Digital Marketing and Brand Communication
Digital marketing is a discipline that has grown from a little understood and rogue piece of the advertising world to become the prime force in communications today.
We live in a world now where digital communications is everywhere and omnipresent. The monumental change, however, isn't just affecting consumers, but businesses as well. With the rise of social media, it has become the largest agent of change within the digital marketing landscape; where a company is no longer engaged in a one-way messaging that it can control with its customers, but instead is confronted with the reality that retaining and growing a brand is a two-way conversation between the company and its customers. This fact has turned marketing and communications industry on its head.Taking it one step further, this new consumer-brand relationship no longer depends solely on the brand appealing to consumers’ values. Now consumers are expecting brands to take a stand on issues close to their hearts as well. Therefore we digital marketers find ourselves in a new paradigm -- where companies engaged in digital marketing must become more effective at content development that stays focused on their brand, while often revealing a stance on real issues in the world.
Real emotions and interactions are lacking in this over sanitized, risk adverse world, and consumers appreciate brands that are 'real' in this way. Understanding this digital marketing paradigm shift and practicing it are two different things. As a guide, what if we ask ourselves the following...
What if digital marketing is about making your customers happy:
- through transparency
- with more social responsibility
- by being more helpful
- by avoiding the command and control paradigm
Each of these points can be addressed in on-going digital marketing strategy, planning and tactical touch-points between consumers and brands. Want to learn more? http://bit.ly/2xI4F3e
