Digital Marketing expert, Kwabena Okyire Appianing, has urged business leaders in the country to invest more in technology as part of the processes involved in selling their products or services.

According to him, they should take advantage of the innovation era to reach a wider market if they want to reach targets.

An observation he made was that, the adage 'spend money to make money' is a challenging mandate to follow by most Executive Directors when making annual budgets every year.

"Now is the time they must take a hard look at their finances to determine how to spend less and make more. When times get tough, it’s imperative to remember how important the marketing portion of your budget is for survival. You should never stop promoting your business, even when resources end up being more limited than expected."

The digital guru, further noted that to succeed in today’s competitive and crowded world, Small and Medium-sized Businesses (SMBs) should consider digital marketing a top budgeting priority since Digital marketing often offers a greater return on your investment (ROI) than traditional advertising.

In his words, "Digital marketing campaigns offer more detailed quantitative measurements of their results."

On its benefit, Appianing noted that digital marketing opens up a world of advantages over traditional advertising.

Digital marketing, he stressed, can offer a higher return on investment than traditional approaches due to the relatively low cost of online channels like social media, as well as the ability to quickly adapt your strategy based on data available from Google and social media platforms.

"Consider the additional benefits of digital marketing, too. Not only can you track specific metrics to provide valuable and specific feedback for each individual campaign, but any business, no matter the size, can be a strong competitor with a solid digital marketing strategy."