The importance of digital marketing

In today’s economy, it’s easy to justify cuts. With so many businesses in need of cash, finding areas to cut corners seems like the right approach. Statistics show that when companies look to reduce costs, marketing and advertising are among the first to receive a reduced budget. This is not always the best plan of action. Be smarter about where you spend your marketing dollars.

These days, consumers are inundated and inundated with marketing messages from the moment they wake up to the moment they fall asleep. There are beer ads, car ads, gadget ads, and gadgets designed to make your life easier. But for the most part, all of this information goes in one ear and out the other. Don’t get me wrong, marketing is effective and when it comes to decision timing, the ads a viewer has been exposed to will, many times, influence their decision, but the problem lies in one small fact. Radio, television, and print ads may be targeted to specific demographic groups. For example, a print ad for a BMW or Mercedes might do better in the Wall Street Journal than in Sports Illustrated. While this ad can effectively reach its intended target audience, it doesn’t always reach the moment they make a decision to buy a vehicle and therefore loses some of its effectiveness.

This is where digital marketing comes into the equation. The facts are all around us: print newspapers and magazines are losing circulation numbers, more and more households have Tivo or a similar DVR service that lets them skip through TV commercials, and the growing popularity of MP3 and satellite radio has significantly decreased the popularity of radio. However, the only advertising medium that has been gaining momentum over the past decade has been the Internet. The Internet is an incredible opportunity to not only deliver highly targeted advertising and brand impressions to your target audience, but you can also do it at the most crucial moment in the decision process – right before the purchase.

Today’s economy is forcing everyone to search for the best deals they can find. Usually, these offers are found on the Internet. Digital marketing helps your business increase its exposure to consumers who are actively searching for your product or service, making it much more effective than other forms of advertising. Increasing your company’s exposure through digital marketing is the equivalent of McDonald’s only showing you a Big Mac commercial when you’re hungry. It is specific, effective and relevant.

Don’t cut your company’s marketing budget during this economy; Instead, focus on spending your marketing dollars more effectively by investing in a highly targeted digital marketing campaign.