Why Does Digital Marketing Matter?
Modern consumers live online — whether at work or at home, the core audiences for virtually every business and every product can be engaged online.
To be sure, an omnichannel approach takes effort. The means and channels for online engagement with consumers are vast. The options that exist to maximize those channels are complex. Even the language that exists around digital marketing is dense enough to get lost in — CRM. SEO. SEM. Programmatic. Static. AI. BI. Cloud and clicks. The list goes on. These tactics aren’t, in and of themselves, innovative — more and more, they are table stakes. But the ways you leverage and combine these online and offline tactics is what drives the effectiveness of your omnichannel marketing strategy.
The question no longer is whether online engagement is necessary. Instead, it’s finding the best approach. Digital marketing is the strategic discipline that brings sense to it all. Which channels are right for your business? What do your customers need to hear? Where can you get the most bang for your buck? The right strategy will consider these questions, and more, to meet your audiences at the right time and with the right message.
Our Approach to Digital Marketing
As both strategists and people who live in the world, we operate with a practical understanding of the increasingly digital nature of consumer experiences. Even purchases that may resolve in person can begin or evolve online. That’s why we believe in robust and cohesive strategies that bridge the gap between the many mediums and channels of communication between brand and consumer.
Our digital marketing team understands that successful online marketing strategies lie not in throwing everything at the wall and seeing what sticks. But rather, in the fusing of customer data and analytics, targeting and conversion optimization with creative work that connects and engages with prospective customers. We leverage data-driven insights to plan and execute digital touch points and experiences at every stage of the customer journey.
That means finding the right balance among a staggering number of moving parts. Digital marketing encompasses everything from CRM software selection to subject line choices to the positioning of products and services on a website.
Defining a strategy might mean identifying where to place paid social spend, what to tout in an email marketing campaign, how to fine-tune a landing page for conversion optimization and how to approach SEO strategy, among other things. That’s why deliberate digital marketing takes partnership and an understanding both of the 10,000-foot view of your business goals as well as the granular behavior of your audiences.
Contextual Digital Marketing for a
Consider this: some elements of digital marketing live in their own universe, but most blur the lines with other disciplines and factor into other areas of the marketing landscape. Content marketing, website development, social media strategy, reputation management, influencer relations, crisis communications and public relations all feel the impact of digital marketing. And vice versa. Ultimately, the strong foundations in traditional and digital marketing tactics work together to elevate the strength of the overall strategy.
This blending of disciplines is true across the board. Whether the challenge is B2B outreach or a local SEO campaign, the overall strategy would have to find a way to balance digital marketing activities with other initiatives. Ultimately, the reality is that every element of the campaign needs to work together.
To that end, Communications Strategy Group (CSG®) approaches digital marketing for every client with fresh eyes. We let data, business goals and customer journey insights guide our approach. Then we get to work leveraging the channels and tactics necessary to reach audiences and move the needle.
Our digital marketing services include:
- Programmatic Paid Media Marketing
- Search Engine Marketing (SEM)
- Social Media and Paid Social Media
- Search Engine Optimization (SEO)
and SEO Copywriting Services
- Website Development and Landing Pages
- Video Marketing
- Content Marketing
- Business Intelligence
- Online Reputation Management
- Mobile Marketing
- CRM Marketing
- Marketing Automation
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Digital Marketing Strategy = Right Audience, Messaging and Time
Modern consumers communicate and share experiences online. What this ultimately means is that consumers have as much control over a brand’s online presence and reputation as do the people who sit in the boardroom. If your brand is what people say about you when you’re not in the room, the internet is the rumor mill that can turn a small win into a triumph and a slip-up into a disaster.
But don’t despair. Brands aren’t helpless. In fact, every perceived challenge in the digital marketing space is a business growth opportunity. Another chance to engage your audience by targeting the right customer at the right time and converting that attention into something more.
To do this successfully, brands must rise to the occasion to better understand consumer wants and needs and create relevant, personalized experiences that capture (and deserve) attention. Recent years have seen brands like Spotify and Venmo find significant wins by celebrating their audiences in authentic ways.
Spotify’s year-end music metrics-palooza, Spotify Wrapped, catches fire on social media every year with users sharing their top bands, songs and total minutes listened as if compelled by tradition. Meanwhile, Venmo has created spontaneous buzzworthy moments with a series of events that find the payment transactor sending money to its users via its #VenmoMe Instagram campaign.
In both cases, the brands were able to capture eyes and consumer affinity by sticking to what they do best and celebrating their audiences. But digital marketing has even more to offer savvy brands. It is also a powerful and effective mechanism to target and reach prospective customers that resemble existing customers. Powerful real-time insights allow consumer and B2B companies alike to pivot their digital marketing strategy in the moment based on the audiences, tactics and creative applications that are gaining traction. It’s a discipline that rewards benchmarking, iteration and optimization over time.
And for all these reasons, digital marketing is a long-term strategy with far-reaching impact that most organizations simply cannot ignore. 73.8% of CMOs are already investing in their digital marketing capabilities or recruiting digital marketing agencies to execute these strategies on their behalf. Those that haven’t yet taken an active role in their digital presence run the risk of missing key opportunities to connect with audiences in an organic way.
There’s an old adage that says to write well, you have to write what you know. We believe that logic applies to work as well, and we’ve made it our business to understand the nuances and landscapes of the industries we serve.
Ready to Build or Revisit a Digital
Our strategists and creatives (many of them digital natives) are ready to help your organization crack the code on the right marketing mix to achieve your goals. Get in touch today to discuss how we can help you activate new digital marketing opportunities.