Digital Marketing Is Here to Stay: Is Your Company up to the Challenge?

Photo courtesy of Copy & Art Advertising, LLC

Elena Rivera-Cheek, chief creative officer and founder of Copy & Art advertising and marketing in White Plains, offers expert advice.

Digital marketing may seem overwhelming to some. You know digital is the marketing way of the future but may not know where to start or what you need to do to stay ahead of your competition (or up to date on current trends).

In simplest terms, digital marketing is any type of online marketing. Digital marketing includes your company’s website, social media presence, email campaigns, search engine marketing, and so much more. The importance of digital marketing is evident. By 2022, the Internet will serve as the most powerful advertising medium, accounting for more than 54 percent of global ad expenditures.

Digital marketing allows businesses to determine their ideal customer and deliver personalized marketing messages, which can be more cost-effective than traditional marketing efforts, with easy analytics to help track the results of your campaigns. 

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Elena Rivera-Cheek. Photo courtesy of Copy & Art Advertising, LLC, marketing
Elena Rivera-Cheek. Photo courtesy of Copy & Art Advertising, LLC

The Website: The digital home of your brand or business

Your company’s website is the “face” of your organization and should be a top priority. Make sure your website is “mobile-first,” not just “mobile-responsive.” Mobile devices were the device of choice for nearly 60 percent of all searches conducted in the United States. Websites should be easy to read through solid graphic design and copy, especially the description of the value your brand brings to the table.

Consumers don’t have the time nor the attention span to read long blocks of copy. Bullet points and short sentences are key. Adding original video and photography (minimize stock photography) makes the website experience more dynamic. In a recent study, when consumers stated how they would most like to learn about a product or service, 69 percent said they would rather watch a short video, compared with 18 percent who said they would rather read a text-based article, website, or post. A final note on websites: make sure to include your company’s phone number, email addresses (as clickable links), and links to your company’s social media accounts.

Social Media: The omnipresent face of your business

Social media is crucial to connect to your customers and is no longer only for personal use. Company marketing should be where its target market is. And consumers are spending increasing percentages of their time scrolling through social media (not just kids, either).

Even if you are a B2B business, it’s not just about LinkedIn. Depending on the nature of your business’ products and services, Facebook, Instagram, YouTube, Twitter, and Pinterest may also make sense to add to your social media plan. It’s helpful to brainstorm approaches to each platform.

Social media is by far the most cost-effective medium, but it is high maintenance if you want to stay current and relevant. Innovation is high in this marketing medium.

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Marketing Budget: Where the magic starts

Make sure you are setting an appropriate budget for marketing and advertising. According to Deloitte’s annual CMO Survey, marketing budgets are now approximately 11.7 percent of the company-wide budget.

If your budget allows, hire experts. While there is always a place for freelance graphic designers and writers, as your digital marketing efforts evolve in sophistication, finding the right partners can be the best marketing decision you can make to help you grow your business. In marketing (as in life), you always get what you pay for. And the good news here is there are experts in the area, willing and able to help.

Elena Rivera-Cheek is chief creative officer and founder of Copy & Art, a premier advertising and marketing agency located in White Plains. For more information, visit:


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