Digital Marketing: Staying Relevant to the Empowered Consumer

John Saunders
By John Saunders

In the age in digital marketing, consumers hold the power. All control as to what one sees, hears, and interacts with is at the very tip of one’s finger. With just a quick skip, swipe, or scroll consumers now hold a high authority as to what they choose to interact with. It is apparent that traditional tools of marketing are becoming less effective and less relevant to capture the target market. So what is a marketer to do in such an arena?

Here are a few tips we recommend to keep your business growing and on top of your marketing game:

1. Deliver a converged media experience

Consumers expect a quick and seamless experience as they move through all of the digital marketing touch points. This includes: expected, earned, paid, and owned media content. Utilizing online resources such as Radian6 can help with scanning the web’s social channels for consumer conversation in regards to your brand. Also, taking advantage of social collaboration tools such as Chatter helps to deliver a quick and converged media delivery. So where is the value in all this? Using social tools can help with measuring which media channels are the most effective for your network.

2. Collaborate amongst different departments

It is vital to recognize the need for collaboration and synergism amongst marketers and information systems specialists. With the exponential growth of data accessibility it has become easy to obtain information, but it is the value added to that which makes the difference. The value being the benefit placed upon the information and the difference being the consumer’s ability to see it and the their choice to interact with it. Marketing in the digital age is a team sport. Instill an environment that values open communication amongst department specialists. Interaction creates innovation.

3. Use visual-based content

It is a golden standard that Search Engine Optimization and PPC are a sufficient means of creating organic growth and increasing traffic to your site. However, aesthetically pleasing visual content also holds a weight in capturing audience attention too! Apply graphics, photos, and videos to your posts and pages to create a fun and enjoyable experience. Leave your audience wanting more. A decreased bounce rate is just as beneficial as it is great for your business’ webpage.

Of course the digital platform for marketing is always changing. Standards and promotional tactics become more or less relevant as new trends occur. Taking a relatively small amount of time to monitor and direct your business’ digital marketing efforts is vital. Keep a strong and consistent focus on creating value in engagement. Interact and be proactive in your playing field, internally and externally.

John is the Director of Web Development at Power Digital and thrives on the balance between creative and strategy. Using his experience in CRO, John approaches website builds with the user in mind, combining psychological and technical aspects of design.