If you look around you (at the mall, in Starbucks, at the office, at home) you are likely to discover something that is truer now than ever before – that we are living in a digital age. Computers were a big leap and you might not have thought much beyond that point when you were typing away in Microsoft Word. But when people have chosen to communicate with each other through social media sites like Facebook as opposed to using the phone or sending a letter – it tells us something about our new world.
Now we have the iPad so we can read magazines with a digital screen as opposed to cutting down more trees or trying to recycle more waste. Is it a step forward or a step back in social interaction? Regardless of your view – you can’t stop this fast moving digital wave and if you are doing business in the modern world – you need to either get a surfboard and ride it to success or get caught under the pressure of something that you just can’t control.
My point is that you need to seriously consider your digital marketing efforts when you are planning to promote your product or service. Yes, we have been advertising on the television for quite some time, and you have been using digital video tapes now for ten years. And computers… they don’t seem too knew anymore.
However, what we have to consider is the way that people are leaning towards becoming more of a digital character themselves and how this relates to your advertising. Will people be too lazy to use Google on the computer and focus purely on getting information from their iPhone? Will people use a search engine to find a good hotel for a vacation in Thailand or will the jump onto their friends list and post the question on a wall?
There is a trend that is already in motion – that trend simply states that there is a very serious digital force that is active and you need to adjust your marketing so that you can adapt to the new challenge of reaching the people.
The best strategy is to keep up to date on what is new and what is used and although it sounds old – what is being USED is far more important than what is new. Instead of trying to convince your customers into your ideals, it is just simpler to find a digital medium that your target audience uses most and start with that. The good news is that if you are up to date on what you want to do, you can hire the right type of experts and not be forced to buy into old marketing habits just because a company failed to adapt. Any magazine will be happy to sell you ad space – but is it as effective as an AdWords campaign that shows up on Google within 24 hours? Moreover, once an ad is printed – can you change it overnight to test out a new version of the same ad?
When looking for the right digital marketing company – be sure to find one that understands the importance of staying up to date with what people are actually using in the digital world.