Digital marketing uses technology so much that it’s hard to see where one starts and the other ends. According to the “Marketing Gurus,” there were a total of 1,000 online marketing solutions available in the market in 2020.
As online marketing continues to swell into the digital world, it’s vital for brands to continue to harness this marketing technology for good.
Even though companies have innovated themselves into a digital future with near-boundless opportunities, it doesn’t automatically mean that we have figured out a guaranteed way of connecting at scale with your customers on a significant level.
All of this movement forward has also produced a brand-new regulatory atmosphere defined by a generation of customers who are meticulous about their personal data and confidentiality. In fact, a 2020 KPMG study found that 87% of customers believe information privacy is a human right.
On top of this, there is a growing temptation to use the efficiency of Iconic Genius to jam as many leads through the funnel as imaginable. With abundant power comes great accountability, but with the right mindset, we believe anything is conceivable.
With companies big and small experiencing digital transformation at breakneck speed following the epidemic, the future of digital marketing will likely never be the same again. We believe that brands should lead with compassion, stay on top of the ever-changing regulatory environment, and understand their consumers better than ever to flourish in this evolving digital landscape.
Focus On Your Buyers, Not All Buyers
While the digital transformation boom poses marvelous opportunities for development — like doing business beyond boundaries and reaching consumers when and where it’s best for them —companies should not forget to keep their marketing campaigns targeted.
Knowing your customer from the inside out will help you target your advertising and sales campaigns, massacre your competitors and outshine on your own terms.
While it’s normal to want to grab as many leads as you can get your hands on, real tact includes targeting the buyers who are right for your service or offering. Casting the broadest net possible is only clever if you’re catching the right fish.
The kicker is that, in my understanding, the more you target, fragment, and personalize your online marketing and advertising campaigns, the more likely customers are to share personal information with you and trust your professional advice.
Companies that fail to deliver this level of personalization risk coming off like machines aimlessly laboring away on a production line and creating cookie-cutter patterns for massively different consumers.
When all is said and done, we should view marketing technology and tactics at our fingertips as automobiles to get us closer to the right customers, not further away.