In the age of digital technology things are moving at an ever-faster pace, including marketing, which has evolved dramatically in the digital space. The Internet, video marketing and social media have changed the way we shop, eat and entertain ourselves. For any business to succeed in the technological age, it is very important to upgrade operational systems and adapt marketing plans to meet consumer demands.
Big Data Emerges To Provide Consumer Insight
Before the emergence of the world wide web and social media, businesses interacted with customers in the old-fashioned way. Employees engaged with customers as they made a purchase, hoping to provide an experience that would prompt the customer to return. Generally, no personal information was collected. The business owner had no way of knowing why a customer made a particular purchase, or what it would take to get them to come back. There was no exchange of valuable information to empower the business to further engage with the customer.
Today, with the creation of Big Data, it is possible to target a particular demographic based on collected behavioral data and personality traits. The algorithms used to create Big Data employ zonal OCR technology to record personal information about internet users, such as what websites they visited, which keywords they searched for, whether or not they made a purchase, and how much time they spent on a particular website.
This information can be extracted, sorted and manipulated to reveal patterns and formulate buyer personas, making prospects more predictable and enhancing your marketing strategy. Formulating your business strategy around consumer patterns allows you to create personalized sales paths that correspond to your prospects’ predictable actions.
The Need For Instant Access
The introduction of social media heightened consumers’ expectations for instant access to information. Businesses can satisfy those expectations by engaging with customers through social media and providing insight into how the business operates. Businesses can build relationships with customers by remembering what they like and offering what they want.
Meeting customers’ demands for a more personalized experience is the challenge faced by every business in the technological era. It is no longer enough to have a superior product. Now, consumer loyalty is won through engagement and the alignment of viewpoints. Consumers want to know how your business feels about social issues. They want to know what charities you support, and which Presidential candidate you plan to endorse. Social media gave birth to this line of thinking, and businesses need to constantly take the social pulse of their target audience to keep customers engaged.
Overload Of Content
The introduction of pay-per-view marketing through search engines like Google and Yahoo influenced the creation of a large wave of online content. It has gotten to the point where marketers can pick the most predictable keywords and publish a massive number of mundane articles in order to dominate search results. The end result is an exponentially growing amount of low-quality online content. With thousands of search results for any given keyword, the internet has become overloaded with articles, blog posts and videos that all essentially say the same things.
The challenge for businesses is to provide useful and informative quality content that stands out among the rubbish. Marketers have the ability to assess their competitors and analyze their shortcomings. With that information, business owners can create content that distinguishes them in their market, and helps them dominate in their industry.
With access to personal data, content overload and the ability to engage with consumers on a large scale, businesses can develop highly effective multichannel marketing strategies to capture leads and turn them into clients. Taking advantage of digital marketing will help your business to thrive, capture a large market share and move ahead of the competition.