Digital Marketing, Transforming Customer Insight into Customer Delight!


…..As per the American Marketing Association (AMA), marketing can be defined as

“The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

The above-stated terms like creation, communication, and delivery essentially include customer insights; design innovation & system efficiency; customer communications; and service delivery, in order to maximize value creation, value distribution, and value consumption.

Traditional Marketing

Traditional Marketing generally relies on research & surveys, direct customer feedback, channel feedback, brainstorming, etc. to obtain and predict market behaviors. Various statistical analyses are conducted on the collected data to extract inferences and guiding information to direct marketing initiatives.

The results from the above-mentioned research process are quite effective and able to guide the marketing planning successfully, however, you should realize that the data collected for analysis is based on sampling which is generally a good representative of a larger population/customer base, but, is not 100% true for each member of the population. Due to advanced hardware and software and deep penetration of Smartphones, the reach of marketers has extended to almost the entire population, and the sample size is getting bigger and bigger close to the population itself. These new capabilities and shifts in buying patterns have given rise to modern marketing.

Modern Marketing

Modern Marketing is a holistic, adaptive methodology that connects brands with real customers and drives business results by blending strategy, creativity, technology, and analysis. Modern Marketing brings Technology as a transformation element into traditional marketing. It is Customer-focused marketing connecting customers with Brands holistically and individually to communicate Brand relevance and Brand value to the customers.

Digital Marketing is the section of modern marketing that utilizes the internet and online-based digital technologies such as search engine optimization (SEO), search engine marketing (SEM), e-mail marketing, social media marketing, social media optimization, and reputation management, content marketing, e-commerce marketing, display advertising, e-books, games, Analytics, etc.

Digital Marketing is the section of modern marketing that utilizes the internet and online-based digital technologies

Digital marketing has transformed traditional Marketing functions. It can be described through the following steps:

  • Customer Data Acquisition: Individual Level Monitoring and Mapping
  • Data Warehousing and Analytics: Big Data and Customer Insights
  • Design and Production: Innovation and Collaboration
  • Delivery: Customer Communications and Moments of Truth
  • Customer Delight: Personalized Value and Loyalty Rewards

The above steps are illustrated in detail below for your better understanding:

Customer Data Acquisition: Individual Level Monitoring and Mapping

We all use computers and Smart Phones which are powered by the internet and loaded with plenty of programs and apps like emails, social media apps, e-commerce apps, search engines, etc. Based on recent global research and survey on mobile usage, it is established that people with smartphones are spending, on an average, 2-3 hours on their mobile daily and you may not be an exception

You must be using your computer or smartphone for both official and personal purposes like email communications with your colleagues, clients, and vendors using Gmail or MS Outlook or a similar email solution; interacting with your friends on Facebook or Whatsapp, or responding to any tweet on Twitter; watching a video on YouTube; making a search on Google or purchasing any product on Amazon, etc.

With the above in mind, you would appreciate the fact that as a part of the Digital Marketing strategy of manufacturers, you are getting tracked with each of your online activities. The knowledge of your mapped behavior stored in the internet system is being used by companies to influence your online interactions, engagements, and transactions. For sure the same will be used by companies to target you in the future more efficiently and effectively.

Data Warehousing and Analytics: Big Data and Customer Insights

The advancements in technologies esp. Mobile and Computational technologies have transformed the way we use to interact and communicate with the world. This includes the way we search for any information, seek expert advice for decision-making, purchase a product or service, etc… Most of our engagements are getting online and we are generating a huge amount of data on daily basis. As per a global estimate, we create roughly 2.5 quintillion bytes of data daily.

This above fact is well supported by the following Digital Marketing statistics:

  • 4.72 billion internet users are there today worldwide
  • 75000 plus searches are performed on Google every second
  • 275 billion plus emails are sent and received each day
  • 60% plus of the population (India and globally) own a mobile phone
  • 50% Plus of all online purchases are now completed using mobile devices.
  • 49% of emails sent are opened on mobile devices
  • 51% of consumers make use of mobile devices to identify new brands and products
  • 3.2 billion users use social media every day
  • 142 minutes on average are spent by users on social media every day

The above information indicates the quantum of online activities happening daily and the vitality for the companies to monitor such activities and create a data warehouse comprising user data and their mapped behaviors. Through computational advancements and Big Data analytics, companies are able to obtain insights into individual users’likes, disliking, loyalties, buying behaviors, etc., which are used to influence customers’ future engagements and create a favorable Brand image.

Design and Production: Innovation and Collaboration

In the above context, you will be interested to know the following Digital marketing metrics, which also establish the penetration of internet technologies into the lives of customers, business planning, and Digital Marketing activities:

  • 82% of welcome emails are opened on an average (Open Rate)
  • 600% transaction success rate (conversion) is delivered by personalized emails
  • 98% of sales representatives are achieving their quotas (Sales) through social selling
  • 88% of consumers don’t resume to a website following a bad experience

Internet users, like you, are generating online data through searches on Google, surfing websites, posting professional articles on LinkedIn, chatting on WhatsApp, messages on Facebook & Twitter, sharing stories on Instagram, placing pins on Pinterest, discussions on technical forums, ratings on Amazon, reviews on blogs, replies of emails, clicks on display ads, submissions of online surveys, comments on YouTube, etc…  

The above personal information, behavioral insights and feed-backs fed into the smart network of computers and IoT devices is guiding the marketers to add/delete certain features in products, redesign/modify the products/services, bring automation in the production line, make desired advancements in the supply-chain system, appoint a distributor near a potential demand center, etc. to effectively provide Form, Place, Time and Possession utilities to the customers.

Satisfying Customers’ needs effectively also require a better understanding of what sort of personalization a customer/group needs. Data warehousing and Analytics are really critical to designing and producing products and services for each of the customer segments with personalization as much as possible.   

The above IT systems and Digital Marketing platforms have enabled companies to collaborate throughout the supply chain to bring more efficiency and effectiveness to business systems. These improvements lead to better customer service and everlasting customer relationships.

Delivery System: Customer Communications and Moments of Truth

Companies are aggressively creating and implementing Digital Marketing campaigns and they are regularly advertising on the internet through search ads, display ads, and video ads; participating in discussions on various social media platforms; coordinating and directing content and user discussions on Blogs and technical forums; posting articles and publishing multiple utility videos on YouTube and company websites, etc.

Companies are also attempting to provide a great experience to the users at each of their encounters with the company, irrespective of buying stage of the users. These moments of truth or encounters can prove to be a game-changer if managed well by the companies inside and outside of the organization.

A company can consider providing sufficient product information or customer support details or contact details on the website for the visitors; a chatbot facility over the website for quick responses to inquiries; an efficient customer support system to serve existing users; Demo videos for prospects and existing users, safe and secure delivery system for efficient deliveries; formulating proven return policies to support customer purchases; establishing reliable complaint management and grievance redressal system, etc…   

With the above systems in place and active engagements with customers, companies are capable to generate value for the users and also able to convey clear and consistent messages to the users across all the channels helping them to create a strong brand value and high brand recall.

Customer Delight: Personalized Value and Loyalty Rewards

Companies are trying to get involved with customers beyond the mere consumption of products/services offered by the companies. Using Digital Marketing tools like email marketing tools, companies are communicating with prospects and customers in a more personalized way.

Client transaction and enagement monitoring for Personalized Value and Loyalty Rewards

Using insights from individual customers, companies are able to provide the right information at the right time to the searchers, and also they are capable to showcase our recent searches as reminders. Display and video ads that follow you from one website to another reminding you of recent searches are examples of such user mapping and applied Artificial intelligence.

Loyalty programs and customer-focused activities, managed through various computer applications are able to deliver a superior experience to customers helping the companies to upsell and cross-sell to these existing customers. Effective application of Digital marketing results in Delighted customers who act as brand advocates leading to business growth and sustainability.

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