Digital transformation triggered several shifts in traditional practices especially in marketing. Marketing professionals spend lot of time in learning ways to conquer frontiers of digital marketing. Often it has been witnessed that when it comes to implementation then veterans find it difficult to apply digital marketing concepts due to ambiguous understanding of the subject.
Let’s try to look at digital marketing components and their frontiers to grab the concept crisply!
Digital marketing components are classified into several groups which need to be ascertaining before digging into them:
Customers are the pivotal component of the entire digital marketing paradigm. It is always helpful to visualize customer as the dart board and number of rings in the board are its needs. Therefore, developing customer personas is one of the key functions in this frontier. There is comprehensive blog written on developing personas which is a must to read “How to Create Detailed Buyer Personas for Your Business”. Customer feedback is another very important activity of this layer which force entire model to improve.
Once the target is set, then strategy becomes next priority whose role is to navigate organizational resources to their ultimate goal. I have written the blog on the subject which could be useful “Four Pillars of Digital Marketing Strategy”.
It cannot be over emphasized that interfaces should be user friendly and intuitive in nature. Moreover, they should be seamlessly integrated with marketing automation platform in-order to drip real-time analytics and other functions. There is noteworthy article, which will assist in this knowledge area “10 Rules of Good UI Design to Follow On Every Web Design Project”.
On back of interfaces there are three mission critical processes which are recurrently running and moving the wheel of digital marketing in the direction of strategy to realize growth. Processes are tightly coupled with marketing automation platform.
Technology progressions have been disrupting traditional ways of activities, starting from the invention of computers to social networks and multi-room mainframe servers to hand held smart-phones. Likewise, recently we have been bombarded with lot of buzz words reflecting technological advancements, but couple of them is really gearing up to disrupt traditional organizational structure of businesses.
Machine learning is taking over all repetitive tasks of junior staff and already being considered as preferred choice of customer support in USA where 45% of consumers shown their inclination towards AI based online chatbots. Machine learning is the only viable solution to handle BIG DATA after digital transformation, where algorithm based soft robots identifies patterns in the data to predict future. Digital marketing strategies are already employing countless machine learning tools to gain competitive edge by understanding their market and customers better than their competition.
Digital transformation influencing businesses to move to inbound business models, should have the ability to cater to varying requirements of the consumers and scale easily. Due to the advent of smartphones and social media, online users prefer virtual interactions with their friends and family as it provides them comfort. Therefore, most of the people tend to gravitate towards quick virtual interaction with BOTS and get the issue resolved by tapping their smartphones.
Computers are the preferred choice of doing repetitive tasks at fast pace, without human errors. Therefore Robotic Process Automation (RPA) finding the ground in businesses and replacing low quality manpower with soft robots. For instance, performing data scrapping task for gathering market intelligence RPA becomes invaluable tool for marketing managers despite spending several folds more on human resource.
Finally, it is quite certain in the horizon that businesses will shrink in terms of head count and invest more on technology.
We have witnessed mushroom growth in the last decade, where businesses acquired social media profiles for their marketing and customer support activities. At the same time due to raised awareness and easy to use platforms, consumers provide feedback about the brand frequently. Number of reviews posted every minute by Yelp users is 26,380. Interestingly if any brand rectifies the complaint quickly then they keep 95% of their disgruntled customers which is good number. On the other hand 86% people hesitate in buying products or service of the brand which have negative online reviews. These facts reveal that Online Reputation Management (ORM) is indeed one of the key functions of modern day businesses.
Although you can find hefty ORM agents in the market but it is pertinent to understand the subject before dealing with it. If you have basic knowledge of Risk Management, Digital Marketing and Legal then you are at a better position to understand and resolve the subject.
Process is required to streamline ORM practices and rules, which is stated below:
Businesses should have mechanisms through which regularly content about the brand should be fetched either automatically or manually from web sphere. Your social media and search engine resources should report all the reviews and mentions to the central repository of ORM either through emails or other means.
There are some tools which can assist you in elicitation:
All reviews and social mentions needs to be classified into atleast three categories which will be aligned respectively with suggested counter measure in later stage of CONTROL STRATEGY. Excess of anything is BAD here therefore moderation is suggested. When you say that your business is transparent then it should be again upto certain level don’t forget that two third online shoppers drop the idea of buying if they see two to three negative comments online. Therefore, classify all the comments into Positive, Negative & Opportunity comments. I think first two classes are self explanatory but the third one needs more deliberation. Opportunity comments include reviews or mentions which are on negative side but at the same time they provide opportunity to respond in a way that will either result in minimum loss or can be resolved by explaining the situation. These comments help in earning trust of the customer because they feel that brand is being transparent and giving exposure to Positive and negative comments both.
After classification applying counter measures is a pretty straight forward task where all the positive comments are aggressively promoted in the shape of testimonials on all platforms of web. Secondly, Negative comments are either tried to be removed from web or it is suppressed by positive comments down so that their exposure to users become restricted as we know that 93% of search engine users never go beyond first page of the search result. Lastly, opportunity comments can be utilized in the shape of case studies and then promoted in-order to explain the complete context of error and how fast it is resolved.
At the end of the process it is very important to quantify the brand value in-order to realize that where it is going. You need holistic approach to evaluate your brand value through multiple tools which are mentioned below:
” Despite the vast amounts of consumer data available to help marketers understand and build strong relationships with their customers, the two don’t always align. What marketers believe will delight customers, often turns them off.”
Most of the time bloggers are concentrating in finding topics, which forms the basis of their upcoming blog posts. This activity at times gets them to the point where they run out of ideas for new posts. That is why there is a need of systematic approach, which evolves idea and defines boundary for the development of content.
Information and Communication Technology (I.C.T.) is one of the fields that are continuously changing with the passage of time. Owing to this, associated industries need to change as well to cop with it, such as Digital Marketing. Looking at the technology evolution, you do not require to be a rocket scientist in anticipating future direction. There are going to be significant changes in ICT through out the world. In this blog post, we are going to examine what are those changes and what will be the effects of transformation respectively.
Transformation of marketing preference from traditional way to social media is on the rise. Conventional marketing is in practice for many decades now. This is the reason due to which this style considered suitable for businesses today. However, trend is shifting towards social networking rapidly. There are many convincing reasons due to which this change is happening but in this article, we will look at eight compelling motives:
About three decades ago, in early 1980’s mankind developed technology which transformed the traditional way of communications and interaction. Internet is the fastest growing industry in the world as we speak where life of the technology is not even months and there is a constant requirement of continuous progress otherwise you are out of this industry. Internet is for sprinters not for marathon runners.