Digital marketing is a great way to give your business that much-needed edge over its competition. Here are some tips to keep in mind to create a winning digital marketing strategy that can impact your business.
Customer loyalty should be built at the first encounter itself
If potential customers aren’t engaged right from the time they start to interact with your digital property, they will be lost forever. People’s attention span is dwindling over time and it is even lesser where the online medium is concerned. Your digital marketing strategies need to incentivise consumers on the spot. Customers shouldn’t have to jump through hoops to earn rewards and if your digital marketing efforts entail them doing that, they won’t think twice before ditching it and moving on to some other business that offers them the same service in a much-more hassle-free manner. Your business needs to aim for ‘consumable loyalty’ to create the right match of a reward at the exact time when your customer is the most receptive. This is a great way for your business to maximise your marketing message in as little time as possible.
Your focus should not be on impressions, but on moments
Impressions merely indicate whether or not an ad has been viewed by a customer. They don’t offer any other kind of insight like whether they enjoyed the ad or even engaged with it. Brands and businesses should therefore focus on moments instead. Why these moments are important, is because they embody a particular kind of emotion. Every digital marketing strategy has some level of moments. They may vary on degrees of intensity, but they are present. The impact of your campaign is at its best when the consumer you are targeting is feeling a particular emotion, or having a moment. These moments can be positive or negative. Either way, both have the potential to exert a response from a consumer and meaningful engagement results from both.
Don’t try and change consumer behaviour, rather celebrate it
As a business, you should go where your consumer is going, and not try to change their path. For instance, after a consumer has finished a particularly intensive workout at the gym, what are they most likely to interact with – an invite to download a jigsaw puzzle or a reward for a complimentary energy drink? What seems more relevant to them at the time? Obviously, the jigsaw puzzle holds no value for the consumer at the time, but the free drink will help perk up his energy, and he is more likely to remember the brand or business that offered it to him, as it is tapping into a stream of behaviour that already exists.
In the minds of a consumer, brand engagement becomes a delightful experience rather than a chore, through a highly interactive connection. When your business keeps things simple and clear-cut, the chances of engaging a consumer is much higher and so is the possibility of creating a lasting bond with them.