Everett Wilkinson: Leveraging the Power of Digital Marketing for Competitive Advantage

The era of traditional marketing campaigns is gradually dying even in developing countries, and markers today, need to acquire digital skills that will enable them to stay competitive and on track with the current trends. The marketing tactics and strategies are being transformed into a digital landscape entirely.

To remain competitive in business today, marketers need to develop their digital marketing skills, maintain it and be well-versed accordingly. It has now become a norm for companies to hire digital marketing experts with the needed skills that will keep them ahead of the curve. These experts can easily evaluate facts like what drives the demand for digital marketing, what skills are the most trending as well as what is lacking in the digital marketing landscape. When these are put together and evaluated accordingly, companies can shoot up their sales and stay even more competitive in the market.

In the simplest term; digital marketing can be defined as the use of electronic media to promote business or brands. Digital marketing differs from traditional marketing quite well as it involves the use of modern channels and tools that allow organizations to analyze marketing campaigns and see what works and what doesn’t work all in real-time.

These digital marketing tools can allow marketers to deeply measure how often and how long sales are recorded, what digital marketing content works, and what doesn’t world as well. While there are special marketing tools to carry out this analysis, the internet remains a major tool for digital marketers. Other digital marketing tools in use today may include; wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels etcetera.

Digital marketing is pervasive in the way consumers have access to information or campaigns about your brand or products at any time within their reach. The old traditional way of marketing allowed target customers to know information only about your products. Digital marketing allows you to send out marketing campaigns in the form of news, entertainment, shopping, or social interactions. This way, the target audience gets to know about your products or brands in a way that interests them. Strategies like this work out better because according to conducted research, consumers want to buy only from brands they trust, companies that know them, or communication tools that are personalized and relevant to their preferences.

Marketers need to know their customers better than anyone else and this is why it’s important to use associated channels in digital marketing that allow marketers, for example, to know when their customers are most receptive to messages on social platforms like instant messaging apps, direct email or point of sales. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.

In this year 2016, the key to successful digital marketing is to focus more on your target consumers and build marketing capabilities that will enable you to immediately execute initiatives that will create personal, channel-specific, on-time value for the consumers. This will not only ensure you stay competitive, it will also allow you to stand unique atop your games and generate more sales.

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