By Mahesh Charjan

Source: Customer Think

In the coming years, digital marketers are expected to take complete control over the customer experience. In 2016, the industry saw more than 40% growth and now that we are almost in the middle of 2017, we can confidently say that digital marketing awaits a very bright future. There have been several contributing factors behind this growth. Mobile has been one of the prime factors and is currently driving nearly half of all the web traffic. While Internet of Things too is a relatively new concept, it too has started defining the new kind of marketing experience. There are plenty of predictions and opportunities and to combine everything calls for a profound experience.

Personalization has been here for a while, but it is the amount of data available at fingertips that has changed the way the market works. CMOs have already started working on the opportunities at hand and personalization is coming of age. One of the first implications is geo-targeting but advanced marketing requires building statistical models that ascertain what these signals means for the customers who are interested in specific products, while serving them accordingly. The rate of change is both challenging and exciting. Ranging from ad blockage to increasing mobile usage, the new trends are constantly emerging and it is often a feeling that marketers won’t be able to catch up. Consequently, staying ahead of these trends is one of the most integral factors of running a company as technologies and consumer behavior change with startling frequency.

The advantages of digital marketing

Everyone is online – Literally, everyone is online today. Digital marketing doesn’t just encompass the ecommerce apps and websites but also social platforms like Facebook, Instagram, YouTube, Twitter, Pinterest and more. The new age digital marketing consequently allows you to connect will all kinds of audience groups across the world. Today’s consumer behavior has helped break the boundaries of language, demographic and geography. In the past two years, the number of users even in the age group of 55+ has increased by nearly 80%. For the younger generation, the numbers are thoroughly generous. It you have been looking for a wider target market, your customers will definitely be online.
Getting added trust – With ‘Cold Calling’ you would have asked potential customers to trust you without any solid reason. This has always been a challenging thing for marketers but the opportunities have changed. Today, if consumers can find a social proof of your product quality online, they are more likely to approach you. Whatever the need, people try searching for it online and for marketers, being online is a much easier way to lead them to your product line. By generating a helpful catalogue and creative content, you can seek to attract the attention.
More cost effective – It has always been a misguided concept among digital marketers that cold calling is a way cheaper option than new age digital marketing investments. The later does take time but it is this investment that will give you long term results. To be able to produce a positive ROI requires spending time in doing things that you are best at. For other things, you can always choose to outsource to the best. At the end of the day, digital marketing is cheaper since it is more profitable.

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