The foolish idea is this: “Search Engine Optimisation (SEO) is the most powerful way to drive business to your website.“ This may have been true years ago, but it is absolutely not true today! Today digital marketing is much more. As the digital marketing landscape evolves, so too do approaches and technologies, adding more considerations and options to take into account.
Why has digital marketing become so important to marketers? Today’s world is owned by the digital narrative and the ‘digital native’ - the generation that was born into the universe of Internet, smartphones and social media. A generation whose consumer behaviour has undergone major transformation over the last few years due to vastly different personal motivations, needs, attitudes and values, personality traits, socio-economic and cultural background, age, sex, professional status, including social influences exerted by peers, family, friends, colleagues and society as a whole.
Therefore, digital marketing has become essential to companies hoping to compete in the modern marketplace. How then, can we use digital marketing in the marketing mix? Which channels do we use and how do we use them? How can we compete with all the other brands out there? The good news is: ‘You don’t have to buy the whole horse...’