Do Digital Differently

February 13, 2019

These days brands (and we who market them) are challenged to develop strategies and experiences that capture the attention of an audience that is smarter, savvier, and pickier than ever. No pressure, right?

Here are some ways one might do that:

New opportunities. As digital continues to move into a more prominent role in businesses of all sizes, many get stuck in their day-to-day responsibilities. It’s important to place an emphasis on developing, researching, and testing new ideas that will keep your brand ahead of the pack. Whether it’s putting time aside every week to catch up on the latest trends or creating a full-time position dedicated to researching and developing new tools.

New confidence. Brands must be willing to utilize the available tools and data for experimenting with new strategies and segments to enable informed, confident decisions that positively impact their business. What works? What doesn’t? What’s next? You can be “up-to-date” on all current industry news and available tech – but it really doesn’t help if it isn’t put into practice.

New rules. Data leaks, fake news, and algorithm bias have all contributed to a shift in the general opinion of technology. Consumers want to know their data is safe, and used properly so transparency from the brand is becoming increasingly important. Be open. Be honest. Do your due diligence to ensure compliance gain and sustain consumer confidence.

New connections. The use of audience segments and data to provide more personalized messaging and content to usher users through the conversion path. This means using multiple platforms, assets and strategies within the same campaign. Go where they are.

New pathways. The introduction of 5G in several notable cities will provide new opportunities to reach consumers anytime, anywhere—pushing mobile even further ahead of the pack. Is your brand ready to take advantage of high-speed opportunities?

While the five approaches above are all valuable on their own, using them simultaneously will put your brand in the best possible position to meet the ever-evolving demands of today’s consumers. When a potential customer performs countless Google searches, watches unboxing videos on YouTube, reads reviews on Amazon, browses related hashtags on Instagram, and then walks into your store—you’re there every step of the way. And not only are you there, but you’re there with unique messaging at every touch point. Being at the right place at the right time shouldn’t be a coincidence.