Today's customers purchase on mobile devices, via voice assistants or within their social media feed on Instagram, Facebook or Snapchat. All of these avenues give authority to the consumer, who now decides not only when and how to interact with your brand, but to share that interaction with others - thereby influencing their decision-making process.
The voice of your customers
According to branding pioneer Marty Neumeier's famous quote, "Your brand isn't what say it is. It's what say it is." being consumers, that is. His observation is now more true than ever. As Adam Heitzman - co-founder of HigherVisibility - writes for , "While the way consumers go about buying has in some ways been simplified by digital marketing (i.e., fewer steps, purchasing power at the click of a button), the ways they interact with and reach businesses has multiplied. And, while competition has increased significantly among businesses, there has never been more opportunity for growth and success."
Considering that consumers can readily provide feedback and comments on social media platforms and review sites, your brand's advocates - and detractors - have a global stage to make their opinions known. Brands that ignore their voices do so at their peril. Even if you're doing something your target market likes, they may be telling you how to improve it, or express a wish for something new and different.
Businesses of every size can benefit from listening. For example, the owner of a doughnut shop should take note if followers on social media say they'd really like a maple bacon delicacy. Or, for that matter, if they're wondering why you still offer the powdered cake flavor. Better yet, you can start the conversation with a poll asking what flavor you should introduce.
Speak your customers' language
"Using data to inform content and digital ads can aid in the creation of experiences that are highly relevant, as well as different from that offered by competing brands. Not only can personalization enable marketers to hold the attention of their targeted audience, but it can also, ultimately, inspire brand loyalty."
Carter continues, "... creating a customer-centric focus ensures that a consistent experience is created that can be tailored across channels to lead consumers from your website to social media to email and beyond."
Benefits of personalization include content, related items, tailored offers and more, "... all of which creates a great experience and can lead customers down a designed funnel toward the checkout."
Raising your voice search
According to Carter, "Mobile voice search and smart speakers mean that consumers have a different way to interact with brands. They also mean that brands have a big opportunity to optimize results and content for voice search in order to make the most of the number of people now using this technology."
AI - artificial intelligence builds real customer relationships
According to content intelligence platform Atomic Reach posting on Search Engine Journal , some companies are creating apps that allow users to take photos of an object and search for it on their marketplace. These processes would be impossible without the help of AI and machine learning (an application of AI that provides systems the ability to automatically learn and improve from experience without being explicitly programmed).
Add to this list chatbots, e-commerce targeting and improved voice search results, and a brave new world of digital marketing opportunities opens.
"As companies continue to optimize their approach to ecommerce marketing, voice and visual search are going to continue to take center stage."
Virtual reality (VR) reaches out
Revisiting entrepreneur Alexandro Pandro's observations regarding the rise of virtual and augmented reality in redefining e-commerce, "The advent of virtual and augmented reality technologies has provisioned ecommerce vendors with an avenue to display their wares in immersive detail, comparable to the real-life experience ... Beyond marketing, the integration of VR and augmented reality ... can allow users to visualize themselves using products immediately and provides a unique way to engage the customer."
Immediate and interactive, the experience that VR offers can immerse members of your target audience in your brand and build customer loyalty. As the technology becomes more widespread and economical for consumers, expect VR to play a greater role in your digital marketing campaigns.
The impact of reviews
Getting good word-of-mouth for your business is more important than ever. Only now instead of people sharing their opinion face-to-face, they're taking to online review platforms like Google, Yelp and numerous others. According to Inc., 84% of consumers trust online reviews as much as personal recommendations from people they know. Positive customer reviews may be the single most effective marketing you can do for your business.
"The only thing that is constant is change"
Helping you keep ahead of change
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