There’s no denying it, the world is rapidly shifting from analogue to digital. Like other organizations, your business is likely wrestling with a convergence of changes that are upending the familiar tactics you’ve always used to communicate with prospects and customers. People are consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop computers at work, and more. It is not only a rapidly growing force in the current marketing playing field, it is set to be the future of digital marketing, and it seems likely that digital media will soon replace more traditional forms altogether.
Growing demographic diversity, the adoption of interactive technologies, and evolving media consumption habits have altered how consumers get information and how they perceive branded communication messages.
In today’s digital world, blog writing and content creation prove to be necessary for companies. Previously, blogs were only thought of as personal diaries published to the Internet. However, today nearly 40% of companies use blogs for marketing purposes, and over 46% of people read blogs more than once a day.
While older generations will no doubt lament the demise of paper-based newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a God-given right are already embracing the brave new world of digital consumption.
Consumers turn to search engines for solutions to their problems. Sometimes your best opportunity to win new customers is to be there when they Google it. In fact, you may have already established a search engine optimization (SEO) plan. You may also know that search engines frequently update the algorithms they use to crawl the web, so they can continuously improve the quality of results that we see when we do a search.The facts are that digital methods of communication and marketing are faster, more versatile, practical and streamlined, so it is perhaps unsurprising that once the technology became available we began quickly moving into the digital age. The good news is that digital offers just as much potential to marketers as it does to consumers.
Social media sharing first and foremost directly promotes the content to your followers. After that, it goes a step further, encouraging your following to share the post elsewhere. This can also encourage other publishers to share your content on their platforms as well, such as a similar engineering firm who found your article on electrical switches useful. In this way, your content begins to spread online by having more inbound links to your site, ultimately driving up your site authority with Google.
Today’s prospects have a strong appetite for good information but more powerful resistance to the so-called “hard sell.” Most of us research products and services online before making a purchase. We study different cars, comparing prices and features, before ever setting foot in a dealership. Even grocery shoppers use mobile phones to compare prices and deals.
The bottom line is, the digital age is here, and those businesses that fail to adapt to the new marketing climate are at great risk of going extinct sooner rather than later.
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