Today’s world is changing and growing digitally. Every aspect of human life is associated digitally to a certain extent. Due to this change, many companies have also switched their marketing and other growth-related strategies from physical to digital mode due to which such companies study the pattern of human behaviour and use that information effectively to make huge profits. A person spends an average of 5 hours per day on his/ her mobile. A drastic change in human behaviour has been observed where the span of attention has decreased from an average of 16 seconds in 2013 to 8 seconds in 2020 which is evident in many of their activities.
Source: Safalta.com
People are now more likely to use voice data to search for their findings, 80% of people prefer to watch videos having sound, motion, and visual effects rather than reading to obtain information. Many companies hire digital marketing agencies or professionals person who has specialized in digital marketing and use the latest technology to generate and spread a mass message to the company’s target audience and track the effectiveness in real-time through constant check on the response of the audience and modifying their marketing strategies accordingly. Such professionals reach their audience through a variety of sources such as content marketing, SEO marketing, email marketing, social media marketing, affiliate marketing, mobile marketing, influencer marketing, pay-per-click marketing, etc. The term digital marketing also known as online marketing seems to be simple but it is a very complex purpose of promoting brands among potential customers using various online platforms. Let's discuss some of the topics which are implemented by the companies
Identifying the targeted audience:
The initial step includes identifying the needs, preferences, and expectations of the targeted audience and dividing them into segments since the mode and the strategies to be adopted depends upon the characteristic of the particular segment. Such as mode of marketing would be comparatively different for the adult group as compared to the younger generations and it is also influenced by the presence of it in a particular location.
Aligning a brand value:
After accurately assessing and understanding the needs of the potential customers, another strategy that would help in increasing sales for the company is through aligning the company with a strong and recognizable brand with the help of various elements such as attractive and relatable logos, designs, language, brand story, etc.
Email Marketing:
Another strategy that is usually adopted by companies to market their products digitally is email marketing where there is the freedom to frame the message which not only helps in attracting new customers but also is useful in retaining existing customers. The statistics have revealed that for every $1 a company spends on digital marketing, it can expect an average of $42 back which is considered a very good return on minimal investment. Email automation is another feature of email marketing where the potential customers are contacted at the right time by performing functions as it helps in tracking the metrics, presenting customers the exciting offers, and sending emails regarding a particular product if it has been added to the cart.
Search Engine Optimisation:
SEO or search engine optimization is one of the crucial techniques which came into play involving increasing the visibility of the products and services of the company by placing it on the top rank on the result page which makes the process of accessing the information by the customers much easy thus facilitating easy busying every time the customer thinks to a buy a product. This method is a very effective way of boosting sales but only through implementing proper strategies such as selecting the right type of keyword and leading to the generation of engaging content.
Social media platforms:
Social media has become an inseparable part of a majority of mobile users and taking this knowledge into consideration, many companies are taking huge advantage by promoting their brands and other services through such platforms. The usage of social media channels differs depending on the demographics such as age, gender, place, etc, and therefore picking the right platform depending upon the segment of the targeted audience is very crucial. It has also been found that 70% of adolescents trust famous Youtube creators and 40% of millennials relate much to the creator than any other source. Taking this research into consideration, many top companies are collaborating with reputed creators to promote their products and services due to which a significant increase in their demand and thereby profit has been observed. The next technique has been developed by carefully researching human behaviour where studies have found that people are more likely to enjoy and get attracted to video content rather than accessing the same information by reading. As a result of these findings, the top businesses are taking the utmost advantage of the currently popular sources such as Instagram reels, youtube, Instagram, and Facebook stories to manipulate and influence the minds of the customers who insist to buy a particular product. Despite these steps, there are many more ways by which a company could market its brand in front of customers and maximize its profits and in this digital era, no business could survive without having an online presence.