I've had the discussion around business' dependence on digital marketing quite a lot over the past few months with clients, networking colleagues and at a workshop I delivered yesterday.

Don't get me wrong, there is clearly a place for digital marketing whether that be social media, email marketing, website etc. However, especially with social media platforms, we, as business owners, marketing managers, and content creators, unfortunately have to play two games...

...that of attracting our target audience (clearly the most important) AND having to play the algorithm game.

And I say a game because in all honesty, 'they' change so often it can be a little like throwing the net out & hoping that all was as before & nothing has changed when actually we just don't know until we have a look at the analytic outcome.

Unfortunately, we, as users of the platforms, have little 'heads up' about changes to the platforms until perhaps our reach declines (I've heard this recently on Instagram in particular), we get less interaction or traffic lessens to wherever our lovely audience is signposted to.

Do I have a magical solution? Sadly not.

My advice to any business would be to ensure you have a mix of online and offline marketing activity, not only so you are reaching those that may not be on digital platforms but also to create a point of difference against your competition who may solely be on digital.

Yes, digital certainly has a place, but more 'old school' activity also has a place and can often make your business stand above the crowd, especially if it's something with personality & creativity.

If you're feeling that perhaps your digital marketing strategy & activity isn't working as you had anticipated or you're seeing a decline in your return on investment, have a think about what else might work.

Direct mail, networking, referral requests, demonstrations, events, PR, branded clothing, vehicle wraps, promotional items, leaflets, newspaper and magazine ads... I could go on...

In this day & age digital is inevitable, and so it should be, but sometimes in business we need to shake things up a bit not just rely on what appears to be the common solution.