The digital space is rapidly changing as consumers are driven to consume and engage with product brands. This has led companies to rethink their marketing strategy to optimize their presence across a variety of online platforms. In 2020 alone, marketers spent an average of 51% of their marketing budgets in digital, according to the Wall Street Journal. How can organizations differentiate and engage with consumers in a crowded digital space?
It’s imperative to have a solid digital footprint. Gone are the days of one-and-done infomercials. Consumers are consuming content faster than ever before, which means higher turnover rates. As marketers, we must evolve with consumer trends by regularly adding authentic and fresh content. To differentiate your business from the sea of competitors online, it’s important that your customers know the people behind the brand. Content should be unique to each platform beyond your website story. Social media content tells a quick story to engage and excite a reaction, while website content tells a more detailed, informational story about your brand. The distinction between these channels is imperative as part of a cohesive digital strategy.
Influencer marketing makes a huge impact in consumer trust. Enter influencer marketing, a seamless way to present your brand to new audiences through creators’ profiles. According to Insider Intelligence, brands are set to spend up to $15 billion on influencer marketing by 2022. People trust their peers, people are swayed by those they admire, people are simply social creatures. Consumers say they trust a company more after it's recommended by an influencer.
Embrace video as a form of education and entertainment. Consumers are no longer interested in reading long-form copy, PDFs, or white papers. This is where video comes in. Video offers a 360-degree experience and the easiest way to communicate with a diverse and impatient audience. It’s the best medium for delivering “edutainment” and improving a brand’s visibility through SEO and engagement across various digital and social platforms.
Redefining the customer experience. When all is said and done in this digital age, it’s important to focus on building relationships. Consumers will often react more to a moment of friction than to a moment of seamless performance. A remarkable experience is mostly invisible and unnoticed, while an unpleasant experience is nearly impossible to overlook. Consumers don’t perceive being delighted as an added value to the customer experience; it's the cornerstone to your relationship. Focusing on the digital experience will lead to unparalleled growth. Understand who your customers are, how they like to consume content, and provide the solutions and tools they are looking for.
The bottom line? Successful brands are those on the leading edge of digital experience, that break down and use tools that make it easy to create, iterate, and innovate across any digital channel. Looking for a strategic partner to help you plan your next digital campaign? Call LMD.
With more than 20 years of experience in the creative and marketing field, Christine Porter is a results-focused creative problem solver and storyteller who brings innovation, creativity, and enthusiasm to her role as Art Director. Christine specializes in UX/UI design, social media, collateral materials, digital and print ads, copywriting, and marketing plan development.