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What Digital Marketing Can Do for Your Brand

These days it seems like everyone is going online, and for good reason.  In a digitally connected world, one of the most effective and efficient ways to reach your customers or potential customers is through online marketing.

One in two Filipinos are internet users, and practically all of us are active social media users.  If there’s one space you need to be in, it is the digital space.

What exactly can digital marketing do for your business or your brand?  Here are some specific benefits.

1. Digital marketing increases your reach exponentially.

When we say reach, we mean the number of people who see or hear about your brand.  Being online and on social media increases your chances of being seen by a potential customer.  As with any tool, it’s a matter of how you use it to your advantage. You can be present, but people can still not notice.  This is why it’s important to be strategic.

2. Digital marketing can decrease your marketing costs.

Compared to traditional marketing, digital marketing is cheap.  And if you weigh the cost against the exposure, it’s really, really cheap.  Marketing online is almost a no-brainer. After all, if you need to find information on where to book your next vacation, what do you do?  You ask Google. That’s just an indication of how powerful search engine marketing and search engine optimization can be.

3. Digital marketing can help you measure the effectiveness of your marketing efforts.

Because it’s digital, online marketing will always have numbers attached to it.  You can find out how many people clicked on your ad, searched for your business, or bought from your e-commerce site.  This is why web analytics have become a big thing in the past few years – because people now have data to tell them what works, what doesn’t, and what options they can or should consider.  You can actually figure out the cost per click of an online ad you run. Which is the traditional media equivalent of knowing how much it cost to get someone to go to your store from your 30sec TV ad.  (That’s not quite as easy to figure out, by the way.)

4. Digital marketing allows you to target your ads to a specific demographic while they’re online.

Marketers know that they need to cater their efforts towards their target market.  Unfortunately, traditional media like billboards, magazines, and TV can only slice the population so much.  You can choose which magazines to publish in, based on your market’s preferences – but you won’t know if people in your target market are actually going to buy that magazine and see your ad.  Some might, some might not. With social media advertising, ads can be shown to a specific demographic AT THE PRECISE MOMENT THEY’RE LOOKING. Who wouldn’t want that kind of marketing?

5. Digital marketing can help close the feedback loop and increase customer satisfaction.

Marketing online is not a one-way street; consumers now have a voice, thanks to social media.  And they use that voice quite liberally. The upside is that you can hear what your customers are saying, and address their concerns directly.  We all know how difficult it is to deal with an irate customer. Now imagine an irate customer who is put on hold for 30mins. You may have just lost his business.  With digital, you can respond to customer feedback in a more timely manner, and avoid bad impressions caused by long waits. Social media is also a great way to engage with your buyers, and make them feel that you’re listening.  Building a connection with your customers is always good brand-building.

6. Digital marketing can shorten the time between advertising and closing a sale.

With the rise of e-commerce, it’s not uncommon to find people purchasing items the same hour they saw it.  The convenience of online shopping also appeals to those who would rather not brave Metro Manila traffic just to find a pair of shoes.  Linking your online marketing to e-commerce sites allows you to convert leads into sales in a shorter time than you typically would if, say, the person has to go to your shop.  Even if they do need to step into a store, letting buyers know the availability of an item will encourage them to go and check it out. And once they’re in your store, it’s easier to close a transaction.

7. It builds your brand reputation.

Let’s face it – you wouldn’t take any company seriously nowadays if they don’t even have a decent website.  Digital presence counts towards credibility, and being seen online increases brand recall and brand equity. Of course, branding is still branding – and there is a right way and a wrong way of doing it.  Which is why larger brands invest in consultants and hire brand managers to do the work. It’s not rocket science, but can be a bit tricky.

There really is no good reason to not be online these days.  But we get it – going digital can be a bit scary, especially if you’re not familiar with the landscape.  The best way to go about it is to try working with a digital agency for a small project, and see how things go.  Trust us – once you’ve tried, you’ll wonder why you didn’t go digital earlier.

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New to digital marketing?  No worries, we’ve got you covered.  Find out what are the basic things you need to consider before embarking on your journey to digital transformation.

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