The birth of digital marketing paved the way for business owners to be more creative in making their brand known and connecting with their customers. Branding pertains to how you want to be known using your both online and offline means. It goes beyond what you can offer as a business, it should highlight your strengths and your track record. The digital landscape can easily become fragmented, if you’re putting your branding secondary to your digital plan. This way of doing business online ensures that consumers have anything and everything they want, literally at their fingertips and in real time. Unless your branding efforts are strong, customers will not recognize, remember or even consider your products or services amidst your many competitors.
According to Global Research 2019, there are 11 billion unique mobile users in the world today, up 100 million (2 percent) in the past year.There are 39 billion internet users in 2019, an increase of 366 million (9 percent) versus January 2018.There are 48 billion social media users in 2019, with the worldwide total growing by 288 million (9 percent) since this time last year.26 billion people used social media on mobile devices in January 2019, with a growth of 297 million new users representing a year-on-year increase of more than 10 percent.
Tactics without a strong strategy fall short of reaching business goals, no matter the landscape—digital or not. Your business strategy begins with executing your brand promise. As such, your marketing strategy needs to revolve around consistently following through on this promise, to intensify customer experience, across all of your digital channels. Engaging customers across all digital touch points in their everyday lives is the best way to invite prospects into your brand experience.
Customers hold the power today because of the massive amount of information and choices that digital technology allows. In return, we know much more about our customers thanks to artificial intelligence (AI). This method of leveraging customer data anticipates your customer’s next move and improves the customer journey. Customers now expect us to know about their wants and needs. Therefore, they demand that we serve them relevant content across the channels they engage with on a daily basis. If they don’t know your brand, providing content they’re interested in is the best way to open the door to your offerings. Branding has never been solely about a pretty logo and quirky tagline. It’s about trying and true delivering on your promises, through all of the different mediums your target audience engages with on a daily basis. Be sure that your messaging matches not only their interests, across the customer decision journey, but also is appropriate for the specific medium to deepen their experience.