Why Consumers Have All the Power When It Comes to Digital Marketing
Relevancy, engagement, and targeting are more than just buzzwords. They are the keys to interacting with consumers on their terms. And let’s face it, that’s what we have to do. The digital marketing world does not allow for useless or boring content. And even the best content serves no purpose if it is not served up to an audience who is hungry for your product or service.
Mobile – Going Where the Consumers Are
A perfect example of this is the shift in digital marketing toward mobile. More searches today are taking place on mobile devices than desktops. Google has evolved to keep up, and now requires sites to be optimized for mobile. On top of that, mobile ads are becoming a more important part of the industry.
Focusing on the Digital Ad Experience
User experience (UX) is another industry buzzword. The idea is to focus on ads that do not take the user out of the experience he or she is already having online. Thus, ads need to be less obtrusive. This has given rise to native advertising where sponsored ads are sprinkled among other content. Social media is a prime example. As you scroll through your feed, Instagram tries to insert sponsored ads that look just like the rest of your content—only they are marked as sponsored, and allow you to take the action encourage by the advertiser.
eCommerce and App Shopping
Even the experience that people want when they shop is changing. The average person now wants to sit on the couch and order online via an app. If the shopping cart is too complicated, product descriptions and images are subpar, or the product has too many negative reviews, the user will go elsewhere for the same item. Now we have to provide a great online shopping experience—and we have to be certain that products are highly rated, perhaps by sending a follow-up email to encourage people to review the product.
In reality, all of the power is in the hands of consumers. It is our job to figure out what they want, and then provide it in the form of advertising.