In today’s world we are completely driven by technology. The impact technology has created in everyone’s lives is such that there are people who lack basic amenities but own smartphones. It doesn’t matter what your lifestyle is, nine out of ten people have been using at least one social media platform.
With this comes Digital Marketing, which has a heavy influence on people’s interactions, work, purchases and lifestyle. If you have a company, you need to have a firm control on how to utilize the digital world to maximize your brand awareness and impact. In short digital marketing has created a huge impact in revolutionizing businesses, here are a few ways:
A) INSTANT COMMUNICATION:
Interaction with potential customers can be like spinning own’s wheel. The company’s marketing message will spin before finally striking a customer. Social media acts as a wheel as it allows companies to interact with people on a public platform, giving a channel to promote products & services.
Facebook messenger has 900 Million global users, and study shows that youngsters spend more time on messaging apps than the actual social networks. To dive into this flourishing market, savvy companies have introduced methods to connect with, and market to potential clients through these apps.
B) CONTENT OVERLOAD:
Do you have an idea how much content is distributed via social media? It is incredibly huge! Every 60 seconds, 3.3 Million people make a Facebook post, and 29 million messages are distributed via WhatsApp. So, if marketers create brand awareness through these applications, they have their work cut out.
Snickers is a good example of a brand that uses creativity to get message across their customers and prospects. Although for creating a good vibe & reliability on their product, they have to overcome this by creating high-quality and appealing product images. Using pro and minimalist images in its videos and editorial work is the key, it screams class and pleases the customers enhancing its quality products and timeless tagline.
C) DROVES OF DATA:
Technology allows marketers to gain a good amount of knowledge about their customers. However, companies need to know how, when & where to use that date accurately. Some of the best ways to achieve this are:
- Knowing which metrics are most important for the company’s success
The key to get impact from data is knowing what your organization wants to get from it. It should be very specific about what the business outcomes are & how it impacts on the wider business.
- Knowing which customer channel are going to pay off
The display of technology is such that a brand needs to focus on the ones that their customer engages with. Likes and comments may seem important but what really matters is engagement that builds a relationship between a customer and a brand.
- Having employees with only data & no skills
If one has employees with the analytic skills to process all the data in the world but has no skills in-house to know what to do with it, then it’s useless.Insights from data are what can drive a business and help them understand the behavior and tough points of a client.
- Creating customized content that is customer focused.
The huge amount of data in cyberspace makes it difficult for a brand to create a real influence. The key is knowing who your target audience is and creating content that appeals them & makes them want to connect.
D) DEMANDS TRANSPARENCY:
In today’s digital world, customers want to know about the companies they interact with and purchase from. To build loyalty, brands need to be transparent and visualize their personality online. This is specifically relevant when it comes to food products, so consumers want to know the quality & quantity. When one is transparent and communicates openly with customers, the reward is loyalty with 94% of consumers claiming to stay with a company that offers transparency and 73% would be willing to pay more for a product that offers it.
E) A NEW BREED OF INFLUENCERS:
Social media platforms like YouTube have enabled ’regular’ people to become incredibly influential. Companies no longer need to hire celebrities to endorse their products just to get millions of people interested in their product. Now, anybody with no credentials but millions of followers on social media can influence by simply endorsing a brand.
Brands have started hiring influencers to influence and engage customers. Coca-Cola, for example, has moved from a reliance on influencer product placements to hiring influencers as hosts on its own YouTube channel, Coke TV.
MADE BRANDS MORE HUMAN:
Due to its popularity, social media marketing must be front and center on any company’s marketing strategy as customers need to trust and understand the company they are buying from.
One of best examples of a company that has got this concept down is Apple. Their marketing strategy ensures that brand awareness rules among their users, and it’s so effective that Apple has millions of people supporting their products before they are even launched. They gain this by doing live streaming events that makes their customers feel like they are part of the brand’s journey.
In conclusion, the bottom line is that if a brand wants to be successful now and in the future, they need to invest in a kind of “cultural radar” by keeping abreast of evolving technology and platforms along with investing in digital talent that can understand the customer journey and interpret relevant data.
With digital changes, overnight brands have turned to be innovative using new ways to reach out and connect with their customers. In the face of disrupters, many sectors have had to be creative and take initiatives that enable them to compete. For example, the financial sector, is faced with tough competition from PayPal and Google Wallet. Hence, financial institutions needed new ways to engage with and influence customers.
Anyone who collaborated with the upcoming disrupters with fresh and new ideas saw this as the best way to achieve this. Through innovation centers, major players in the industry such as HSBC are accepting the new world of digital tech in order to serve their customers better.