The Importance of Marketing in a Digital Era

Why Marketing?

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself,” said Peter Drucker, management consultant.

Knowing how to effectively market your business affects your company’s growth and reputation. It’s also the difference between a successful and unsuccessful business.

“Doing business without advertising is like winking at a girl in the dark,” said Stuart H. Britt, advertising consultant. “You know what you are doing, but nobody else does.”

This is an era where most business is conducted through online transactions. It’s important to understand the importance of your company’s web presence. Lumegent’s reputation is built on its positive business experiences, both online and in person, so we stand firmly on the maxim “Your success is our success.”

The Tools

Lumegent uses two key marketing tools: direct mail and social media. Considering the four Ps of marketing—product, price, promotion, and place—direct mail is promotion and social media is place.

“Word-of-mouth marketing has always been important,” said Joe Pulizzi and Newt Barrett, content marketing experts. “Today it’s more important than ever because of the power of the internet.”

Social media is the new word of mouth and allows potential consumers to obtain a firsthand view of the products or services your company offers. When deciding which social media outlets to use, you should consider your target audience, your resources, and what message you’re trying to convey.

How do we know if social media marketing works? Lumegent uses Hootsuite and Facebook Business Manager to track how many followers our Facebook page has, the shares we receive, and the number of people reached and engaged by our posts. Also, according to ReviewTrackers, our online review management platform, we respond to consumer concerns on behalf of our clients at a consistently high and model rate, peaking at 94 percent in March 2018. All this information gives us insight in real numbers and demonstrates which posts may benefit from boosts.

Another type of marketing in which businesses send letters, postcards, or other promotional materials to past, current, and potential consumers is direct mail. Direct mail is a product we offer our clients to spark interest in their companies. These campaigns target businesses, consumers, or both.

Remember, effective marketing strategies provide information about your products or services in a way that demonstrates the success and trustworthiness of your company. Your flavor of messaging directly affects your business, so never stop building your audience and improving your marketing campaigns.