The world of marketing has certainly turned on its head. Traditionally, brands were defined by the image they created of themselves through advertising, but today, it’s all about the experience of interacting with a brand that forms its identity.
Businesses have so much to learn when it comes to navigating this modern digital marketing world. This article, ‘Lessons Business Leaders need to Unlearn’, discusses how mind-sets need to be adjusted in the modern world of business in order to successfully interact with your clientele and maximise your target market potential (see here for top business lessons David Bowie can teach us about the world of marketing).
Below we provide 3 digital marketing traps that you definitely need to avoid if you want your business to succeed in the modern age:
1. Regarding customers as targets
In the traditional marketing model, customers need to be targeted and persuaded into making a purchase. There is no consideration for their needs; it’s all about selling as many products as possible. With this in mind, social media is just another platform; another place to promote a brand’s message and reach a bigger audience.
However, the world of digital marketing has changed the way that customers interact with a brand. Rather than using social media as a place to promote your latest products or services, use it as a place to interact with your audience and engage with them. Nurture your most devoted customers by regularly interacting with them via social media, email and even telephone. There are also plenty of inexpensive ways to show them that you care with discounts, incentives and much more. In adopting these approaches, these individuals will become incredibly loyal to your brand and openly advocate it.
2. Being overly consistent
As a brand, you might believe that consistency within your marketing is essential, however in a world where a brand is now defined by interaction rather than advertising, it is how you behave that really matters.
Human behaviour cannot be controlled or designed. We are not robots that can be forced to behave in a certain way. As such, you need to get into the minds of your target market and create marketing material that will keep them on their toes and encourage them to feel strongly affiliated with your brand.
3. Regarding data as a commodity
Finally, customer data is not a natural resource that you can collect with ease then serve up within enticing ads and offers. It is a privilege to be earned and individuals are becoming increasingly savvy with regards to how they share their data and who they share it with. To acquire the data you need to succeed, you need to build up solid relationships with your clients that generate feelings of trust and transparency between you and the client. Only then will you be able to collect the data that you need to thrive.
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