{"id":21591,"date":"2020-09-21T23:36:11","date_gmt":"2020-09-21T23:36:11","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?post_type=institute&#038;p=21591"},"modified":"2024-05-23T07:41:20","modified_gmt":"2024-05-23T11:41:20","slug":"importance-of-digital-marketing","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/importance-of-digital-marketing\/","title":{"rendered":"The Importance of Digital Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you\u2019re launching or planning to grow your business, it\u2019s nearly impossible to overstate the importance of digital marketing to your overall marketing plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Internet is home to some of the most profitable marketing channels that business owners can use to connect with their target audience, raise awareness about their products and services, and drive sales and revenue growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re still not convinced about the importance of maintaining an online presence for your business, we\u2019ve put together this resource outlining our case for the importance of digital marketing.<\/span><\/p>\n<p><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;[optin-inline id='cuwcxth6vogybujctxkm']&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:12861,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;12&quot;:0,&quot;15&quot;:&quot;Roboto&quot;,&quot;16&quot;:11}\">[optin-inline id=&#8217;cuwcxth6vogybujctxkm&#8217;]<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is Digital Marketing?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Digital marketing includes all marketing activities that take place through digital channels. Digital channels include, but are not limited to the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Paid search advertising<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/how-to-create-display-campaign\/\"><span style=\"font-weight: 400;\">Display advertising<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organic search marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Paid social media advertising<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Content marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Digital public relations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Video marketing &amp; advertising<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Influencer marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Affiliate marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conversational marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Digital audio advertising<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These digital acquisition channels represent many different ways to reach target audiences, capture their interest, educate them about your brand, products, and services, and ultimately get them onto your website where they can make a purchase or contact you, the business owner, for more information.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Digital Marketing is Driving Business Growth<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Digital marketing has continuously grown in scope and impact as the world\u2019s biggest technology companies find new ways to connect businesses with the audiences who need their products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just in the past decade, we\u2019ve some incredible changes to the digital marketing landscape that include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The widespread adoption of social media platforms and the emergence of paid social advertising as a billion-dollar business model.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The ongoing improvements to the Google Search algorithms that connect users with the most relevant content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The rise of the smartphone and the trend towards mobile marketing.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The development of Digital PR and changing relationships between digital brands and the news media.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The introduction of click-to-call, Google ad extensions, the Google keyword planner, Google shopping, the Bing search engine, and other PPC advertising innovations.<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-large wp-image-21593\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2020\/09\/image2-17-1024x683.png\" alt=\"instagram advertising example\" width=\"1024\" height=\"683\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image2-17-1024x683.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image2-17-300x200.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image2-17-768x512.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image2-17.png 1050w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><a href=\"https:\/\/images.unsplash.com\/photo-1513594964634-381b22a9e135?ixlib=rb-1.2.1&amp;ixid=eyJhcHBfaWQiOjEyMDd9&amp;auto=format&amp;fit=crop&amp;w=1050&amp;q=80\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This incredible period of innovation has empowered thousands of companies to succeed by marketing their businesses more effectively on the Internet &#8211; and it\u2019s continuing to have a huge impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2021, <\/span><a href=\"https:\/\/www.ft.com\/content\/d8aaf886-d1f0-40fb-abff-2945629b68c0\"><span style=\"font-weight: 400;\">digital ad spending will exceed traditional ad spending<\/span><\/a><span style=\"font-weight: 400;\"> for the first time. A survey of 1,000 small business owners ranked email marketing as the <\/span><a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/the-state-of-small-business-marketing\/\"><span style=\"font-weight: 400;\">second-best way to build brand awareness<\/span><\/a><span style=\"font-weight: 400;\"> and over <\/span><a href=\"https:\/\/www.facebook.com\/business\/news\/improving-pages-events-and-jobs-to-help-local-businesses-grow\"><span style=\"font-weight: 400;\">80 million small businesses<\/span><\/a><span style=\"font-weight: 400;\"> worldwide are using Facebook\u2019s free business tools to promote their organizations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on these statistics, it\u2019s clear that more businesses are putting their trust in digital platforms to power their growth. Even Amazon, one of the world\u2019s largest and most profitable businesses, <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/05\/12\/does-google-adwords-work\"><span style=\"font-weight: 400;\">spends over $55 million on Google advertisements<\/span><\/a><span style=\"font-weight: 400;\"> each year. Now let\u2019s find out exactly why digital marketing has become so important for these organizations when it comes to reaching their audiences.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why is Digital Marketing Important?<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Consumers Spend More Time Online<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To market your business effectively, it\u2019s important to connect with potential customers where they are.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-21594\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2020\/09\/image1-20-1024x683.png\" alt=\"consumers and online ads\" width=\"1024\" height=\"683\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image1-20-1024x683.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image1-20-300x200.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image1-20-768x512.