Conventional outreach and advertising strategies are far from obsolete, but they are no longer the staple practices they once were. As the internet becomes faster and more accessible to the general population, marketers are shifting their efforts to focus on digital strategies and tools to communicate with customers. There are numerous reasons behind this trend, including an unprecedented rise in mobile device and general internet use among consumers. Newer generations not only prefer to connect with brands online, they expect brands to interact with them through responsive websites, social media networks and prompt customer service.
Engaging A Broader Consumer Base
The shopping and browsing habits of the millennial generation, which includes people born from the 1980s to early 2000s, are a prime example of this necessary shift towards digital marketing. Recent statistics show that the overwhelming majority of this age group monitors brands through social networks and spends dozens of hours a week online.
Alternatives To In-House Development
One of the biggest disadvantages of small and mid-sized businesses is the inability to grow in-house teams and departments. Hiring full-time staff members to handle non-essential tasks is not always a viable option for startups or small companies. While this would have been a big obstacle in the past, these businesses can now turn to full-service digital marketing firms to take on all of their outreach and advertising needs. Agencies like Meredith Broadcast Digital Solutions are equipped to provide website development, social media management, SEO strategies and other advanced solutions for their clients. This lets smaller companies maintain a big web presence to keep pace with their competition without making a huge investment into more staff members.
Customer Service And Loyalty
Fast and effective customer service is one of the biggest challenges facing businesses in the 21st century, and it is becoming a primary factor that determines customer loyalty. People are often willing to pay for better support and quality of service, and they are likely to abandon brands that don’t fulfill these needs. Digital marketing and customer service are two sides of the same coin for modern businesses. They are both part of the customer experience, which includes virtually all points of contact between brands and their target audience. Attracting new customers is much more expensive than keeping existing ones, so ensuring that current clients receive satisfying service is key to long-term success.
Measuring return on investment for marketing expenditures is difficult, but it’s necessary for applying the scientific method to a field that is notoriously nebulous. All companies that invest into digital marketing should also make sure they are tracking results and accurately measuring the costs and benefits of their actions. They should seek regular feedback from customers and always look for ways to improve their website, social media campaigns and customer service.