<p>The digital universe is transforming various verticals in India and worldwide, including consumer behaviour, writes Samir Kapur<br><br>Ever since digital initiatives began making their presence felt in multiple spheres from advertising and marketing to publishing and public relations, besides others, its impact is being felt in various domains, including changing consumer behaviour. In every domain, professionals are now faced with unique challenges and unforeseen opportunities as they struggle to comprehend the fast-evolving dynamics of the digital universe.<br><br>In the early days of its inception, many professionals were sceptical about the scope and benefits of digital, particularly for consumers. The initial scepticism has however given way to universal awe and admiration as an increasingly larger number of consumers keep spending progressively more time in examining diverse digital platforms.<br><br>Mesmerising Medium<br>To understand the mesmerising sway of digital, one simply needs to consider the smart phone revolution that has captivated customers globally, particularly the younger generation. There is hardly any youngster with a smart phone who is not engrossed online virtually 24x7. Where the older generation exercised their legs to get things done, youngsters deftly deploy their fingers for bookings, purchases, reviews and what-not, by simply going online. In the process, not only are the youth saving energy but also ensuring greater savings on all online purchases.<br><br>Not surprisingly, the virtual world is posing a serious challenge to the real world via Google, YouTube, Facebook, LinkedIn, Twitter, Blogs, vBlogs and other digital avenues. Faced with the omnipresent online reality, most national and international brands have begun the inevitable march to making their presence felt in the digital firmament. Given the inexorable march of brands as well as customers, advertising, publishing and public relations gurus have begun moving increasingly larger amounts of their budgets to the virtual world.<br><br>Considering the predominance of the digital world in daily life, public relations veterans have been forced to acknowledge the changing dynamics in the real world thanks to the online medium and digital marketing. Marketers find that traditional target audiences can be reached much faster at a fraction of the old-world marketing outlays. Not only that, the efficacy of specific campaigns can be gauged through online marketing tools. This helps marketers pinpoint the best means to maximise marketing spends more effectively - advantages that were non-existent in traditional marketing.<br><br>As stiff headwinds buffet almost all global markets and sales stagnate in many sectors, clients have been imposing cost-cutting measures in order to ascertain that each campaign ensures additional value for money. This is where digital marketing makes its presence felt through cost-efficient tools such as Search Engine Marketing, Social Media Marketing, Search Engine Optimisation and Social Media Analytics, among others. But to take effective advantage of digital, agencies should first understand the complexities of the digital world and the pitfalls of using the medium without a thorough understanding. Proper understanding and meaningful strategies can ensure clients receive full value via digital marketing initiatives.<br><br>While the present-day Worldwide Web is called Web 2.0, the earlier avatar was termed Web 1.0. Whereas the latter was a read-only version, Web 2.0 being a read-write medium is immensely popular.<br><br>Significantly, despite digital marketing largely representing Internet-based marketing, it could include non-Internet avenues such as cell phones (SMS and MMS), call-back, on-hold mobile ring tones, display advertising, social media marketing, e-books, e-games and other forms of digital media too. Among the wide range of options, the importance of mobile phones should be noted. Mobile searches, mobile conversations and mobile optimization are some primary avenues through which customers procure information about products they seek to purchase. Indeed, modern consumers are addicted to mobile phones due to which digital marketers and PR strategists should accord pride of place to mobile marketing strategies.<br><br>Where the term 'social media' is concerned, many people mistake 'media' as the important element but it is the 'social' that deserves that distinction, since it is the social aspect that encourages people to interact without hindrance with one another. Given this fact, content has an importance of its own. Backed by the ability to connect at any time of the day or night, most customers are happy to share their honest opinions about numerous products and services.<br><br>Changing Consumer Behaviour<br>Fundamental changes in consumer behaviour and direct interactions with brands would not have happened without Web 2.0. Although this is a good thing in many ways, companies should be wary about the manner in which they handle online relationships with different stakeholders, including consumers who are now empowered but can also be brash.