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  • Victoria K. Sicaras

Marketing in a digital-first world

Recent studies show the average American now spends more than half of their waking life on digital channels and immersed in technology. We have entered a digital-first world, a trend that was greatly accelerated due to the COVID-19 pandemic and lockdowns in many countries across the globe. No longer is digital marketing a “nice to have” element of a marketing plan. It’s essential.

One effective way to reach a target audience digitally is via online content. This includes your website’s evergreen content as well as your blogs, news items and thought leadership content. For years, AOE has excelled in helping clients with their online and other content by understanding their markets and communicating technical information in a way that can be understood by all levels of expertise, including the general public.

Now, AOE can provide the technological insight into how to create a content plan according to the best keywords and questions to reach your organization’s goals. Through our keyword research and prioritization capability, AOE can decrease the time spent on content strategy and creation by more than 50 percent. We’ve always known how to write for highly technical audiences. Now, we can optimize that content according to what people are asking online.

A second way to effectively reach a target audience digitally is through a digital advertising program. Once again, AOE has expanded our offerings to meet this critical part of marketing in today’s digital-first world. The following digital capabilities can be incorporated into your marketing plan to reach your objectives:

  • Retargeting: Show ads to people who have already interacted with your website.

  • Keyword search: Find the right keywords to reach your audience.

  • Geofencing: Show ads to people in specific locations, using an address or coordinates.

  • Email mapping: Show ads to your email list – even those who have unsubscribed.

  • Lookalike audiences: Find more people like the ones that are already part of your audience.

  • Social media advertising: Advertise on the social media platforms, like LinkedIn and Facebook, where your audience is active.

When reaching certain objectives, AOE’s new technologies (keyword/content analysis and digital advertising) complement each other well. For example, in a keyword digital advertising program, you will want to know the search volumes for various keywords that are important to your organization. Which keywords are most popular? Combining the two technologies, AOE can provide the best insight for reaching your audience.

For more information on marketing in a digital-first world, contact AOE today.


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