With traditional marketing methods, using print and broadcast ads, you would have to "spray and pray". The process was much slower where you would have to design, create, and post the ad and wait for the inquiries or sales to come in. If the sale was not mailed in with a coupon or appropriate mail codes, it was very difficult to know which ad was performing well and you could spend a lot of money with poor results. Now, with digital marketing, everything can be tracked. You can observe in real time how your customers are interacting with your ads and correlate those behaviors to actual sales. You can also create lists of people defined by where they live, their relative incomes and education levels, interests, and how they behave. This way you can test various marketing messages by presenting different ads to different audiences and find the best matches that lead to the most sales.
This means that the entire internet marketing process is full of data. As a scientist I love to create, analyze, and act upon data to get the desired result. In this case, it means creating messaging to make customers fall in love with your business so they buy from you. All of this happening while you spend the least amount of money to reach them.
Let's do this!
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