Episode 3
Holos skincare is a European skincare brand, hand-produced in the South East of Ireland. Holos products are made with plant ingredients containing vitamins, minerals, essential fatty acids and antioxidants, alongside scientifically proven plant actives, chosen carefully with the environment and sustainability at the fore of all they do.
The focus of this short video is marketing through digitalisation or digital marketing.
Digital marketing is the creation and dissemination of content through digital media channels – websites, landing pages, social media, email, and mobile applications – and the promotion of that content using a variety of strategies across paid, earned, and owned digital channels.
Business Growth Ambition
As people spend more time and money online, businesses can increasingly use the internet and a range of social media platforms to target new customers, drive greater market engagement, and grow the company’s revenue.
Digital marketing is a key tool for increasing brand awareness i.e. the more people that are aware your products or services exist, the greater the opportunities that you, as a company, can convert awareness to engagement and ultimately into customers for your product or service.
Digital marketing offers lots of opportunities to increase brand awareness and brand engagement in seamless, non-disruptive ways such as blog posts, videos, social media posts, PPC (pay-per-click) ads, and infographics.
Digital Marketing Strategies
Currently more than 5 billion people are active on the internet worldwide with approximately 71% of business buyers using search engines as the first step in their buying journey and 95% of purchases are expected to happen online by 2040.
Because the internet plays such a central role in people’s daily lives and purchase decisions, digital marketing is essential for today’s businesses.
Digital marketing strategies help business owners and company decision makers set goals, define / target audiences, and develop digital marketing plans to reach their target audiences. Digital marketing strategies can include SEO services, PPC services, Social media marketing, Content marketing and Email marketing.
Traditional marketing is typically outbound marketing, while digital marketing lends itself to inbound marketing when potential customers – or leads – come to you.
In the case of inbound marketing, because customers are actively looking for information, they are more likely to be genuinely interested in your product or service and are far more likely to make a purchase. It is estimated that inbound marketing drives 54% more leads than outbound marketing.
Benefits of Digital Marketing
There are many advantages to using digital marketing including, in particular, these top five benefits –
- Digital marketing expands your business’s reach
- Digital marketing enables you to target your audience precisely
- Digital marketing enables you to track results accurately
- Digital marketing increases brand awareness
- Digital marketing prepares you for the future.
Digital marketing should be a constant within your company’s strategies and activities. As new technologies and consumer habits continue to evolve, digital marketing offers your company the opportunity to adapt and pivot in order to stay ahead and remain profitable.
Additional Resources
- The Irish Government launched the national digital strategy, Harnessing Digital: The Digital Ireland Framework – in 2022 to drive and enable the digital transition across the Irish economy and society https://www.gov.ie/en/publication/adf42-harnessing-digital-the-digital-ireland-framework
This high-level framework sets out a pathway to support Ireland’s ambition to be a digital leader at the heart of European and global digital developments; and places a strong emphasis on inclusiveness, security and safety, underpinned by strong governance and a well-resourced regulatory framework. - Enterprise Ireland offer a Digital Marketing Capability Grant for client businesses seeking to improve their online presence and connect with a wider audience https://www.enterprise-ireland.com/en/supports/digital-marketing-capability
- The Local Enterprise Offices LEOs offer the Trading Online Voucher Scheme to small businesses to support them trade more online, boost sales and reach new markets https://www.localenterprise.ie/Discover-Business-Supports/Trading-Online-Voucher-Scheme
- Grow Digital was launched by the Irish government in summer 2024 and was developed to help businesses to assess their digital capability and then advises on the supports available to improve their offering through digital technologies https://www.growdigital.gov.ie