Lorraine Higgins
Founder, Digital Business Ireland
Businesses have been accustomed to the belief that profit-maximising strategies alone can help mitigate economic uncertainty — both domestic and global. The events of the last years have collectively taught us that this philosophy has become redundant.
Innovation, adoption of automotive and other technologies, as well as digital accessibility will act as the currency for future growth and commercial longevity.
Navigating economic uncertainty with digital marketing
The global e-commerce market continues to exert its dominance — it is expected to grow to $5.4 trillion in 2026, according to Morgan Stanley. Yet, while the long-term growth trajectory remains positive, the current economic outlook can be challenging for businesses grappling with inflationary pressures. Ireland’s Central Bank has forecasted consumer price inflation to remain high at 6.3% in 2023.
Throughout the Covid-19 pandemic, Irish businesses showcased extraordinary resilience as many pivoted their operations online, to weather the storm. Now, and looking ahead, businesses must have a digital marketing strategy with an integrated approach to online marketing in order to navigate economic uncertainty. Such strategies range from targeted digital marketing campaigns to investing in customer insights and using technology to broaden accessibility.
Global financial headwinds mean profit-maximising strategies alone will not suffice.
Digital-first marketing strategies
These strategies have individual merits but work better in tandem. Any business can leverage digital marketing, but the most successful campaigns are those that extend beyond stationary metrics. However, before any such plan can be formulated, businesses need to consider the demographic of their customers — both retained and targeted — so investment in insights is key. Research, polling, virtual focus groups and online surveys are tools which carry a short-term cost but yield a sustained return.
The website is the ‘pièce de résistance’ of any business which is trading online. Far from a ‘one-size-fits-all’ e-commerce experience, websites should be customer-friendly, ensure regulatory compliance and be digitally accessible — in other words, be usable by every person, regardless of ability.
In the last six months, Digital Business Ireland has been fortunate to partner with Inclusion and Accessibility Labs — a spinout of not-for-profit, the National Council for the Blind of Ireland (NCBI) — who are leading the charge on democratised technology through making public and private sector websites fully accessible to all.
Businesses deploy digital marketing
Global financial headwinds mean profit-maximising strategies alone will not suffice. By adopting a digital-first approach that prioritises insights and innovation — while broadening customer reach through accessible websites and platforms — businesses can mitigate economic uncertainty and foster long-term growth.
