Promoting brands using the internet and other digital communication channels is known as digital marketing, also known as online marketing. This encompasses text and multimedia messages as well as email, social media, and web-based advertising as a marketing channel. In essence, a marketing strategy is considered digital marketing if it uses digital communication.
The technology revolution began more than 70 years ago with the creation of digital systems and communication, which made it possible for new methods of producing, processing, and disseminating information. Even though there have been numerous technological advancements that have increased computing capacity exponentially since then, the global Covid-19 pandemic was the catalyst for this sudden change.
Let’s take a look at how digital marketing has transformed the business landscape:
The amount of information shared on social networks and messaging services is so huge that “content shock” has been coined to describe it. 3.3 million Individuals post something on Facebook every 60 seconds, and 29 million messages are sent via WhatsApp. Therefore, if marketers want to get their message and brand recognized by the users of these applications, they will have their job cut out for them.
Now, we do not have to ponder different websites to discover any specific brand. Everything is available on their digital platforms, which are self-explanatory of their services or products.
For instance, let’s consider the example of Zomato. Since its inception, there might have been individuals who were absolutely unaware of what the brand is about. Now everyone from cities or village have all the clue in the world because of the marketing strategies and full-fledged use of digital platforms that this brand has used.
Customers in today’s digital world want to know more about the businesses they engage with and buy from. Brands must be transparent, show their demeanour online, and adhere to their company’s ethos to foster loyalty. Transparency is required in all facets of the company, from how employees are treated to what is given back to society and local communities. Digital leaders are aware of this and take steps to ensure that their consumers are given accurate information, whether it is good, bad, or ugly.
Today’s consumer interactions can resemble spinning a roulette wheel. The business’s marketing message is represented by the roulette ball, which will spin and bounce as the wheel rotates before landing in a space. (i.e. a customer). Social media serves as the wheel by enabling business interactions with the public and serving as a platform for promoting goods, services, and clear messages.
Furthermore, enabling people to communicate with the brand directly through the comment section of social media platforms or any other medium. It is greatly helpful because one can know what to do when getting healthy criticism. Instant communication can construct a relationship between the entrepreneur and the consumer for mutual growth in terms of producing something that revolves around the likings and dislikings of the targeted audience and what might lead to the organization’s growth.
This new environment has compelled brands to be creative and use new methods of connecting and engaging with their consumers. Many industries have had to be innovative and adopt initiatives to enable them to compete in the face of disruptors. Consider the financial sector as an example. Financial institutions needed to find new ways to interact with and sway customers in the face of fierce rivalry between PayPal and Google Wallet.
While we are mentioning this, it is also noteworthy to enlighten the readers that this is all a part of healthy competition because this is how brands tend to compete and come up with an even better product than before.
Made brands more affectionate
Social media marketing, a part of digital marketing, should be at the forefront of any company’s marketing plan due to its popularity and influence because customers need to be able to trust and comprehend the business they are purchasing from.
However, there are many more reasons for creating a presence on social media platforms that should come down to an integral part of one’s marketing strategies. To begin with, it is essential to study your competitors and why they are doing what they are doing and what steps led to their success. There has to be a reason that they are your competitors. You need to examine every inch of it in order to create a better and more distinctive brand for yourself.
The bottom line is that, in order for a brand to succeed now and in the near future, it must invest in a sort of “cultural radar” by staying current with changing platforms and technology, as well as in digital talent who can comprehend the customer journey and interpret pertinent data to produce insightful insights. Brands that are able to adopt and adjust will surpass their rivals.