How Digital Marketing Has Changed Everything: The New Rules of Brand Engagement

Digital marketing with speaker and emojis exploding.

Digital marketing is a rapidly changing field. It’s also the most powerful and comprehensive form of marketing available to brands today. Here, are some tips for how to use digital marketing to promote your brand and engage your customers.

What is digital marketing?

At its simplest, digital marketing is the collection of business processes that enable an organization to reach customers and generate leads, and measure, monitor and optimize its digital marketing effectiveness. Digital marketing encompasses the creation of a brand’s web presence and social media strategy.

It can be used to drive brand awareness and establish connections with current and potential customers, and it can facilitate the planning, creation, and execution of targeted marketing campaigns. How digital marketing impacts your brand Digital marketing allows you to create a unique customer experience for each customer at the point of purchase.

Digital Marketing And Social Media

Digital marketing has existed for years now, but it’s undergone a profound transformation since the release of the iPhone in 2007 and the ensuing rise of social media and mobile apps. Social media platforms like Facebook and Instagram have fundamentally changed the way we communicate with friends and family.

According to the Pew Research Center, 75 percent of all American adults access social media at least once a month, while 53 percent use it daily. That means that over half of all internet users are on Facebook. And if the average person spends six hours a week on social media, that’s over one billion hours of time spent on social media each month.

How to succeed with social media?

Create meaningful content that resonates with your audience.

What are they talking about? What are they excited about? Use social media as a platform to educate and connect with your audience. Be the first to be first and show your audience that you’re here, you’re listening, you’re engaging and you want to get to know them. Use social media for good.

When brands use social media responsibly and in a way that serves their audience, they are paving the way for a new era of consumer engagement. What are some of the biggest shifts happening in the digital marketing industry? The biggest changes in the digital marketing industry today revolve around mobile and the explosion of content that consumers want to consume.

Start by having a customer-centric mindset.

Having this mindset allows you to be authentic and build relationships, while also connecting with your audience. Create and promote content that is targeted to specific audiences, and regularly interact with them in a friendly, personal and timely way. Research the competition.

Use your social media profiles to get a sense of what other brands are doing and try to emulate their actions.

This will keep you on your toes and help you build a following. Optimize your social media profiles. Stay updated with the latest social media algorithms. By optimizing your profile, you’ll be able to provide more valuable content to your customers and be ranked higher in search results. Connect with your customers on a personal level. Facebook is great!

How to succeed with email marketing?

With 75% of consumers expressing that they only respond to emails from brands they use, email marketing remains a powerful marketing tool. From direct response emails to brand awareness campaigns, email marketing can be done in a number of different ways.

Run informational email campaigns.

An informational campaign is designed to educate customers about a product or service. An example of an informational email campaign can be one that showcases benefits and alerts customers to a special offer available.

Convert prospects into customers.

A sales funnel is a very effective way to engage with customers and drive them to make a purchase decision. It’s a way to tell customers how your product or service works and exactly what to expect.

Reach customers through retargeting.

Retargeting is a powerful tool for promoting your brand. It’s a strategy that’s become wildly popular in the digital marketing world. A lot of companies use retargeting to target people who’ve viewed their brand online. This allows the company to show these individuals sponsored content on their Facebook pages or eCommerce websites, or make a sale from a previously purchased product.

While the use of retargeting is a relatively new tactic, it’s been used by companies like IKEA for a number of years to promote their brand. By using Facebook ads and retargeting campaigns, IKEA has successfully utilized various online tactics to target people who’ve visited their brand pages.

How to promote your brand on the internet?

Digital marketing requires not just digital skill, but digital dexterity, including the ability to use emerging technologies and tactics to your advantage. With the world becoming increasingly digital, you must be sure to keep up with the times. The demand for digital marketing skills is at an all-time high, especially with the way in which the younger generations today engage with the world and with their peers. It’s important that marketers are able to use all forms of modern technology.

There are a number of different approaches you can take. The key is to find the ones that work best for you.

Twitter:

A great place for brand discovery and a great place to engage and interact with your customers. The 140 character limit allows for maximum impact.

Social media:

A great way to engage with customers on the social side. Many social media sites have built-in tools to facilitate all of your customer engagement needs.

Email:

The primary way you connect with existing and new customers, especially over the internet.

On the bottom line

When it comes to the bottom line, brands that employ a broad cross-section of digital marketing channels — email marketing, online banner ads, social media, SEO, and so on — will achieve better results than those that do not.

Digital marketing and brand communities

There are many ways you can leverage the power of your brand and its community to interact with your customers. From creating an online community to incorporate your customers into the creative process to a chatbot that can respond to customer inquiries, the possibilities are endless.

What matters, though, is that you start engaging your customers and building a community from day one. Companies such as Victoria’s Secret, Amazon, and HBO have been doing this for years. They engage their customers through marketing campaigns that are intentionally designed to target particular audiences. Like other forms of digital marketing, it’s critical to measure your engagement.

The future of digital marketing

Today’s marketing is shaped by a variety of factors, not just digital technology, but also changes in customer behavior, technologies, and competitive pressures. Over the last 10 years, we’ve witnessed two parallel trends in digital marketing. On the one hand, we’ve seen growth in digital ad spend.

On the other, the amount that brands share with customers is increasingly shrinking. However, although growth in digital marketing has been huge, it doesn’t always translate into better engagement. Digital marketing has evolved from being almost entirely focused on digital ad spend and inventory to a wider range of activities such as webinars, events, community engagement, and personalization. Related: The Complete Guide to Selling to Women Online The numbers speak for themselves.

Conclusion

These last 10 years have been a remarkable time for digital marketing. What we have seen is how digital marketing has changed the course of technology, marketing, and human progress as a whole. Just like the tools and industries surrounding it, the practice of digital marketing continues to improve and mature. There is more than enough room to use digital marketing to grow your brand, grow your profits, and promote your products.

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