Columnists

The Smart Lab: 5 Reasons Why You Need a Digital Marketing Strategy

ColumnistsSep 08, 2021

The Smart Lab: 5 Reasons Why You Need a Digital Marketing Strategy

Here’s how the new mediums can help grow a jewelry business, according to Smart Age Solutions CEO Emmanuel Raheb.

2021_Emmanuel-Raheb.jpg
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Every good marketing strategy starts with who, what, where, when, why, and how.

It doesn’t matter if it’s traditional or digital media, you need to be able to answer these questions:
-- Who is your audience?
-- What is your message?
-- Where does your audience live?
-- When should you run your campaigns?
-- Why should your audience choose you?
-- How will you know your advertising is working?

These questions have always been the bedrock of traditional marketing and still apply even today with digital marketing.

Remember, there’s more to digital marketing than social media—pay-per-click, display ads, re-targeting, SEO, and content marketing are also critical components of the digital marketing mix.

Here are five reasons why you need a well-planned digital marketing strategy.

1. It’s how your jewelry store gets noticed.

Everything today is digital. With the average person spending three to four hours a day online (and that’s just during their leisure time), we live in a digital-first world.

The time spent online is even greater when you consider working hours.

Your audience isn’t flipping through magazines or watching traditional television anymore—it’s all about scrolling through social media feeds and binge-watching streaming shows (without advertising).

If you’re jewelry store isn’t in front of your audience where they “live” every day, then you don’t exist. You must break through!

2. It’s measurable and easily tracked.

Traditional media (due to lack of measurement) has always struggled to answer basic marketing questions.

As newspapers, magazines, and even billboards crumble and go out of business, gone are the old ways of advertising. Their power has eroded significantly.

But digital marketing—with real-time results and accessible analytics—easily outperforms even the most aggressive traditional marketing campaign. Knowing your numbers is critical to your success.


3. It’s how relationships are built with the “new” jewelry consumer.

Digital marketing is a two-way medium: it’s conversational, especially on Facebook, Instagram and TikTok. You can get feedback from your customers and instantly answer any jewelry questions they might have.

You’re also no longer shouting your message at them. You’re helping them choose styles that match their taste or helping them shop for a gift for a loved-one, and you’re able to fully understand the latest jewelry trends and what your audience likes.

You get to intimately know them just as they get to know you! You build trust and relationships.

 Related stories will be right here … 

4. It builds your jewelry store’s brand identity.

When you grow your digital marketing, you’re growing your jewelry store’s brand. The more times you can get in front of your audience, the more they’ll remember your name, especially when it comes time to buy an engagement ring or even for a self-purchase to reward oneself.

Half the battle in sales is name recognition. If someone visits your jewelry website, you can easily re-target them with digital billboards, always keeping your name front and center.

You want to be top of mind when someone thinks of buying jewelry.

5. It’s scalable and can grow as big as your dreams.

Digital marketing is infinitely scalable to whatever your business goals are. The only limitations are your knowledge and your budget; both can be easily solved.

You have to invest in your marketing, and you have to invest in the right experts who know how to get the results that you’re looking for.

If you don’t have a lot of money to begin with, you can start small and grow your digital marketing campaigns as you increase sales. Really, the only limit to your success is your own desire. Your marketing should pay for itself. 

Even if you think you know digital marketing and have dabbled a bit online, chances are you’re just skimming the surface.

Yes, most people intuitively know how to use Facebook, Instagram, or Pinterest, but there’s no guarantee that you’ll be able to learn how to run effective ads on these platforms or keep your costs low. And you surely don’t want to overpay.

Remember, every dollar saved is a dollar earned, which you didn’t have to go out and replace.

No matter what stage you’re in—from beginner marketer to digital marketing expert—there’s always more to learn. Your digital strategy should be the driving force of your business.

Digital marketing has come a long way over the past 20 years, and it’s not done yet. As younger generations come of age, it will only grow to become even more prominent and critical to your jewelry store’s success.

The Latest

Lugano Diamonds store in Greenwich, Connecticut
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal Investigation

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Coeur Percé Scapular Necklace and Love Baby Locket
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s Day

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

Gemfields emeralds
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in Zambia

The miner announced plans to recommence open-pit mining at Kagem.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Stock image of a man’s hands in handcuffs
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.

Weekly QuizMay 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
2025 Met Gala jewelry
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry Moments

Associate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.

instappraise-1.png
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal Format

Sponsored by Instappraise

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Brilliant Earth three stone Sabine diamond engagement ring
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1

CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.

Exterior of Margot McKinney Beverly Hills Location
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New Boutique

The brand’s first independent location outside of Australia has opened in Beverly Hills, California.

Cathy Marsh
IndependentsMay 08, 2025
Verragio Announces New Regional Sales Manager

Cathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.

Pandora gold and silver charm bracelet
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for Tariffs

The company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.

Gemfields rough emeralds
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest Auction

Its commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.

Logo for “In the Loupe,” Punchmark’s podcast
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest

National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.

Harwell Godfrey Met Gala brooch with Mediterranean Blue diamond
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready Brooch

Designer Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”

Jewelers of America 20 Under 40 for 2025
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ List

Expanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.

Sissys Log Cabin Fort Smith Arkansas
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New Store

Located in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.

Gunderson’s Jewelers
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV Series

The episode about the family-owned jeweler will premiere May 17.

Zadok Jewelers Austin store
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in Austin

The Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.

Nancy Astor Cartier turquoise and diamond tiara
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to Auction

The turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.

David DeCook Crater of Diamonds State Park 3.81-carat brown Duke Diamond
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond

“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.

Kraft Mac & Cheese x Ring Concierge Forever Macaroni Necklace
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace

The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.

Angely Martinez emerald Promise ring
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise Ring

Set with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.

Stuller 2025-2026 bridal catalog
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here

“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.

Americut Gems
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple Effect

Though currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.

Exterior of new David Yurman store in the Miami Design District
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship Store

Located in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.

Oscar Heyman emerald and diamond necklace
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for May

May babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy