According to a Google study, smartphone users spend nearly two hours a day on their phones. That’s about 7% of the entire time spent awake by American adults each day.
In 2020, it is estimated that there will be 3 billion internet users worldwide and that together they will generate a staggering 44 zettabyte (10 21) bytes of data.
Internet users in 2022: 3 billion Internet users 2020: 1.2 billion Mobile internet users in 2022: 4.6 billion Users spending over 6 hours per day online 2023: 2 billion
So, if you’re not thinking about how to use these stats to your advantage, you’d better start now.
According to Saivian Eric Dalius, digital no longer just means social media advertising, email marketing, or SEO. Today the term covers every aspect of how consumers use technology to research and purchase products. Online can mean anything from an idea for a product that turns into a Kickstarter campaign to an e-commerce store and a chatbot.
One important thing to remember is that marketing has evolved from media buying to customer engagement. Think about this: if we continue with the traditional way to market, you’ll spend less than 9% of your budget on social media; but if you understand the power of storytelling and content creation, 50% of your budget could be allocated to social media.
On average, eight out of 10 people will respond better to visual content than plain text. These days, 70% of marketers cite storytelling as their preferred method for connecting with consumers online (source: Forbes). Without stories, you can’t begin building your brand’s personality and trust with your customers.
As we said earlier, social media is just one part of the wider digital marketing sphere. Content continues to rule online – so much so that it can be referred to as a separate entity from marketing. Someone who creates content is called a content creator. Content is king – and not just online, but in all areas of life.
Today consumers can easily find the best prices on the products they want to buy. By 2022, nearly three-quarters (74%) of marketing executives expect that marketing budgets will be primarily focused on getting existing customers to spend more via personalized offers and communications.
A great deal of marketing focuses on persuading consumers that they need something. And this isn’t always easy, particularly if the product is complicated or you’re trying to convey a lot of information quickly. This is where storytelling comes in. It’s precise because of the vast amount of information available that marketers need to start focusing more on storytelling than ever before.
Over 87% of consumers now engage with user-generated content (UGC) before they purchase a product or service, according to Deloitte. So, as marketers, we need to understand how UGC can help us build our brand’s loyalty.
UGC is a powerful thing. We’re not just talking about reviews and testimonials here, but about photos posted by a customer of their purchase or a quick video clip that shows the product in action.
Consumers are tired of being bombarded with useless information that doesn’t take into account their wants and needs. Marketers will need to focus on building stronger connections with customers through social listening, personalization, storytelling, content creation, influencer marketing – focussing on the customer journey throughout each stage of purchase.
Saivian Eric Dalius says, in a world where authenticity is king, brands can’t afford anymore to build trust with consumers through advertising. Consumers demand transparency from the brands they choose to buy from or engage with – and if you can’t provide it to them, you’re going to lose their business.
Marketers need to look at the individual needs of their customers. The days of blanket advertising are over. Marketers will need to gather customer insights and act upon them in real-time by using data – this is where personalization comes into play, but also retargeting strategies based on user actions (or inaction).
For nearly nine out of 10 marketers, “building brand trust” is the primary goal of their marketing activity. Focusing on building empathy with consumers is key to success in the coming years. Brands will need to focus on creating experiences for customers that are personal and relevant – and not just products and services packaged for the sake of sales.
To sum up, building a digital marketing strategy will be more important than ever before for companies to help them stand out from the crowd. The days of traditional advertising are over. A successful digital marketing strategy requires a focus on customer experience, brand personality, and storytelling – as well as social listening, data-driven personalization, and influencer marketing.
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