It should be no surprise that digital marketing is a major contributor to your overall marketing impact on potential consumers. If it is a surprise, then you likely are not adapting to the changing consumer behavior, and marketing ineffectively. Consumers are using the internet as a method to “find” what they are looking for more so today than ever before. Because of this, many companies are shifting large portions of their marketing budget to the digital realm. In 2016, worldwide spend on digital marketing is expected to be greater than traditional marketing like TV. By 2019, Forrester Research suggests that number will eclipse $100 Billion on sectors like paid search, social media, email, and display ads. In the hunting, fishing, and shooting industry, marketing is still predominantly traditional. But with tighter margins at retail, and increasing product niche competition, successful companies are embracing digital marketing in the form of search engine optimization (SEO), search engine marketing (like Google AdWords), and social media marketing through Facebook, YouTube, and other platforms. They are also exploring the vast digital ad network in hunting, fishing, and shooting communities. With this “inbound marketing” form so new to our outdoor industry, how can one maximize the internet? With so many companies relying heavily on retail sales, this results between digital marketing efforts and ROI can become even more compounded. But for anyone who dives into the digital marketing world, if done correctly, a vast amount of success lies in front of you, even at the retail sales level.