The people and organizations around the world are affected with the extraordinary impact of COVID-19, we all are facing most of the challenging times in till life. But so many people are the true definition of essential workers, and we’ll have them to thank for helping us get through this crisis, in this those people are also included those bring online things before you, either by social media or search engine, they are digital marketers.
I have worked for over a decade in digital marketing now, and during career I really helped a lot of clients in their business promotiona. But, the challenges created by this corona crisis I have never experienced and even no other one. So many departmental stores had been forced to close their doors to maintan social distancing and self-isolation, and this activity destroy the traditional business and shopping practices but it has rapidly accelerated e-commerce transactions, and more tha million of people who were previously tuned to purchase goods or services over the internet are now dipping their own toes in the electronic commerce lake. As digital markeing bring everything in their laptop and mobile just in a click.
Now people are learning a new lession that shopping at physical store is not necessary now. In fact, a “digital society” is emerging that believs on fingertip instead of footfalls, as whatever they need is now just a single click away. This drastic changes making companies realize that if they are not findable on the search engine, website of social media, than they will have a hard time getting in front of the present consumer. We are entering in an era where the importance of online traffic is more significant than foot fall for your business.
B2B means big business to business companies are now understanding the power of digital marketing and thinking about their business models. As an example, my so many clients who rely heavily on expos for business development. However, social distancing has paused those industry conferences and increased the importance of conducting business online and digitally. Now sales and marketing departments have to learn how to utilize new technologies to create digital brochures, automate email marketing campaigns and connect online via virtual meetings tools.
Digital Solutions used by Professionals
As I noticed that traditional sales and marketing have already been started changing since last decade. But these events have undoubtedly exposed many companies’ vulnerabilities, and so brands that were slow to evolve can now see how vital it is to make a digital transformation. The silver lining could be that these changes may very well end up being a good thing for humanity. People can now visit their doctors and pharmacists from the comfort of their homes, through the virtual visit model, for medical needs that are not life-threatening. Therapists and academic tutors are following suit by transitioning their practices to video chat platforms, instead of relying on face-to-face encounters. These digital solutions have been utilized by many professionals for years, but now more consumers are participating in this innovative virtual experience.
Today, we live in a digital society that places convenience high on the list of priority. The Amazons of the world have already proven that most people prefer internet-based communication and e-commerce over the traditional methods of transaction. With the increased exposure to virtual experiences brought upon us by this corona pandemic, the demand will likely elevate consumer expectations even further and accelerate the pace of adoption.
Digital transformation is here to stay
Now the online world has become more relevant and necessary to the functioning of our life, digital marketing has become essential to success for any businesses that operate within any society or area. It is really hard to believe, but still some companies get away with neglecting their online presence and digital branding. For better or worse, this crisis has been a wake-up call for many of businesses persons around the world.
Conclusion
As per my observation, we are in the middle of a major social disruption, and it is showing that how we function in our personal and professional lives. The lessons we learned from this corona era is that it is very hard to predict the future. But one thing is sure and it is, the technology and digital marketing are playing a vital role in business, communication and healthcare is proving that it is very important part of our success. And businesses that have resisted the digital transformation should take note of its tremendous power and efficiency. Companies that embrace these changes will add the most value to their customers’ lives, be in the best position to grow and perhaps make the world a better place.
Social-distancing means physical separation due to CORONA virus i.e Covid-19, everyone are using social media to connect and support each other, according to a recent report based on youth making excessive use of media.
Three leading ways in this CORONA time are to connect everyone and help everyone are Social Media, Digital Transaction and Search engine means Google, these are actually support each other through digital media during times of stress and isolation.
The work of every sector get suffered due to the Covid-19 a global pandemic, but the life is moving, and the physical isolation made the things more difficult, but that has resulted from shelter-in-place orders online has yielded a seismic shift, making it even more critical to understand and leverage technology in a way that benefits everyone.
How Digital Marketing Change the Business world
We summarizes current knowledge and redirects the conversation about social media’s use and well-being in three ways that are particularly relevant today:
-Refocusing the debate over the relationship between social media’s use and our day to day needs.
