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Digital marketing is not optional in today’s world. Virtually every business that serves consumers has a digital marketing presence. However, knowing that you need digital marketing is different than knowing how to do it. There is no such thing as a digital marketing strategy that works for every brand. Although businesses may all be striving to accomplish the same broad goals with their digital marketing strategies, the road to accomplishing these is unique for different brands, depending on a business’ identity, customer base, and goals. Does the idea of choosing a digital marketing strategy have your head spinning? Here’s how to choose the right approach for your business’ specific needs.

The story is familiar. A business decides to use digital marketing to grow their brand and engage with their customers. They set up some social media accounts, write a blog, send some emails, and wait for the results to start pouring in—and then nothing happens. They then forget about updating their social media, the signups for the mailing list stop trickling in, and no one wants to take on the job of updating the blog.

Word of mouth is a powerful tool for businesses, but now word of mouth doesn’t just occur between friends, families, and neighbors. Now, anyone who visits your business can voice their opinions online—good or bad—and the reach of their words is limitless.

Social media offers unprecedented opportunities for businesses to engage with their customers and enhance their experiences. From a brand perspective, social media gives you a chance to solicit powerful feedback directly from your customers and bring information to them that that is valuable. It also lets you turn loyal customers into evangelists for your brand, letting them spread the word about your goods and services and draw more people to your business.

Modern consumers are connected, tech-savvy researchers. They like to comparison shop, and they like to buy from brands they know well and feel to be trustworthy. So what does this mean for your marketing strategy?

A successful marketing strategy is one that utilizes multiple channels or platforms, and engages with the target audience wherever they research, browse, and shop. Email is one of those crucial channels through which marketers can drive conversions through strategic informational and promotional advertisements. If your business isn’t yet using email marketing, you’re missing out on quite a few benefits.

Years ago, digital marketing was seen as a novelty. It was a luxury to have a business website, let alone a digital marketing strategy that included components like emailed newsletters and search engine ads. These days, businesses can’t effectively compete without a digital presence, website analytics, and comprehensive marketing tactics.

The consumer buying journey is a conceptual framework that enables marketers to identify and capitalize on touch points. Each touchpoint is an interaction between a consumer and a brand. By making touch points work for them, marketers can influence the purchasing decision that the consumer makes at the end of the buying journey. However, the traditional model of the consumer buying journey is undergoing some significant changes.