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Back to basics: Embracing the power of digital marketing

How can your business make the most of the opportunities the internet presents? SIMON DELL explains the fundamentals of a successful digital marketing strategy.

In today’s interconnected world, where technology touches many aspects of our lives, businesses are continually evolving to adapt to the digital landscape.

Digital marketing has changed how businesses engage with their target audience, enabling them to reach and connect with potential customers globally.

It’s time to look further into digital marketing, focusing on its impact on people, the significance of advertising in the digital space with emerging business trends and how it can benefit a business in the long term.

Power of digital marketing

A simplified view of digital marketing can encompass a vast array of strategies and techniques aimed at promoting products or services using digital channels such as websites, social media platforms, search engines, email marketing, and more.

One of the most significant advantages of digital marketing is its ability to reach a highly targeted audience. However, unlike many traditional marketing methods, such as television or print advertising, digital marketing allows businesses to precisely target their ideal customers based on various demographic, psychographic, and behavioural factors.

When businesses are looking at the most effective ways to reach their targeted audience, there are many techniques to choose from. These include search engine marketing (SEO), social media, paid ads, and email marketing.

These techniques are great because they can help a business define its target audience using specific parameters such as age, gender, location, interests, and online behaviour.

"In the digital age, there is undoubtedly a place for businesses to connect with their audience on a deeper level."

This level of fine-tuning and targeting ensures that a business’s marketing efforts are directed towards the individuals likely to be interested in its products or services, and marketing time and budget are not spent on those not interested.

To give a brief example of how this can work, let’s look at a fitness apparel brand. They can use digital marketing to target health-conscious individuals between the ages of 25 and 35 who reside in urban areas and have shown an interest in fitness-related content online.

By tailoring the marketing messages and content to this specific audience, the brand can effectively communicate the value and benefits of their products, therefore resulting in higher engagement, conversions, and, more importantly, a return on investment.

Now, you might be thinking that all this targeting is excellent; however, how can we gain insight into all the marketing efforts being performed? This is where we use analytics to help businesses refine their targeting strategies further.

As with most analytical reporting, it can be a little overwhelming and time-consuming, so this is where businesses can gain the services of a digital marketing strategist to help them understand what data points mean the most to their business.

As seasoned professionals in their field, marketing strategists can analyse data on customer behaviour, preferences, and interactions to gain a deeper understanding of the target audience.

This data-driven approach allows businesses and fractional CMOs to optimise their marketing campaigns continuously, ensuring they reach the right people at the right time.

Placing people at the centre

In the digital age, there is undoubtedly a place for businesses to connect with their audience on a deeper level.

And with any successful marketing campaign, these connections are built on the foundation of creating meaningful relationships with their customers and are purposely designed with long-term expansion in mind.

By using a personalised marketing strategy for a business, such as segmenting the audience, tailoring content to specific demographics, and engaging in two-way communication, these businesses can foster trust, loyalty, and brand advocacy among their target audience.

By doing so, businesses can understand customers' needs, preferences, and pain points and allow them to deliver relevant content that offers a seamless and enjoyable customer experience.

Advertising in the digital space

Advertising in the digital landscape presents many opportunities for businesses to showcase their products or services to a broader audience. They can now focus on specific demographics and connect with potential customers more effectively by reaching them at the optimal moment and location.

So, where do you start? This is where we look at platforms like Google Ads, social media advertising, and even influencer marketing, as this has emerged as an effective marketing channel to amplify brand awareness, drive traffic to websites, and generate leads.

However, as with all advertising, your audience can inadvertently become immune to your message, as we are bombarded daily with advertising from all directions. So, with that said, it is crucial to strike a balance between promotional content and providing value to the audience.

Some of the ways a business can provide value are in the form of engaging storytelling, informative content, and interactive campaigns, as these can enhance customer engagement and improve overall campaign effectiveness.

Trends in digital marketing

Trends come and go; however, as the digital marketing landscape is an ever-evolving field, with technologies continuously shaping the way businesses engage with their audience, there are some noteworthy trends to keep an eye on:

Video marketing: The popularity of video content continues to increase, making it a powerful tool for digital marketers.

Businesses can leverage platforms such as YouTube, TikTok, and Instagram Reels to capture attention, disperse their compelling stories, and deliver engaging content to their audience.

Voice search optimisation: With the rise of virtual assistants like Siri, Alexa, and Google Assistant, businesses can optimise content for voice search.

Marketers can adapt their SEO strategies to accommodate voice queries and provide conversational answers.

Influencer Marketing: Collaborating with influencers who have a strong online presence and engaged following has become a significant trend.

When certain businesses partner with influencers, they can tap into their reach and credibility to amplify brand awareness and influence purchasing decisions.

These are all trends that, if implemented effectively, can create a better understanding of your audience that your marketing team or freelance marketing consultant can further tap into.

Need help figuring out where to begin? Examine other businesses that have partnered with influences and evaluate their approach. Would the same strategy work for your business? It never hurts to ask other business owners how they’ve found the strategy. 

Final thoughts

The digital landscape offers an excellent opportunity for businesses to flourish, regardless of where they stand in their marketing journey.

"Advertising in the digital landscape presents many opportunities for businesses to showcase their products or services to a broader audience."

From mastering social media and SEO to crafting a captivating professional website, the key lies in embracing the true potential of digital marketing and how a business can adapt it to amplify its brand and message.

With that said, the journey doesn’t end there. Whether you are a novice or a seasoned professional, remember that the digital world is limitless, and the potential to thrive has no bounds.

To stand out among the competition, businesses should remain vigilant and embrace emerging trends.

It’s also essential to monitor the results of your digital marketing strategy. Before implementing a new tool or tactic, define which metrics you can measure to gauge its impact.

It’s pointless to implement a strategy if you aren’t going to finish with tangible evidence as to whether or not it was successful – that’s a recipe for an out-of-control budget. Furthermore, if you are unaware of which strategies succeed and which fail, how will you optimise your approach in the future?

Failing to plan is planning to fail, after all!

Adaptability and foresight are the cornerstones of staying ahead with digital marketing.

More reading:
The keys to word-of-mouth marketing: Part I
Simple and effective ways to boost your word-of-mouth referrals
Word-of-mouth isn’t what it used to be
Key marketing and PR predictions for the year ahead
How to turn bad reviews into good business



Simon Dell

Contributor • CEO of Cemoh

Simon Dell is co-founder and CEO of Cemoh, a Brisbane-based firm that provides marketing staff on demand. He specialises in digital marketing and brand management. Visit:

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