We are living through a technological revolution, it’s undeniable.
Increasingly, our lives are becoming more digitised: ordering food on Deliveroo, tracking our steps on our Fitbit, connecting with people across the world on Facebook. This tech renaissance is particularly prevalent in the workplace: emails, LinkedIn, sophisticated software systems, the list goes on. Suffice to say, every sector has been changed by this progression, and marketing is no exception.
Those who are unfamiliar with, or new to digital marketing, can find hard to grasp the use of this advancement.
In this blog VANRATH Sales and Marketing demysytifies and illuminates the reasons why digital marketing is important, and could benefit your businesses’ bottom line.
People Find Businesses Through Search Engines, Google particularly.
Gone are the days of the phone book! In our modern age, we have seen significant changes to the way in which customers find and interact with businesses. Consumers reflexively reach for their mobile devices to search for potential service providers online.
The rise of Google and Facebook cater for these users perfectly. Google has established itself as the main search engine in the UK, for example, accounting for 85.74% of all searches conducted online. It has also created number of sophisticated algorithms that help to rank websites and content in a way that improves the consumer experience, providing businesses with a guideline to help them increase their online visibility.
Optimising your content is an excellent way of getting higher on Google search rankings in the modern age, with factors such as the length of content and the presence of inbound links correlating directly with higher rankings. A skilled digital marketing professional can tailor your content to not only reflect your businesses, but also to align with those requirements that boost you up the search rankings.
Sites like Google, Yahoo and Bing have significantly changed consumer behaviour in the last 20 years and businesses that fail to keep pace with this are likely to fall behind competitors who adapt. High quality content can serve as a cost-effective tactic that helps your business to rank favourably, while improving your marketing ROI in the process.
The Google AdWords and Google Display Network is Huge
Sadly, not everything Google touches turns to gold, but it has built a huge infrastructure which enables businesses to target their various audiences.
Take the Google Display Network, for example, which works through AdWords and allows brands to connect with customers through a variety of digital ad formata. This virtual network includes a staggering two million websites, reaching in excess of 90% of people online. It’s main benefit is that it allows customers to access your site while they are performing various ad-hoc tasks, such as browsing search engine results, viewing YouTube videos and checking emails. Accessing users in their recreational time allows you to address them in those moments when they are most relaxed and receptive to your brand message. In turn, this can also improve market reach and ROI.
We are living in the age of ‘Mobile First’
As part of Google’s continued quest to improve the online experience for customers, the mobile platform has become increasingly prominent. In 2017, marketers are being encouraged to consider their website from a ‘mobile first’ perspective. It’s essential that your company website is adapted for smartphones and tablets, as the Google algorithms that boost your search engine rankings are sensitive to the how optimised your site is for the user.
This ‘mobile first’ mentality is not surprising in light of the fact that 60% of online searches are now completed through a smartphone or tablet. According to data from BI Intelligence, it is also estimated that m-commerce will account for 45% of all online purchases by the year 2020, so the need for businesses to build their mobile presence will grow more pressing with every passing year.
There is no doubt that small businesses in particular need to optimise their website for mobile, as this means that they can benefit from responsive design and compete more aggressively with larger brands. This can translate into a larger market share, and enable SMEs to engage a larger audience in the digital age.