A revolution in marketing is underway as we spend more time on our mobile phones, tablets and laptops. The very big challenge for brands is connecting with customers via all these devices in real time and create campaigns which work across social media, display advertising as well as e-commerce.
The real-time conversations that brands have with people as they interact with websites and mobile apps has revolutionised the nature of marketing. The modern-day marketing department has to mix the creative side of the discipline – utilising powerful narratives in order to tap into people’s wishes and aspirations – with the technical side of data, digital engineering in addition to analytics. The two areas do not always sit together easily. Getting creative marketers to work alongside technical staff can be a massive challenge.
Being Where Consumers Are
In order to better grasp why this change is happening, we just need to look at where people get their information, their preferred modes of entertainment as well as their shopping preferences.
There are around 4 billion internet users online. This means that 50.8% of the worldwide population is connected. In the coming years, China and India will add more internet users than what are in the US at the moment.
Over 5 billion people have mobile devices – either mobile phones or tablets that they sue for everything from streaming media to finding the best online blackjack real money games. More than half of these connections are smartphones. It is predicted that $93 billion will be spent on mobile ads this year, over $20 billion which is more than what will be spent on TV.
One-third of online activity is spent watching videos online, with half a billion people watching videos on Facebook every day.
The Website Enhances Traditional Media
When contemplating traditional media outlets, be aware of how the website boosts your brand image. With the ease of access to millions of web pages, users have a difficult time trusting a business which doesn’t have a website.
When you’ve got a fantastic television ad or hot radio spot, the consumer will not depend on that ad alone in order to form their opinion of your company. If you have a fantastic television ad, users will be interested in seeing what else you have in store. If they look across the internet and see no website to back it up, you may have just lost a customer.
It’s very important that your business approaches marketing holistically. Even though certain outlets will deserve a lot more attention than others depending on your target market and demographic, it’s without a doubt that having both a traditional and digital presence will make your brand more memorable as opposed to if you’re relying on one or the other.
Adapting To The New Normal
With online marketing, an organisation is able to revamp its communication strategy. The earlier communication technique utilised may no longer be appropriate if people’s priorities and schedules change. It’s a very good thought to reconsider the mails sent out, the material provided as well as the overall approach toward consumers.