In Part One, of this series, we established that: digital marketing is important because it acts as a bridge that connects business with (potential) customers and the people that know them when they are online, saving cost and traditional door-to-door marketing man-hours. This approach to business sales and marketing has made “getting the word out there” a must thing to do if today’s businesses must survive and thrive.
Most importantly, it is important to remember that every business, no matter the industry, needs digital marketing and must see same as a serious vehicle worthy of adopting. This ultimately will attract and keep customers. Are there other benefits of adopting digital marketing and online advertising the ones we have discussed in Part Two? I think there are – a lot of them actually.
Here are a few of them:
4. Ability To PROVIDE BETTER CUSTOMER EXPERIENCE through digital platforms unlike traditional marketing.
Digital marketing gives brands and businesses the liberty to offer better customer service experience through interactive videos, memes, infographics, polls, chats, animations, carousels and other interactive creative designs. Cisco in 2019 predicted that 80 percent of the world’s internet traffic will be video with video. This makes it possible for brands and businesses to engage more customers and clients. Interactive videos can help businesses grab the attention prospective clients and customers on-the-go with engaging, entertaining and more informative designs.
In addition, digital marketing makes personalized services possible through retargeting, direct marketing, email newsletters, customized pop-ups and others. A study showed that up to 56 percent of consumers are more likely to buy from a brand if they are given a customized service or enjoy personalized shopping experience. Digital marketing is the one advertising tool that gives customers the personalized service the truly deserve.
What’s more, with digital marketing, e-commerce sites are able to track orders, cart activities and a customers’ shopping journey – making it possible to know which customer has bought from the online store or abandoned the cart. With remarketing ads on social media, you can increase sales by showing consumers what they left behind or remind them why your brand is so great. By re-serving personalized ad content to customers a brand can continue to be in the face of customers and clients consistently over a long time.
5. Ability to INITIATE AND SUSTAIN CONVERSATIONS unlike traditional marketing.
Social media marketing is a popular digital marketing tactic that allows your company to be part of the online conversation about your brand. Over the past few years, it has become clear that social media is here to stay, and it’s not just for young people. Research shows that 79 percent of all internet users in the world have Facebook profiles and 50 percent of smart phone users in Nigeria an Instagram profile. These statistics show that there is an attractive opportunity for brands who want to reach their target market and start a conversation on social media.
What’s more is that consumers are not just using social media sites frequently, but they are often influenced by the information that they find there. According to Ironpaper, 93 percent of shoppers’ buying decisions are influenced by social media. This shows the power that social media can have on consumer purchasing decisions. Whether consumers are looking at reviews on Facebook or asking their friends and family for advice on WhatsApp before making a purchase, social media engagement can go a long way in determining a consumer’s ultimate purchasing decision.
Businesses can take advantage of social media marketing as a tool for participating in the conversation about their brand online. Through consistent engagement and posting of valuable content, brands can work to develop a stronger relationship with current customers while also starting a conversation with potential leads. By answering questions and concerns on social media, brands can also improve their customer service processes, which contribute to a better overall online reputation.
6. Ability to RESPOND TO TRENDS AND NOTIFICATIONS IN REAL-TIME unlike traditional marketing.
Digital marketing allows you to respond to popular trends and notifications in real-time enabling businesses to leverage customer or audience feedback in decision making. Engaging with popular trends via hashtag tracking and pop-up notifications can help business owners stay relevant on topics that matter to that. One cannot argue that with digital marketing, brands can stay in the know frequently with customers, join important conversations about popular current events, or use the most popular platforms to deliver targeted ad content. By doing this, businesses can increase their visibility online and reach more leads and customers.
Twitter trends are one avenue brand can explore to know what is trending in their location. No matter what type of product or service your business offers, there are trends in your industry that change over time. Other avenues like Twitter Spaces, Clubhouse, Instagram Reels, TikTok House and Facebook Rooms can help brand offer targeted engagement with customers and users by participating in the conversation or delivering targeted content that speaks to the current concerns of your target consumers. Doing this can help business build brand loyalty and project themselves as a leader in the marketplace.
Getting the word about what you do out there with digital marketing allow you to respond to trends quickly. For instance, if you need to communicate something to your customers within minutes, sending a DM (direct message) or using a push or email notification to deliver the message to your customers and leads immediately can get the job done.
7. Ability to RESPOND TO TRENDS AND NOTIFICATIONS IN REAL-TIME unlike traditional marketing.
Another reason why digital marketing is a must for most modern brands is that it allows companies to build and maintain better customer relationships, unlike most traditional marketing that provide a one-way communication with the consumer. With digital marketing, constant communication between businesses and their customers can be established and maintained. This makes it easier for brands to effectively address their consumers’ questions and concerns without delay while also fostering brand relationships through quality consumer engagement. Most commercial banks and telecommunication companies including big brands have virtual customer care or service rooms via Twitter, WhatsApp, or Telegram that respond to complaints and questions before they escalate. This not only help the customer get help on-the-go but also cuts down on face-to-face interaction time that may be costly, less effective and cumbersome. By improving customer service relations, social media also helps improve overall customer satisfaction rates, which can lead to repeat sales and customer referrals.
7. Ability to COMPLIMENT TRADITIONAL MARKETING EFFORTS.
Many businesses believe that once they adopt digital or use digital marketing, they can’t go back to traditional marketing. This is far from the truth. In fact, digital marketing allows you to experience “the best of both worlds” when attracting and engaging your customers. The key to finding success, I believe, with an integrated marketing strategy is to consider the strengths of each marketing tactic and take advantage of these strengths to maximize results.
Many modern brands find success in pairing traditional marketing with digital marketing. Traditional marketing tactics like print and television advertising are successful in offering a broad reach that can build brand recognition and help you stay top of mind in your target market. Remember that some consumers respond better to one type of marketing over another. Both of these approaches to marketing are valid and successful, but combining the two can make for a stronger marketing strategy that covers all the bases.
9. Ability to COMPETE VERY WELL WITH OTHER BRANDS ONLINE.
Let’s face the reality: your competitors use digital marketing, everyday!
No brand or business will do well in today’s dynamic business climate without adopting digital marketing. Interestingly, many of your competitors are already using digital marketing strategies to reach new clients, engage current customers, and influence purchasing decisions. According to Content Marketing Institute, “76 percent of B2C marketers and 88 percent of B2B marketers are currently using content marketing strategies like blogging to engage their target market”. With the majority of brands reaching and engaging consumers through digital marketing, smart businesses that want to make the most of digital for client attraction and business growth cannot afford to lag behind.
Not only are brands using digital marketing strategies to reach their audience, but they are continuing to increase their budget on digital marketing. A study by E-Marketers in 2016 predicted that digital advertising budget will reach $23 billion by the year 2020. Of course, digital advertising has surpassed that prediction from all parameters, reinforcing the fact that digital marketing is here to stay – at least for a long time. Not working with digital marketing and digital marketing platforms may be an easy way to get behind. No serious business or entrepreneur would want that to happen to them.
In Conclusion, adopting digital marketing in today’s unstable business environment is the right thing to do especially when one considers the number of new businesses that increases every day and the speed of mobile penetration across emerging and developed economies. Adopting and integrating digital marketing in a company’s everyday business activity isn’t just a buzzword but one of the best decisions that today’s entrepreneurs and business owners must make. Reaching out and working with the best hands like Spadez MPR is the most amazing thing to do.
Obike Chima – Lead, Digital Marketing.