We are constantly being inundated with pop-ups and adverts of anything and everything. It becomes a lot to take seriously, when some of the information we are flooded with is altered and engorged to entice you to believe the unbelievable. Can you say clickbait? A pill to make you thin, buff, grow your hair and make you feel like a rockstar, all for just R19,99! It makes you wonder: does the business who advertised this think you are a sucker who will believe anything?
Digital Marketing, on any of the vast social media platforms, may seem like a new age “fad” which some businesses may opt to shun, due to the sheer exaggeration of it all. However, when used as a tool to provide real-time analysis of marketing campaigns and product trends, it is a key component of your business strategy. It allows you to understand what is working and what isn’t – in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t. Google and social media platforms are possibly the channel most closely associated with digital marketing, however instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels and certainly platforms to consider, depending on your target consumer.
Accessibility is crucial. A a business, we need to be everywhere: the web, social media, mobile, direct mail, point of sale… Further to this, your message needs to be consistent across all of your channels, creating brand trust and the never to be underestimated “word of mouth” from a family member or friend who has seen or interacted with your brand and can confirm the same and trusted brand messaging. The reaction and initiation of consumers allows you to develop a personal relationship with your clientele.
The consumer communication strategy is key to maintaining your relationship in a surrounding in which the consumer feels comfortable. The strategy allows you to maintain a complex relationship which addresses the individual consumer’s needs. The deeper your insight into customer behaviour and preferences, the more likely you are to seal the deal.
The analysis of the interactions with consumers is the big ticket item. It allows you to anticipate with your consumers needs and ensures that you are able manipulate your data into the perfect solution to amply satisfy your consumer’s needs. This data collection is the secret spy in your business strategy, which will allow you to always stay one step ahead of the game.