What Is Digital Marketing Transformation?
We’ve all heard the term ‘digital transformation’ in recent years — it’s hard to ignore. In a world becoming more reliant on technology and cloud-based software, companies have to adapt or risk going out of business.
To use a cliched example, Blockbuster went bust when it allowed competitor Netflix to take the video industry by storm with its online streaming platform. By taking the process of renting TV shows and movies online, Netflix was able to capture a global audience and make it convenient for everyone to peruse a vast library of video content on-demand.
Kodak is another often-cited example. It was overtaken by the up-and-coming Instagram, a platform that sought to revolutionize the business of sharing photos with strangers and loved ones alike.
Digital marketing transformation, then, is what has happened in the world of marketing — explaining the switch from classic marketing methods to online ones. If the vast majority of your customer base has access to the internet and social media, what use are flyers and newspaper ads?
They still have their place, of course, but putting a digital marketing strategy into place is key for success in the modern world. That doesn’t even account for the COVID-19 pandemic, which understandably accelerated the move towards everything digital, with many workers and consumers spending much more time at home.
The new marketing mix
Even if you haven’t heard of the marketing mix (first coined by Neil Borden) before, you’ll have likely come across the four Ps of marketing. Price, product, place, and promotion were considered the four pillars of marketing success, and for the most part, this still rings true.
However, these days, it’s the digital marketing mix that you should brush up on. To succeed in the modern business landscape, it’s important to consider all of the channels you can use to communicate with your target market.
Here are a few new areas to master as a result of digital marketing transformation:
Social media is hugely important for modern companies as it allows you to stay in constant contact with your customers. Before, there was little direct communication between customers and businesses, but we now have endless opportunities to interact through social media.
Use social media to your advantage; post compelling content, use links to drive traffic to your website, and engage with customers.
Search engine optimization
SEO is all about how your website and content perform online. If you can get your blog post to the top of the first page of a search engine like Google, then you’ll enjoy a large percentage of organic traffic.
Both cold and warm email marketing campaigns can bear fruit and generate leads for conversion. Email is an effective medium for expanding your customer base, even if you haven’t made contact with them before.