With the proliferation of the media, many more avenues for advertising have emerged, demanding the attention and expertise of marketing teams who may not be well-versed in the new forms of media. When it comes to digital marketing, many marketing teams may lag behind due to the lack of understanding of the technology and demands of the consumer.
In 2014, companies, on average, spent 25% of their total marketing budget on digital. That number, however, is expected to rise to 75% within five years of that date. The possibilities of digital marketing include a wide variety of different ways a company or organization can makes its presence felt on the Internet. These include websites, email marketing campaigns, social media, and display advertising.
Marketers will spend $24 billion on online display advertising this year, and 59% of CMOs view display advertising as an effective marketing channel to reach potential customers. Social media, as well, is experiencing growth as a marketing channel. 78% of companies said they had a social media team in 2015, which was up from 67% in 2012. Content creation and management now occupy the largest spot in digital marketing budgets.
Unfortunately, many companies struggle to manage the flood of online options when it comes to marketing. Many make missteps that are remembered by individuals customers and sometimes the public at large.
83% of customers say they have had a bad experience with social media marketing. Furthermore, 50% of companies use digital marketing but don’t have a plan. This leads to stagnation and decay, with the occasional embarrassment thrown in.
One of the keys to looking for a digital marketing solution is to analyze what aspects of a digital marketing plan remain effective, while critiquing those that appear to not be as helpful when it comes to generating new leads or adding to a company’s web presence. A digital marketing solution can lead to increased web presence.
Website design can make or break a company when it comes to finding new online consumers. New forms of browsers and image content management systems come out every few months, which often pose a challenge for websites that are not being frequently updated by an IT team. A website that is just two years old can like antiquated, which may make some consumers pass on that site for not loading correctly.
A digital marketing solution may also look at the branding or brand management of a company and work to solidify that brand or even find a niche within a complex and crowded arena of competitors. Other options for a digital marketing solution include seo and even software design or software development.
If the owner of a company ever feels outside his or her element when it comes to digital marketing, there are many digital marketing companies that specialize in one of the avenues listed above to help with the pursuit of customers online and the retaining of those already reached.