1. Reaches People Where They Spend Their Time & Money
In 2019, the average Internet user has at least 7 social media accounts. That’s up from 3 just 5 years ago.
22% of the world population is on Facebook. 62% of people in the US are there. 76% of Facebook users and 51% of Instagram users are on it every day.
30% of people on social media mention a specific brand when referring to milestones in their lives. Gen X is slightly more likely to interact with a brand on social media than millennials.
The trend right now is the average person spends over 2 hours a day on social media. Teenagers average 9 hours.
Social media is integrated into everything they do from school, to work, to entertainment, to hanging out with friends.
Social Media is where people are. But do people buy things there?
One of the top 10 reasons people say they’re on social media is to buy products advertised to them. They spend around 37% of their social media time interacting with branded content.
57% of Millennials say that social media has made the ads they see more relevant to them. 48% of people say they made their last online purchase as the direct result of a Facebook ad.
But only 45% of marketers think their social media efforts are paying off. There are definitely some winners and losers on social media. Just having a profile and sharing some content once in a while isn’t enough. This is why you need a marketing strategy for all platforms.
2. More Targeted
When you run a magazine ad, for example, you definitely do some targeting. You know if your target audience reads that publication. You have some control over placement and size. You control the message within certain publisher guidelines.
That ad may reach 1 million plus readers.
But what percent of this million is actually your target? A particular fashion magazine might have a demographic 59% female ages 35-55. They may have some college education. And you know they’re interested in the type of fashion depicted in the magazine. But that’s a huge demographic.
One of the gifts that digital marketing has given us is the ability to dissect huge demographics. Whittle them down into very targeted groups to get super-focused on a specific kind of person.
Who’s that person? It’s the person most likely purchase what you sell.
When you do targeting at this level, you create an ad that’s highly relevant to your target market. Because it’s so relevant, it connects on a level that more general advertising can’t. This connection gives it the ability to influence decisions. You do it without annoying traditional advertising techniques. You’re not showing the same ad thousands of times over a month’s period. Or interrupting someone’s program over and over.
So, what kind of targeting is possible with digital marketing? You’ll probably be surprised.
Let’s look at search advertising as an example. That includes AdWords. In this form of digital marketing, you target people doing searches in Google. Search results now account for about 64% of website traffic across the Internet.
Search advertising, also known as PPC (pay per click) allows you to position yourself near the top of searches. That’s even if that’s not where your website would organically appear.
With search advertising, you can target people with a very specific:
- Education level
- Buying behavior
- And more
Do this by bidding on search queries that represent these specific targets. Build ads and landing pages around them to convert that traffic.
Social Media Advertising similarly allows you to narrow your target audience Use the data they’ve collected about their users. Tell Facebook, for example, to only show your ad to people with a very specific recent behavior, interest, location or other identifier.
You don’t spend thousands on one ad. And you can run ads indefinitely. So you can easily modify that ad to connect with different groups of people. You don’t have this level of control over who sees your ad with any other form of marketing.
3. Can Be Hyper-Personalized
We’ve only just begun to discuss the importance of digital marketing in regards to targeting. With email marketing, yet another important part of digital marketing, you can target almost down to the individual level.
In some cases, you actually can get to the individual level. Marketers call this “personalisation“.
72% of consumers prefer that businesses use email to communicate with them. This gives people a sense of control that makes them more comfortable signing up for your emails and buying from you. If they don’t like what you send them, they can just unsubscribe.
But when you send them content that is highly relevant, they stay on your list and continue to buy again and again. You can see where in the importance of digital marketing lies in a repeat lifetime customer.
There are basic programs that will allow you to add a person’s name or certain information automatically to an email. But we’re talking about a much more advanced approach that’s proven its ability to get results for our clients, like the improvements in the chart below. That’s email segmentation, automation, and personalization.
With segmentation, you’re collecting data about each email subscriber. You use this data to sub-divide your list based upon certain traits or behaviors identified through analytics. Once, divided, send each segment content that is most relevant to that segment.
If you would like to found out more how I can help please get in touch.