At ReputationDefender we have previously mentioned how the fourth industrial revolution has been reshaping the juncture where industries coexist in term of digital innovation and, by extension, digital marketing. The line between digital and analog is now blurrier than ever before, and digital innovation has entirely changed the paradigms for businesses. There are plenty of examples of companies that have managed to seize the vas spectrum of digital tools for thriving, unlike a big majority of seemingly well-established companies that are now struggling to keep up the pace of such accelerated evolution, and have found themselves trying to overcome the obstacles that are embodied within this shift.
Although the word digital has always been interpreted under a pejorative framework — which is why it is not rare to realize that in many companies and organizations, the concept of digital, in its widest connotation, is something that exists apart from the system, and even at times suggests the existence of a determined number of incompatible procedures — , one cannot simply deny the fact that, in today’s business juncture, procedures and activities are shifting towards the possibility of carrying out their own things digitally, and digital marketing is not the exception. Relying on the company’s current statu quo: meaning that managers and directors have gotten too at ease with how they have been conducting their marketing activities — traditionally — , is somewhat dangerous, as the likelihood of them successfully acquiring new customers and clients will surely drop. It is of high importance to understand that the fourth industrial revolution also brought along Millennials: customers who are always seeking for innovation and innovative work. Taking a reluctant position towards digital will result in the impossibility for companies to follow the rate at which digital marketing has been growing. Besides, and taking the previous statement for granted, not embracing digital innovation and digital marketing tactics and strategies will prevent a company to thrive within today’s down economy.
Even though the current statu quo is highly comfortable and has proven to work before, and even though it is an undeniable fact that many managers and directors are immediately altered by the sheer quantity of terms, words, generalizations and oversimplifications inherent in digital marketing — which is why companies struggle at first to embrace it — , one cannot simply overlook the fact that traditional marketing entails a dizzying array of knowledge and specific jargon as well. Asserting that the new terminology is difficult to understand is not an excuse for not trying: just assume that both topics are the same, and all what needs to change is the mindset, not the learning capabilities. Maybe that is why companies fail at doing so: they treat digital marketing differently than traditional marketing, and worse, they keep it aside other processes and activities of the organization: readers might agree upon the fact that in today’s companies, the digital marketing team is separated and even conceived under a different framework, which, consequently causes two major concerns, as the likelihood of this team being efficiently managed is low because no one is really familiar with their duties, and the impossibility of efficiently integrating the digital world to the statu quo remains. Therefore, it is highly advisable for companies to understand that digital marketing, in essence, is no different than traditional marketing, as the same general outline applies; which is highly important is to realize that customers have changed their mindsets for having been born in the emergence of the digital era. Sparing no effort in outlining the main characteristics of future and prospective clients, as well as adopting a more easygoing stance regarding the use of digital tools for improving the way the company can reach out to its audience is highly advisable, considering that things are likely to move entirely towards the digital world.
Digital marketing is nothing more but the way to successfully convey the same message without leaving it to chance; and understanding — and managing to do it efficiently — entails a huge advantage for companies. Consider the fact that today, consumers receive thousands of stimuli in hopes of providing drive to make purchasing decisions. Learning how to properly interpret the data and come up with the most succinct and effective marketing strategy reduces the chance of incurring in waste: this suggests that providing customers with a solid digital and purchasing experience has become mandatory. Bear in mind the rate at which companies are now interested in providing customers with a mobile approach, in accordance with the rate at which the digital tools are being developed. It is not difficult to fall into the trap of using either the wrong tool or the wrong strategy, which is why it is really important to assess both the market and the consumers so that the company can provide a much greater first impression through digital engagement.