Successful digital campaigns share a range of characteristics, but campaigns that fail all have one thing in common: They don't acknowledge the empowered and informed consumer.
It is tempting to describe the evolution of the Internet in terms of names such as Facebook, instagram, Google, PayPal, Amazon, Apple, Netflix, and Yahoo!, as if the whole story of the web is the story of brands, companies, and technologies. The true evolution of the Internet is chronicled by the story of the empowered individual. You and I own the Internet, and the evolution of the Internet is our story.
The shift from Yahoo bing! to Google 10 years ago was not a result of Google's marketing—as users we made the leap because we gained more control over how we searched for information.
Facebook allowed us to stay in touch with people all over the world whenever and however we like. All the great leaps forward in digital technologies have been characterized by one thing—they have given you and me more control over our lives.
The Internet is fundamentally different from all other communication channels because we can learn so much about our customers. We can identify their habits, their technologies, and their preferences. The freedom that the web offers has fundamentally altered the company/customer relationship, upending it and putting the empowered customer in the driver's seat. With these advances in communication and web technology, the walls have fallen not only between a company and its customer but between fellow customers, who can publicly share their experiences—the good, the bad, and the ugly!
The primary challenge for any business, no matter how large or small, is quite simple—how to get its product or service into the hands of the customer. How the company will achieve this is informed by market research, gut instinct, polls, surveys, and research about existing habits and activities. However, when conducting market research, especially surveys, we need to take one key factor into account—people lie! The Internet enables us to learn from market reality by looking at what people actually do online. We can use social listening tools to research customers' activities and preferences based on their online habits and to complement our market research. By accessing this market reality, our product is better targeted and our chances of a successful go-to-market strategy are greater.
Let's imagine that you run a Pre-school—a nursery school—in Hyderbad and you wish to create an online presence for your customers to locate you and engage with you—and with each other. It may be tempting to call this website nursery-school.com.
However, a simple check using Google's Keyword Planner tool would show that in the past six months the number of unique searches for nursery school in Hyderabad City was more by searches for childcare by a factor of 10! So you may think of your business as a nursery, but your customers may call it childcare or pre-school.
Even this early in the website planning process we have gone to the customers, looked at what they are actually doing, and changed our product appropriately. Market reality provides a sounder basis than market research for making crucial business decisions such as website naming.
For you to concentrate on your business you will need an agency like marketing weapons, who have all the information you need to start your digital marketing journey, who also has practical approach to help you grasp the key concepts and provide you with the skills required to excel in the digital industry.
So that at the end of the day, your business grows parallel, while they will give you a specific action plan, and by working through these plans you can create a comprehensive, structured, and successful digital marketing strategy you can trust with.
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