– Identifying the assets that may influence problematic and healthy social media engagement.
– Suggesting opportunities where youth can get employments.
We need to move beyond the simple question of whether more time spent using social media and search engine surfing by the people will create a high demand of Digital marketing jobs or requirements.
Instead, people should consider the specific forms of social media engagement and search engine that actually forcing every business person to bring his or her business over the internet to reach with targeted audience.
The team finds that online marketing is the new era technology and that will change the market for the next at least five years and show mirror to offline vulnerabilities. They note that it is particularly important for messages, interventions, and strategies to be targeted and tailored to the most vulnerable people and those underserved by traditional marketing services.
Benefits of Social Media and Search Engine
A number of relevant findings, opportunities, and benefits are outlined in the online or digital marketing, including:
– Evaluating claims about whether social media use is leading to greater vulnerability for business expending, people’s buying capacity and analysis of products including services.
– Identifying factors such as poverty, discrimination, instability, social marginalization, and other forms of stress as more significant influences on digital marketing technology.
– Revealing that people have reported that online marketing of empowerments the jobs and employments.
– Offering online discount, home delivery, and online education, support etc making a kind of awareness among the people about the ecommerce portal development.
-Every business can be come online if the owner wants to move forward, as the digital marketing services are very open for all and for all business either it is local or global.
– When every business start coming online than the competition in the online environment will be high, so bring the business before the user is a challenge, means it will improve the demand of digital marketing experts.
– Highlighting that the digital era that is booming in this corona time will improve the online business opportunities, employments in digital marketing as well as offline, because the handle the client’s problem and home delivery services also a kind of job.
Why Bring Business Online
For example, I have open an ecommerce portal for my grocery store, but I am only offering home delivery and online payment than how much person I need, first of all I need on ecommerce portal for that I hire a software company means I given business to a company, I need one customer support person to handle the client issues, I given one more job, I need a team of people who get online order and pack the items accordingly here one team of 5 to 10 people get job, now I need some people who deliver the items at the door of customer.
Now I also need one account manager who takes the track or money, delivery, salary etc, means at least I will give job to 20-30 people and business to a company if I bring my business online during the corona time.
I also need a team or company for digital marketing to promote my business over the search engine and social media to make people aware about my various products, costing and offers.
Few days back, while reading an article in a world famous magazine, will mention its name in the consecutive paras, that the time is moving with its own pace, wherein I read that few Entrepreneurs not giving a damn thought to optimize their digital products which could adversely affect their latency to attract their potential customers.
I am pretty sure, many of you must have started their ventures with a thought to take it to next level with each passing phase but the end result is, you’re getting very limited clients that too through your existing business relationships. Dear, now is the time to digitally engage your prospective customers.
Many businesses stillbelieve on the former marketing trends including advertisements, and other forms of marketing, which has a very limited geographical reachand sometime costly too.
However, Online marketing tactics made it easier than ever to target local customers to generate brand value locally, definitely by deploying specific realms of digital marketing for local positioning of the brand.
I am sure, that by now you must be thinking to practice Digital marketing tactics for your business. Thus, before a digital marketing firm, being a smart Business owner, you should know digital marketing basic terms like Digital Marketing, What is SEO, what is ranking etc. let’s start one-by-one
What is SEO?
According to Forbes, SEO is the process of optimizing your website in order to get organic or unpaid traffic from search engines like Google, Yahoo or Bing. It increases both the quality and quantity of your website traffic.
What is Digital Marketing?
Digital marketing works for companies with a global reach as well as for local businesses.
What is ranking over SERP?
Whenever you type a keyword on any of the search engine like Google, Yahoo or Bing and press enter, you see a list of websites with a particular keyword you mentioned. This is called SERP ranking of a website.