<br><br>With the advent of Web 2.0, consumer behaviour patterns have undergone a change. Accordingly, new strategies and more focussed messages need to be devised by brand marketers that work faster, even if their effectiveness is not as long-lasting as traditional marketing messages once were.<br><br>Due to the changing patterns of customer behaviour globally, there is rising pressure on companies to come up with new ways to stay abreast of their varying inclinations and expectations. Moreover, clients also have higher expectations from PR consultancies and expect digital marketing strategies to be part of the core deliverables at no extra fee. Consequently, PR firms and their teams are rushing to come up to speed on digital in order to devise robust digital marketing strategies that meet client expectations.<br><br>In taking to digital, it is imperative that PR strategists comprehend the difference in consumer behaviour in today's age of the social media, unlike that of the pre-Internet era. Whereas earlier customers were wary of unsolicited advice, social media enthusiasts are more trusting of advice from online acquaintances or even perfect strangers who are vocal on the Net. Since much of their shopping is online, and more often than offline shopping ever was, today's consumer is more willing to share feedback about any product or service.<br><br>It may be noted that in the pre-Internet era marketing was largely one-dimensional and the message merely delivered. With digital marketing being two-dimensional, social media marketers need to initiate conversations with clients and build relationships. This two-way process helps brands communicate with target audiences regularly, while also disseminating messages and understanding customer perceptions and preferences. Mass assimilation of this data assists brands in improving offerings and being aware of changing customer tastes and trends.<br><br>Thanks to Web 2.0, content creators now have more opportunities to display their skills. But the downside for brand marketers is that with the advent of blogs and vlogs (video logs), customers also have more opportunities to emblazon their dislikes (or likes) to the discomfiture of targeted brands.<br><br>Backed by social media's universal reach, unsavoury customer comments can go viral and spark a crisis overnight. In such a situation, the role of good content creators is all the more crucial. But hiring great content creators has been an age-old problem, particularly because just good writing skills may not pull the chestnuts out of the fire during a digital marketing crisis. To tackle an online crisis, content creators need to possess ample domain knowledge, particularly experiential, which can help save the day and prevent the brand from being taken to the cleaners. This is how good content writers win half the battle for brands when a crisis explodes.<br><br>Segmentation and Targeting<br>Apart from content, another 'C' holds specific importance - CRO or conversion rate optimization. This denotes the process of increasing the number of site visitors who end up making a purchase or are converted. For higher conversions, it becomes necessary to comprehend users thoroughly and split-test changes on a portal. In this way, digital marketers could better understand the type of website or landing page that leads to more conversions. Although this seems cumbersome, it pays finally through higher sales.<br><br>Segmentation is another factor to consider seriously. This is achieved by targeting select markets, both in business-to-business and business-to-consumer segments.<br><br>Another crucial concept in digital targeting is influencer marketing wherein crucial nodes are identified within related communities that are termed 'influencers'. These could be reached via paid advertising (which may include Facebook Advertising), or through complex sCRM (social customer relationship management) software. In such cases, one could devise select engagement strategies for influencers.<br><br>Confronted with an increasingly competitive environment in the global digital marketplace, PR strategists and digital marketing professional should use pull as well as push digital marketing. Pull digital marketing is where consumers seek marketing content, while push denotes marketers sending the same without this being specifically sought by recipients. Note that push and pull marketing can be used in conjunction, if needed.<br><br>By now, some readers may be wondering why nothing much has been said about Twitter, Blogs and YouTube videos. There's no doubt they are critical cogs in digital marketing. But because these are already popular universally, most digital marketers will be savvy enough to use them.<br><br>A few smart readers could feel smug since they have already mastered some of the above strategies. But this is no reason to turn complacent. Remember that since digital technologies keep evolving constantly and swiftly, one cannot rest on past laurels. Rather, one should constantly review new marketing strategies in order to stay one step ahead of competitors in the digital landscape.<br><br>That is the sole mantra to success in today's digital universe.<br><br><em>The writer is a visiting faculty with Indian Institute of Mass Communication</em></p>
