Ronald Carabay (Ronnie Carabay) is one of the most leading internet marketing expert that provides every type of digital marketing solution to the small, medium and big business. He is a digital marketing expert that provides professional IT services.
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00:00Media consumption was dominated by offline media.
00:03Today, more than half of all the media we consume comes through digital channels.
00:08Reaching consumers through digital channels offers several advantages over traditional offline marketing.
00:14First, firms' ability to target specific consumers has increased greatly.
00:19For example, an online retailer can decide to advertise only to those consumers that have visited its online store.
00:25The second big advantage of digital marketing is measurement.
00:29Online, it's possible to track individual consumers across time and even across devices.
00:35With measurement comes the ability to optimize.
00:38Testing two different advertising campaigns, so-called A-B testing, is easy in digital marketing.
00:44Yet many firms struggle to embrace it. Why?
00:47One inhibitor for digital marketing acceptance is novelty.
00:51Digital marketing instruments are still in the flux and come and go quickly.
00:56Moreover, understanding and integrating the various digital marketing instruments is not an easy task.
01:03Surefire ways for using them don't exist, yet which potentially exposes advertisers to risk of failure.
01:09The most important challenge, however, is mindset.
01:13For 50 years, marketing executives based their decisions on intuition, experience and gut feelings.
01:19Today, marketing executives need analytical skills, at least as much as they need intuition,
01:25for a successful digital market.