The Importance of Digital Marketing

TCii Strategic and Management Consultants
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There’s no denying it, the world is rapidly shifting from analogue to digital. People are consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop computers at work, and more – and companies that have not yet recognised this in their marketing strategies need to adapt fast.

Why is digital marketing so important? Because it is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether.

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.

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.
Before we look at the benefits of digital marketing, let’s take a quick snapshot of some of the key forms of it at present:

  • Websites and SEO content
  • Blogs
  • Internet banner ads
  • Online video content
  • Pay-per-click (PPC) advertising
  • Email marketing
  • Social media marketing (Facebook, Twitter, LinkedIn, etc.)
  • Mobile marketing (SMS, MMS, etc.)

This is far from an exhaustive list, and new forms of digital marketing, such as augmented reality, are arriving all the time.

So, why digital marketing?

First of all, digital marketing is infinitely more affordable than traditional offline marketing methods. An email or social media campaign, for example, can transmit a marketing message to consumers for the merest fraction of the cost of a TV ad or print campaign, and potentially reach a wider audience.

But one of the main benefits of conducting your marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.

Perhaps the strongest case for incorporating a digital element into your marketing is that digital media forms are quickly overtaking traditional forms of information consumption. According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that's over 40 million individuals.

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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About TCii

About TCii

Terry Irwin is the founder and CEO of TCii Strategic and Management Consultants. Born and brought up in Wales, he studied Economics and Marketing at university, followed by an MBA.

Before setting up TCii, Terry spent over 20 years in the corporate world with GSK and Henkel, managing consumer goods and services businesses, living in 14 different countries and working in 30 in Europe, North America, Asia and the Russian Federation. He has also served as a UK Director of Carphone Warehouse and as a Non-Executive Director of Holt Lloyd.

Terry has consulted for a wide range of businesses, from multinationals to start-ups and growing organisations. He has a “hands on” approach and stays involved with client projects through to the achievement of agreed results.

Terry’s areas of expertise include:

  • FMCG/services/telecoms
  • Business and strategic planning and implementation
  • Business turnaround, outsourcing and cost reduction
  • Acquisitions, mergers and post-acquisition integration
  • International trade and distribution
  • Venture capital
  • Exit strategy
  • Organisational development
  • Succession planning
  • Board-level executive coaching
  • Sourcing key people – both executive and non-executive – for clients.


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14th Jul 2015 07:00

Great info about Digital Marketing, thanks for this. I think these days Digital Marketing plays an important role, it increase business.

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19th Jan 2016 12:45

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19th Aug 2016 11:53

In Today's Era Digital Marketing becomes more relevant source and economical rather than Traditional Marketing. I agree with the Author that digital Marketing is more important for our online business but one thing competition rising day by day..

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19th Aug 2016 11:57

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30th Aug 2016 09:58

Digital Marketing is indeed vital to the businesses to track and maintain success!

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