Wednesday, June 3, 2015

The rules have changed: consumers now prefer to use their mobile devices as a primary means to seek out and purchase products. As a result, business owners and brands need to alter the way they roll out their digital marketing strategies. Unfortunately, most businesses are experiencing difficulty in meeting their customers’ digital needs.

In a recent study performed by Ness Software Engineering Services and OnePoll, researchers discovered that 57% of business leaders do not understand how to deliver the mobile services that their customers desire. The study also revealed that 42% of these leaders lack the digital innovations to keep up with the competition. Obviously, there is a disconnect between the old ways of doing business and the tech-savvy consumer. So, how are companies supposed to adapt to the changing climate of the digital market?

There are several ways for businesses to ameliorate their digital marketing woes. Existing marketing strategies can be maintained, but a digital marketing strategy must be factored into your overall campaign. Here are 3 ways that you can ramp up your digital marketing efforts.

1) Find New Talent.

Recent studies suggest that only 46% of business owners have marketing departments that have the know-how to tackle digital marketing issues. All other businesses must consider onboarding new talent. By hiring individuals or freelancers that are experts in e-commerce, e-business, digital infrastructures, digital products and mobile marketing, your business will have the personnel required to develop a core digital marketing strategy.

2) Create an App.

The most successful businesses – think Walgreens, Uber, and Bank of America – have apps. In another study, 14% of millennials won’t support a business without an app. A good mobile app takes advantage of all of the possibilities of a smartphone: cameras, location abilities, 4G radios, hardware and software capabilities, as well as other audiovisual features. Think about how consumers interact with your brand, and develop an app that simplifies the customers’ overall experience.

3) Synergize Your Campaigns.

Digital marketing doesn’t exist in a vacuum. Your other marketing campaigns must refer back to your digital campaigns and vice versa. For example, when you send out a flyer for your print marketing campaign, you should have QR codes, website addresses, and ways to find your app in the marketplace printed on your flyer. Emails you send out should refer to your social networking presence, and your call center recordings should include information on how to reach your company in the digital realm. In this way, you can continue to invest in non-digital marketing while giving your customers the option to interact with your brand using their mobile devices.

If your company doesn’t currently have the digital marketing bandwidth, don’t fret. Just take the time to rework your campaign strategies to include mobile users, and you will see the number of conversions increase over time.