With the use of the Internet, digital marketing provides “more” in a “short” period of time. As a result, advertisers create pervasive brand experiences for their online audience.
Marketing strategies used to be simple and linear. You build brand awareness through a barrage of TV campaigns, billboards and radio ads. This engages the consumer for a few seconds, eliciting passive participation yet creating awareness, which is indeed the first step to engaging your consumer.
This will spark your consumers’ interest, who will know more about your product, understand it, and pinpoint all the information relevant to him or her. They will then realise that they want your product. It suits their needs and wants and it will benefit them. After a while, your consumer will head to the nearest store to get your product. But does this step-by-step model still work?
At present, after your consumer gets interested in what you have to say, he or she will search for you on the Internet. This shatters the traditional model. They will not necessarily buy from you after they know your product. The Internet has become a tool that propels a wide range of activities that complicate the usual, traditional marketing models. Consumer’s attention has become volatile, next thing you know, they are sifting through your competitor’s website. Your ad has just worked against you.
Traditional marketing starts with a “big idea.” Propelled by the campaign mindset, its main goal is to create brand awareness by offering relevant information through advertisements. It requires more people and specialists that participate in a longer process of planning, research and execution.
What makes Digital Marketing fundamentally different is that it uses Internet devices, offers to give “more” on a shorter period of time. The Internet involves a wide range of activities; examples of which are social media marketing, search engine optimisations, viral marketing and web analytics. Consequently, after your consumer goes online to check you out, they will possibly check out your competitor.
Purchase decision, as a process, has developed over time. As I have repeatedly pointed out, it is not a linear-process anymore. It now involves not only grabbing the consumers attention, but more importantly, holding that attention. This is a big shift in strategies. You have to be more than present. You have to be ubiquitous in the consumer’s life. The Internet can help you with this.
By creating pervasive brand experiences you develop strategies and programs that will make the consumers think that they are getting more than what they paid for. You need to build a relationship with your consumer even after you have made the sale. Beyond purchase and payment, you extend the selling to different sorts of experiences. A consumer will always want more for his/her money. They want book clubs, wine tastings, sports diagnostic devices and other experiences that transcend the value of the product itself.
By building an organic relationship, you ensure a customer’s loyalty. The strategy is you douse the consumer with experiences that involve you and your product. And surely you have them for a very long and sustained period of time. Clearly, it is not exclusively a world of pure, traditional marketing strategies anymore.
Adapted from this article on Forbes: http://www.forbes.com/sites/gregsatell/2013/02/01/what-makes-digital-marketing-fundamentally-different/