As digital media slowly takes over our lives, both socially and in business, so does marketing evolve to meet the changing world around us. Whilst traditional marketing platforms such as radio, TV and print still have their place they are being quickly dwarfed by the digital giant. And things in the digital world are quite different and forever changing. It has changed the way that marketing works and we have to change with it or be left behind.
Gone are the days when companies could simply push a message out to the world through a TV ad and that would be enough. Customers expect much more now. Not least they expect to have control. They know what they are looking for, when they want to look for it and where they will go to find it. It is for this reason that companies need to be digitally savvy. Customers now have access to an online world bursting with information sources. Companies now face the difficult task of being in the right place at the right time. Content marketing and social media have become core to a companies marketing mix, using these platforms to target prospective customers with a defined need. In fact, it is the customer who is proactively self-selecting this content to provide a solution to their own problem.
Further to this, it is not just about putting the content out there and forgetting about it. Customers expect a dialogue, they want to interact with your company. This provides a great opportunity to develop long term relationships between company and customer. However, you should be aware that this new wonderful digital age has taken it one step further, customers are now interacting with other customers as never before. Social media, forums and reviews all open up a whole new way for people to research and connect with a brand. This can be a daunting thought, a whole other potential marketing platform that is completely out of your control. However, the benefits of this new arena are huge if you can manage it right. Happy customers spread good reviews and positive sentiment about your brand.
The traditional marketing platforms that we are all used to allow communication from one company to many customers. This is easy to achieve, however the same message goes to every customer segment and is poorly targeted. It results in a high level of wasted opportunity. Digital media has brought about the option of more one-to-one communications. Emails, landing pages and even adverts can now be customised and personalised to a specific audience and even a specific customer. Messages can be highly targeted and focussed. Amazon is a prime example of personalisation done well. If you have an amazon account, it appears to knows your preferences, your needs and the way you like to shop. More and more customers are expecting the personal touch from brands. Making your customer feel special is no long a luxury it is a requirement.
One of the biggest differences that can be seen with the move towards more digital presence is the need to always be on. It is not enough to have one TV advert or a page in a magazine. Life has picked up pace and customers now expect a 24/7 presence from brands. Continuous communications are now the norm and it is not uncommon to see the same brand on several touch points throughout your day. In a world where we have all become time poor, being there when someone has the time, whenever that time may be, is now vital to success. Companies need to have online profiles and promotions throughout the web, and these need to deliver key messages on a regular basis in order to keep your customer base engaged and potential customers interested.
The digital market place is constantly evolving and it can seem like a challenge to keep up with the latest trend. What is more confusing is that there is no one right formula for a brand, each and every company has a different offer and a different message to get across. The keys is finding the right balance for you and one that you are able to maintain. If that all seems like too much that’s what companies like us are here for so if you need help or just want to know more get in touch with us now!
