Earning an online Bachelor of Science in Digital Audiences can help students interested in marketing acquire the technical skills and critical thinking abilities necessary to create, measure and optimize such campaigns.
As more consumers gained access to the internet during the past decade, brands across the globe realized the information superhighway could be a valuable marketing resource. Digital media, such as online content, images, animations, video and more, offered new ways to engage with customers, build brand loyalty and increase sales.
Consider how, according to Google’s Micro-Moments: Your Guide to Winning the Shift to Mobile, 51 percent of smartphone users discovered a new product or brand after conducting a mobile search. The digital landscape expands brands’ reach, and understanding effective online marketing strategies helps these organizations connect directly with consumers.
In addition, research from venture capital firm Kleiner Perkins found multichannel shoppers spend three times more than single-channel ones. Digital media doesn’t just increase transactions — it can improve average order values so businesses earn more from each customer.
Brands have realized, however, that simply having an online presence isn’t enough. Competition on the internet is saturated, so companies need to think strategically about how they can approach customers and stand out among other advertisers. Some tactics, like personalization and influencer marketing, are proving to be effective. However, brands must be cautious in their efforts. For instance, search engines may penalize companies using methods that can misdirect users. Additionally, a few critical missteps (such as a tweet that a brand’s target audience finds distasteful) can do irreparable damage.
Today’s businesses want competent experts who understand what works in terms of digital marketing. These professionals need specific skills, tools and strategies to plan and execute an online campaign effectively.