Now! Let me ask you, do you really think that your business needs a Digital marketing services?Might be some of you say yes or some says no, but reality is Digital marketing is the best option in present scenario that not only gives you more n more reach among your potential customers in lesser time and economical ways but also build your brand value. Now, you will ask, HOW? Let’s go deeper
Cost-Effectiveness in the Targeted Customers
For the marketing of any business, the cost always matters, so with traditional marketing tactics like ads on TV and print media, charges are very high, moreover, some businesses faces a hard time in competing with bigger Brands for ad space to gain attention of the consumers. While most of the digital marketing platforms are either free or are cost effective. Like for the paid campaign also you can measure the reach.
Targeted you Customers
In any marketing plan reaching out to the right audience is very important, digital marketing tactics helps to targeted people who would be atleast 95% interested in your company and products or services being offered.
Similar in paid campaigns, you can set your target audience using PPC (Pay-Per-Click) ad or a Facebook ad. You can set different attributes like age, gender, hobbies, occupation and others to target your audience. You can be as specific as you are willing to, when you’re targeting customers through your digital marketing paid campaigns.
Highly Measurable Results
One thing in digital marketing that will definitely help you to grow your business is, you can have a view over your digital marketing results and measure-them too. This means you could figure out whether your marketing campaign is performing well for you or not, giving any output or not, you can track everything in digital marketing.
Digital marketing has no room for guesswork as is the case with Traditional marketing. Each and every tactic used in any digital marketing campaign is measurable.
With the data offered by Google Analytics and other similar tools, you can have a look if a particular approach is effective or if it needs some tweaking. You can also use the things you learn and apply them to future campaigns to ensure better success rates. We are one of the Best Digital Marketing Companies in Delhi NCR to give you desired results.
Conclusion
Hence, to Conclude, it’s time to think where you stand for your potential customer and whether what and how you are actually doing to bring them at your door to buy your services or products.
The World is going digital with each passing day and technology is becoming exponentially more important to simplify life on our digital planet. We are producing 2.5 quintillion bytes of data each day by 3.7 billion humans accessing internet. We have produced 90% of the data in the world over last two years and this pace is accelerating by each passing day.
This huge volume of data leads to user fatigue every time users are searching or accessing a useful information. Users often input via keyboard a website URL, a Code or text, messages, contact details etc. as a digital planet citizen in private or corporate life. Keyboard input often leads to following challenges for users –
Typing errors (more often with key boards getting shorter with display size of mobile devices)
Mental fatigue (remembering and typing)
Longer cycle times of input and transaction completion
Above challenges are further aggravated by Impatience and immediate response expectation habits of our digital generations checking their phones 150 times a day (every 5 minutes during day).
Do we have a better technological solution to avoid user attempts via keyboard?
Yes, you would have seen black & white colour barcode on newspapers, websites, magazines etc. QR code or Quick Response code is answer to all user problems for enabling just in time access to any URL, contact card,
This evolution started in year 1948, when Bernard Silver and Norman Joseph created first barcode (or unidirectional barcode) to cut human data entry errors and relieve the workers from pain of data entry. By late 1970s, Barcode were necessary part of inventory tracking especially in retail and automobile manufacturing. Unidirectional barcodes could store information up to 20 characters depending on length of barcode. This approach was further formalised via Universal Product Code (UPC) in 1980s. UPC offered benefit of managing common products easily to retailers. There were some limitations with unidirectional barcode technology like reading of barcode at a particular angle, maximum character storage limit, character type limit (alphanumeric only), requirement of a minimum space on label and vulnerability to dirt.
In 1987, David Allais developed first 2 D barcode (Code 49), a predecessor to popular PDF417. Soon market was flooded with proprietary 2 D codes as these codes were compact and store more data in multiple data formats.
Quest for quicker and error free assembly lines motivated Masahiro Hara from Denso Wave (a sister concern of Toyota) to develop first QR code as we know today. Denso wave made its patented QR code research and specifications public so that anyone was free to use it. This democratic decision helped in public use of QR code at a mass level. Initial use cases of QR code were automobile, pharmaceutical and retail industry as a replacement of prevalent unidirectional codes for inventory tracking due to advantages like higher storage capacity (7,089 numerical characters or 2,953 alphanumeric characters), compact size and space requirement, convenience of scanning (at any angle) and better readability despite wearing and damage ( up to 30% damage).
