With the exponential rise
in digital consumption, one can easily say that online marketing is going to
overthrow direct marketing in the coming years. Marketers have divided
consumers into three types. The first type of consumer is considered as digital
sophisticates, comprising the top class consumers with
high-income levels and superior consumption preferences.
The second type of
consumer is called Digital Enthusiasts. They come with a
complex persona and are among those early adopters of the internet who started
accessing content before 2016. These consumers have come a long way embracing
younger millennials and Generation Z consumers. Lastly, marketers also have to
address those users whose digital usage is limited to messaging and free
bundled-contents.
Each niche regardless of
its size holds the capacity to attract massive business opportunities.
Considering the opulent growth in the digital user base, we can expect to
segregate users via multiple socio-economic profiles, preferences, and patterns
of consumption. Besides the global market presence, regional marketing has also
emerged as a massive marketing strategy for companies.
Digital citizens are
divided into various factors like age, income, language, gender, etc. However,
they are not the only measuring parameters. Marketers also have to consider
factors like consumers’ device choice, reliability, if they want to transact
online, etc.
The Three P’s of Digital
Marketing
Personalization:
Digital Media runs 24X7
and marketers have access to a large number of channels to establish engagement
with their customers. As marketers, you should make it your aim to organically
create a platform that allows like-minded users to gather together. Some bigger
brands are switching to Over the Top (OTT) marketing, which is a great way to
market your products while staying with the company’s values.
Performance:
Digital Marketers need to
pay focus on performance marketing of an advertising campaign, whether your
only aim is to receive clicks or want to run a 360-degree strategy where
marketers track the journey of a consumer, from the point of awareness till the
purchase. Return of Investment in Digital advertising is getting critical due
to ad fraud incidents.
Privacy:
Marketers shouldn’t forget
about digital privacy in their quest for monetization. Undeniably, you have to
prioritize performance marketing, which requires collecting large scale and
accurate consumers’ data. As consumers are using Wi-Fi, Bluetooth, and GPS as
combined, it gives a great opportunity for marketers to monitor physical
movements, which is considered as a massive threat to privacy.
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