The life of a marketer used to be simple and then came the internet. We had just a few TV channels, some radio stations, a handful of top magazines and a newspaper or two in each market. Reaching consumers was easy, if you were able craft a compelling message, you could move product. The internet brought with it the social and digital revolution which has changed the way consumers interact with their brands of choice. Technology has made deciding on a marketing strategy much tougher. Now we have a mind boggling number of TV channels , ever growing number of websites and hundreds of thousands of “Apps” along with a whole lot of DMP’s, API’s and SDK’s . Marketing used to a simple matter of identifying needs and communicating a message that appealed to the consumer. Now with technology changing the communication landscape a marketer needs to build an immersive strategy to engage the consumer. It is easy for a marketer to get lost in a sea of buzzwords and false guru selling snake oil. Have clear goals There is so much going on the in the marketing arena today that it is difficult to keep up. Marketers feel pressured to have an integrated approach and actively integrate emerging media in their marketing plans. A good marketing strategy is not about how many gadgets and neologisms are crammed into it, but how effectively it achieves goals. Hence it is important to have clear strategic goals as to what you as a marketer hope to achieve online in terms of customer engagement or gaining new consumers. Identify, Evaluate and Apply Emerging Technologies Marketing executives are busy folks. They need to identify their consumer base and run promotional campaigns in collaboration with the product folks in their respective organisations. It is unreasonable to expect a marketing executive to keep up with the vast array of emerging technologies and tactics. Therefore it is better that they engage their agencies to act as sound boards .Agencies should have the onus to suggest new technologies and tactics. Once an emerging technology or opportunity has been successfully used in a pilot program it can be integrated into the normal strategic process. Separate Strategy from Innovation A good strategy is one that achieves specific goals that have laid out at the onset. Innovation on the other hand focuses on creating new results, which may not work as well as a standard solution. Hence it is important for a marketer to set aside monies for pilot projects and test runs. Some may work some may not. However everything comes with a learning curve. Building assets in the marketplace Previously it was easy to create a compelling marketing campaign and drive purchase of the product or service in question. Today an effective promotional campaigns are less likely to result in sales and more likely to lead the consumer to do an internet search. This internet search would make it easy for the competition to retarget the consumer. Successful brands are platforms, they need to inspire consumers to participate. In the digital age you have only arrived if your product no longer a noun but a verb. Hence a marketer needs to have a keen understanding of consumer behaviour. How are consumers interacting with technology? How do they perceive our product or service? Market visits and directly interacting with consumers will enable marketers to come up with effective strategies.
What is Digital Transformation?
Digital transformation refers to the integration of various current digital technologies in every domain & expertise of a business which fetches new customer experiences, delivers value to customers, pushes workforce innovation, and significantly brings about a more efficient process to radically optimize the business performance. Digital transformation enablers like cloud-computing, artificial intelligence, UI/UX technologies, Internet of Things, Blockchain and Big Data have the capability to integrate data, technology, skills and strategies which give your business a roadmap to reach its goal. Since digitalization is evolving constantly, it leaves an enormous effect on the businesses by disturbing the current plan of action and forces the businesses to be prepared for the persistently changing trends, technologies, algorithms, utility and various internal & external factors. This is the point where adopting Digital Transformation makes a way for the businesses to re-animate their ideas, strategies, plan of action and inventiveness. To stay at the frontline in the modern business landscape, digital transformation is a must. Digital transformation encourages business to keep pace with developing client requests and empowers the employees and workforce to boost their productivity & innovation. Digital transformation provides the ability to track metrics and analyse the data-based insights along with leveraging various key benefits such as quality customer satisfaction, customer-centric strategies, accurate market segmentation, enhanced flexibility & efficiency, better-streamlined processes & decisions, and higher profit margins. A digital transformation tactic plans to build the capacities of utilizing the potential outcomes and opportunities of newly implemented technologies and their effect in a better, quicker and in an increasingly inventive way in the coming time. A Digital Transformation Strategy needs an organized methodology with a clear guide, including an assortment of projects, revenues, and targets. This guide considers that ultimate objectives will keep on moving as digital transformation is a progressing venture, just like the digital technologies and innovations. Vibes Communications’ through the Digital Business Services, with its one-of-a-kind thinking process and the strong combination of software, processes, and strategies empowers organizations to adopt digital transformation and reach their required ROI and business outcomes. Providing a strong foundation to accelerate a structured approach to digital transformation, Vibes Communications helps organizations in embracing the new & rapidly evolving digital technologies to make their way in the dynamic marketplace and to keep them ahead in the digital landscape.
