Digitalisation in business has revolutionized the panorama of brands over the course of two decades and is getting increasingly popular as a worldwide trend. It is not by sheer happenstance that digital marketing is becoming progressively crucial; it substantially broadens the scope of consumers’ perceptions and purchasing behaviour, especially as companies expand accustomed to communicating with users on a worldwide scale and solving critical digital marketing obstacles.
According to the American Marketing Association, digital marketing encompasses the majority of the operations, organizations, and procedures spurred by advanced technologies to engage, generate, and provide customer benefit.
Digital technologies are evolving consumer behaviours as they shop exactly what and when they need it. Thanks to mobile devices, applications, machine intelligence, automation, and other technology advancements. These modern digital tools have redefined client expectations, leading to an entirely novel generation of contemporary consumers always connected, app-native, and aware of what technology may offer them.
Global reach
Unlike traditional marketing, digital marketing and the internet traverse borders, allowing brands to reach individuals across the globe. Setting up an entire business operation overseas can be hard as well as a costly affair. However, digital marketing involves cyberspace that is accessible to people living across international boundaries. With digital transformation, even small and local businesses are able to reach potential customers with the decreased expense of buying or renting physical space, managing stock, manpower, etc.
Web analytics, helps brands classify the number of people visiting the site and clicking on the ad, as well as the different sources of traffic, the performance of the ad, and the ranking of the website on search engines, making it easier to track the audience’s response to a marketing campaign digitally than offline. This enables firms to easily modify existing marketing strategies or develop new ones to attract the intended demographic.
Increased brand awareness
Digital media marketing has the potential of building brands as it includes all dimensions of awareness, the principles it advocates, commitment, and overall brand image. By capitalizing on digital media and digital marketing tactics, digitally driven brands can leverage dynamic tools to boost brand awareness, attract new audiences, and establish a brand reputation with a high degree of recall value among customers banked on increased sales and profit.
Improved customer engagement
Everything and anything that intrigues and engages customers can be improved through the integration of digital technology. For instance, a brand running a contest online or a pilot test of a new service or product. Brands can interact with customers and enable them to experience something new in addition to the possibility to win or benefit from their interaction with the brand. That is the potency of digital marketing that consumers may be found anywhere in the diverse world. The way digital marketing delivers the brand narrative has a significant influence on a user’s mindset.
Faster information sharing and complaint resolution
When a customer decides to purchase a product or analyze the perks of a service, they begin by searching all the business pages on the internet, including the social media channels, official website, reviewer sites, and any community organizations that may provide feedback. Some customers may even submit their concerns or complaint via digital media channels. By being proactive on every platform, brands can become competent in handling issues in a reasonable timeframe ensuring that the customers understand brand values and stay with the company for longer. This has a substantial influence on the perception of your standards of customer service. Several major and small firms use these digital platforms to settle concerns.
Business vision
Since customers are not internal people of an organization, they constantly thrive to learn about the organization’s vision and business approach. This is part of the overall brand image and is tied to their trust in the company and its products or services. Digital marketing is a wonderful instrument for keeping crystal-clear communication about the company’s vision, product releases, new growth strategies, future trajectory, and so on with the customers. It enables customers to virtually become members of the company and believe themselves to be affiliated with the firm. In some way, the consumer feels a part of the company’s overall accomplishments.
Bottomline
Companies must seriously consider implementing a digital transformation strategy in today’s fast-paced and hyper-connected world society because it provides organizations with an opportunity to engage modern buyers and deliver on their preconceptions of an uninterrupted consumer experience notwithstanding the channel or location.
by – Upendran Nandakumar, Founder of Ayatiworks, A Chennai based digital marketing agency
