A New Necessity: Launching a Digital Marketing Strategy in 2025
Why Digital Presence Is Now a Core Requirement for Growth
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Digital marketing is no longer an advantage for one company to hold over another, but an absolute necessity for a business to succeed in the first place. Change occurs rapidly, and what might have worked yesterday will not apply to current market dynamics—businesses that fail to adapt will be left by the wayside. Today, digital marketing creates insurmountable odds for those who neglect its new methodologies.
A New Avenue for Attention
Customers don’t consider a physical storefront, billboard, or catalog when learning about a business or product—they search for information online. Customers use digital resources to stay informed before making a purchasing decision, and they are often drawn to the first company that made their online presence known. If a company doesn’t exist online, how can a customer know what to expect—how do they know it’s an option at all?
As competitors move to take advantage of online storefronts and digital marketing strategies, the tools and methods for staying ahead undergo constant change. It can be difficult for a business which hasn’t put much—if any—effort into their digital presence to figure out where to start, and to keep up from there. Though business owners may feel overwhelmed, there are resources to help them succeed in digital marketing.
The importance of digital marketing strategy is evident, but how should a business owner invest their resources? The current online landscape details three main avenues for a successful digital marketing strategy, which each have advantages and disadvantages. Of course, this means that the three methods play off each other well, and contribute to a well-rounded online presence.
PPC
Pay-per-click (PPC) is an advertising model which allows for significant budgetary flexibility and control over a marketing campaign. As the name suggests, a business only pays if and when a user clicks on its ad to see what’s being offered. PPC’s main advantage is fast and targeted exposure—by working with popular platforms such as Google Ads or social networks like Facebook and Instagram, business owners can reach a particular audience and make the most of their ad purchases.
Organic SEO
Organic search engine optimization (SEO) is a very popular method, since it involves very little up-front investment. Rather than placing an ad, a business can optimize its website to have more frequent use of popular search words, and thus appear higher in search results for prominent engines. It’s a long-term strategy which requires consistent investment, but is particularly effective at building organic traffic to a website.
A business should focus on keywords that are relevant to its business while creating quality content for users who reach the site. Aside from the inclusion of keywords, businesses can perform routine technical optimization to improve rankings. Organic, consistent traffic is one of the best ways to find online success, and SEO strategies are particularly effective in this regard.
Social Media Marketing
Social media is the new way for brands to communicate with vast audiences, a way to build community and engagement at an unprecedented scale. Platforms like Facebook, Instagram, TikTok, and LinkedIn provide effective avenues for building brand loyalty and connecting with customers directly. Of course, social media marketing requires creativity, active engagement, and constant analysis which is often best handled by a marketing team.
In PPC, SEO, and social media marketing alike, a strategy must adapt to a business’ target audience and the nature of its services. By ensuring that it appears high in search rankings, appeals to the right demographics and interests, and features prominently on the right platforms, a business is able to build an effective online strategy.
How to Take Advantage of AI in Digital Marketing
Recently, artificial intelligence (AI) has positioned itself as the next step forward in digital marketing—remember, businesses that fail to adapt won’t be able to compete. Many only consider AI advancements in technical spaces, but the technology is meaningful for online strategies. That said, how can a business take advantage of this new technology for growth?
First of all, AI is a game-changer when it comes to data analysis. While many of its other features are still being fine-tuned, the ability to interpret vast swaths of data can enable a better understanding of consumer behavior, trend prediction, and opportunity identification. By applying this data and its interpretation, any business can create a more personalized experience for its customers.
Building from AI’s data analysis features, the technology is capable of improving the accuracy and efficiency of a marketing campaign. AI might identify that an audience a business has targeted until this point really doesn’t have much interest in the product, but one which has been neglected tends to pay attention. In this way, AI helps identify the right audience, message, and channels for advertising moving forward.
Chatbots are another popular resource for businesses, since they can provide 24/7 customer support and answer frequently asked questions accurately. For customers who may be confused by a product and see no easy answer, these AI tools can provide clarity and encourage a purchase through personalized service.
AI may seem complex, but these advanced tools are remarkably accessible and easy-to-use. Even for small and medium-sized businesses, the technology has a number of applications in and beyond marketing. Here are a few ways to use AI in a given business:
- Process Automation: AI tools can automate repetitive marketing tasks, freeing business owners or their marketing teams up for more impactful work.
- Data Analysis: AI tools analyze new and existing data to provide businesses with key insight into its consumer base.