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image1-20.png 1050w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><a href=\"https:\/\/images.unsplash.com\/photo-1579667391009-20b3ec82dfa3?ixlib=rb-1.2.1&amp;ixid=eyJhcHBfaWQiOjEyMDd9&amp;auto=format&amp;fit=crop&amp;w=1050&amp;q=80\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In 2010, that meant purchasing television advertisements and newspaper spots &#8211; these two mediums captured nearly 70% of advertising dollars that year. Consumers are spending up to 12 hours a day engaging with media and <\/span><a href=\"https:\/\/www.digitalinformationworld.com\/2019\/02\/internet-users-spend-more-than-a-quarter-of-their-lives-online.html\"><span style=\"font-weight: 400;\">nearly seven hours per day<\/span><\/a><span style=\"font-weight: 400;\"> online. As a result, advertisers have shifted their focus to the digital medium and are spending dollars on the platforms where users are paying attention.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Digital Marketing can be Highly Target or Personalized<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another key element in understanding the importance of digital marketing is the potential for highly targeted, and even personalized marketing strategies. Marketing channels like Google search advertising offer a range of ad targeting options, enabling your business to target your marketing efforts to very specific groups of customers. Some of the best options include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Affinity audiences &#8211; targeting users based on their historical habits and interests<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In-market audiences &#8211; targeting users based on their recent purchasing intent for products and services<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/how-to-setup-remarketing-campaign\/\">Remarketing<\/a> &#8211; targeting specific ads or offers to users who have previously interacted with your business<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These capabilities allow marketers to deliver highly targeted offers and messages, resulting in personalized and contextually relevant experiences that drive conversions and campaign success.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Digital Marketing is Data-Driven<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The data-driven nature of digital marketing is a significant benefit for growth-oriented businesses.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-21595\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2020\/09\/image4-15.png\" alt=\"data driven digital marketing\" width=\"1002\" height=\"714\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image4-15.png 1002w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image4-15-300x214.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/09\/image4-15-768x547.png 768w\" sizes=\"(max-width: 1002px) 100vw, 1002px\" \/><\/p>\n<p><a href=\"https:\/\/images.unsplash.com\/photo-1460925895917-afdab827c52f?ixlib=rb-1.2.1&amp;auto=format&amp;fit=crop&amp;w=1002&amp;q=80\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Digital marketing activities generate huge amounts of data in real-time that marketers can analyze to assess campaign performance, accurately attribute acquired customers to the proper channels, and discover new opportunities to improve or optimize campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tools like <\/span><a href=\"https:\/\/analytics.google.com\/analytics\/web\/\"><span style=\"font-weight: 400;\">Google Analytics<\/span><\/a><span style=\"font-weight: 400;\"> offer digital marketers a deeper look into where their website traffic is coming from, how it\u2019s being generated, and how visitors are engaging once they arrive. Paid advertising platforms also offer in-depth data that marketers can use to inform their digital marketing strategies and find the most cost-effective techniques for getting new customers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Digital Marketing Helps Smaller Brands Compete<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Traditional marketing methods have historically created a high entry barrier for small brands trying to compete in the marketplace. With digital marketing, those brands can forget about purchasing expensive television ads and start connecting with individual customers on an ad budget of just a few dollars each day.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ability to scale ad spend progressively from as little as $100-200 per month has allowed many more businesses to compete successfully.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Digital Marketing is Profitable<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The number one reason for the importance of digital marketing is that it\u2019s profitable. Google claims that the average advertiser <\/span><a href=\"https:\/\/economicimpact.google.com\/methodology\/\"><span style=\"font-weight: 400;\">generates $2 in revenue<\/span><\/a><span style=\"font-weight: 400;\"> for every dollar they spend on the platform. And that\u2019s just the average &#8211; depending on your business, you could potentially profit a lot more.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Key Takeaways:<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Businesses are spending more on digital advertising than ever before.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">According to Google, businesses of all sizes are averaging a 200% return on ad spend (ROAS) through paid search advertising, effectively doubling their investment in the platform with ad budgets as low as a few dollars a day.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Digital marketing is data-driven, giving advertisers plenty of opportunities to assess campaign performance and make changes to get the best results.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you\u2019re excited about what you might achieve with digital marketing, why not check out our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/\"><span style=\"font-weight: 400;\">digital marketing course<\/span><\/a><span style=\"font-weight: 400;\"> at Directive Institute? You\u2019ll learn our step-by-step process for building digital campaigns that strengthen your online presence, connect with your target audience, and drive real results for your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hope this guide helps you realize the importance of digital marketing as a business growth driver and start integrating digital channels into your marketing plans for this year. Directive is also a SEO and <a href=\"https:\/\/directiveconsulting.com\/ca\/services\/ppc-agency\/\">PCC Agency for SaaS<\/a>. <a href=\"https:\/\/directiveconsulting.com\/ca\/discovery-call\/\">Book an intro call<\/a> today to see how we can help your digital marketing flourish.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re launching or planning to grow your business, it\u2019s nearly impossible to overstate the importance of digital marketing to<\/p>\n","protected":false},"author":6,"featured_media":21592,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[39],"tags":[99],"class_list":["post-21591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Importance of Digital Marketing - Directive CA<\/title>\n<meta name=\"description\" content=\"If you&#039;re trying to grow your business in 2021, you cannot ignore the benefits &amp; opportunities associated with Digital Marketing. 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