When Consumers Demand Digital, We Listen.
It's a new world. We don't just browse the Internet, we live online. We chat, learn, give opinions, post pictures, tell stories, discuss brands and ultimately buy with a swift click of the mouse or tap of the finger. It's happening crazy fast, but we get it. And we get the power of it. Consumers are on the go and they want it now, or sooner. Either you embrace the power and immediacy of digital channels to keep your brands relevant or....well, you could guess the rest. One thing you can bet on is that if you don't your competition will.
We are direct marketers in the digital space. Digital direct marketing is just like traditional direct marketing, only smarter, faster and infinitely more measurable. By applying the fundamentals of traditional direct marketing to digital channels (with a few special enhancements) a new methodology for engaging your customers is born. And it's future-proof.
Fact: Consumers Are Fickle
Their loyalty is hard to earn. And with a growing number of media channels available to them, they're largely out of your control. By determining where they live and interact and engaging them in a dialogue rather than simply advertising to them, you can regain insight into their behavior, influence their buying decisions, and develop ongoing relationships with them as they share their brand experiences online.
The Way We Used To Do It
The old, traditional "sales funnel" model doesn't apply to the digital age. We need to think about it differently. Here are the four key stages of this traditional decision journey:
The Way We Do It Today
In today's digital climate, consumers rely largely on peer reviews, blogs, forums and social media networks as well as ads and in-store information to make purchasing decisions. It's really a two-pronged approach. In addition, they continue the dialogue after the sale—and influence potential customers—via social media channels. Enter the new consumer decision journey:
Prior to the digital revolution, consumers began their search using ads, in-store displays and catalogs which resulted in a wide range of options with no benchmark for quality beyond the brand. Today, armed with an array of digital channels and tools, consumers can whittle down their choices at a breakneck pace.
During an extensive evaluation period, consumers seek information from retailers, peers, reviews and brand marketers before making their purchasing decisions. They are reaching out to you, rather than you providing the push.
Despite all these channels, consumers still often rely heavily on in-store media to make a final decision. In addition to online retail channels, traditional retail point of purchase is still a very powerful touch point.
Enjoy, Advocate, Bond
The biggest change in the traditional-to-digital process is that consumers continue to access social networks after the purchase. By doing additional research and sharing their experiences, they continue their dialogue with you—and may dramatically influence potential customers.
Staying lockstep with your customers and ahead of your competition in today's dizzying world may seem like a daunting challenge. It is. Trust us, we're still learning and adapting daily and we do this everyday. All you need to do is develop a strategic, fully integrated digital platform, customized to your brand's unique challenges. Don't worry, it's what we do best.
“It’s all about being a strategic partner, creating a dialogue, and making sure the project gets done right. And even sometimes pushing the client to take a risk and get out of their comfort zone.” Sr. Strategist