FUNDAMENTAL OF MARKETING IN THE DIGITAL AGE

Fundamentals of Marketing in the Digital Age

There has been a fundamental shift on how individuals make purchasing decisions in digital age

Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through their multiple connected devices.

 Today’s consumer turns to the almighty Google or their friend base on social media when they have a problem and need a service or product to solve it. This means the fundamentals of marketing in the digital age have changed as well.

Radio spots, Television commercials and other non-value add mediums of advertising are becoming less and less relevant as end consumers become more and more annoyed by interruption marketing.

Today’s digital consumer demands value-added content which educates, informs and helps to solve their pain before deciding to do business with one company or another. This involves the complete marketing lifecycle not just the BUY NOW traditional marketing tactics of yesteryear.

Attraction – Strangers to Visitors

Being present on social media channels when a company’s potential consumer base has an issue or is researching a solution is priority number one. The digital consumer turns to Google or their social network when they have a problem and a company that is present and ready to start helping the consumer is already on their way to the a great start to a relationship.

Convert – Visitors to Leads

Providing additional value

At this stage, the consumer has conducted research and has come to a company’s website in order to conduct their research to help solve their pain. This is where the majority of traditional companies miss a large opportunity to begin building a relationship with their client base. Yesteryear’s company will have one typical call-to-action.

Leads to customers

The relationship has begun, the consumer is being provided information about a current problem they have in their life and the company is building trust and exemplifying their expertise to said, consumer. By continuing to add value via email nurturing campaigns, webinars, additional checklists and guides, a company can request more information about a potential consumer and wait until the potential consumer is ready to take the next step in becoming a customer.

Customers to Advocates

Improve the process and tell the world

Both the company and customer have walked through the stages of building a business relationship: starting with attraction, continuing to build a relationship and eventually doing business together.  Now it is time to make sure everyone was happy with the process and if it was good for both parties. Companies can help ensure customer satisfaction by requesting feedback from their existing client base in order improve their service, product or process. Customers are given their opportunity to voice their opinion and help improve future experiences.

BY

JOHN CAFRENE . BAPRM 42567