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Why digital marketing is the lifeblood of modern business
Picture a quiet Tuesday morning in Brighton, and Sarah, a local café owner, unlocks her shop door. The bell chimes softly, but the street outside remains empty. Meanwhile, across town, Hannah’s coffee shop is already buzzing with activity. Her mobile app is pinging with pre-orders, her loyalty program members are redeeming points, and the shop’s witty tagline, “Where every sip is a trip,” has been spreading across social media like wildfire.
What’s the difference between Sarah and Hannah? It’s not just the physical versus digital presence, it’s their approach to marketing in the digital age.
Digital marketing is more than just a trend
The importance of digital marketing isn’t just about keeping up with the times, it’s about survival and growth in an increasingly connected world. Let’s break down why digital marketing has become the lifeblood of modern business:
1. Your customers are online
In 2024, the average person spends over 7 hours a day online. That’s nearly half of their waking hours! Whether they’re scrolling through social media, searching for products, or reading reviews, your potential customers are in the digital space. If you’re not there, you’re invisible to them.
2. Level playing field
Digital marketing has democratised the business landscape. Small businesses can now compete with industry giants on a more level playing field. With the right strategy, a local café can outrank a multinational coffee chain in local search results, driving foot traffic and building customer loyalty.
3. Measurable results
Gone are the days of John Wanamaker’s famous quip, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Digital marketing provides unprecedented insights into your campaigns’ performance. You can track everything from website visits to conversion rates, allowing you to optimise your strategies in real-time.
4. Personalisation at scale
Imagine being able to tailor your marketing message to each individual customer, at scale. That’s the power of digital marketing. From personalised email campaigns to dynamic website content, you can create experiences that resonate with your audience on a personal level.
5. Cost-effective reach
Traditional marketing often requires significant upfront investment with uncertain returns. Digital marketing allows for more flexible budgeting and often provides a higher return on investment. A well-crafted social media campaign or a strategic use of SEO can yield impressive results without breaking the bank.
Real-world examples of digital marketing success, Little Moons
“We thought our business was screwed – then we went viral on TikTok” – Vivian Wong – Little Moons
In 2021 Little Moons ice cream was struggling, but then they became a viral sensation on TikTok. People across the UK searched supermarkets for their small balls of ice cream wrapped in mochi dough. Videos using the hashtag #LittleMoons gained over 19.5 million views and sales increased by 700% in Tesco. The viral campaign led to a 1300% increase in sales, 6.7 million impressions, and over 137,000 new TikTok followers.
The brand has since expanded production and opened a new facility.
Bloom & Wild
Bloom & Wild went viral on Instagram gaining over 250k followers.
Bloom & Wild is an online flower delivery service that has mastered the art of effective digital marketing. By using creative photos along with clever hashtags and collaborations with influencers, they have gained a significant audience and are now one of the leading flower delivery brands in the UK.
ASOS
ASOS are known to have the most effective digital marketing strategies, which have helped them top 3.5 billion in sales in 2023.
ASOS is a leading online fashion retailer beating out competition from established brands such as Next and John Lewis. They use a combination of social media marketing, influencer partnerships, and personalised email campaigns to engage customers and were found to have the most effective digital marketing strategy in 2020.
According to Statista, ASOS earned 4.01 points on a zero-to-five-points scale. Effectiveness was defined as the company’s ability to reach potential customers and lead them to the company website with the help of various digital marketing methods.
Due to clever digital marketing tactics, ASOS has seen phenomenal growth since its formation in the early 2000s and now ships to over 200 countries worldwide. They reported net online sales exceeding £3.5 billion in 2023 and have over 2 million registered customers, attracting around 6 million shoppers to their website every month.
The future is and remains, digital
As we look to the future, the importance of digital marketing only grows. Emerging technologies like AI, VR, and voice search are opening new frontiers for customer engagement. Businesses that embrace these changes and continue to innovate in the digital space will be the ones that thrive.
But despite all this cutting-edge technology, at its core, digital marketing is about connecting with people. It’s about understanding their needs, solving their problems, and building relationships. The most successful businesses know this only too well. Platforms and technologies may change, but this fundamental principle remains constant.
Your digital journey starts now
Whether you’re a small business owner just starting out, or a marketing professional looking to up your game, embracing digital marketing is no longer optional, it’s essential.
The digital world can seem overwhelming, but remember: every expert was once a beginner. Start small, stay curious, and don’t be afraid to experiment. Your customers are out there in the digital wilderness, waiting to be found. It’s time to embark on your digital marketing adventure.
Are you ready to take the first step? The digital frontier awaits, and the possibilities are endless.
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