Convenience, Connection & Speed
You may have read our last blog series, The Power of Print. If you did, you know we have a lot of trust and are well versed in print services and print marketing materials. Print is how we started our company, and we’ll always believe in its power. We could probably go on for 15 more “parts” of the power of print series, but we’d be remiss if we didn’t switch over to another very important aspect of marketing (especially in today’s world) – digital.
Digital marketing is powerful on its own, and even more powerful when it’s mixed with print. It has so many different avenues, varieties, and uses, and is so commonly used today that it’s become almost unknowingly intertwined with our daily lives. Many times, we don’t even notice that we’re being marketed to at all when it’s through a digital platform.
Today, we’re living in the most digital age yet, and our world seems to get even more technology-driven every day. To start this new series, The Power of Digital, we’re looking at why digital avenues of communication and marketing are so incredibly powerful.
Convenience
First and foremost – we all know that the smartphone is taking over. Why? Convenience. Many of us wake up to a smartphone alarm, use it to check the weather, contact friends, family, and coworkers, to track our wellness, check social media, and later, look up how to make dinner…you get it. We’re on our mobile phones all the time. Gone are the days of turning on the TV to check the weather channel, hopping on the computer to respond to an email, or digging out the cookbook to find a recipe. Smartphones have seriously given the word “convenience” an entirely new meaning.
With a few taps on your phone, you can find, order, and pay for something in seconds. You can view a photo or video in real (live) time – or just seconds after it’s taken. Conveniently, consumers can get something when, where, and how they need it, right away if they’d like. If your business is found digitally, and is convenient to get to, you’re seen as useful, easy to buy from, low-effort, simple to understand, and responsive…the list goes on. In fact, 52% of customers in a recent study said that half or more of their purchases are influenced by convenience.
Being a part of the digital world and having a strong online brand presence shows customers that you value their time and energy. Having a positive digital presence can not only increase consumer awareness, but can also work to strengthen your brand by building credibility. Today’s consumers will naturally expect to find your business online. If they can’t find it, they may question your reliability and even your authority. Your presence online displays a sense of professionalism that allows you to prove your authoritative expertise and stand out against your competitors.
Connection
With so many avenues of convenient communication, customers feel more connected to their favorite (and least favorite) companies than ever before. As technology advances, so do interactions between consumer and company. Customers are even so used to getting digitally contacted by companies that welcome emails have an average open rate of 82%!
Digital communication opens many doors to how and when a company or customer chooses to communicate. Whether they choose social media messaging, emailing, chatting, advertisements, or another medium, they’re able to quickly and easily connect with a customer or business. A customer’s experience with one or more of your touchpoints can make or break a sale. Every digital touchpoint interaction should be optimized & simplified to make sure your customers have the best experience possible. This will guide them through the sales funnel so they can convert from a prospect to a customer. The easier and simpler the communication with a company, the better. Simplifying every touch point of digital communication can ultimately be the reason consumers connect with a company over its competition.
Speed
Last but not least, digital is almost always much faster than any other marketing and communication medium. Reach someone right away by direct message and quick notifications. With this instant gratification, customers and businesses alike feel no need to wait anymore.
Your customers are bombarded by so many options on the internet. So it’s important to use digital ads and content to your advantage to stand out among the competition, and like we’ve said before, it doesn’t hurt to combine digital with print marketing in an effective multichannel campaign.
By 2024, digital advertising spending worldwide is projected to exceed half a trillion to $524.17 billion. Make sure you’re yielding the power of digital marketing and when you’re ready, contact us to start brainstorming your next digital strategy.