In the last two decades, the world has witnessed a giant and impactful leap in the field of communication with the advent of digitization. Companies have drastically transformed their communication levels to a more digital approach instead of being plain informational. The credit goes to the digitization and the various tactics of digital marketing.
Customization of the information or data according to the customer’s requirement is an important base of digital marketing. Based on customer satisfaction, further positive consumer experiences are expected to evolve and profitability is generated therein. Just as major technological advancements have transformed the world and provided better & efficient products/services, similarly digital marketing aims at enhancing the customer experience by marketing a service that stands out in quality and competition.
The sole reason is the end to end competition faced by companies today, whether in marketing or advertising, therefore, an analysis of consumer satisfaction & need is an integral part of the marketing scenario. According to a report by the firm CEB Tower Group, during 2012 there was an increase in U.S. transactions by 75% because of the application of digital marketing tools and the growth had reached 84% by 2016. It is true that problems related to marketing and customer-specific problems are always underlying and hidden. They are identified only after building a customer relationship and delving into their shoes to understand their requirement.
Digital marketing largely depends on certain relevant key factors such as:
- Loyalty & satisfaction
- Need consideration & recommendation.
Digital marketers know this well that a successful marketing strategy revolves around these factors and these are the bases giving way to online promotion and paid campaigns. A study conducted by a consulting firm CCS on more than 150 brand managers revealed that 93% of the total respondents consider digital tools as most relevant to enhance and rebuild consumer experience.
Let’s take a look at some of the essential bases of digital marketing:
The idea is to identify the decision-making process of the customer and work accordingly, and it usually starts with ‘recognition’. Any curated content or website is irrelevant if it is not reaching the target audience, therefore the primary objective must be to make your brand recognized by drawing traffic to the website and increase awareness. This demands consistency in handling customer’s queries and maintaining a ‘call to action’ along with investment in varied SEO strategies.
Website recognition is followed by strong and successful content marketing. Customers must know about their purpose for visiting a website which happens by engaging them via quality & interesting content – either visual or textual. Relevant content has always managed to impart the right information and thereby helps in increasing further web traffic. MailChimp and Kissflow are some of the few applications to distribute content on a massive scale.
The interaction between a customer and a brand is complimentary in nature which means lots of customers are well aware of popular brands. Therefore, it becomes important to chalk out effective strategies to keep the traffic flowing by catching their eye through attractive price offers, questionnaires & reviews, live videos streaming etc.
Continue the process of customer engagement until you get conversions and the consumers’ interest is turning into actual purchase. Make the product/service handier and interesting for them to grab by providing easy manuals or documentations and try to convert website visitors to actual customers.
It is absolutely necessary to maintain consistency in content for communication and being responsive to customer’s feedback and concerns. Always remember, negative reviews spread faster than positive reviews.