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Why Digital Marketing is Just Amplification of How People Always Bought

  • Lizzie Thorp
  • Jun 1
  • 2 min read

Woman on phone - Amplification in Digital Marketing and Growth

Back in the world before digital, computers, social media and phones, there were really only a few ways you'd be tempted to buy from a business:

  1. You discovered the business - for example, walking past it in the street

  2. You found basic ads - newspapers, leaflets, signs in the street

  3. You got a referral - someone you spoke to told you about them

Now we're in the digital age, and while digital marketing and digital growth can seem overly complex, with a million things to measure, it's really just an amplification of those same three things.


  1. You still discover a business - but probably through searching something online, or browsing social media or websites

  2. You still see ads - but this time it's social media ads, website ads, Google ads, TV ads, YouTube and influencers

  3. You still get referred - and it's still through friends, family and your network. But now also through platforms designed exactly for this: Google reviews, TripAdvisor, Feefo, social media reviews, and more.

This isn't to say building complex data is pointless. There are countless data points you could, and should, measure, depending on the size and maturity of your business.


But the point of this post is to highlight that the old ways are still very much there. They're just amplified AND multiplied, thanks to access to thousands, even millions, more people than a business could ever have reached before.


And that's actually reassuring, not overwhelming. If the fundamentals haven't changed - people still discover, get advertised to, and get referred - then you don't need to become a different person to do digital marketing well, and grow as business . You need to trust the same instincts that built your business in the first place, and learn how to translate them into new channels.


Of course, amplification cuts both ways. A great review spreads further than ever - but so does a bad one. Which is exactly why the foundations still matter more than the tools.

 
 
 

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