December 2, 2023

In today’s world, digital technologies have transformed the way brands operate and interact with customers. With the rise of social media, mobile devices and other digital channels, brands must have a strong online presence and engage meaningfully with customers. Brands that successfully navigate the digital environment reach wider audiences and build stronger customer relationships.

In this context, brands must understand the key factors that contribute to digital success. Here are five ways brands can succeed in the digital world.

Traditional Marketing vs. Digital Marketing

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Brands need to understand some key differences between traditional and digital marketing strategies in order to succeed in the digital world. The first thing to realize is that it is no longer the world of traditional versus digital marketing. It’s all about being customer first and understanding how they (in their segment) navigate your brand no matter which touchpoint they enter. It’s about multi-touchpoint marketing and how to drive them across the marketing funnel—from brand awareness to consideration to conversion to loyalty and advocacy.

This is no longer a linear journey. Consumers can come in at any touchpoint. It also realizes that brands are taking on a commanding role. How do you measure the effectiveness of each channel and then optimize your results to meet your goals? In the end, it’s the balance between brand owned, earned and paid media.


Women on the phone receive personalized content from brands

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Personalization is important in today’s digital environment, and there are effective ways to tailor marketing messages and content to individual customers. It starts with breaking down your data into customer segments and understanding what they want (and what your brand can do for them) and then how they use media/channels they use and everything about them so you can Present your brand as the solution to their needs. Then create personalized messaging, content and offers for each segment.

For example, older audiences will, by and large, read emails on Facebook, while younger audiences typically watch YouTube Shorts on TikTok and Instagram, and receive marketing messages by opting in to text messages.

Build trust and credibility

Young people on their phones laughing at a video of one of their favorite brands

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In the digital world, building trust and credibility is critical to a brand’s success. However, this may also be one of their biggest challenges. One of the major hurdles is the flood of fake news, misinformation and online scams that can damage a brand’s reputation. Another challenge is the lack of face-to-face interaction, which can make it harder for customers to trust a brand. Additionally, there are data privacy concerns, with many customers concerned about how their personal information will be used.

To overcome these barriers, brands need to be transparent and honest in their communications and actions, provide a quality product or service, and put customer satisfaction at the forefront. They can also leverage social proof, such as user reviews and testimonials, to build credibility and trust. Additionally, brands should establish a strong online presence and regularly engage with customers through social media and other channels to create deeper connections and build a community of loyal customers.

social listening

"We listen to the voice of our customers" Concept (marketing, branding)

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Social listening has become an essential part of any brand’s digital strategy. This is important to brands but is often overlooked, even though there are many lower-cost social media management tools that now offer social listening for a fee. Social listening can help brands understand what is happening (and trending) in social conversations about their brand globally and nationally. Consistent social conversation volume helps increase brand awareness. Social listening also helps you discover influencers talking about your brand and you can contact them for influential events/partnerships.

The second way you can use social listening is for customer service. You can see customers discussing issues about a product, or if they are unhappy with a certain brand. You can respond to customers with corporate communications as needed, or use the information to inform your product development and marketing teams. You can also use it for crisis management. I remember working for a Fortune 500 brand where a licensee changed the interface of a popular game. Social Listen has heard voices of angry fans descending on the company’s offices to protest. Because we spotted this with our social listening tools, we immediately activated our corporate crisis plan and de-escalated the situation.

Finally, you can use social listening for real-time analysis during meetings or events. For example, I managed a social media war room for a major gaming brand at E3 (Electronic Entertainment Expo). We understand consumer sentiment across games and gaming platforms in real-time and are able to adjust our marketing/PR campaigns and communications in real-time in response to competitor news.

Data and Analysis

Digital Marketing / Data and Analytics Concept

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Data and analytics have become imperative for brands to understand their customers, track marketing ROI, and optimize marketing campaigns for maximum impact. There are several ways brands can leverage data and analytics to better understand their customers and improve their marketing efforts.

First, brands can use analytics to track customer behavior and preferences across multiple channels, such as social media, email, and website interactions. By analyzing this data, brands can identify patterns and trends in customer behavior, preferences, and brand sentiment. This can help brands create more targeted, personalized marketing campaigns that resonate with customers.

Second, data analytics can help brands measure the effectiveness of their marketing campaigns and track their return on investment (ROI). By analyzing metrics such as website traffic, conversion rates and sales, brands can identify the most effective campaigns and make data-driven decisions to optimize marketing spend.

Finally, data analytics can help brands optimize their campaigns for maximum impact. Using A/B testing and other analytics techniques, brands can test different campaign strategies and optimize their messaging, targeting and creativity to increase engagement and conversions.

In conclusion, the digital environment presents tremendous opportunities for brands to connect with their audiences and achieve their marketing goals. By focusing on customer feedback, personalizing messaging, leveraging data and analytics to optimize their campaigns, and prioritizing transparency and authenticity, brands can build a strong digital presence and achieve meaningful results. The digital world is constantly evolving, but by keeping these key strategies in mind, brands can stay ahead and thrive in the digital age.

For a step-by-step guide on how to develop a brand strategy, check out How to Develop a Brand StrategyLisa Perry.For more digital marketing insights follow Dana Dragon and Lisa Perry.

This article was written by Lisa Perry and Dana Long.

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