What You Need to Know About Digital Marketing

Welcome back to week two! This week we will be discussing Digital Marketing. We hope you enjoy another article from Brehany Brown after a discussion from McKinnon Maddox of MacMedia in Birmingham.


Within the past few decades, the evolution of technology has also brought about the evolution of marketing. While there have been several defined marketing phases throughout history, the current era of marketing is found in the digital realm. Since the smart-phone boom in about 2010, many companies are now focusing on digital marketing and looking towards the Internet, social media, and mobile technology to get their message across to consumers.

As technology continues to rapidly progress, some fear that the social media revolution may be short-term. So, what does this mean for companies looking to further their digital marketing strategies? Should they stick to the strategies prior to the digital age or actually invest in social and digital? The answer: Invest, invest, invest.

While there was once a time when a billboard would be a sufficient way to market a product, today’s modern consumer instead needs interaction with the product. This is why companies are heavily focusing on interactive social media platforms that allow the user to do so. McKinnon Maddox, a young entrepreneur, web guru and owner of the Internet marketing company MacMedia located in Birmingham, is an expert in digital marketing and Internet branding. He spoke with us about the topic and helped us in compiling just a few of the ins and outs of social and digital marketing.



Maddox strongly believes that Facebook is the number one platform companies need to be taking advantage of right now. Facebook is currently offering some of the cheapest advertisement pricing in all of the industry. At just pennies per click/view, Facebook’s advertising ROI is unreal and something to be taken advantage of. One major benefit of Facebook advertising is the unique algorithm the site uses that is specifically designed to target any designated demographic through Facebook itself. This cuts out over-reach waste and makes true “target marketing” the easiest it has ever been. Be aware: Maddox predicts the possibility of Facebook raising their prices within the next 12 months.



One of the fastest growing social media apps of 2016, Snapchat is currently a dominating force with millions of users per day. Maddox explains that while the original age demographic of users for Snapchat was intended to be more for the 12 to 16-year old age group, it has transitioned to 18 to 25-year olds. Snapchat provides a unique experience for users as every picture or video acts as an inside look to the personality of the individual posting. This creates an ample opportunity for companies to use the app as a way to further their personal branding and humanize the work they are doing within their businesses. Whether it’s a snap of a company function or a video of your colleagues shredding papers, Snapchat is the way people can see the character of your business.  If your business is questioning whether or not to create a Snapchat, the benefits certainly outweigh the costs.


Virtual Reality

The future of digital marketing is expected to lie in virtual reality. While it is hard to predict when virtual reality will totally transform digital marketing, Maddox sees VR as the next true revolution. Virtual reality headsets are eventually going to reform the way advertisements are formatted as more and more people turn to VR versus normal mobile viewing. In this shift towards VR, more companies will also turn to video advertising designed for VR viewing. This trend is already being seen as companies are developing 360-degree video ads for Facebook and other websites. While virtual reality may not be a main-player in digital marketing as of right now, Maddox expects this to be different within the next 12-24 months.


The takeaway from this is the importance of developing mobile-friendly content. Both Facebook and Snapchat are mobile-ready platformsthe main reason for their success. According to Maddox, if you are not creating mobile-ready content, you will soon become a non-competitive entity in a world where smartphones are controlling how we as consumers intake media and content. And don’t forget: while “marketing” is the technical term, be sure not to overthink it. Focus more on storytelling versus marketing. People want to hear stories. Harness these digital platforms, be genuine in telling your story, and you will see certainly see growth in your company.


-Brehany Brown

Michael DiLucchio

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