Advertising, Marketing, and Internet Pioneer Since 1985 Eric V. Kennedy started his career in 1985 at the age of 19 when he joined the launch of the internationally renowned consumer publication duPont REGISTRY. A top producing advertising account executive, Eric, made the company’s “Million Dollar Club” by the age of 23. With an early addiction Read More ...
Our thoughts are susceptible to external influence, even when we are not aware of them.
Digital marketing and social media is the primary way that today’s businesses, institutions, and political candidates are getting their message in front of those who they are trying to reach. Most messaging platforms are unidirectional one-way communications where consumers feel they are being “talked at.” Using social media correctly allows your brand to take on an almost human form speaking with your audience in a two-way format getting your ideas across and also listening to theirs. It is precisely in this way that the communication becomes massively effective.
A non-linear approach for communications.
To engage audiences messages have shifted from the linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free-flowing, and both one-to-many or one-on-one. The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
A Nielsen Global Connected Commerce Survey conducted interviews in 26 countries for the purpose of documenting how consumers were using the Internet to make shopping decisions in stores and online. The study revealed that online shoppers are increasingly looking to purchase internationally. Further revealed was that over 50% who purchased online in the last six months stated that they bought from an overseas retailer.
Digital marketing increasingly allows marketers to use an omnichannel strategy. This is becoming ever important for enterprises who know that they have to adapt to the changing expectations of consumers. Consumers who are interested in more sophisticated offerings throughout the purchasing process.
Omni-channel messaging requires analyzing consumer behavior from a multi-dimensional viewpoint, and careful observation of what influences their buying habits. Retailers are more and more focused on their online presence which includes online shops that operate alongside existing store-based outlets.