Jenna Cook takes a look at how digital marketing has changed the world of advertising.
There’s no denying that for a brand’s marketing strategy to be successful, it needs to account for the rapid digitisation taking place throughout the world. Unlike traditional advertising methods, digital marketing allows brands to converse directly with thousands of potential consumers and gain access to more information than ever before. Here are seven ways digital marketing has changed the advertising industry:
1. Communication is expected to happen immediately
The world is more connected than ever before. And the constant need for instant gratification is what makes social media and personal messaging apps so widely popular.
Digital advertising makes it easier for brands to interact with consumers through social channels like Facebook, Instagram and WhatsApp, where they can directly and instantly share product promotions, services and marketing messages.
This kind of interaction lets brands and consumers build a relationship in the same way that the consumer would with any of their friends.
2. There is no lack of consumer data
When it comes to advertising, no matter the medium, a fundamental rule still implies: know your consumer. Digital technology gives marketers the chance to learn a great deal more about their consumers.
This is because brands have instant access to droves of knowledge about their consumers interests, buying habits and online behavior. And since there are millions of people who spend time online every single day, it’s likely that a brand will find someone who fits their audience profile.
3. More emphasis is placed on brands’ transparency
Just as it has become easier for brands to learn more about their consumers, it has also become simpler for consumers to find information about brands. And in today’s world, consumers want to know as much as they can about the brands that they interact with.
Before digital technology, brands solely relied on traditional advertising to share their message. Now, brands can use digital platforms on top of their traditional efforts to showcase their personality and culture. Something as simple as a branded Facebook page demonstrating their identity will suffice.
4. Brands are increasing their use of micro-influencers
Consumers are more likely to trust the recommendation of a real person over that of a brand. Why? Because to a consumer, a real person is more relatable/trustworthy than a brand. This insight has given way to a powerful digital strategy known as influencer marketing
Brands are known to partner with celebrities or sports stars to endorse their brand, but now, they can also give regular people (with a substantial following on social media) the opportunity to become incredibly influential.
Using influencers is a great way for brands to reach their desired audience and turn them into loyal consumers.
5. Brands are constantly playing catch up
When it comes to digital technology, what's relevant the one day could be considered out of date the next. There are few industries that evolve as rapidly as digital does.
Brands need to remain on top of technological advancements if they want to remain relevant, be proactive in knowing what’s on the tech horizon and refine their skills to use these changes to their advantage.
6. Marketers need to be more innovative
As the digital landscape continues to change, not only do brands need to keep up with this disruption but they also need to look at how they can use these advances to further their brand message.
Marketers are now faced with the task of being innovative in their advertising solutions in order to make sure their brands remain competitive. They can do this by exploring the ways digital technology can improve their brand, like bring them closer to their consumers through instant communication.
7. Brands are more human-centric
Not only has social media given people a platform to become more influential, it has also allowed brands to become more ‘human’.
It used to be uncommon for a brand to be well connected with its consumers – often the only way to reach them was through email or a telephone call. But now, brands need their consumers to value their brand as much as they do.
Consumers have a better view of brands’ operations, achievements and failures, making them feel more understood and trusted.
*Image courtesy of Vecteezy