The Jameson General Store was a historical treasure in the small community of North Carolina. Jim Jameson, the owner, has been part of the family's legacy for more than a century. The company has seen bad times, including The Great Depression. However, their hard work and customer loyalty have supported the company's success.
Even if the surrounding community finds the Walmart Retail Store, their customers remain loyal. Jim did not believe in using online advertising and social media. He believed that these jobs were just fashionable. However, their customers gradually began to shop online because the Jameson General Store was limited in its product offerings.
In fact, most of the business lost by the Jameson Store was not owned by local competitors but was sold online. Jim was opposed to resisting the temptation to shop online. However, when he saw his ten-year-old grandson buying something hard to find online at great expense, Jim had to reconsider his current marketing strategy and a changing world in the nation.
Today's customers can buy a variety of items online with little effort. Given this situation, the brick and mortar companies are struggling to stay afloat with strong online competition. According to a 2017 study by Square and Mercury Analytics looking at 1,164 U.S. business owners, the following comments were made:
96% of Americans who use the Internet make online purchases in their lifetime, 80% last month alone.
51% of Americans choose to shop online.
67% of Millennials and 56% of Gen Xers prefer to shop online rather than in-store.
Millennials and Gen Xers spend about 50% more time shopping online each week (six hours) than their older counterparts (four hours).
51% of adults bought in the market, 66% in large retail outlets, 30% in web stores or private stores, and 44% in department-specific stores.
Marketing professionals understand the importance of the internet and how to make the most of this opportunity. According to Socialmedia.com, 90% of advertisers use social media for their businesses. Sadly, many small businesses fail to recognize this fact. Many businesses have chosen to bury their heads in the sand in the hope that this 'internet thing' will end. It wasn't!
In fact, e-Commerce grows by more than 23% annually; however, 46% of small American businesses do not have a website according to a Square and Mercury Analytics survey. This article focuses on how small businesses can access digital marketing to achieve greater success and improve their market opportunities.
Digital marketing should be a tool that should be used by all sensitive small businesses. Digital marketing goes by many words such as e-commerce marketing, online marketing, and online marketing. Digital marketing can be defined as "marketing of products or services using digital channels to reach consumers." The main purpose of promoting products is internet use.
Digital marketing goes beyond internet marketing to include channels that do not require internet use. Other digital marketing channels include websites, social media platforms, email marketing, search engine optimization (SEO), blogging, podcasts, and online advertising to name a few. Apart from technical issues, businesses need to know their customers and their basic skills. Digital marketing is not a silver coin. Digital marketing is a tool for smart business professionals.
Catherine Juan, Donnie Greiling, and Catherine Buerkle, authors of Internet Marketing: Start to Finish, suggest that effective digital marketing requires a lot of careful planning. They would say, "The heart of getting a real trend in your online marketing system is tying marketing and sales data together, by metrics. Track what you do, track impact, and track emerging sales." When looking at technology and online innovation, small businesses should think about strategies for these five types of digital advertising:
• Artificial Intelligence - Some people create day-to-day events for disaster management machines. However, artificial intelligence (AI) is becoming a commercial lifestyle. AI can be defined as 'the theory and evolution of computer systems capable of performing tasks that often require human intelligence.' Voice technology like Amazon’s Echo brings AI attention to the public. By 2020, customers will manage 85% of their purchases without personal contact.
• Internet Search - Consumers have more information than ever about accessing the Internet. In fact, 81% of consumers do research online before making a major purchase. Therefore, exploring how to use a search engine and getting your business top in search is a very important step.
• Mobile Connections - Most Americans are accustomed to instant gratification and easy access to technology. In mobile and tablet commerce it will reach $ 293B by 2018. Mobile will account for 72% of U.S. digital advertising. Dismissed in 2019. Vendors recognize that mobile marketing is an unused business tool.
• Social Media - Social media platforms, such as Facebook, allow consumers to communicate virtually. 65% of business and corporate companies have found customers through LinkedIn ads. Retailers recognize this value.
• Web content - Good content will attract customers. In fact, customers are more likely to buy from sellers with good videos, which are relevant to their website. 52% of marketing professionals around the world design video as a form of content with a leading ROI.
Faced with competitive employers, small businesses need to use digital marketing. Some small businesses may be reluctant to explore digital marketing because of their lack of trust and understanding of the internet. Philip Kotler and Kevin Keller, Marketing Management, note "Top firms are free to use technology to improve the way they do business with their business clients."
This document has shown that today's small businesses can use digital marketing to increase their market opportunities. We hope that accessing this information will help entrepreneurs avoid further burying their heads in the sand. The internet is here to stay. Pray that you will listen to this message.
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