Grasp the digital landscape
Before delving deeper into all the powerful resources available to you, it's worth looking at the overall digital landscape. The Internet, in all its glory, is progressing at a phenomenal pace. "Digital" comprises a mix of different channels such as social networks, websites, email; mobile devices such as smart phones and tablets; videos, widgets, kiosks, and gaming consoles. These media help marketers build relationships with consumers, publicize their brands, and also sell their products or services.
Digital marketing arrived on the scene more than 15 years ago, but in the last two years we have seen unparalleled growth. Social media has significantly transformed consumer behavior. It has facilitated sharing of information with prospective buyers like never before through online advertisements, videos, blogs, tweets, and more. The digital space has clearly caught the attention of savvy marketers thanks to factors such as its:
* Huge impact on brand reputation
* Potential to quickly launch online campaigns
* Interesting mix of marketing technologies
* Ability to engage prospects in that influence buying decisions
* Measurability and cost-efficiency
Let's take an in-depth look at how digital marketing has evolved over the years and how understanding it can help you influence buyer behavior.
The evolution of digital
Digital media has progressed rapidly due to the convergence of technology and easy availability of consumer technologies. This has paved the way for interactive mediums that engage the audience, something that traditional media did not provide.
It commenced with advancements in Internet technology that led to the launch of thousands of websites. This was still a passive communication medium since sites were not interactive. Then came email, the first dynamic medium that enabled direct communication between consumers and businesses in a meaningful manner. The revolution finally took off when "search" became a part of the user experience. And with the arrival of social media, it made the digital landscape "interactive" forever.
The success of social media sites such as Facebook, Google+, YouTube, Pinterest, LinkedIn, and Twitter indicate how well connected today's users are across multiple geographies. The digital experience has switched the role of users from a passive receiver to an active participant, circulating relevant, useful information and influencing buying decisions.
The convergence of mobile technologies with location-based services and smart devices has now made real-time interactions a reality. Consumers are spending more time and money on these devices for their personal and business consumption. This means an increased opportunity for sellers to create interesting mobile applications that engage users.
We can now gain insight into the nature of information being accessed and shared. Since consumers are interacting through various digital channels, they play a critical role in building or demolishing a brand's reputation. This makes it imperative to identify the most relevant consumers and understand their behavior in order to target the right audience and deliver the intended message.
The Reality of the New Digital Landscape
Digital media has emerged as a reality that is continuously challenging businesses. Adopting and promoting an apt digital strategy is easier said than done.
Here are some guidelines to help you successfully navigate the digital landscape:
* Clearly define your business goal - is your focus brand building or lead generation or both?
* Identify the channels that will help you achieve your goals
* Define your target audience
* Set the right expectations with stakeholders about what a digital strategy can achieve
* Integrate your offline and online strategy
* Provide engaging and consistently valuable content
* Engage with the right agency that can tailor digital solutions to suit your customers' needs
* Implement the right analytics and automation tools to understand your target audience behavior
* Review your plans over a defined period to measure progress and results
Have a backup plan: A great strength of digital media could also become a weakness if not monitored well. On one hand your customers can be your brand ambassadors, but on the other they can damage it irreversibly. Ensure that you have a clear plan and a team to respond to crisis situations.
Since the digital landscape is vast, success lies in having a consumer-focused strategy and clear business goals. An effective integration of both with an overall marketing strategy can help you reap benefits and develop strong relationships with the consumers.
Jacob Myong is a WSI Internet consultant who has worked in digital media for over 15 years. Email jacob@cdapress.com or call 208-416-5173.