The Importance of Digital Marketing in the Digital Age


Thursday, October 10, 2019

 

For the past decade or so there has been a paradigm shift from analog to digital. Online has now become the go-to platform from where consumers are gaining the maximum information. This has made marketers use the digital platform in order to reach out to their target audience.

Trends and strategies related to digital marketing are evolving with time. Currently, a lot of businesses are using the digital platforms to gain as much as possible (because most of the consumers have shifted to the online platform to gain information or buy a product or service). So, in order to succeed in this current scenario, a marketer needs to have a strategic plan to use digital platforms.

New and more advanced technologies such as AI, IoT, big data are fundamentally expected to bring more connectivity to the world. Technology can and is helping marketers to improve the output quality, which will help in generating more qualified leads.

Big Data – Companies can now gather a massive amount of customer data because of cloud technology, and thus giving way to big data. Today, corporates know and have more information and data regarding their customers. This helps them to accurately create targeted and personalized campaigns. Big data also helps marketers to get insights about the performance of a campaign.

Artificial Intelligence (AI) – With AI developing at a rapid pace, it is helping marketers to find useful patterns to gain insights that will help in targeted campaigns and can project behaviors of consumer/customers. Queries are interpreted by using search engines. Online customer chat platforms are enhanced by AI scripts in order to learn more about customer information, help solve problems and find solutions on demand. AI can help marketers of the digital age to improve customer-centric strategies through better trend analysis, enhanced customer profiling, and even more sophisticated personalized strategies.

Machine Learning –. Intelligent audience segmentation and analytics can execute and test millions of data points to assist marketers in adapting and optimizing their campaigns in real-time. ML-based tools have the ability to analyze extremely large sets of data and present understandable analytics that marketing teams can use to their advantage. Nowadays, machines have made it possible to create content automatically. Banner ads, email campaigns, or social media posts can be generated and applied to different formats for different channels.

IoT & Wearables – IoT & wearables are increasingly becoming a trend. Marketers are mostly using these technologies to gather information about their users. A marketer can reach out to customers if they are connected to more devices. Insights regarding the biological conditions of a user can be gained through the sensors which are part of most of the wearables that are available today. Today, with social media being available through smartwatches, it opens up new opportunities for the wearable ROI and PPC marketing options.

For example, marketers can inform customers regarding sales and re-stocks of the store they are in, or even a nearby store, encouraging them to make visits or purchases. This can be done by sending an SMS or email, but wearables offer a more immediate connection and a separate user experience. Most of the consumers believe that wearables can improve their shopping experiences through personalization, and retailers are creating wearable apps to capture those consumers. Domino’s, for example, tailored their innovative “Domino’s Tracker” for smartwatches, letting consumers view their order progress from their wrists.

Bots – Bots are not only an effective way for marketers to communicate but is also a 24/7 two-way channel between the consumer and the brand. Sales and service departments commonly use them.

Thus, in order to stay on top of the game, marketers need to utilize these above trends. It is indeed important for marketers to have a clear vision and goals. They also need to keep a long term strategy, one that is most flexible to incorporate and utilize some of these trends. Marketers of the digital age need to constantly think, stay updated and test in order to accommodate new technology.

Digital marketing has gained momentum in the past couple of years. However, with even the smallest business now having an online presence is using digital platforms to market their products and services, making the competition even tougher. Multiple approaches and ways will be required to actually delve making brands to make an impact on customers. It is only possible for a brand to stand out in this cut-throat competitive environment when they derive and implement a good marketing strategy that portrays the USP and gives customers a reason to opt for you.