Brands in this day and age have the option of choosing from a plethora of electronic communication platforms to help them selectively choose and draw in their customers. Before the advent of technology, the fragmented nature of the market and a lack of consumer data meant that brands knew very little about consumer preferences or if they were targeting their products and services to the right set of buyers.
We are now living in a digital era where millions of active users are logged in to social media and closely tracking their favorite brands and products. Brands need to be clear on brand purpose, and be authentic to that purpose, only then will they be effective in their digital marketing strategies What this has also done is sharpened targeted marketing for brands, it is important for the brand to know their target audience and that will guide the tools used to communicate with the customer. Because of social media and other innovative digital solutions, brands are able to focus on a select set of consumers that are closely aligned with them. Communication with them has to be on point, if digital is to be an enabler for brand to connect with their consumers
A brand should be aware of which digital platform to work with basis the objective of the campaign. Some popular online marketing platforms that have changed the way brands reach out to their customers are ads on search engines and OTT apps, social media stories and posts, display ads on music, gaming apps and lastly influencer marketing. Brands are willing to set aside significant amounts for their annual digital marketing activities.
Brands need to keep themselves up to date on ongoing trends. They should use intelligent tools to build the right customer base and invest in building research and data on consumer behavior patterns. Appealing creatives, out of the-box ideas, Content that has been made for digital specifically are all key to building a successful brand. A successful marketing campaign will factor in customers from different cultures, attitudes, beliefs and habits and a real time testing and optimizing on advertising spends is easy to do.
Some recent trends we have seen on digital marketing front used by top brands:
- Collaborations and partnerships which bring in brand ethos of the brands collaborating
- Ad clips that are digitally tested to help brands get better engagement from the viewers
Use of Facebook filter story app to drive a Women’s Day campaign
Brands engage with influencers to promote their product
Clever and trending hashtags to engage the audience on social media
- Brands that create strong and effective digital experiences continue to attract new customers and retain their loyalty.