Are you one of those organizations that are sceptical about the true impact that digital marketing has on consumers? Or are you in that space where you realize the importance of it and are looking to understand how to use it optimally? For either of these or even both, do check out a good online digital marketing certification to get your knowledge on this aspect updated. It is important to be aware of this trend and how it affects your business.
Here are some major implications of it on customer perception towards digital marketing. Let us take a look at them.
Brand Creation – Digital marketing has the potential to create a brand. That would mean all aspects of it, whether it is awareness, the values it stands for, the loyalty and overall image. Depending on how you use the digital media you can actually create a very powerful brand, which has a high degree of recall in the minds of the consumers. That is how consumer perception is impacted at the first level. It then shifts to the way the brand is positioned through what its social media platforms share or how the messages to the consumers are passed on. All consumers currently are more tech-savvy than they have been in the past decades. Their connection to the brand comes from their online interaction. And that drives their perception. A brand that focuses on making sure that its social media and digital platforms share messages which resonate with the consumers, is what creates the right perception.
Business Vision – While consumers are not part of the organization, they are always keen to know what the organization’s vision is or how it’s business strategy will unfold. This is part of the overall brand image and linked to their belief in the organization, as well as its products or services. Digital marketing is an excellent tool to share the business vision, product launches, new growth plans, the future trajectory and so on, with the consumers. It allows the consumers to become a part of the organization in a virtual manner, and the consumer perceives himself or herself to be associated with the business. In some form, the consumer feels a part of the overall success of the organization.
Communication – When you use the digital media effectively for marketing, you send the message out about the quality of your communication. You also demonstrate how you are effectively using technology to connect with those who matter – your consumers and end-users. Or even potential clients. Consumers see your organization as one which is future-focused and also serious about reaching out to its clients when they see your digital marketing approach. They become aware of the efforts and investment you are putting in, to ensure that the consumers know about the work that it does. They realize that the organization will go the extra mile to get the right messages across to them.
Information sharing and Complaint Resolution– When a consumer decides to purchase your product or even review the benefits of your service, he or she starts checking all your business pages on the internet, your social media channels, your official website, reviewer sites and even any community groups which might have feedback. Some consumers might even register a query or complaint through your digital media platforms. If you are active on that front, you will be able to manage it in a timely manner and ensure that your consumer perceives you as efficient as well as an organization that values its clients. The perception of your consumer service levels is impacted significantly by this. There are many instances of large as well as small organizations having used this approach to resolve consumer issues, and effectively at that.
Customer Engagement – Do you want to run a contest or a quiz about your products? Do you want to do a trial or a pilot test of a new service? Anything that involves, excites and engages customers can be done better with the digital media because it allows you to interact with the consumer. And customers love that kind of engagement. It gives them an opportunity to try out something new and a chance to win or gain something from that exchange. Existing and potential consumers can see the kind of thought process that goes behind such an initiative and that adds to their perception of the brand or organization’s image.
That is the power of digital marketing in terms of the perception it creates in the minds of consumers. Consumers can be located in any part of the world. They can belong to any gender, colour, age or income bracket. Digital marketing and how it is used can make an impact on an individual’s mind through the way it tells the story of the organization. Consumer perception is a fickle thing – if there is a consistent digital marketing strategy, it can ensure that the right perception is created and retained.
Digital marketers are experts in interaction with the customers in the online community. They adopt strategies that place huge importance on maintaining relations digitally rather than in person. The challenge comes when a lead is captured and has to be a conversion in the form of a consumer. The journey from a lead to conversion requires digital marketers to be skilled at a lot of things. Here is a list of seven such things that every digital marketer must hone to increase conversion on multiply conversion rate. You can learn more about these through online digital marketing courses.
Analytics are necessary to keep a track of how well a campaign or a strategy is working and what the conversion rate has been. The modern-day digital marketers need to be specialists in analytics and data-minded individuals. Analytical marketers leverage web behaviour, purchase history, new interests, device management and many more to grow traffic and leads. Monitoring the standards give them an idea of the customers’ preference and adapt the casual routing instead of beating around the bush. Data should be on their mind and then! They would be the most sought after.
Images are easier to share and would continue to increase in popularity. The creative content and appearance of these images make people want to share them. With the bite-sized media on the rise, digital marketers must be able to create and develop images that are eye-catching and would be shared multiple times across the channels. With the shift in the data sharing patterns, images are shared a maximum number of times than any other form of information available.
Possessing technical knowledge is a win-win situation for a digital marketer. They need to develop basic skills like coding, video production, video editing and many more to be up to date with the changing trends. This helps them understand the customers’ needs well and tweak inappropriate measures for customer satisfaction. Marketers who are competent in different areas can communicate well with the tech teams and make them understand what the customer wants. They make the vision clear of how to build things as per the customers’ demands and expectations.
Adding new networks to an already existing portfolio of social media platforms helps digital marketers explore a different consumer segment and be a trendsetter rather than a trend follower. This advocates improvement in the existing social media strategies and adapts to changes that are emerging on an everyday basis in the digital world. Keeping pace with the new apps to engage socially helps digital marketers to draw fine lines and expand their horizon of digital know-how. Social media works well if the strategies are right and up to date with modern trends and leveraging its cutting edge helps setting trends rather than following them.
Research says that nine out of ten times individuals reported job failure due to poor attitude or behaviour. Pay attention to your communication skills and standards. Build a working relationship that is healthy and is good in expressing yourselves, but in a professional manner. A great digital marketer needs to understand that someday they might meet the consumer face to face and hence, maintaining a good relationship online is as significant as offline work relationships. How you respond to a consumer sets the foundation stone for a long-term relationship and loyalty.
According to research, 57% of the marketers have a dedicated social media team. Social media teams would continue to increase and your ability to work with others is paramount. As the ROI is mostly attributed to social media, the justification is clear that they are not doing time pass and playing around. Teamwork plays a crucial role here as the ideas need to be brainstormed and then a strategy is formulated. ROI is attributed to each of the components and hence, the effectiveness is measured on this basis.
Take advantage of fleeting marketing opportunities that only work in the digital environment. The digital marketer needs to be aware of the breaking news and pop culture. However relevant or irrelevant the news maybe, but staying up to date is extremely important for understanding the market. Being present allows the team to deal with any public relations crisis.
Digital marketers need to be technology savvy, avid readers, information crunchers, numbers minded, analytical gurus and much more. With the increase in popularity and competition, they need to establish an extra edge, a unique side that attracts consumers and converts them into the long-term associates.