The Importance of Digital Marketing

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Business Zone

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.

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.

Content as a strategy

Ricardo De Melo Matos – Journalist, Founder & CEO of About Marketing
content is king seo web optimization

Social media has brought to the world a new dynamic. Communication was once seen as being only one way: the company talked and people just listened.

Now with the advent of digital media, individuals are free to speak their minds, give opinions and interact in a way that better serves your organization. The strategic means of digital marketing are plentiful, and it seems that new communication paths open every day.

 Today the Internet provides many approach channels to reach customers and promote your specific brand. An effective plan or road map is an essential tool, whether you’re a small business or a multinational company. A web channel can be used for different marketing objectives, and still be an intuitive extension of your organization.

To win in this virtual world, and find your company featured on the web, you need to be aware of search mechanisms , many of which are increasingly sophisticated and dynamic. Often updated and relevant content is the best way to provide innovative and quality information. The great Steve Jobs once said that “CONTENT would be the most valued element on the Internet,” and he was completely right.

It’s not just having a website on the internet, which when displayed, can be triggered to generate new business, it’s more about producing interesting content in order to reach and engage your audience. SEO (Search Engine Optimization) or (optimization of search engines) is your best ally in finding your way through this virtual world. SEO’s main objective is to highlight a website, and all but guarantee it appears first among search results (like on Google).

Utilizing a SEO strategy allows your site to be a source of relevant content on a particular subject, so in a search, your site becomes identified as expressive, showing up in better positions than on other sites on the same subject, which have yet to implement any optimization.

Lastly, a search result well positioned in an organic search provides qualified traffic at no cost to the company , as opposed to sponsored links (where you pay to appear on the top or side of the results). Ultimately, even if your company chooses sponsored links, the bottom line is it’s important to employ solid SEO techniques to ensure better results.

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Facilities With Public Relations

Catriona Pollard Director of Australian Public Relations  and social media agency, CP Communications


If you’re in the aged care industry, you’ll know that when it comes to the well-being of a loved one, people need to first develop trust in the standard of care an aged care facility has to offer. The building of trust and reputation is where Public Relations is vital.

PR is all about building the positive perception of a company and communicating what it has to offer. An aged care facility should adopt a Business Communication Strategy that is based on building reputation and showing what separates the company from its competitors.

Here are some PR tactics that aged care facilities can use to build their profile and communicate the benefits of their care:

Find the story                                                                                                                                          It’s worth taking some time to think about what your company and its brand stands for. Every business has a story to tell, and it’s just a matter of finding and telling it to the target audience. One way to do this is to uncover the ‘one thing’ about the care you offer that isn’t offered by your competitors.

Aged care is all about a company being entrusted with the care of people who cannot necessarily care for themselves, so creating faith in the brand is vital. By telling authentic stories about the way your company cares for its residents, trust can be built with your audiences.

Share expertise through blogging                                                                                          Blogging is a great way to communicate the company message, engage the target audience and share expertise. You can blog about what the facility is doing, share inspirational stories of those in care, and also discuss upcoming events.

By showcasing the day-to-day care, the reputation of the company will be boosted in the community, while also authentically displaying moments that make your readers feel closer to the company. Also, by giving expert advice and expertise in managing people who need aged care, the company will start to be seen as an industry leader.

Reach out to the media                                                                                                                    Appoint a company spokesperson who can speak to the media on the company’s behalf. Journalists will be more likely to write a story about the company if they have someone to interview and quote. The primary spokesperson needs to be someone senior in your organisation, like a CEO or general manager. However, at other times you might want to have a spokesperson to talk about certain areas of expertise, like a doctor talking about health care for seniors.

Don’t be afraid to call or email journalists, and pitch them newsworthy angles they may be interested in. Holding events can be a great way to attract media attention and can be where you introduce your spokesperson to journalists. To make a great media opportunity, consider having some of your residents speak at the event about the quality of care they receive.

Public Relations is important for building the reputation of an aged care facility. To build trust and credibility for your company, use a Business Communication strategy that tells a personal story. Every organization has a story to tell, you just have to find what it is and share it with the right audience.