Businesses across the globe have started leveraging QR code technology to efficiently manage product (and service) life cycle beyond the supply chain till repeat purchase and end of product life.
Some of interesting use cases into customer loyalty and rewards program offer following benefits to business by utilizing and integrating versatile QR technology with business apps –
Capture performance of media promotions and campaigns based on actual sales
Capture customer information and preferences for products and services
Effectively segment customer based on preferences and design product and promotions
Enhance customer loyalty for business brand over competitors
Maximize customer visits and average spend per visit
Capture customer feedback about products and services
QR code technology enhances traditional approaches by better, authentic and real fact based data capturing in terms of data points like location, sales / service delivery centre, product information, customer information and multiple other points of business interest resulting in better rewards for customer and businesses.
Business team can further utilize customer and usage data can be further analyzed using IT applications for monitoring program performance against business KPIs in real time. Useful insights like unique customer identification, coupon redemption, product lifting performance, campaign performance, and average discount metrics. This business critical information can be very simply collected without any significant investments in additional hardware, complicated POS integrations but offers good customer and product insights to business team. This definitely helps in building better recall and relationship between consumers and marketers.
Some of the prominent business cases have been run across globe by global giants like DANONE in SPAIN by linking customer earnings up to $ 50 per month as discount coupons via scanning of QR code printed on products using customer mobile phone. McDonalds and Dominos have also launched innovative campaigns with IT solution partners to surprise customers by utilizing customer geo-locations.
Technical products have also leveraged QR code features of extensive data capturing for registration and warranty verification related processes. OEMs have started adding a QR code image to product and receipts and end user can easily register a product by scanning QR code image from his smart phone without going through extensive information (model number, serial number, manufacturing dates etc.) at product registration forms. QR code technology based approach has helped in improving data accuracy, compliance of product registration and reduces product support cost. Same QR code is scanned by service engineers at the time of product service and warranty support to end customers for capturing product related data. This data is used by engineering team to analyze product failure and support related calls for further improving products and end user experience.
Business across the globe has demonstrated confidence in QR code technology, acceptance and partner ecosystem. Organizations are engaging with right QR code technology partners for capturing data beyond inventory and addressing business challenges and reaping better benefits in asset tracking, social media, marketing & promotion, warranty services areas.
It’s a race every business is joining and early adopters have started reaping benefits due to low overhead cost, quick turnaround and direct impact on top and bottom line of business.
“It takes months to find a customer, years to build loyalty and seconds to lose it.”
Customer plays a central role as real source of money for any profitable business while organizations just manage the resources for customer in the process of making profits. Since customer is so much central and important for any profitable business, there is always a competition between businesses to acquire new customers.
Customers are loyal to a brand hence it is very important to understand and define a brand before understanding customer loyalty. Users and customers often use multiple words to describe different dimensions of brand i.e. experience, quality, cost and consistency. It is equally important for business team to focus on these brand dimensions as much it is for building brand loyalty.
What is Customer Loyalty?
Customer loyalty is the result of consistent positive emotional experience of customers via physical attributes or perceived value. Majority of scientific definition of customer loyalty fail to establish that loyalty is an emotional connect with customers. Customer loyalty acts as an insurance against competitive forces and yields regular dividends to business.
Growth is always on the ambitious business radar and every business is aiming for the same pie for achieving business growth in a global, integrated, developed market.Customers have also become more demanding and business continuously keep exploring for opportunities to retain and keep them happy with every experience of product/ service. Business achieves growth in terms of customer count by adding new customers, activating old inactive customers or acquisition of competitor’s customers (new customers for business).
Customer loyalty makes business easy
Marketing and sales team should assign strategic priority to retain customers since it can consume approximately 5 X more resources to acquire a new customer as compared to retaining an existing customer. This further reinforces need of an active customer loyalty program that keeps customer engaged in frequent buying and attached to brand. Different customer surveys and study results have proved repeatedly proved importance and returns of a business appropriate customer retention and loyalty program. Majority of customers prefer to buy under guidance of referral according to survey by hubspot.
