Digital marketing is an ever-evolving concept, one in which businesses are always trying to pre-empt and second guess. Your digital marketing strategy should always be specific to your organisation – there is no one size fits all in marketing. That being said, there are certain trends and challenges that all marketing agencies and teams will face. These centre primarily on how to capitalise on the speed to which consumers are adapting to the digital landscape. Ultimately, trust should be at the heart of any digital communications and marketing campaign.
Although many businesses feel as though they have adapted to modern climate, simply put – they haven’t. Many still rely on the techniques that marketeers used at the tail end of the 20th century, when consumers usually made purchases in-person or on the phone. However, new technology has changed everything and continues to do so, from initial customer contact to purchasing an item or paying for a service. In essence, the need for in-person interactions has been removed, which is something that will only be exacerbated by the legacy of COVID-19.
The question then remains – how do you differentiate your business from any other, and instil a sense of trust between parties involved, even if a client’s experience with you is entirely over the phone and internet. The answer is two-fold, you must utilise the correct communications strategies and set realistic expectations for your clients. Both of these fall under the most important, and often forgotten, cornerstone of successful marketing – trust.
Communicating with clients must be clear, concise and consistent. If you are not responding to your clients within a timeframe you’ve laid out, then you are very likely to lose that business. Why? Because it is 2020 and there are likely to be thousands of other companies out there – all fighting for your business, and all at the click of a button. This ties in to realistic expectations, as setting unrealistic timeframes in order to gain business is never a good strategy.