For nearly a decade, digital marketing has been a hot topic. However, when the pandemic struck, every large and small business that had not yet embraced its potential realised it was time to do so. As most digital marketers are aware, success in digital marketing takes time.

What's the reason? There are several of them. There is a learning curve, as with anything else, but there are also benefits to having a larger digital presence. The most important factor for digital marketing success, however, is that, similar to television, digital marketing is primarily focused on two key aspects.

The two most important aspects of digital marketing are:

Digital marketing encompasses many different forms of communication and is centred on an ever-increasing number of platforms. However, the success of any post, video, podcast, or advertisement is determined by two factors: attention and retention.

Getting someone's attention is becoming increasingly difficult. You only have 2.7 seconds to catch someone's attention. A clickable ad, on the other hand, can be created by anyone. The real challenge is exceeding expectations and generating actual sales.

As people became more aware of the potential of digital media, everyone who could began running more ads, posting more frequently, and investing more in digital activities. While some newcomers still have a lot to learn, those who have been around for a while are facing a new wave of competition.

The customer's attention is limited, and we now share it with a dozen other companies vying for the same eyes we do.

So, what are our options? How can we stay ahead of the competition? Is there a new platform we can use, or a new type of advertisement we can run?

The game has changed, but not in the way you might expect. There may be some new media platforms to try, and voice is also slowly developing, but nothing noteworthy is happening on those other courts.

The game is still being played on the channels we're used to seeing it on. The rules haven't changed, but there are new strategies you can employ.