According to 2018 customer engagement & loyalty statistics –
77% of consumers acknowledge relationships with specific brands for 10 or more years. (Inmoment)
61% of loyal customers go out of their way to buy from them (Inmoment)
75% of loyal customers will recommend a brand to friends and family (Inmoment)
Customer loyalty: B2B scenario
Customer loyalty in a B2B product / service environment is different since customer sales cycle and touch points are different from direct sales cycles. B2B sales often involves consultants and channel partners and end consumer may or may not directly interact with OEM. Customer loyalty programs focus on following key stages to achieve desired customer engagement, retention and experience related results –
Channel / Influencer Transactions– Sales strategy for technical products employs influencers for most of sales transactions since end consumer or customer need knowledge to under product features and applications. Some of the prominent industries in domain of mass consumers is spares and accessories for white goods, real estate and technical products. It becomes important for business to employ, engage and interact with influencers since they further advocate products/services to end consumer.
Technology offers multiple solutions in this area by –
Discovering influencers over social media and other technical forums,
Recruit and Recording information related to basic and technical background of influencers,
Bi-directional communication and connection with influencers related to product features, market feedback and roadmap
Design, communicate and monitor incentive structures for influencers and performance
2. Social Media & Behaviour –With the advent of digital world, social media has become an integrated part of our life and purchase decisions. Social medial advocacy is believed by customers and marketers as a true measure of customer loyalty and reaps exponential growth benefits for products and brands from multiple categories. Social media advocacy offers an opportunity to connect and communicate brand message with millions at a very reasonable cost. This approach is very helpful for small businesses however 24X7 vigilance and professional guidance is required to address customer / competition over social media. Social media like WhatsApp, YouTube, Facebook etc. helps in building customer connect and broadcasting messages of loyal customer.
3. Loyalty Redemption –Coupons and deals have been all time favorites of customers and influencer’s. Multiple studies and surveys have proved that customers look for deals, discounts before purchasing decision, and can alter purchase decision (quantity and brand) based on deals and discounts.
Discounts and coupons are top preference as 61% of consumers saying they use them (Expedia Network Affiliate)
50 percent of shoppers clip digital coupons while shopping in-store(Inmar)
39 percent bought a brand they otherwise would not have normally purchased because of a coupon and 18 percent switched back to another brand they have purchased previously because of a coupon(Inmar)
38 percent bought more than they would have otherwise because of a coupon(Inmar)
Loyalty redemption help monitor success and acceptability of loyalty programs across end consumers and influencer’s community. It is important to alter loyalty programs based on feedback with the help of technology partners to improve customer engagement and retention.
Digital customer loyalty: Use Case
Digital technologies have opened new opportunities for marketers to engage customers in a cost effective manner. You may choose right strategy by selecting anyone or multiple approaches from our suggestions.
Customer tiers –Customer segmentation is a low-cost way to provide delight to your customers, this tactic focuses on recognition that, not all customers are created equal. Different customers carry different motivations however for ease of strategic addressing as a critical mass business teams form customer segments based on qualification criteria. These segments help business in designing relevant campaigns, products/ services and channels for reaching out to customers to service their need.
Exclusive access- More than 51 percent customers prefer an exclusive offer based on their loyalty to a brand (Inmar).Customers desire exclusivity and exclusivity provides a sense of scarcity for some of product categories. Customers can be rewarded as exclusive products, service campaigns or benefits to motivate loyal customers.
Continuous customer engagement – It is possible to engage with customers via technology in a cost effective manner. Customer education helps to spread knowledge about product benefits / features, establish thought leadership and brand between customer and influencer network. An educated user is always a better advocate for your business.
Discounts& Points – Deals, discounts and coupons concept is borrowed from B2C but a straightforward way to engage customers and continue purchasing by influencers as well as end consumers.
39 percent bought a product sooner than planned because of a coupon(Inmar)
Discounts and coupons are top preference as 61% of consumers saying they use them (Expedia Network Affiliate)
50 percent of shoppers clip digital coupons while shopping in-store(Inmar)
Technology provides governance and effective delivery of deals and discounts to target user groups. It is advised that excessive reliance on deals and discounts affects brand and pricing hence this strategy shall be used with due caution.
