In an earlier assigned reading, Marketing in The Age of Alexa, it highlighted what the “future” may look like for marketers and consumers. Personalized advertising, social media marketing, and AI technology are just a few of the innovative strategies being implemented to target the consumer better. The future is now and while a lot of major brands like P&G, Apple, and American Express utilize digital marketing in their overall marketing campaign, there seems to be a lack of small businesses using this strategy.
As a Marketing Manager for a small franchise business, at first, I found it difficult to implement different online and social media campaigns because a lot of small business owners thought of digital marketing as an extra expense or something that wasn’t within reach for them. That’s quite the opposite! Not enough small business owners are educated with the practice of digital marketing and creating an online presence so they aren’t aware of the various opportunities for their business. Facebook allows businesses with smaller budgets to reach their target audience in a very simple and effective manner. In my current industry, healthcare, the average CPC is $1.32 and with 8 billion active users with 68% of that population being adults, there was no excuse for other franchise owners to use Facebook to target their audience.
My company’s main strategy was to have at least 10 touches from each lead to guarantee a potential client. With that, the leads needed to be of good quality so that we were only reaching out to those who are our target audience. Facebook allowed us to do this and because of that our online following grew by 83% in just 3 months. The point is, digital marketing is your friend! The future is online and it’s digital, so it’s best to get educated and start promoting!