Digital marketing has become an essential tool for businesses to reach the right audience with high impact. In this article, we will explore how different digital marketing techniques can achieve impactful results. Given the importance of staying ahead with these technologies, especially for SMEs, the DigiAdvance project offers a series of courses on Digital Marketing to exploit its potential fully.
Within digital marketing tools, there are near-endless opportunities for connecting with potential customers. Strategies like email marketing campaigns, targeted ads, and social media promotions deliver significant results without requiring large investments. Moreover, digital marketing offers flexibility and real-time analytics, enabling businesses to measure campaign success with precision and optimise their strategies based on concrete data.
Almost 61% of businesses in Europe use social media
The adoption of digital marketing tools has become widespread across industries, with social media being one of the most commonly used channels. In Europe, 60.9% of EU enterprises used social media in 2023, with social networks like Facebook and LinkedIn being the most widely adopted, followed by platforms for sharing multimedia content such as YouTube and Instagram. On the other hand, blogs or microblogs, including Twitter, were the least popular. Large enterprises used social media much more than small businesses, with 86% compared to 58%. However, SMEs can take advantage of digital marketing to reach new customers and grow, as shown in this video: The SME marketing challenge.
Real-world examples of how digital marketing boosts success
One of the most impactful digital marketing case studies is Dollar Shave Club’s launch campaign. In 2012, the company released a simple and humorous video titled “Our Blades Are F***ing Great”, starring CEO Michael Dubin. The video went viral almost instantly, amassing over 12,000 orders within 48 hours and eventually reaching more than 27 million views. This campaign not only catapulted Dollar Shave Club into the spotlight but also demonstrated the power of creative and engaging content in digital marketing.
Building an online presence can help businesses connect with their audience and build loyalty. For example, San Saru increased its sales by 346% and achieved a 175% return on investment (ROI) through creative TikTok campaigns that attracted over 125,000 followers and nearly 2 million likes. Similarly, ASOS’s #AsSeenOnMe campaign encouraged customers to share real-life photos wearing its products, increasing sales and strengthening its online connection with customers. Additionally, 10% of its sales were directly attributed to its email marketing efforts.
SEO (Search Engine Optimisation) can also make a huge difference for businesses by helping them show up higher on Google and reach more customers. For example, House of Malt, an online retailer, boosted its organic traffic by 180% in a year thanks to a smart content strategy that focused on what its audience was searching for.
Besides, there are tools like Google Analytics, which make data analysis simple and help businesses measure the impact of their campaigns and optimise them. For example, Watchfinder, a retailer of pre-owned luxury watches, used Google Analytics to create remarketing campaigns targeting users who had already visited their site. This strategy increased their conversion rates by 13% and generated a 1,300% return on investment.
Small businesses, too, can leverage these approaches effectively. For example, Pet Sitters Ireland, a small pet care business, used content marketing to get noticed online. They created a blog with practical tips for pet owners, which helped them stand out as experts. This approach led to a 25% increase in customer inquiries, proving that providing useful content directly drives business growth.
70% of global ad spending in 2023 and growing
Given its great potential, global investment in digital marketing is growing rapidly. In 2023, digital ad spending reached $720 billion, representing 70% of global ad spending. This trend is expected to continue, with spending projected to reach $966 billion by 2028.
In-house digital marketing allows more control and flexibility
At the same time, internalising marketing functions is a growing trend, with 82% of ANA (Association of National Advertisers) members now using in-house teams, as it offers significant advantages. For SMEs, training employees in digital marketing can make a big difference, as they are already closely connected to the brand and its goals. Managing campaigns in-house allows businesses to save on agency costs, act more quickly, and better understand their products and customers. In-house digital marketing enables teams to adjust strategies in real time based on performance or shifting market conditions. This approach allows them to maintain complete control over their marketing efforts, reducing risk and maximising the effectiveness of their campaigns.
Level up with DigiAdvance courses
Within the context of a rapidly changing digital landscape, advancing key digital skill capabilities in the SME sector is crucial to adapt to these trends. The DigiAdvance project aims to address digital skills gaps in the SME sector through the provision of low-cost, demand-driven, tailored training in key digital technologies for SME owners, managers, and employees.
With this objective in mind, DigiAdvance offers a series of focused courses on Digital Marketing designed to equip learners with practical and theoretical expertise. The Microcredential in Content Marketing focuses on developing content strategies and storytelling techniques for transmedia narratives. The Microcredential in Digital Marketing Planning provides tools to create and manage marketing strategies tailored to customer needs. The Microcredential in Social Media Marketing discusses, for example, features of the main platforms and current trends shaping social media.
Adopting digital marketing tools allows businesses to reach the right audiences with precision and impact. By embracing these tools and investing in the necessary training, businesses can open up new opportunities for growth and stay ahead in a competitive market.