There are two things emerging marketing channels have in common: they’re based on technology and they’re social.
While traditional media are either remaining steady or making small gains in terms of marketing spend, and while print media suffers sharp declines, digital engagement is the clear trend when it comes to the marketer’s interest.
But understanding how one’s customers engage digitally is a steep learning curve for organisations when suddenly marketing needs to be more tailored and personal to be effective. As each user can now be reached directly, in the digital world they will ignore messaging that doesn’t personally call out to them.
Failing to properly understand your customers in the digital world can have wide-ranging implications. It might just mean the campaign is ignored. Or in a worst-case scenario a wayward digital marketing campaign could result in reputational damage. Even well-intentioned marketing campaigns on social media can backfire when an organisation misjudges its customer.
The only way to deliver successful digital marketing campaigns is to have a deep understanding of your audience. And the only way to do that is to use data about your customers and the way they operate online.