02 March 2016

Future of Digital Marketing

Digital marketing is both an art and a science. Successful marketing comes from collecting, analyzing and using data about when and where customers spend their time. In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns. Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space.

The massive Indian market is changing fast. Internet access is mainstreaming among professionals and the use of mobile is intensifying. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More people spend more time online in India every year, and the digital tools and sites they use play an ever-growing role in their lives. Smart marketers keep on top of the scale of change and ensure their marketing strategies and touchpoints mirror where the consumer is spending their time. These notes give a sense of the scale of change we’ve seen so far and implies the scale of what is coming.

Social engagement is key.

There's a lot to be learned from your audience online. You'll get honest feedback on campaigns and messaging, for one. Incorporating your fans' interpretation and opinion of your brand can get you both fresh content and loyal fans. Create incentive for fans to write, tweet, take photos, share videos, etc. Reward them for their participation and loyalty by giving them the spotlight in your campaign.

Think holistic strategy, rather than specific tactics. Each social channel, blog post, email, weblink must have a purpose and drive towards something. Never post simply to post. Without engagement or traffic, those posts are a waste of time and money. Get an understanding of your target market and their previous journeys. If they simply aren't on Twitter or don't interact on Facebook, cut it from your strategy. Focus your efforts without diluting resources; only do what is working and do it with all you've got.

As a brand, join in on the engagement. It's not enough to listen to your audience; respond and interact. Market specifically to individuals who are reaching out and talking about you. Give your audience something to love and share. Have fun with your marketing and open yourself up to build loyalty and connection.