts and experience to define their strategy.

Today’s digital platforms offer us the chance to make far more informed decisions when shaping a marketing strategy through analytics dashboards and the data they process about consumers.

Data driven decision-making has shifted marketing strategies away from the hit and miss instincts that defined it in the past towards laser-targeted campaigns where the ROI (return on investment) is expected rather than hoped for.

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