The pandemic made organizations realize the importance, relevance, and impact of the digital world on both consumers and businesses. Online marketing is no longer an option but a key marketing medium. It not only taps a business’s target audience but reaches its untapped markets. The digital space acts as an ocean of information about consumer behavior, trigger points, and consumer expectations, with everything just a click away. Understanding how a consumer behaves when exposed to information helps marketers to improve their messages and assist consumers to make informed purchasing decisions. A win-win situation for all!
- Social Media Marketing
The exponential growth of digitization means that consumers have also embraced the digital transformation with smart devices, apps, and social media. With over 4.5 billion users (*source: Kepios), brands are using social platforms like Facebook, Instagram, etc. to learn and engage with audiences. According to McKinsey & Company, digitization has accelerated customer interactions over the years.
Source: McKinsey & Company
According to an Episerver Survey, on cross-channel consumer preferences, out of the 63% of consumers who clicked on social media ads, 33% made a direct purchase. Thanks to efficient ad targeting, social media ads can earn businesses a decent RoI.
2. eWoM
According to Oberlo, 71% of consumers with a happy brand experience, recommend it to others. Thus, effectively managing your online presence can build brand loyalty and positive consumer connections.
Using social media influencers is a powerful way of spreading brand advocacy. They help build brand trust, with 49% of consumers considering influencer recommendations for making purchase decisions.
3. YouTube Advertising
According to Alexa, YouTube is the ranks second, after Google, in the list of search engines. With over 2 billion monthly active users, marketers are most likely to reach their target audience. In a study done by Google, it was found that 70% of viewers bought from a brand after seeing it on YouTube. Intent-based targeting also lifts the purchase intent by 100% with a 32% increase in ad recall.
4. Search Engine Optimization
Google accounts for over 70% of global desktop search traffic and the first five organic results receive around 68% clicks. A consumer typically researches to find information and evaluate alternatives before a purchase. With over 56 billion pages indexed by Google and over 200 ranking factors, it becomes necessary to use high-quality content and link building to rank higher on the SERP.
5. Analytics
Web analytics allows marketers to track trends and customer preferences. Every interaction with a customer is measured and analyzed to understand the user journey in the purchase funnel. Marketers identify various touchpoints to lay down a roadmap. This helps businesses in optimizing processes and creating an effective marketing strategy.
It is interesting to see how marketers can achieve a high RoI with real-time tracking with digital marketing as compared to traditional marketing tactics. Being able to impact consumerism through digital marketing gives brands a chance of gaining success with cost-effective and convenient methods.
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