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Well, it’s not overly complicated.  It’s actually just what it sounds like:  marketing that’s digital.  It happens electronically.  Digital marketing agencies help brands to attract, convert and thrill their customers online. 

Channels are actively monitored for what customers are searching, viewing, reading, sharing, and downloading.  Good digital marketers pay attention to how that activity translates into sales conversions.  Campaigns, A/B testing, and content tailored to your buyer are all important components of a strong digital marketing approach.  While your website, blog and social channels are the big 3 you think of first, other channels like email marketing, text messaging, mobile apps, podcasts, RSS feeds and others are valuable too.

Why is Digital Marketing Important?

Toto, we’re not in Kansas anymore!  
Marketing has changed radically.  Customers are tired of  interruptions, overwhelmed by marketing noise, and frankly… have gotten really good at blocking it all out.  From Caller ID to DVRs (aka: fast-forward thru commercials) consumers are clearly tired of the invasions and interruptions.  Aren’t you, too?

What’s interesting is that this obvious disconnect from interruptions has not reduced the amount of information sharing or gathering.  Your customers are constantly on mobiles, Googling everything, and enjoying social content, video and more on their own everyday.

Digital marketing is about giving customers access to the information they want – when THEY want it.   Several years ago you could “project” your own business image.  Today, you’re defined by what others say about your company.  Likes, shares, reviews, recommendations, articles… are all online and are more likely to be believed than what you say about yourself.

People want brands that are authentic, trustworthy and relevant.   They want content that is tailored to their needs and in the format they like to listen to, read, or watch.

CRM in the Digital Age

Even in the digital world, it’s not enough to know who your customers are.  You need to converse with them, and share what is relevant to where they are now.  You need to offer the right type of content in the right format to the right person – that takes sophisticated tracking and data.  Digital Marketers use this data to create content, tailor and time delivery, and keep your customer experience consistent throughout the buying journey.

As in any form of advertising, the deeper you dive into who your customer is, where they are spending time, how they prefer their content, etc… the more successful your efforts will be to actively engage your ideal clients in meaningful ways across all channels.  This leads to trust relationships, sales and fans who promote you for the long haul.

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Cindy is the founding President at 17blue Digital Agency. She's passionate about helping businesses create traction for their brands, reach their goals and make a difference in their communities.