Random surprises – We have learnt that emotions play a very central role in loyalty. A brand shall also show emotions of delight, positive surprise and care to customers via random apt offers. This helps in building a deep connect and recall with customers. It requires a great deal of customer and customer preference understanding to offer such a relish. Technology helps in capturing customer preferences and suggest business team to offer brownie points to customers.
Customer loyalty is essential for long term growth of any brand in product or service area and technology offers multiple solutions for further enhancing a warm and emotional connect with customers and channel partners by loyalty reward programs. Technology has a major intervention under SMS, mobile applications, social media, loyalty campaigns and customer profiling areas. By using barcodes and QR codes, loyalty campaigns become language agnostic and user friendly. A successful program offers following outcomes to business team –
Recognition for top influencers and differential rewards for consistent performers
Auniform and smooth experience of reward redemption and thereby increased
Improvement in “Top-of-Mind” re-call value and increased offtakes from influencers
It is often important to adopt an effective channel loyalty, influencer, sales agents and incentive program for sales of B2B products / services. Business should rely on an appropriate technology platforms and loyalty management software since right choice can greatly increase efficiencies in cost, time and reach of your channel loyalty programs.This combination of strategic expertise, technical capability, loyalty platforms and operational excellence has led to the execution of highly successful loyalty programs for some of the largest, most demanding businesses
RAZORSE
Our range of digital customer loyalty solutions for small and medium business offer enough choices to customise a catalogue to the exacting needs of your channel partners.
Contact us today. We are here to work with you to conceptualize, develop and manage channel loyalty programs specific to your business needs
Know the Role of Digital Marketing in Brand Building
Brand Building is a very important part of each and every business as this is the process by which a brand or a company is known by the people. It is very important for a company to build up repute in the markets these days as this is what helps the company to have a very good future and sustain itself in the markets worldwide. You might be surprised to know that a small organisation that was started in a rented garage in a backyard of a home is now a multimillion dollar company that has offices and production units all across the globe. All this happens because of proper Brand Building that the companies do in their initial stages and gain a good market step by step.
How can a Digital Marketing Agency help you out in the process of Brand Building?
This is definitely a very important question where a person has to know how and why a Digital Marketing Agency can help you out in the process of Brand Building. So in order to understand this thing you need to know the Role of Digital Marketing in Brand Buildingas this will help you a lot in your business as well.
We are living in a digitalized world where people are dependent on the digital mediums for each and everything starting from shopping to knowing people and places using social sites. So it is always good and advisable to get in touch with customers using the medium that they are comfortable in and as we are living in a digital age so advertising and marketing a product or a brand on digital medium will definitely bring in good results.
The stages of Brand Building :
So what happens in Brand Building using the Digital Marketing methods is that first your prospect customer gets to know your product in the initial stages and then comes to know about the benefits of using your product in comparison to other products. This is the place where the difference is created when your brand is compared with other brands the Digital Marketing agencies use the best examples to prove that your products are better compared to the products that your counterparts are selling in the markets.
Then comes the cost of the product as well where the cost of the product is clearly displayed and proper reasons are given for the cost of the product. Further which endorsement of the upcoming products is also done so that the customers are regularly in touch with the company and get interested in the products that the company is selling.So this is how the whole system of Brand Building works step by step and brings in profit in terms of sales for the organisation. So now you know the Role of Digital Marketing in Brand Buildingin detail.
How are the main challenges of Brand Building using Digital Marketing Methods Solved?
The first and foremost challenge that comes when a brand is trying to build itself up using Digital Marketing methods is that the brands representatives do not get in touch with the customers face to face which is one of the easiest way to convince a customer about a brand. So what they do is endorse the product in such a way that all the questions of the customer about the brand are answered without even the company getting in touch with the customers. But still in case if the customer has a query he or she can get in touch with the organization using the contact details in the advertisement of the product on the Digital Medium.
Contact us for your ORM ( Online Reputation Management ), We are one of the best Digital Marketing Agency in India.
