When it comes to marketing, going digital has had massive consequences. The advent of the internet radically transformed this process. Suddenly, marketers had terabytes of customer data, generated from consumer devices, social media, websites and various business data points at their fingertips.
Such data allows today’s marketers to create campaigns that hit the exact spots in the hearts of their customers – something their predecessors could only hope to do.
More accurate metrics, increased usage of technology, combined with improved interactivity of new media, have created whole new marketing opportunities.
Digital Marketing Transformation
Businesses like Alibaba and Grab have shown what digital transformation can do on an industry level. These businesses have taken traditional business concepts and applied new economy digital innovation. In doing so, they have surged ahead and become market titans.
In the specific area of digital marketing transformation, visionaries can bring about some exciting and profitable changes.
Digital Marketing and Sales Funnel
One of the key places digital transformation has a big impact on is the marketing and sales funnel.
The funnel is a traditional concept that marketers use to map out potential actions customers make, at various stages of the customer journey, before making a purchase.
In a pre-digital world, businesses would have had to rely on their best guesses before creating marketing materials. Much was dependent on having a salesperson to close the sale.
Due to digital transformation, you now have multi-stage funnel interactivity and analytics.
Customers surfing the internet place a high priority on personalised content. Relevancy plays an important role in their decision making and so does convenience.
Every customer will interact with elements of your funnel as they move through it. With digitalisation, it is possible to track actions at an individual level. It is possible to take the resulting data to provide a personalized marketing response.
In ecommerce websites, you’d be able to track customer purchases and suggest similar products. You can even send them reminders when you expect them to run out of consumable items.
Marketers no longer need to guess where consumer interest may lie. Social media platforms like Facebook provide such metrics. You can tailor your bespoke marketing campaigns to cater to each market segment easily.
In the past, the biggest challenge was quantifying information resulting from marketing channels. You’d have to guess how many people saw your roadside banner, TV commercial or magazine advertorial.
It was even more difficult to tally the effectiveness of the marketing content. How many people reacted positively to your advertisement and bought your product because of it?
Analytics is a major game changer. Companies who utilise analytics in their digital marketing transformation have a major leg up on the competition.
With analytics, you can understand the data collected from tracking user actions. For example you have a video ad campaign on a few news websites as well as a few social media platforms.
Tracking and analytics can tell you exactly which marketing channel has the best response from users. You will be able to tell how many people who viewed your ad actually clicked on it.
You’d be able to see how much of the video they watched and how many people clicked on the “buy now” button.
You’d even be able to see which time of day has the most user engagement. You would concentrate on serving your ads during time.
Analytics provides marketers with exact data and metrics to adjust and optimise marketing and sales funnels.
Such specific information allows for nimble adjustments to ad campaigns. Seeing what does and doesn’t work in real time will greatly reduce the cost of your promotions.
In previous times, marketing could only speak to its audience. There was no chance for people watching a television commercial to stop it and replay specific parts of relevancy.
There was also very little choice of the type of information they wanted to consume and how to consume it.
Digital marketing transformation has an unprecedented impact on interactivity.
Users can now choose what they want to consume, on which platform they want to consume it on, make comments, give likes and share the content.
This exchange can happen on social media posts, directly on ads, live streams, videos etc.
Unlike in the past, digitised media allows for comments and responses in real time on live streams and webinars.
This changes the scope and nature of how businesses interact with their audience. Real time conversations address customer concerns immediately, gain brand familiarity, improves user experience and boosts sales.
Automation Helps Conversion Optimisation
Timing can be a critical component to influencing a purchasing decision. The modern day customer is impatient. He wants immediate attention. Otherwise, he will likely abandon his shopping cart.
It is expensive to have a 24 hour customer service team working daily. Automated chatbots can help greatly in such situations.
Chatbots can be programmed to ask relevant questions depending on where along the funnel the customer is. It can provide answers to commonly asked questions.
Automation improves efficiency as email promotions, suggestions and reminders etc can be sent automatically without the intervention of humans.
Combined with tracking, the responses sent to customers are highly relevant and personalised. This greatly improves the user experience for your customer.
With better experiences, you get happier customers who buy more and stay loyal to you longer.
In the new economy, marketers will have to go beyond their comfort zones and job roles. It would be wise to seek out professional digital marketing partners to support you on this front.
Taking the effort to undergo digital marketing transformation would result in data driven policies, campaigns and promotions.
This reduces guesswork and increases accuracy when catering to customer needs.
It will allow you to do your job more efficiently and better corroborate results with fellow employees.
At Blazing Conversions, we understand that the scope of switching to data driven digital marketing strategies can be overwhelming.
Contact us and let our team of professionals help plan and execute your campaigns.