Digital marketing is very low cost.
If you’re running a shoestring budget, then you can’t beat what digital marketing can provide. Some platforms can even be operated for free if you’re willing to put in the sweat equity to get results. Even if you’re paying professionals for your digital marketing efforts, however, the costs can be up to 50-75% lower than comparable marketing efforts with the same potential outreach.
Digital marketing can access a massive audience.
The issue you have with traditional marketing efforts is that you must target a generalized demographic. You can target TV viewers, for example, or radio program listeners or magazine readers. Direct mail can reach a specific zip code or neighborhood. Digital marketing, however, can reach an entire globe. There is no limit to the scope of this process. As long as someone is connected to the internet in some way, you can reach them with a marketing message.
Digital marketing is fast – like super ultra fast.
According to Statistic Brain, the average attention span for someone online right now is 8.25 seconds. For the record – that’s shorter than the attention span of a goldfish. It’s a good thing then that digital marketing is fast enough to keep up with these shorter attention spans. One status update, one helpful post, or one responsive comment is all that is needed to get your branding message to the top of a prospect’s mind.
Digital marketing reaches decision-makers.
About 2 in 3 adults who have access to the internet and regularly use blogs, social media, and other online communication tools consider themselves to be the decision-makers in their homes. This means you get to reach the people who decide how to spend their money instead of reaching only the people who need to ask someone else if they can buy what you’re offering.
What Are the Cons of Digital Marketing?
Digital marketing always creates negative public reactions.
Digital marketing will attract plenty of people within a targeted demographic. The only trouble is not every person is going to have a positive response to your efforts. There will be negative responses, especially from people who may feel like your brand has wronged them in some way. There are trolls that may work to destroy your brand reputation because it’s “fun” for them to do. Scammers, spammers, and other trouble is lurking out there as well. You’ve got to have a thick skin when you’re working online today.
Digital marketing sometimes takes control out of your hands.
Sometimes this can be a good thing because your campaign goes viral and you end up receiving a lot of unexpected exposure to your brand message. It can also be a bad thing when someone takes your marketing campaign, publishes negative content about it, and their post ends up going viral. You really can do everything right and still discover that your brand reputation has been tarnished at the end of the day.
Digital marketing can make it difficult to determine your ROI.
Only 1 in 3 digital marketers report that they can reliably measure the results they receive from their digital marketing efforts. Another 1 in 3 digital marketers say that they don’t know if they are measuring their metrics or Key Performance Indicators correctly. The other digital marketer in that group of 3? Yeah – they don’t even know how to measure their ROI. This is an area you’ve got to get sorted out before you get your campaign up and running.
Digital marketing sometimes takes control out of your hands again.
When you are working online, you are relying on the services of others being reliable and accessible. If your digital marketing efforts revolve around Facebook and that site has a prolonged outage, then your campaign has a prolonged outage as well. It is far too easy to put all of your eggs into one basket to save some time when running a campaign, but that can backfire in a big way.