The majority of the planet wakes up to a dizzying amount of social media in many forms. Even those of us who “don’t do social media” are expected to at least be familiar with it. But the term “social media” is really a small part of what in business is referred to as “digital media marketing”. People are consuming so much digital content on a daily basis that soon there will simply be no room for traditional marketing platforms such as print media.
Those businesses that have begun to pivot more of their marketing spend to digital content are smart to have done so. However, you often hear that such businesses experience mixed results. The key components of earning a substantial return on an investment in digital marketing are a firm understanding of the core tenets of this form of marketing, as well as understanding that technology is an integral part of converting online content to actual sales.
Companies that are overly drawn to the “art” of digital content, like fancy videos and eye-catching graphics, frequently end up missing the boat. “Art for the sake of art” is far too often what drains a company’s financial resources with little to no benefit. And sadly, many specialized agencies that tout themselves as experts in digital marketing have simply rebranded themselves from having simply been graphic design houses that never developed the technical expertise to make digital marketing of true value to their clientele.
