A simplified overview of digital marketing
Today’s
customers expect relevant goods/services/content according to their needs.
Customer is the king now, organisations put customers first as they are now
empowered as never before.
Customers
are aware of the new digital technologies due to which their expectations are
increasing, they have more options to choose from, now they don’t have to buy anymore
whatever is produced in the market. In fact, they tell their requirements to
producers and accordingly things are produced. Customer prefers those
organisations who treat them as a separate individual and accordingly
recommends product from the knowledge of their purchase history.
Digital
technology helps an organisation to build trust, relationship and helps in
interacting with the customers, allowing them to reach to a lot of customers
throughout the day with new advertising formats.
Advertisers
can now access to personal data with the help of cookies due to which they can
provide products which are useful and one can know about the products with just
a click and can get the best deal at best price from their favourite websites.
The
brand is now focusing more on content strategy, they believe that they can
reach to more number of buyers through social media by messaging, providing videos,
organising live streams. Social media plays a significant role when we want
direct interaction with the customers we can ask a question about what they
want, what are their feedbacks, the can organise poll through Instagram.
Even customers itself helps in creating more customers by influencing through social media, they produce their own content by posting pictures of their favourite brands and products. This is evidently seen in the marketing landscape with companies like Warby Parkar (manufacturer of eyeglasses) which encourages customers to take photos of themselves in these glasses and post them on social media with the #WarbyHomeTryOn and after trying them on for 5 days, customers can return their glasses if they don't like it. This strategy helps the company with free exposure and advertising. Thus, we can say that these tools have enabled customers to take a more active role in promotion.
Thus, we can say that the advent of digital tools has promoted the customer from a mere observer to an active participant in the firm's decisions on its product and promotion.
20-08-20
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