Today, we are living in the age of Digital. Anything that you do or say should be seen in digital. Digital Media is, thus, one of the many technologies today that is disrupting the market. Changes in how people communicate, connect, and discover through this new medium carry incredible implications for businesses. The evolution in customer behavior, values and expectations is driving companies to invest in resources and employ budgets for digital technologies and derive the best results out of it.
Digital Is The Way Ahead If we look at the marketing media mix from a couple of years ago to where it is now, social media in particular and digital media in general, would probably be the fastest-growing media vehicles in any organization. Social media has become a key component of marketing and communications strategy. Customers want to use their preferred media at any time, from anywhere and on any device and hence social media is their preferred choice.
For any marketing approach to be beneficial it is important to build a meaningful interaction and digital medium helps a company or entrepreneur to build engagement and ensure seamless communication with the customers. Investment in social media helps to define your brand, understand customer preferences, respond and analyze customer comments and inquiries almost instantly. It allows a brand to tailor its messages and communications to specific audience. Today, a majority of the customers research about a brand on digital channels to collect information before taking a decision to purchase. So, digital media assists users in making informed purchases. Digital marketing helps in engaging, knowledge sharing and driving traffic to a website. In the long run, it also helps in creating brand loyalty. So, it is vital to be active digitally.
ConclusionThe digital medium is all about reach and relevance - reach in terms of connecting with customers anytime, anywhere and relevance through providing what customers are looking for. Business outcomes are largely defined by engagement of customers and solving their challenges at that instant.
At the same time, it is important to understand that social media is only one element of digital marketing strategy and digital media must integrate with marketing efforts across other platforms and finally build a seamless extension of the brand through an omni- channel experience.
It is indeed a case of 'Survival of the Fittest' that was articulated by Darwin in his Theory of Evolution; it's well and good if you are investing in digital transformation but if you are not, it can just spell the end of your business!
The author is founder and CEO of Hippo Innovations
