Why Digital Matters More Than Ever
As communities and countries across the globe begin to understand the extraordinary impact of the COVID-19 pandemic, today’s generation is faced with some of the most challenging times it has seen.
The question is: at a time when the brick-and-mortar business has a headache, is digital the new ibuprofen to get us through it?
For many, not only has digital technology improved distribution and delivery of goods to people in remote areas (or even populated ones) to keep food on their tables, but is also sustaining and keeping the economy and businesses running. This e-commerce acceleration and introduction of new consumers to the landscape can change reality as we know it, as social distancing measures force governments and companies to shift to digital interactions for the foreseeable future, and beyond it.
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People are now learning that physical shopping isn’t necessary, as everything is available at your fingertips. Governments are teaming up with e-commerce giants like Jumia for last-mile delivery and to ensure frontline health workers have the necessary facilities, while Kenya turns to M-Pesa’s digital payment to curb the spread of the coronavirus. As companies realise that if they’re not available on the Internet they won’t be able to continue business, digital marketing agencies come in to help B2B and B2C companies rethink their business models.
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Though traditional marketing strategies have already been changing over the last decade, the coronavirus has now almost forced brands to consider a digital transformation in order to stay afloat. Now, doctors, therapists, educators and governments are transitioning to online platforms by using digital technologies to replicate and replace face-to-face interactions.
But why should this matter to businesses?
- Customers are now self-researching
We say this a lot, but as people become more eloquent in Internet-language, they prefer to do their own research than hear from a salesperson. That means that you need to have a powerful online presence – from your website to social media. They are the face of your company until leads are confident enough in you to do live interaction.
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- Digital = Easy follow-up
Not only does technology make follow-up with prospects easier, but also less expensive. Using email marketing, retargeting advertisements, and personalised offers on your website and social media can help advance leads through the initial stages of a buying cycle.
- Social Proof
Trust is important. When prospective customers want to get to know you, their first action will be to check out your social media handles and online reviews, because people conform to the actions of others under the assumption that it’s the right view, especially if the presence is influential. Support their search with testimonials and case studies about your work, and watch people become more assured in you.
- Expand reach
Although many businesses work beyond their locale, digital takes globalisation to another level as buyers look for the best and most cost-effective online vendors, regardless of where they are in the world. Target different demographics and regions, and you might just be surprised by what your digital marketing results are.
- Improve customer relationships
Social distancing and self-isolation can take its toll on people’s mental health, as well as the constant bombardment of not-so-positive information from the Internet. Take the time out to ask your customers how they’re doing today over social media, offer advice via your newsletters, or target particular audiences with specific ads and watch engagement and relationships soar.
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Digital transformation is, ironically enough, here to stay.
With a society that puts convenience high on the list of priorities and increased digital exposure, the e-commerce demand for good customer service and experience will only increase. But this can only mean good things for the future of e-commerce, communication, and digital marketing, which is now essential to successfully operate in the new world living with COVID-19.
The future might be uncertain for businesses or even individuals, but the upcoming cultural disruptions and experiences can be looked at with a sense of cautious anticipation. Digital Odyssey can help you stay on top of trends to effectively navigate the complex waters of the internet. Our marketing agency can help you with further ideas on how to design world-class websites, seamless user journeys, and digital marketing campaigns.
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