What will be your reaction if you are not allowed to surf Google for 48 hours? Will you be okay...
What will be your reaction if you are not allowed to surf Google for 48 hours? Will you be okay to permanently delete social media and shopping apps from your mobile phone? The answer is a big NO!!
Why are we so connected with these apps? Why do we feel the urge to surf social media pages, links at regular intervals throughout the day? Well, some may say it is just addiction and whiling the time away. But, if you think deeper this is how digital media impacts our lives. There has been a significant rise in the number of internet users in India in past few year and this rise has been very beneficial to Digital Marketing sector in India. Since last 3 years India has seen tremendous rise in the usage of Digital Marketing. Users are becoming more cautious and choosy while making a choice in the digital marketplace, they have become more responsive too. Digital payment platforms, shopping apps, entertainment apps and very recently even few good academic digital apps have climbed the ladder of popularity.
Below are two info graphics which clearly display the emergence of digital media and marketing amongst Indian audience. The first one is the percentage data of mobile activity users of past year. The second picture shows findings made by researchers regarding the rise in number of internet users in India in coming years.
In such a scenario with the advent of digital media, the preference for digital marketing has also risen. The data of internet users in India reflects this change. In 2018 internet users were 483 million and at the start of 2020 the number is 566 million!! These numbers indicate there is a big audience for all companies and brands to target and build on their digital presence. Marketing trends change at a very fast pace, as they are directly related to the customer preferences. Hence to attract and know the pulse of the target customer, brands need to be updated on the emerging trend in digital marketing. We did a research and have identified top 6 trends in digital marketing for 2020. Let us see each of these in detail and understand their approach.
Rise of new social platforms
As India’s mobile user numbers increase we also see a direct impact of the same on the rise of new social media platforms. With more easy access to internet and cheaper smartphone availability in market has given an impetus to the emergence of new platforms like Snapchat, Tumbler, Pinterest and many more. With the advent of new social media platforms corporate communication is also changing with more video conferencing and communication apps coming in the picture.
With the digital media landscape changing a major breakthrough has been Chatbots. The crux of any business is customer. Whether you are a mid-sized company or a large conglomerate the main factor which makes or break business is customer. Chatbots are designed to provide information 24/7 and help in engagement strategy. Nowadays, organizations are building chatbots which will help in employee management and engagement. Hence, definitely chatbots are here to stay!
Visuals have always been a great strategy for recall factor. The impact of what we see is always greater v/s what we hear or read. In the last few years video marketing has been a preferred by few organizations. We see a lot of video ads on YouTube, Amazon, Hotstar and many other apps. This method has been successful in generating more business leads. Connect and recall factor is more here and it has also helped in influencing the customer decision.
The internet user base in India is a mix of audience. The invention of voice search has helped the user to use digital media more confidently. Many users are not able to read or write in English, few are also not so educated but still they are avid mobile users. Especially in such cases voice search is a great solution. It is also preferred by many as it is faster than typing. Many brands have enabled voice search options on their apps to attract more customers. Few examples of major players in this market are Amazon Alexa, Apple Siri and Google Home and so on.
Popularity of vernacular content usage
The last few years have seen preference for local or native language digital content. According to a survey 70% Indians find local language digital content more reliable and are more likely to respond to the same. With the rise of social media platforms, the audience mix has also undergone change. Apps like Storytel, are example of how local and native language can attract more customers.
Augmented Reality is the latest and newest digital marketing trend to enter the market. Facebook has introduced Spark AR this year for public and it is definitely attracting a lot of attention. Google is also not behind, they have brought Google Lens, an image recognition tool. This trend if implemented in the right way can change marketing experience in a big way.
As we saw the above trends will not only change the digital marketing landscape but will definitely take it a notch higher on the pedestal!
These 2 words came crashing down upon us and each business owner had his / her own brain wheels churning. The extension of lockdown is definitely a cause of concern and more for the business sector as it is hampering the sales cycle. Businesses which were thriving on footfalls are hit really bad and are in a dilemma regarding further course of action. Businesses are finding it difficult to even promote their business as print advertising and outdoor advertising agencies are not working in lockdown.
So what can be done now? Well, there is one solution which is available and can help keep running the business machinery, Digital Marketing!! In a way this solution is not only applicable for business growth during lockdown but also once we come out of it. We are gradually moving towards the exit phase and usage of digital marketing can definitely give impetus to our business growth.
Yes, digital marketing tools can come to your aid and help with solutions. Many companies have already opted for this path. The current Coronavirus pandemic has caused many businesses irrespective of size to come to a standstill. Even when we return to normalcy to keep the customers and client base intact many organizations must choose digital marketing for promotion. While using this medium one needs to understand how the same can be used optimally. Let us see how various digital marketing tools / techniques can help businesses keep running smoothly.
So, in a digital world, using a strong channel like Facebook will yield better and faster results. But there is always a price for a better product. A larger audience is targeted at a shorter and more precise time, which reduces effort and of course time; hence the price for this. As Aldo Gucci said, “quality is remembered long after the price is forgotten”. Paying a good price results in a quality market, and hence a better target audience.
Review the SEO (Search Engine Optimization) strategy
This review will help you understand the performance of your website. It is a mirror reflecting where you are in the digital space. The main aim of good SEO strategy is to make your website visible on the top page when your potential customer uses keywords. By using different SEO tools like Google Analytics, Google My Business, Search Console and many more help you with insights. Use this time to rework on this most important area as it will help the visibility and popularity of your website.
Social Media Marketing
People tend to be use social media platforms more during this period. As people cannot go out it is the most popular communication mode during the lockdown period. Internet usage has already increased considerably during the last few years. Business owners can post more online content pertaining to their services / products and attract potential customers. This can also be a good way to retain the old customer base.
Use of Online Content
Online content is a powerful mode to keep the audience engaged. During the current period people tend to be anxious and apprehensive. They turn to social media as there are no other means of connecting with the outside world. Also once we are out of lockdown there will not be any difference in the usage of social media platforms. They are here to stay. Ensure the content which goes on your social media pages is designed in a way to attract the target audience. Use this period to create awareness and post relevant content / articles pertaining to current phase. Remember, a well written content is the key to connect with potential customers.
It is important for a business owner to nurture the customer relationship. Hence you can utilize this time to run online campaigns which will keep the customer base engaged and also help earn more views for your social media pages.
We have seen how various tool and techniques of digital marketing can help you keep your business running smoothly and also help you increase your digital presence. Lockdown or no lockdown for all of us who are entrepreneurs it is necessary to be abreast with the latest marketing trends. And, digital marketing is here to stay! Let us utilize this time to review and remodel our business strategy. So friends let’s get started from today and action this need of the hour!