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The world has changed and it is not only due to the events of the Covid-19 pandemic, but also to the digitization and evolution of many industries that has caused an undoubted change in people’s habits. That is why many brands have moved into this digital age to become relevant and cutting-edge in a sector where there is a lot of competition.
That is why the digital revolution has a strong impact on branding and brings as many opportunities as challenges to businesses, where on the side of opportunities we can say that the Internet facilitates the generation of brand awareness, creates new sales channels, it helps a faster introduction of new products, it offers more variety at a better price.
Specialists detail that, thanks to these digital communities, companies can benefit from different areas. Where one of them is the impact they can have on your sales, because if a correct strategy is used in the implementation of these tools, there can be an increase of five percent or 10 percent of your income.
Given this, sectors such as manufacturing, automotive, oil, consumer goods, electronics, plastic, construction, among many others, have seen the positive impact on their sales by approaching social networks.
According to a report from ForeSee ResultsIn the United States, 69 percent of online consumers use social networks. The figures don’t lie, where more than half of online shoppers who use social networks choose to follow a brand’s online activity or follow them in comfortable settings.
Being a relevant brand in the digital age
A new study of the communication, digital marketing and public affairs consultancy, LLYCexplained that it should be understood that the digital medium is a space where brands and people are related, where before people only saw a logo, now they also observe values.
That is why the research indicates that for this connection to take place, the content must be key, and even more so for those brands that aim to incorporate the younger audience into their ranks.
“A point to consider is the importance of understanding insight, that hidden truth within all people or social groups, which when touched by some message or concept, makes the person react for better or worse. For this reason, these insights are considered the only way to stand out or achieve a greater preference of the public towards the content that is transmitted”, reads the study.
Likewise, LLYC details that the current digital landscape makes us aware that today’s public is more demanding and fragmented.
“The multiplatform should be taken as an opportunity to be able to have larger contents, and that, at the same time, be sub-composed of many others. Entertainment plays a fundamental role here, since all the pieces of communication must be aligned, not only to respond to a specific insight, but also to excite users to follow the content of the different platforms”, he adds. .
Finally, the specialists detail in the investigation that it is necessary to have a balance between “privacy and personalization”. “We are in an era of brand rapprochement, where advertising is tailored to each individual and not to a majority. Users are not so averse to handing over the data they are collecting if they know what it is going to be used for, especially if they are in control of being able to delete it. Therefore, the obligation and the current mandate of the brands is to generate experiences keeping intact the privacy of the collected data”, says the study.
And this is how it is currently understood that the digital medium is the ideal medium if you want to carry out an effective communication strategy that allows brands and people to have a more direct relationship, establishing a constant and recurring connection between the two.
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