12 Sep 2019
How Should You Measure Your Digital Presence?
With the growing number of small and big businesses, it has become very challenging to make your strong presence in the marketplace, particularly in this digital age. The development of the web has transformed the playing field radically where small & big businesses have similar marketing opportunities which bring in the importance of having a strong digital presence. Considering a bigger picture of measuring your digital presence implies using a firm technique for accumulating metrics that assemble a wide understanding of how visible your business is over various aspects of the internet. Measuring your strategies and campaigns will provide valuable insights of your business and how it is performing on various levels. Some of the most important aspects of measuring the digital presence include web traffic, time on site, keyword rankings, page views, social media followers, impressions, conversion rates, bounce rate, open rate, and click rate. In order to get high-quality analysis and evaluation, you need to start with a baseline, utilize consistent & regular assessments, analyse what is working and what is not and thoroughly observe every digital activity. This way you will be able to reach the exact data-driven decisions which will further help you to grow your digital expertise in the domain that your business lack. Since the website is the face of your business, analysing your website traffic will provide a holistic view of the visibility of your business on the web. When measuring and analysing activities on your website, use Google Analytics which is one of the powerful & best web analytics tools that track the activity and the traffic on your website and helps you to understand your audience, your ROI and your conversion rates. By using Google Analytics effectively, you can evaluate the traffic flow, track your marketing campaigns, customize data & records and analyse potential new markets. It is imperative to work towards strong digital presence on social media channels as well like Twitter, Facebook, LinkedIn, and Instagram where each post, hashtag and follower has an impact and gives your business the maximum exposure. Keeping few social media tools handy like Hootsuite, Similar Web, Sprout Social, Unmetric, Crowdbooster, Keyhole, and Buffer will allow you to access the critical and in-depth analysis of your business on various social platforms and tracks each & every update in real time which helps you to process your reach, impression and insights. Hootsuite tool helps you with accessing competitor’s performance and strategy while SproutSocial can be used for all the social platforms and is really useful for discovering new customers. Using these tools proficiently will not only keep you up-to-date with all kind of information of your digital presence but will also push you to shape your marketing strategies accordingly.
12 Sep 2019
How Digital Are You?
When was last time you ordered your favourite snack online to be delivered to you in a matter of time, without you leaving your chair and making any effort? Last night or just before reading this! Whether it is booking a cab on just one click, reaching an unknown destination through direction on online map, or whether you are spoiled with the thousands of options on the online shopping, did you just realize how digitalization has taken the front seat in driving this buzzword in every walk of our life? The time is now when one can say that we are living in an online world and that technologies have become an integral part of our daily life. So, when everyone is online and is somehow connected to the digital world whether it is through mobiles, smartphones, tablet, laptops, assistive technology or gaming consoles, it is high to evaluate how digitally productive have you been with your business and where your digital landscape is heading! The digital transformation is zooming ahead to the vast landscapes and in every aspect of business-making. The evolution is such that the question “what is your business model?” has switched to “how digital are you and your business?” and you must be well prepared for it. Creating a digital footprint in today’s ever-growing digital ecosystem is a must where the needs of customers are always evolving. This will only follow if your business is rightly accessing the digital channels, current digital trends, high-quality marketing strategies, processing competencies & feedbacks and achieving the desired business results with the expected ROI. In 2019 Vibes Communications takes an initiative to help you achieve your business targets and goals in digital world while elevating your brand, with a team of tech-savvy and dedicated people to make your business reach to the masses on every digital platform and make sure your brand gets what it wants. Engage with us and share your thoughts about your digital presence. We have got unique and diverse ways of attracting and retaining customers with the right blend of strategies, trends and tools that will boost your business’ digital presence. So, if you are willing to turn your ideas into reality and your digital campaigns into successful results, we have got your back! #IamDigitalBeing…Are you?