Digital Marketing: The Three Percent Solution

Digital Marketing: The Three Percent Solution

So, why do I refer to digital marketing as the three percent solution? This comes from a typical conversion rate that could be expected from engaging in digital marketing. In other words, for every one hundred visitors to your website, if you get three of them to take some kind of action (e.g. download a document, sign-up for a newsletter, etc.) you are doing well. This sounds terribly inefficient, and it is. However, this is perfectly acceptable given the fact that the business model for digital marketing is based on volume. You can do quite well with your digital marketing of you have a three percent conversion rate
Digital Marketing

Still, what about the other ninety-seven percent of visitors that you have managed to engage with your digital marketing? It seems somehow wrong to ignore them. Is there a way to connect with these prospects? These is, and the answer lies in complementing your digital marketing efforts with marketing automation.

Using marketing automation, you can indeed contact the ninety-seven percent of prospects that digital marketing leaves behind. The technical machinations of how this works is a discussion for another day, however, it is possible to identify the type of information you would like to capture on your site visitors. The kind of contact information that may potentially be captured via a marketing automation system includes

  • Titles
  • Names
  • Email address
  • Phone number
  • Company's email address
  • City
  • Province
  • Size of the company
  • Industry
  • Channel or campaign that brought them to your site (google, direct, facebook, etc.).

Now, here in Canada, we have the Canadian Anti-Spam Legislation (CASL) that prohibits the marketing automation system from automatically reaching out and contacting these visitors by unsolicited email. However, there are no laws in place that prevent you from calling them. By doing so, you can reach the ninety-seven percent of prospective customers that come to your site that digital marketing ignores.

One thing to note here is that while you can indeed contact these previously lost prospects, it is unlikely you would want to reach the entire ninety-seven percent. For example, you are likely attracting visitors to your website from from geographical areas that you do not wish to serve.

To be sure, there are a broad range of benefits that marketing automation can provide beyond facilitating contact with your website visitors that digital marketing does not address. Quick examples of this would include, lead tracking, lead scoring and campaign management. Additionally, with the incorporation of Software of a Service (SaaS) capabilities the cost associated with providing marketing automation capabilities has become quite manageable even for smaller firms

So, why not get the most out of your digital marketing efforts? Enhancing your digital marketing with marketing automation offers the potential to break the three-percent barrier and significantly improve your overall marketing results.

Scott Van Wagner
Scott Van Wagner is a senior marketing strategist. His marketing experience includes roles as a Sales Rep, Product Manager, Service Director and General Manager and Author. This practical experience is enhanced by marketing knowledge developed delivering courses on marketing strategy and management at The University of Western Ontario, Brock University, McMaster University and The University of Guelph.
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Headquartered in Burlington Ontario Van Wagner Marketing Solutions (VWMS) is a total marketing solutions provider. VWMS provides marketing strategy, education, digital marketing and marketing automation to deliver exceptional results for its customers.