Traditional marketing is over
We are living in a unique period of history: the digital era. For marketers and advertisers, it means that they can connect with customers in ways never before possible. But how do you approach customers in 2023?
We have to face up to the fact that traditional marketing is ending.
The digital era has created more channels, touchpoints and tools to engage customers. Everything is faster, and brands are encountering themselves with more informed and interactive customers. It's imperative to ensure seamless omnichannel experiences that reflect the changes in consumer behavior.
Clients exchange with more than two channels to do a purchase during the COVID-19 pandemic as more consumers turned to e-commerce, and this behavior is persisting in the post pandemic world. As consumers spend more time online, marketers have started adopting new ways of delivering experiences through websites and apps.
The customer experience is becoming more personalized due to technologies that are able to collect and process big data about each customer’s preferences through their interactions with brands. Customers can now expect a personalized experience anytime, anywhere and on any device they choose — from desktop PCs or tablets to mobile phones or smartwatches — making it essential for marketers to provide a seamless experience across all platforms. This means having an integrated approach across all channels, from physical stores to online stores and beyond.
Beliefs about customer preferences before the digital era are not relevant anymore.
We used to think people were rational beings who made decisions based on logic and reason. But we now know that humans are emotional creatures who make choices based on feelings and emotions, often influenced by social media and peer pressure.
How do you reach those people? By using data, technology and creativity — but not any data will do; you need the right data for each campaign or product launch.
Technology is key to obtain this data and analyze it — but technology can also be used for nefarious purposes such as hacking into systems or targeting individuals with fake news or propaganda (see Cambridge Analytica). Ethical dilemmas abound — but we need answers fast because every day counts when it comes to winning new customers or retaining existing ones (or both). The importance of small-scale pilots cannot be overstated; they allow us to test ideas quickly before rolling out anything
Traditional marketing is no longer enough to reach and engage with customers in today's digital age. Digital marketing offers a more targeted, cost-effective, and measurable approach to connecting with customers, making it the go-to marketing strategy for businesses looking to stay ahead of the curve. By leveraging the power of the data, emerging technologies and internet, businesses can create personalized, interactive, and engaging content that resonates with their target audience, driving conversions, customer loyalty, and business growth.
