The digital marketing arena is brimming with possibilities. But first, it is imperative to look for ways to improve the use of existing digital marketing tools and techniques to make the most of them. Only then can we explore newer ways of connecting with the consumer.
Strengthening the old guard
Targeted e-mailing:This is the oldest, simplest and one of the most effective digital marketing tools. Instead of overcrowding the inbox or spamming the customer, it’s better to schedule the automated delivery of relevant content. If analytics indicates a weekend movie buff, you could send him a personalized email detailing the relevant offers you have on a Friday rather than 20 emails about everything in the world.
Innovative Advertising: Pre-roll videos seem primitive and banner ads are passe. The best content can be rendered useless if not delivered via a suitable medium, and to the relevant audience. Consumer behavior can be assessed real-time with improved analytics and used assertively to drive better engagement and exposure. For example, viral videos can boost site traffic and drive sales at the same time.
User Curated Content: Today, there are apps (Pulse, Flipboard, Fancy) where, content providers supply content and consumers alter and store it according to their context and interests. Their wide reception is indicative of the benefits of personalized information platforms. Getting consumers to talk about the product or service helps in brand recall and increases customer loyalty. Customers feel more emotionally connected with a brand when they see their views being appreciated in social media and other forums.
Breaking New Ground
Let’s take a sneak peek at some interesting possibilities that can revolutionize the future of digital marketing.
Virtual Dressing Rooms:Wouldn’t it be exciting to try out new clothes of your favorite brand from the comfort of your home? To make it happen, Microsoft and PrimeSense have collaborated to create a virtual dressing room where customers can use their digital body profiles to try out clothes and see how they fit. The technology is based on gesture-driven interactions and uses a heat map.
Intelligent Equipment: Google Glass and Nike+ sensors are just the tip of iceberg.
Micro electromechanical systems can now transform everyday items into highly intelligent devices. Motorola is also a strong contender in the smart capability space and the Jawbone bands have also done fairly well too. The wearables seem to be endowed with possibilities, and future devices can even learn from customers’ shopping history and lifestyle choices to serve better.
Location based services: What if you could reach customers at the exact time they are searching for you? Near Field Communication (NFC) and Mobile Way-Finding apps can aid in providing real-time incentives and loyalty benefits for products the customers seem interested in. It may not be too long before an intelligent system sends the best offers from a restaurant because you’re looking for directions online to get there.
Digital marketing comprises two aspects: technological implementation and human engagement. The core objective is to translate an enjoyable conversation between a consumer and brand into a long, happy association.