Monthly Archives: June 2016

Why To Adopt Digital Media?

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- Anubha Narula, Head-Media Sales, Trivone Media

We all know that Digital media has revolutionized marketing and advertising, transforming them in ways that one can no longer ignore. It has created a lasting impact in the way people communicate and connect with each other, and with enterprises.

Digital media is so pervasive that anyone can access information anytime, anywhere and from any device/channel. As in business where effective and quality communication is the key to growth, it takes professional, technical and marketing skills to identify, engage and develop relationships with customers in the digital environment. It is a channel where the consumers are exposed not just to what you say about your company or brand but also to what media, friends, relatives, peers etc. are saying.

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Digital Media can be a mixed bag, offering both advantages and disadvantages. Poorly handled, customer ire in this very channel can go viral and literally shut down business. But expertly leveraged, it can be tremendously beneficial for your business. Here is a quick look at the advantages of digital media.

Benefits

  • It is easier to promote your business or brand, using a number of channels like emails, social networks (Facebook, Twitter, etc.) web chat and more. With these you can reach the mass audience faster, and keep pace with their changing preferences
  • Data analysis can help you add the crucial element of personalization, and you can customize requirements as per the client’s need faster
  • People are using social media sites more than any other channel as they are faster and easily accessible

Challenges & Solutions:

Paradigm Shift in buying behaviour: The biggest challenge marketers face today is a permanent shift in consumer behaviour, which is a complex task to handle. With the advent of smartphones and tablets, the consumer feels more resourceful and empowered to make various buying decisions. Also, with the penetration of internet enabled devices, consumers have access to information about the product or service he is buying.

Marketers need to adapt to these changes and make the experience easier to the customer by interacting with customers and being aware of their demands. Instead of overwhelming the customer with a plethora of irrelevant information, marketers can focus on aspects like quality and innovation of their product/service and help customers have a more enriching buying experience.

Difficulty in leveraging content management according to the changing consumer behaviour: In digital world, the content is the king and one of the main aspects of marketing that drives considerable traffic to a brand’s website. Hence, it has to be relevant, relatable and up-to-date. Content management is the centre of any change, it determines how we do our business. This means that the content management has to be at par with the changing buying patterns and needs of the consumer.

Marketers need to ensure that they have an up-to-date content management and marketing strategy that clearly communicates a brand’s core values and helps the consumers to make a better buying decision. They need to ensure that the content on their website is woven around their target audience and clearly addresses their concerns.

Tapping on the power of browser-based apps : At a time when customers are looking for easy and hassle free browsing experience coupled with high penetration of smartphones amongst the users , leveraging the power of browser-based apps is the need of the hour. Brands can make their presence more visible and build a wider customer base utilising the reachability of mobile apps. But there is huge competition in this segment as almost every brand is building an app for selling their product/service.

Thus marketers need to identify the intensity of competition and build a marketing strategy that would help them establish a strong hold in the market. They need to look for innovative and novel ideas in designing browser-based apps, that would help them create a unique brand vale that the customer can easily identify with and remember.