We all hate Gary Vaynerchuk! We hate this New Jersey boy for using too many foul words in his talk. Well, perhaps he gets overwhelmed by success and motivation, and this is his style. But we love him a lot too! For him nagging and consistently urging us to start thinking about the importance of digital marketing.
And this is what this blog post is all about! We are going to see why digital marketing is important, and why it will become almost inevitable for any business in 2019.
It does not matter whether you sell products or services online or offline! You go get some digital marketing campaign going on all important social media channels and Google!
Not convinced yet?
Well, here are all the right reasons to pull your socks and get into extensive digital marketing strategies.
Statistics Say It All
Let’s say you’re not fully convinced that marketing on Facebook or Google is just as good as doing the same on Television.
We will get to the traffic stats later, let us see how much a TV commercial can cost you.
On average a 30 seconds TV commercial in the USA costs $200 to $1500 based on the area and the popularity of the network.
Facebook charges you, more or less, $0.11 per 30 seconds.
Do you see the disparity?
Now you might be wondering whether Facebook gets just as much attention as a big national TV network in the USA. Because paying to Facebook is not worth it if Facebook is not getting traffic closer to the viewers of any big TV network.
How would you like if we compared Facebook to Fox News? Interesting, right?
Well, Fox News, being one of the oldest and biggest TV networks of the USA, get on average 2.24 million viewers.
Compare this to Facebook and you will learn that Facebook has more than 1.56 billion monthly active users.
Yes! Digital Media left behind the print and electronic media while you were sleeping.
Why I Brought Gary Vaynerchuk into This?
You must be turning sides in your couch or chair and thinking why the hell I brought Gary Vaynerchuk into this blog post.
For starters, he’s a huge digital marketing expert and inspiration for digital marketers and digital entrepreneurs who are interested in digital marketing (Like Me).
This is not the reason why I’ve mentioned Vaynerchuck in this blog post. Well, I just recently watched him speaking with people who were into entrepreneurship and digital marketing and he proved the importance of digital marketing.
Here’s the video:
In this video, Gary says, that video ads on social media should not be made like TV commercials. He believes that digital media is ahead of electronic media, just like electronic media was ahead of print media.
Why a Real Life Business Needs Online Marketing?
But why, oh why, do I need to try online marketing methods while my business is a real life one.
I do not sell over social media and I do not have a website, so why do I need Facebook?
Well, this is a legit question. However, you forgot that while you decided to keep your business “off-line”, your customers have gone online.
As a matter of fact, at the beginning of 2016, the number of internet users crossed a milestone and reached 3.2 billion people figure.
Out of them, 2 billion people are from developed countries. This means that if your business is anywhere in the USA, Canada, Europe, the Gulf, China or Australia. Your target customers are already using the internet – while you don’t.
However, this is not the killer stat that will bring you from off-line business to online presence. Let me talk about that stat and you will see the bigger picture.
60% of these 3+ billion people use their internet on their smartphones. This means that they use the internet to make buying decisions as well.
From buying baby diapers to dining out, people Google everything. But this is still not the killer stat that will make you feel like a loser if you did not get into PPC AdWords or Facebook advertising.
The killer state comes from Business Insider.
As per this post, 13% of US citizens who use mobile phone apps out of 3+ billion internet users, use Facebook app, while 12% use Google’s apps e.g. Gmail and Google Drive etc.
As per Statista, the number of US users of smartphones is 224.3 million.
This means that 22 million US smartphone users use Google Apps and a bigger number of them use Facebook and Facebook Messenger apps.
Think about it:
Importance of Digital Marketing for Local Presence
This is yet another big benefit of Social media outreach for businesses that are not on the internet.
If your company is selling a product or service online but it does not have an exhaustive digital marketing campaign, here is the biggest reason to do so.
If your business has an address of its own, it must be well-known in your area. Think of a dentist offering his service in his gated society.
People who search the internet every day for a dentist in that society will never get to know him or visit his clinic because he never optimized his business for Local SEO.
Go search Google for “dentist near me” and you will see that Google makes a special listing of dentists with destination maps, clinic names, reviews, and phone numbers etc.
This is called Google My Business and this is just one side of Local SEO.
You can have a Facebook page of your business and let me tell you that with a good number of likes, you have good chances of ranking on the first page of Google SERPs.
Learn more on What Does SEO Stand for?.
ROI and Conversion Rates
Let us take a look at the whole marketing deal from a different viewpoint. You must agree that every business needs marketing, and depending on one’s budget and vision, there is always a marketing strategy in place.
Even if you aren’t running ads on print or TV media, you have a strategy to reach out to the target audience.
Let us see how well your business will deliver if we implemented a proper and all-inclusive digital marketing campaign.
We are talking about conversion rate because this is what proves whether a marketing campaign is good or not.
Since we have talked enough about Facebook and Google, let us talk about another big and huge social media channel: Instagram.
All you think about Instagram is hipsters and wanna-be hipsters sharing their photos and getting more and more hearts from others.
Instagram is associated with Facebook and it has very fast evolved into a big marketing channel.
Here’s a small case study about how Adidas, the giant sports products brand, used Instagram to get 71,000 mentions of #MyNeoShoot to promote their new brand: Neo.
Assuming that one hashtag was noticed by 20 people who did not know about Neo and its products, Adidas successfully won the attention of 1,420,000 people. Only if each of the hashtags got noticed only by 20 people.
This is the impact of digital marketing. Do you wonder how many people Adidas converted to out of hundreds of thousands of “hearts”? Well, I do not have that figure, but the company got 41,000 new followers.
Considering that Instagram has a minimum 1.73% conversion rate, out of 41,000 followers. Assuming that only followers converted into customers and not the people who were attracted by the campaign. Adidas got roughly 700+ customers. Cold hard cash!
Importance of Micro-Targeting in Digital Marketing
If there was one big and clear answer to “Why digital marketing is important?” That would be: “Micro-targeting”.
Digital media is all about scalability. Think of a digital marketer as a drone in the air. He uses his cameras to take a closer picture of the target and then hit it with 100% precision.
You have to have a marketing campaign. Let’s quickly compare TV and Print Media.
- You run your TV commercials in prime time and pay a fortune, but it’s not only men who watch that new razor’s ad, but women and kids too. Zero targeting at a price that only a few can afford.
- You decide to try print media and the local newspaper robs you of your wealth for a big ad on the front page. Fine. But the problem remains the same.
- Men are not interested in leak-proof diapers. At least unmarried men or those who have adult kids!
With Facebook or Google ads or any media for internet marketing, you can narrow down the audience and hit the exact segment that you think is your target audience.
No one will see those ads and your ad budget will not be a waste. Only people who are meant to see those ads will see them, and those too only at a fraction of what you would pay to TV or newspapers/magazines.
Next time when someone asks you about the importance of digital marketing, tell them that it turns you into a drone of a seller and helps you hit only those who you want so badly.