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  • Writer's pictureDeclan Waters

Don’t be intimidated by the word “Digital Marketing” | Part 1

By: Kayleigh Capuzzimati

Launching a startup is challenging enough without the added pressure of being heard above the industry marketing noise. You could almost be forgiven for filing digital marketing in the ‘not right now’ pile. Almost...

While there are many marketing tools that can seem “out-of-budget”, off-brand, or just plain terrifying, digital marketing is not one of them. On the contrary, it’s one of the most efficient and cost-effective ways to successfully reach and influence your target audience and achieve results that advance your business objectives and produce a marketing impact that is on par with even your largest competitors.

But what is digital marketing?

Mailchimp offers this well-rounded definition in the marketing glossary on its website: “Any marketing that uses electronic devices to convey promotional messaging and measure its impact. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail.”

Here’s why digital marketing matters

Being online means being noticeable and accessible:

We live in the digital age and consumers expect to see businesses being active online. Being accessible online via digital and social platforms also builds trust and credibility, and makes your customers feel they know you. Plus, it enables you to directly connect and amplify all aspects of your marketing, from PR to podcasts, advertising, and more.

Cultivating customer relationships and forging long-term loyalty:

At the confluence of digital technology and big data is the Nirvana known as ‘personalization’ – that is the ability to narrowly target your precise audience with offerings they have a demonstrated interest in. By targeting the correct people you create a personalized experience in which they receive advertising that they “want” to see rather than being subject to communication that doesn’t relate to them at all.

Maximizing budget through measurable successes:

Thanks to the ability to record and track various key metrics, digital marketing efforts are measurable almost 99% of the time and enable us to accurately attribute success to the efforts that drove it. It’s important to decide during the strategy phase which metrics will used to measure the achievement of your business and campaign objectives. Without getting into the weeds here, suffice it to say that you can track anything from reach to final conversion linked to direct ROI. The level of measurement can be as detailed or as broad as you need it to be.

Real-time optimization:

When a digital strategy or plan is created and set in motion, unlike some marketing efforts it can be optimized in real-time. This means that while digital campaigns are running, specialist teams can track and monitor the performance and make adjustments on-the-fly, from tweaking creative to moving budget to better performing areas or platforms. The result is increased campaign success and budget optimization.

Digital marketing is like a bright neon light alongside a long, dusty road. If it wasn’t there, passers-by would have no reason to stop. Are you there? Should you be?

Chat to us about how you can get started with your digital marketing plan! Email us here.


About the author:

Kayleigh Capuzzimati is Waters Agency’s in-house Digital Specialist, based in Johannesburg, South Africa. She is an experienced account director, digital media manager and through-the-line strategist, with special interest and passion in the digital media and marketing space. With 9+ years in the digital marketing space across several blue-chip brands, and a Bachelor of Business Administration Degree in Marketing, Kayleigh brings a wealth of valuable digital knowledge to the Waters team.



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