Four keys to marketing in the digital era

Marketing is undergoing a digital transformation now that consumers rely on peer reviews.

Consumers' journeys are very different in today's digital era than they used to be.

What we marketers call the'marketing funnel,' in which consumers become aware of a product through marketing at the top, express interest in the middle, and then purchase at the bottom, is no longer valid.


1] Decentralize customer-centricity!

This was number one in traditional marketing and remains so in the digital age. Concentrate on your customer's major "pain points" rather than their needs. Spend a day in the lives of your customers to learn how to make their lives easier, better, and less expensive.

Apple didn't ask their customers what they wanted when creating their wildly successful products; instead, they focused on what their customers' problems were.

Instead of lowering your offer, give it to your customers for free. Also, don't just focus on customer satisfaction; work on retention and loyalty as well.

2] Follow your customers wherever they go.

Let's take a look at how much time consumers spend online and where they spend it, according to research by IMD Professor Misiek Piskorski, author of the book "A Social Strategy," which examines how businesses profit from social media. According to Misiek, 70% of Pinterest users are female, and nearly a third have a household income of more than $100,000 USD per year. Almost half are over the age of 35, and they spend an average of 16 minutes per day on Pinterest versus 12 minutes per day on Facebook. This is significant because Pinterest now accounts for 5% of referral traffic to apparel websites. As a result, if you own a clothing company, you must be on Pinterest!

3] Allow someone else to speak for you.

When you can't be everywhere at once, rely on your customers to be your ambassadors. In some industries, such as mobile phone service, word of mouth still reigns supreme. According to a survey cited by Misiek, 40% of those polled chose their service provider based on recommendations from family and friends. Only 1% chose their provider based on a social media recommendation. This means that if your customers are pleased, they are more likely to recommend your product to others. But how do you make your customers or clients happy?

4] Master the stage of experience

Making happy customers feel great and special about using your products is the best way to turn them into online ambassadors. Companies such as Nike have used digital technology to significantly improve their customers' post-purchase experiences, increasing their loyalty and making them more likely to be brand advocates.

Nike is a great example of how to use digital transformation in a holistic way. For quite some time, the company has been putting fitness tracking chips in its shoes, allowing their wearers to monitor their progress and share it with friends on popular social sites such as Facebook, as well as Nike's own social network.


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