Recently updated on September 29th, 2023 at 10:30 am
Digital marketing is the epitome of digital transformation, it expresses the dynamism in an evolving marketing industry. The most important thing for organisations or brands is to focus on the efforts that can keep them competitive and most importantly, relevant.
The Evolution Defined
One could argue that the true genesis of digital marketing began when ARPANET led the establishment of the Internet, or when Tim Berners-Lee invented the World Wide Web. However, the truth is that previous innovations have contributed to the establishment of this concept as a profession, and the principles that govern digital marketing are evident in these innovations.
The advent of digital marketing has earthed the following concepts:
Connection
As the years advanced and the shift to customer-centricity became more widespread, broadband internet revolutionised digital marketing by enabling faster, more immersive and data-driven experiences for users. The more accessible broadband became, the more the growth in the number of online participants.
Connection not only refers to broadband access but also to brands using rich media on online platforms to create immersive experiences that convey brand messaging and offerings. These include:
- Streaming and Live content – creating shared experiences.
- Video Marketing – an interactive and social form of media.
- E-commerce and Online Shopping – appealing to a wider target audience.
Human beings have a deep and innate affinity for stories. Focusing on these media types requires brands to ask the right questions in order to achieve the desired results. When creating captivating content it’s important to distinguish between narratives that are meant for cognitive engagement, eliciting an emotional connection or entertainment purposes.
The advent of social networking platforms like Facebook and LinkedIn provided platforms for content publishing that didn’t exist before. It wasn’t long before brands recognised the innate power of these websites to provide new and innovative ways to connect with their audiences.
Resources
Digital marketing and online resources are closely related in today’s digital landscape. The use of owned media platforms has become the starting point for brands to establish an online presence, allowing them to effectively navigate and leverage the digital landscape.
Offering online educational resources has become another marketing strategy that brands can use to engage with their target audiences, demonstrate expertise and build trust. Some of the approaches that are available to brands include:
- Establish a Branded Learning Hub – create a dedicated section on your website or a separate microsite that serves as a learning hub. Sharing information is the basis of the internet.
- Offer Free Webinars and Workshops – Host webinars, virtual workshops or online classes related to your industry or niche to speak to individual members of your audience directly.
- Develop Ebooks and Whitepapers – Publish in-depth ebooks, whitepapers or research reports that address key topics or challenges within your industry. These resources can be offered as downloadable assets in exchange for contact information, helping you build your contact database.
- Community Building – Foster a community around your brand where users can ask questions, share insights and engage in discussions related to your industry. This can be done through forums, social media groups or dedicated online communities.
- Produce Video Tutorials – Create video tutorials or how-to guides that demonstrate the use of your products or services. These videos can be shared on YouTube, social media and your website.
Exploration
The advancement of mobile devices has brought about multiscreen behaviours in consumers, which is the simultaneous use of multiple digital devices or screens by an individual, typically while engaging in various activities. This rise of this behaviour is congruent with the attention economy.
Attention has become a valuable commodity, and businesses, advertisers, content creators and social media platforms compete to capture and hold people’s attention. The attention economy has called many brands to rethink the design of their digital products and services, as well as their content production. With the proliferation of digital devices, the internet, social media and mobile apps, people have access to an overwhelming amount of information, content and entertainment options.
It’s worth noting that current digital strategies are not set in stone, as there are developing avenues that brands can explore to create new and improved customer experiences. Adaptation is key for organisations or brands to remain relevant in an ever-evolving digital market.
If you’re looking for a team of digital strategists to help you develop, manage and improve your digital presence, don’t hesitate to get in touch with us.
