The Importance of Digital Marketing Today
Digital Marketing and Media has immense power in today’s digital marketplace. The way that companies present themselves online has a direct impact on their success as an organization. This impact is even greater for small businesses looking for growth and new market opportunities. Many have heard Harold Samuel’s 1926 phrase in regards to Real Estate, “the three most important factors in determining the desirability of a property are "location, location, location.” Well almost 100 years later and I would argue that while that phrase may still hold some value in the real estate world; in the digital marketplace the three most important factors in determining the desirability of a company are digital marketing, digital marketing, and digital marketing.
Companies are becoming defined by how they are presented online. The strongest brands have the strongest web designs and most intriguing creative content. Furthermore, businesses are able to interact with their customers like never before. Wendy’s can have a conversation with a loyal customer on Instagram in the comments section of a funny dog video. Try explaining that concept to Harold Samuel. We are in uncharted waters. .
Reaching your target market takes strategy and creative execution. Let’s go back to real estate. Harold Samuel’s phrase “location, location, location” in today’s marketplace may be more like “location, location… and beautiful images of the home to post online”. In this pace of life, home buyers are scouring the internet for potential homes to tour before going out and looking at actual houses. This means that a beautiful home with tremendous upside potential may be completely overlooked if the photos posted online aren’t attractive enough.
The same goes for businesses competing across other industries. Let’s use an example of a driveway paving company. Customers in need of a freshly paved driveway are going to research and look at the information available online about nearby paving companies. As the customer looks at a couple of different websites, they compare anything from pricing, policies, and the quality of their work. The customer finally narrows it down to two companies with similar pricing. The first company has a website with beautiful imagery of finished driveways, a time-lapse video showing the whole process from start to finish, and glowing reviews from happy local customers. The second company’s website provides no images and looks so outdated that you’re not even sure if the aol.com email in the “Contact Us” page is still operational. Which company do you think is going to get the job?
Don’t miss out on potential customers because creating effective digital content is hard. Let’s Create Together.