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

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Weekly QuizMay 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Inoveo Platinum Grain image.jpg
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by Stuller

Sponsored by Stuller

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.

Grizzly Mining Pilala emerald
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat Emerald

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemFind Logo
TechnologyMay 29, 2025
GemFind Launches AI Product Description Software

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

Stock image of police cars with their lights on
CrimeMay 23, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Bliss Lau Bright Ring
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ Ring

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

GIA pearl report
GradingMay 23, 2025
GIA Updates Pearl Classification System

The lab has adjusted the scale it uses for nacre grading.

GCALbySarine Diamond Journey Certificate_1872x1052.jpg
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the Spotlight

Sponsored by GCAL by Sarine

The late West Virginia jeweler David Ettinger
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO Show

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

Watches of Switzerland store in Mall of America
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14%

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Jorge Adeler, Wendy Adeler, Valentina Adeler
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 Years

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

Jose Hess Design Awards 2025 Trophy
Events & AwardsMay 22, 2025
Jose Hess Design Awards Announce Judges

The nonprofit elected five judges who will decide the winners of its design competition.

MJSA 2025-2026 Buyer’s Guide
MajorsMay 22, 2025
MJSA Releases 2025-2026 Buyer’s Guide

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

×

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