Digital marketing makes it possible for companies to expand their marketing activities through online channels and realize interactive media. Data-analysis is the source for these kind of marketing. Long-term goals, such as building a long-term relationship with the customer, is the main goal of digital marketing.
How should companies use the power of digital marketing?
It is important that companies develop a vision of how they want to use their digital marketing. It’s not easy to collect and analyse the enormous available data without having a specific goal in mind. By applying algorithms on data volume, speed, diversity and/or complexity, knowledge can be collected. When all this big data is collected, companies can develop their personalized communication to their customer.
But what does the customer think of this all?
Based on a research of DDMA, there are three different kind of customers:
1. The sceptical: this consumer is a bit older of age and least willing to share its (personal) data
2. The carefree consumer: this consumer is indifferent with respect to sharing (personal) data. They have no problem with the fact that their data is used for many purposes.
3. The pragmatic: this consumer is prepared to share its (personal) data, but they want something in return. This can be better service or a reward for sharing its (personal) data.
We can definitely say that elderly audience often need more control over what happens with their data, while young people have fewer problems with the use of their data by companies.
Does digital marketing really gives more power to companies?
YES! Digital marketing seems a valid instrument for companies to distinguish themselves from their competitors. Companies can respond to the needs of their different kind of customers by providing them personalized marketing. It facilitates more targeted communication to these different consumers. Most of the organizations already have a digital marketing policy within their company, but a lot of organizations still have a lot of improvements to make.
So what type of consumer are you: the carefree/pragmatic one or are you still not convinced by the benefits of digital media and stick with the sceptical one? 😉
Sources:
Visscher, R., (2016, September). “Digital Enterprise” Pulse Media Group
http://www.socialmediatoday.com
