From the first clickable banner ad in 1993 to today’s $363+ billion global digital marketing industry, online has proven to be the ideal place for brands to grow awareness and profit.
Implementing and honing a multidimensional marketing strategy can help you amplify your brand’s impact, outperform your competitors, and successfully meet your business goals. Whether you do it yourself or hire an agency, knowing the ins and outs will improve your outcomes.
“59% of consumers say they’re more likely to trust a brand that engages with them on social media.”
What is Digital Marketing, and Why Does It Matter?
Simply put, digital marketing is a way to connect with your audience through online channels like social media, websites, search engines, and email. It goes beyond traditional advertising by meeting consumers where they already spend time—on their phones, desktops, and tablets.
Today, consumer behavior has shifted dramatically. More than 85% of people research products online before purchasing, and mobile devices have made the digital world more accessible than ever. If your brand isn’t online, your audience may never find you.
The Benefits of Digital Marketing for Your Brand
Reach a Wider Audience
Digital marketing enables you to connect with local and global audiences alike. Whether targeting a niche market or casting a wider net, platforms like search engines and social media help you expand your reach.
- On Instagram alone, businesses can reach 1.3 billion active users worldwide, with advanced targeting options that allow you to pinpoint audiences by interests, behaviors, and even life events.
Build Brand Awareness
Consistency is key to brand recognition. Digital marketing ensures your business stays visible across multiple platforms, from Google search results to Pinterest posts, keeping your brand top-of-mind.
- Brands that maintain a consistent presence across digital platforms experience an average revenue increase of 23%, thanks to enhanced visibility and recognition.
- 53% of shoppers say they always research a product online before purchasing, highlighting the importance of a strong online presence.
Engage Directly with Customers
Unlike traditional advertising, digital channels allow two-way communication. Whether through social media comments or email campaigns, digital marketing creates opportunities to listen, respond, and build relationships in real time.
- 59% of consumers say they’re more likely to trust a brand that engages with them on social media.
- Replying to customers’ social media messages can boost loyalty and retention. 76% of users expect a brand to respond within 24 hours.
Affordable and Measurable
One of digital marketing’s most significant advantages is its cost-effectiveness. Tools like Google Ads and Facebook allow businesses to set flexible budgets, ensuring they only pay for what works. With user-friendly analytics, you can track your return on investment (ROI) whenever you want.
- Email marketing is particularly efficient, delivering an ROI of $36 for every $1 spent.
- With platforms like Meta Ads Manager, you can A/B test campaigns, track real-time performance, and adjust on the fly—saving time and money while improving results.
How Digital Marketing Impacts Your Brand’s Reputation
A strong digital presence builds trust. Positive reviews and a sophisticated website serve as a virtual billboard, beckoning potential customers. Social proof, such as testimonials or user-generated content (UGC), reinforces credibility and positions your brand as reliable and reputable.
“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” —Scott Cook, co-founder, Intuit
Key Channels in Digital Marketing
Digital marketing is a multifaceted strategy. Here’s a quick overview of just some of the key channels:
Social Media: Foster engagement and create a community around your brand.
- Commit to encouraging two-way conversations with users by liking, commenting, and sharing UGC.
Search Engine Optimization (SEO): Ensure your business ranks high in search results.
- Establish local SEO strategies that answer the “near me” queries in Google Business Profile.
Email Marketing: Build personalized connections with your audience.
- Grow and segment your audience, delivering the content they want when they want it.
Paid Ads: Deliver targeted campaigns with measurable results.
- A/B test to dial in your audience, copy, creative, and calls to action.
Amplifying your brand’s voice is easy with a digital marketing strategy that integrates the power of these key channels.
“Your brand is a story unfolding across all customer touchpoints.” —Jonah Sachs, Author
What Happens Without Digital Marketing?
Your brand risks being invisible to the 81% of consumers who search online before making purchasing decisions without digital marketing. Your competition will steal your market share if you don’t invest in at least one of these channels.
A brand without a digital footprint may appear irrelevant in today’s fast-paced digital landscape. Being offline can create the impression that your business is outdated or unresponsive to modern consumer needs. Those consumers will look for the company that can supply them with what they want (and look for who can do it the quickest!).
How to Get Started
Digital marketing doesn’t have to feel overwhelming. Here are a few simple steps to begin:
- Assess Your Current Online Presence: Audit your website for outdated design or slow loading times. Review your social media profiles for consistency in branding and messaging. Analyze customer reviews to identify common praises (strengths) and recurring complaints (areas for improvement).
- Set Clear Goals: To provide direction and measurable outcomes, define specific objectives, such as increasing website traffic by 20% over the next quarter or boosting social media engagement by 15%.
- Start Small: Implement manageable initiatives, like establishing a consistent posting schedule on social media or publishing a monthly blog post.
“You can’t sell anything if you can’t tell anything.” —Beth Comstock, Writer
Rise Above the Virtual Noise
Digital marketing isn’t just a trend—it’s necessary to grow and sustain your brand in today’s connected world. By leveraging online tools and channels, you can amplify your reach, build trust, and ensure your business stays ahead of the competition.
Ready to elevate your digital strategy? Contact us today to explore how we can help your brand thrive online.
Courtenay is the agency’s Creative Content Director. Her talents include short and long-form blogs, video and radio scripts, social media strategy and implementation, email marketing, and word chopping. Give her 1,000 words and she’ll give you back 500.