The Importance of a Digital Marketing Strategy

Posted by Jim Matuga

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Jan 3, 2019 9:00:00 AM

Think DIGITAL FIRST when it comes to your marketing plan.

When I refer to "digital-first," I’m talking about the internet and internet-related assets:

  • Website
  • Internet search engines
  • Digital advertising
  • Social media

Fifty years ago, the only ways to reach an audience was through print, television, radio or in person (door-to-door salesman). Obviously, the game has changed, and new technologies are offering ever-expanding opportunities to reach your target audiences.

I’ve been practicing the craft of advertising and marketing for thirty years now, and I still do believe traditional media channels have a significant role in marketing.

That said, there are several reasons why I recommend a digital-first strategy when it comes to marketing companies like yours.

The first may be the most obvious: It is where the people are.

Digital Marketing Statistics

According to the Pew Research Center:

“Overall, 77% of Americans go online on a daily basis. That figure includes the 26% who go online almost constantly, as well as 43% who say they go online several times a day and 8% who go online about once a day. These numbers are from a January 2018 survey.

The reality is that most people are going online to find not only shopping information but are also looking for recommendations and companies who can meet their needs and the needs of people they care about.

If you are not telling your story in the digital world, then you are missing out.


Digital Marketing Costs

A second benefit of a digital-first strategy is that it can be less expensive and more efficient than traditional advertising.

Website development, social media engagement and search engine optimization are all relatively inexpensive to initiate, and, for those who understand how they work, very effective at reaching the right people. Targeted digital advertising through companies such as West Virginia’s own NCWV Media, Facebook and Instagram ads can run for as little as a few dollars a day.  

Think about this: In most cases, you can reach 1,000 people for $5.

That’s Incredible!

Google offers free website analytics that will uncover a wealth of information about who is visiting your site, where they’re coming from and what they’re doing once they get there. It’s no longer necessary to spend hundreds of thousands of dollars on a local advertising campaign when the digital world offers a wealth of tools and opportunities at a fraction of the cost.


Tracking Digital Marketing

A third important advantage of a digital-first strategy is that everything ⎯ from that first communication with a pool of potential customers, to the point where they convert to becoming a customer ⎯ is trackable.

Analytics allow us to evaluate the effectiveness of a campaign and track the results providing a real return-on-investment that is mostly unavailable in traditional advertising. And what business owner doesn’t want to see their money being used efficiently and with measurable results?


Digital Marketing Targeting

Fourth, a digital-first approach makes it easy to target and find your audience.

Facebook and Google have spent years collecting information on its billions of users ⎯ their buying and searching habits, their preferences and interests ⎯ all so that they can help people find the information they want to find. In the case of people who want to find you, companies such as NCWV Media, Google and Facebook know who those people are, and they will leverage all that collected data to bring the two of you together. The ability we have at our fingerprints to reach out to specific segments of the market is truly amazing and just waiting to be employed.

Finally, a digital-first strategy is advantageous because it’s highly responsive and easily changeable. Websites, social media pages, digital ad campaigns and search engine keywords and topic clusters can all be adjusted quickly and easily to meet new needs or respond to changes in the market or your business. Direct mail and billboard campaigns can’t do that. The digital approach will keep your material fresh and relevant on a continual basis.

InnerAction Media

A digital first strategy can greatly impact your company’s ability to reach your target audience on a budget.

As I continue on my mission to help people with their marketing and advertising across the Mountain State, I want to thank you for reading. You can do this!  If you have questions on this topic, I’d love to talk with you.

Email me:

Until next time…

I hope I have convinced you of the advantages of this digital first approach and that this could be a very successful strategy for your organization.


Jim Matuga

Written by Jim Matuga

Jim graduated from the Perley Isaac Reed School of Journalism at West Virginia University with a bachelor's degree in advertising and is a 31 year resident of Morgantown, W.Va. He has extensive experience in leadership positions with media companies in newspaper, television, cable, direct mail, radio and web. Jim is 52 years old and is involved with the Morgantown Area Chamber of Commerce, PACE Enterprises, Rotary Club of Morgantown, West Virginia BASS Federation and the West Virginia Miracle League.

Topics: Digital Marketing