Ahead of the Curve: The Importance of Building Digital Marketing Intelligence

Woman using virtual computer for digital marketing tasks

Industry 4.0 has transformed all things manufacturing, from the way we operate machines to the way we conduct business. Beyond the factory floor, the transition from analog to digital has also revolutionized the way industrial manufacturers market their products and services.

Digital marketing trends shift constantly, as new strategies, techniques, and technologies are introduced seemingly every day. Mastering new methods has become essential for maintaining a competitive edge in a rapidly evolving market.

Digital marketing has created its own language, which can sometimes be difficult to parse. However, some of these words have crossed over into our everyday vocabularies; while these terms may be familiar, their original meaning is sometimes obscured by their pervasiveness.

For example, many marketers understand that they want their content to have a good engagement rate, but how can you measure this without fully understanding what this metric is or how it works? An engagement rate is more than just a measurement of likes and shares — it’s a tool that can illustrate how and why an audience is interacting and engaging with a piece of content. The information garnered from this tool provides actionable insight into the customer in a way that other metrics cannot.

On the other end of the spectrum, the digital marketing realm evolves parallel to our own social and technological progressions. New methods and ideas are constantly being added to the game, making it challenging to stay ahead. Marketing specifically for an industrial or B2B audience adds another layer of complication.

With search engine optimization (SEO), for instance, many marketers understand the importance of using keywords throughout a web page in order to increase visibility in search results — but that’s not enough anymore. To really take SEO to the next level, a savvy marketer should also be familiar with practices such as the use of long-tail keywords, which are product- and service-specific keyword-driven phrases designed to convert leads into sales.

Keeping track of all the established and emerging trends can be overwhelming, which is why having a centralized reference source that provides straightforward definitions is absolutely indispensable. Whether you’re in need of a formalized or more in-depth description of a familiar marketing term, or you’ve come across a phrase you’ve never even heard of, an A-to-Z glossary can mean the difference between a weak marketing strategy and a strong one.

To expand your digital marketing vocabulary and elevate your strategies to the next level, download Thomas’ free glossary, “The Essential Dictionary of Industrial Marketing Terms You Should Know.”


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