Do you find yourself asking ‘what exactly is digital marketing?’, or ‘how can I use digital marketing to attract potential customers?’ Our Junior PR Account Executive, Georgina, explores the ways in which digital marketing can support your business. 

What is digital marketing? 

Digital marketing is the promotion of brands through digital means of communication, such as the internet, email and social media, to connect with potential and existing consumers and audiences. 

There are four Ps to follow, that you should keep in mind when considering digital marketing for your business: 

  1. Process 
  1. People 
  1. Platforms  
  1. Performance  

Let’s break it down! 

  • Process 

Streamlining your process to improve your consumer relationships is an important step to ensure your digital marketing Is effective.   

This involves thinking about whether your brand is prepared for the marketing process, does it have the correct tools to stay relevant, abilities to personalise messaging and respond to interest at a fast rate?  

The original 4 Ps of marketing (price, product, promotion, and place) are still important within your strategy, but they are now dependent on adapting to new methods and technologies to deliver results. 

  • People 

Personalisation is one of the key marketing techniques used in digital marketing.  

Studies show that consumers are 80% more likely to make a purchase when brands offer a more personalised experience.  

Consumers are now building a bridge between the traditional ‘Ps of marketing’ (price, place, product and promotion) and the new ‘Ps of marketing’ (process, people, platform and performance), as the new Ps of marketing are helping to meet consumers’ needs and customise messaging for audiences who expect personalisation in the new digital era.   

  • Platforms 

Choosing the right platforms to manage your consumer data is another key step when it comes to digital marketing. This way, you can get the right message across to the right audience at the right time.  

Customer Relationship Management (CRM) is a technology used in marketing to manage interactions with customers and potential customers. A CRM system helps to build customer relationships and streamline processes to drive sales and improve engagement.  

However, research shows that 55% of all CRM projects don’t produce results due to a bad fit platform, therefore it is important to have the correct platform in place for your business that is easy to use for your entire team. This could include HubSpot, Dynamics and Salesflare. It is worth exploring if your provider offers any training or onboarding sessions to ensure your whole team is using it effectively. 

You might find it more productive to enlist a marketing expert or digital agency specifically to manage your digital needs (like Faith!).  

  • Performance 

Data needs to be collected to measure the effectiveness of any digital marketing methods that are being deployed. There’s no point wasting time, energy and resources on something that is proven to not work! 

Some of the key performance indicators (KPIs) that can be used to measure your success include:  

  • Customer engagement 
  • Response time 
  • Conversion 
  • Loyalty  
  • Advocacy 

These should be considered when calculating whether your business is performing well within its digital marketing efforts.  

Why is digital marketing relevant? 

So, why is digital marketing relevant to your business? 

  • It can connect your business with customers online  
  • It’s considerably less expensive than other marketing methods 
  • It can help you  access global audiences 
  • It’s flexible – there are multiple strategies available to use within digital marketing 
  • It is one of the best ways to create brand awareness effectively 

If you’re looking to boost your marketing in the digital space, now is the time! More and more businesses are adopting digital strategies in the wake of the pandemic, so make sure you’re not left behind! 

We hope this answers the question ‘what is digital marketing?’Get in touch with our team to find out more! 

At Faith we offer a range of digital marketing services to support your business’ goals. This includes social media marketing, SEO strategy planning and copywriting and email marketing.  

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Abigail