How will Digital Marketing revolutionize the business world ?
Isn’t it hard to believe that businesses ran on barter system in ancient times? Those guy were surely good at estimating values of goods. But one thing is for sure ; barter system was only possible because the world of the newly evolved animal was really small. Different worlds were out there but for all of them, the great leap of mankind was yet to be made. They all knew that there was a world outside and a world within, all they waited for was someone who would conquer the within and leap out of the well he grew up in.
"Necessity is the mother of invention."
When I was in 3rd grade, the school authorities decided to paint quotes above the classroom doors. It seemed like a stupid idea to me because I didn’t understand any of them. But I never forgot two of those quotes. The one is the above statement in preformatted block. I believe it is one of the most powerful quotes of all times. And with every problem the mankind has faces, it becomes apter. Take the example of the most meme-d virus of all time — Coronavirus. Needless to say, it is a big problem. This problem brings out the necessity of vaccines and cheaper equipment. We are yet to find the vaccine but we did manufacture a cheaper ventilator. If we didn’t have a necessity, we were less likely to manufacture the cheaper ventilator (invention). And the other quote that I didn’t forget was , ” Time and tide waits for none.” Do I need to explain that? The necessity to do efficient business led to the invention of digital marketing and the fear of falling behind in time led to the acceptance of digital marketing with open arms. Let’s see how wide open should our arms be to embrace this virtual boon.
Our new business associates – Alexa and Siri
I know it sounds quirky but SEO is turning to voice search. Camscore says that around 50% of users use voice search. We have already covered the meaning and importance of SEO in the last blog, so I am pretty sure we understand how important this transition will be.
Just try to think the impact on SEOs if the search is done on Google Home and Alexa. There is no screen!! I am pretty sure that in coming years, AI will be integrated to Digital Marketing and business efficiency & competition will achieve different heights. Let’s not think about Elon Musk’s paranoia for AI :p
The downfall of Blogging
Isn’t it ironic that you have to read about this while reading a blog? This is controversial but true. The web is saturated! 1.8 billion websites. There is a lot of content on the web. In the old times, content was king because by then, Google didn’t have a lot of content in its index. But today, it has more than it needs and just like human beings, Google will get picky. I am not saying that content will fail to help you gain traffic. But for gaining the traffic, your content needs to be unique and of high quality. That’s the way Google will rank your website higher. At the end of the day, its not about backlinks and optimizing your on-page code, its about what’s best for the end user.
On the other hand, if your have an established blog and a good traffic consuming your content, keep updating your old blogs to maintain this traffic.
The ever growing droves of data
Modern technology allows marketers to gain a tremendous amount of knowledge about their customers. However, companies need to know how, where and when to use that data.
Some of the best ways to achieve this are:
- Knowing which metrics are most important to company success
- Knowing which customer channels are going to pay off
- Having employees with the analytic skills to process data
- Creating content that is personalized and customer focused
Companies don’t need to pay huge sums of money to celebrities in order to get their product endorsed. There are millions of youtube influencers that will do it for them. This will enhance the scope of Affiliate Marketing. Bhuvan Bam and Ashish Chanchlani can do it for you. Numbers say that micro-influencers — with 100,000 followers have more influence and have higher engagement rates than well-known celebrities.
Innovating with the flow
Remember how we talked about integration of AI with Digital Marketing and SEOs turning to voice search? Well, these are the innovations we adapted with this heavy flow of change. This heavy flow of change is forcing brands to be more innovative in not only trying to engage with the customers but also in the improvement of the product. This makes life easy for the customer and the company can provide higher customer satisfaction.
Take the example of Google Pay. In order to gain high engagement, it comes up with innovative tactics in every festival. I never found the diya though :p
We all like attention. Don’t we? Well, I was left smiling when The Souled Store delivered my t-shirt with a personalized Batman card. And that’s the brand I will be loyal to for years. Digital Marketing has enabled companies to know the customer better. If there is a connection between the brand and the customer, there will be a comfort level which will bring out brand loyalty ; you don’t want to lose on that opportunity.
Another example would be the multi-billion dollar brand, Apple. They achieve this by using live streamed events resulting in hordes of devoted customers that feel like they are part of the brand’s journey and as such when Apple launches a new product they have a committed and attentive audience.
Let’s keep it to this. I hope you had fun reading this blog. And please do comment any further insights you have, I will be happy to add it to the blog. Stay tuned 🙂
Avinash Somjani is an intern at utobo and he is pursuing his MBA at SIBM Bengaluru. He is passionate about sports, science fiction, history and the ever changing colour of his pen.