- Content Creation: After identifying an audience, AI tools can create personalized content that appeals to their sensibilities.
Voice, Video, and AR/VR in Digital Marketing
Image-based online advertising is still relevant in current digital marketing strategy, but voice and video, as well as augmented reality (AR) and virtual reality (VR), have gained significant traction. It is entirely possible that these more popular methods of engagement will soon replace traditional advertising, and a business must be prepared to adapt to the trends.
Video Content as a Dominant Force
Bolstered by platforms such as TikTok, Instagram (Reels) and YouTube (Shorts), short-form video has created remarkable opportunities for engagement in online spaces. Advertisements already want to convey clear and concise messages and connect with targeted audiences, and short-form video algorithms encourage both of these behaviors. While an approach to video varies by platform, video content should not be ignored as a central digital marketing strategy.
Voice-Based Marketing
Amid the popularity of voice assistants like Alexa and Siri, as well as the rise of AI chat bots, consumers are more commonly using these tools to engage online. These assistants are used to search for information, make purchases, and perform simple tasks, making them another effective avenue for digital marketing. In a similar vein to SEO, a business must optimize for voice search and AI prompting to find success.
Marketing in AR/VR
AR and VR are the most innovative—and least accessible—of the three technologies featured here. That said, their ability to enable the customer experience is unlike voice or video-based marketing. Products may be demonstrated in a tangible, three-dimensional fashion which provides customers with unmatched knowledge of the product before seeing it in-person.
While it will be some time before most of the general public names AR and VR among its essential technologies, businesses have the opportunity to pre-empt future change by adapting now. Not only does this differentiate a business from the competition, but allows room for future innovation.
Tips for Small Businesses to Market on a Budget
Digital strategies are only becoming more accessible, but it can be difficult for some small businesses to market effectively on their existing budget. Fortunately, there are steps which any business can take without overspending. Of course, it is important to remember that it isn’t possible to do everything on a budget, no matter how essential a marketing strategy may be.
Build an Accessible, Informative Website
One of the most important steps for a small business is establishing an online presence in the first place, which begins with a quality website. A website is the new digital storefront, so it is important that it appears as professional and friendly as a business’ physical one. Ensure that the site loads quickly, can be navigated on desktop and mobile, and provides relevant and valuable information to customers.
Produce High-Quality Content for Target Audiences
It isn’t all too difficult for a business to publish blog posts on its website, create engaging videos, produce informative podcasts, or create other forms of content. Even email marketing can be effective—rather than annoying. A business should produce content that doesn’t break the bank, but engages customers and establishes itself as a market leader.
Analyzing Data and Results
With a reliable analytics tool, whether AI-powered or otherwise, businesses are empowered to improve the effectiveness of their digital marketing strategies. A business can track campaign performance, audience engagement, and even competitor strategies to make improvements that increase visibility. Adapting strategies to the data generally makes a business’ marketing approach more effective and consistent.
The Importance of Persistence
At first, it may not seem as though a business’ online efforts are making headway. Digital marketing isn’t likely to ensure a business’ success in a single day, but over the course of months or years. Persistence is key, and constant improvement will help to build a business’ marketing approach into a core, dependable element of its overall strategy. Results are only promised to those who keep moving forward.
Even with a limited budget, applying some of these methods to a digital marketing strategy can make a gradual difference. By planning a strategy well, focusing on the most effective investment channels and analyzing their results, any business can find success.
Remaining Relevant in Digital Marketing
To remain relevant in the world of digital marketing, a business must stay ahead of the trends by adapting to constant change. It must adopt new technologies, join new platforms, and practice new work methods. This constant adaptation ensures that a business is prepared to reach its audience, rather than falling behind.
Though a business must strive for relevance, it is also important to consider the needs of the customer. Some audiences are wary of technological adaptation, and a business would be wise to assure its audience that change is necessary and beneficial. Building trust with an audience is key, especially if a business wants to keep up with the trends.
Companies like Webs ensure that a business doesn’t have to approach the daunting task of digital relevance on its own. There are specialists available who ensure that any business can find online success by applying the right strategies, finding the right audiences, and interpreting the market. From adopting AI technology to short-form video marketing, there are numerous strategies for businesses to pursue which will help it to gain relevance.
The information provided in this article is for general informational and educational purposes only. It is not intended as legal, financial, medical, or professional advice. Readers should not rely solely on the content of this article and are encouraged to seek professional advice tailored to their specific circumstances. We disclaim any liability for any loss or damage arising directly or indirectly from the use of, or reliance on, the information presented.