By Darren Gilbert

Unfortunately, that doesn’t mean that everyone knows how to approach it correctly. Fotunately, it’s never too late to turn it around. With that in mind, there are three things that digital marketers need to know.

Build a loyal customer from the get-go

“In the on-demand age we live in, patience wears thin quickly,” writes Brian Wong, founder and CEO of Kiip on LinkedIn. This is exactly why it is so important that you build a solid relationship with your target audience from the get-go. In so doing, you are opening the door for a loyal customer base.

Wong continues, writing about what he calls “consumable loyalty”. For him, it’s about “creating the right match of a reward in a moment when your customer is the most receptive”. In today’s environment, where every second counts and time is short, it is the best way in which to build appreciation, and thus loyalty.

Cater to your consumers

One positive (of many others) about online marketing is the fact that you can speak directly to your target audience. However, you need to use this to your advantage. That means that

For Nancy Bohman, principle of Bohman Marketing & Communication, it comes down to crafting your message to meet the needs of your consumers. She writes on PRDaily, “Ask your customers why they do business with you. Why did they choose your organization over another? Pay special attention to the language they use when talking about their needs as they relate to your offering.”

“Don’t force your customers to alter their path, go where they’re already going,” writes Wong. That means that you need to continue to give your consumers something that is relevant to them. If it’s not relevant to them, it’s not worth it.

Focus on your content

Together with the need to cater for your consumers, you need to focus on ensuring that your content is worthwhile. After all, no one wants to read something that is either not relevant or unhelpful.

As Neil Wood-Mitchell, creative director at Three Motion Media, rightly points out on Three Motion Media’s website, marketers now need to give consumers what they want. “The best way to do that in 2014 is through high quality content. Content that engages and satisfies what a buyer is looking for will be listened too and will be much more effective.”

The reality is simple – cater to your customers, giving them content that they need and go from there. Building on these two foundations will lead you not only a happy audience, but with time, a loyal one who wants to engage with your brand.

What are your thoughts? Do you have any tips that digital marketers must know off by heart? Tell us below.