There no denying that for brands marketing strategy to be successful, it needs to account for the rapid digitisation taking place throughout the world. Here are five ways digital marketing has changed the advertising industry.
Communication is now instantaneous
Digital advertising has made it easier for brands to interact with consumers through social channels like Facebook, Instagram and WhatsApp, but here’s the kicker: these platforms have left brands scrambling to fulfill consumers need for instant gratification.
This kind of engagement lets brands and consumers build a relationship in the same way that the consumer would with any of their friends.
There is plenty of consumer data available
Digital technology gives marketers the chance to learn a great deal more about their consumers.
Wy? Because brands have access to droves of knowledge about their consumers interests, buying habits and online behaviour.
This kind of information gives brands the chance to communicate more to their already existing audience, on a platform that their audience chooses.
Emphasis has been placed on brands’ transparency
In today’s world, consumers want to know as much as they can about the brands that they interact with. And that has become easier now more than ever.
Social media has given brands an opportunity to appear more “human”, and therefore, more transparent.
This is because social media allows consumers to have a better view of brands’ operations, achievements and failures, making them feel more understood and trusted.
Brands are using micro-influencers more and more
Consumers trust the recommendation of a real person over that of a brand, which is why there has been an influx of micro-influencers being used in marketing strategies.
A real person is seemingly more trustworthy than a brand. This insight has brought forth “influencer marketing”.
In the past, brands would usually partner with celebrities or sports stars to endorse their message, but now, they can also give “normal” people (with an impressive following on social media) the opportunity to become incredibly influential.
Brands are constantly having to catch up
Digital technology adapts and evolves so quickly that what’s relevant one day could be considered out of data by the next.
So in order to remain relevant, brands need to keep up with the ever changing digital landscape. And to do this marketers need to be more innovative in their advertising solutions.
They can explore the ways digital technology can improve their brand. For example, they can think about how digital assistants could further their brand message, what virtual reality will do for their consumer journey or what e-commerce means for their retail revenue.