How to Help Your Brand Connect in the World of Digital.
It's not enough to have a website and a social media page as a digital marketing strategy. In today's digital world, you have to carefully think about which digital channels to use and how they will best reach and resonate with your target customers.
We've put together seven ideas with examples of how big brands have used them for an effective digital strategy in our ever-evolving technology landscape.
Learn how different digital channels serve different customer segments
Having a strong brand identity can deepen engagement and bring certain customer segments together. For example, Burberry uses microsites for customers to upload photos of themselves in their Burberry coats while allowing younger users to stream fashion shows on the mobile app.
How will you add value to the customer
Customers need a good reason to tune in to your digital channels. Patagonia has discovered a great way to connect with conscious consumers and created a website where consumers can buy used clothing at a discount or trade their used clothing for gift certificates.
Pick the right digital channels
Every digital channel is known for targeting a different target audience. Pick digital channels that will reach your target market. Does your brand reach consumers in China? Try using China’s popular WeChat app. Whirlpool has several brands that include Maytag and KitchenAid. They use different social media and YouTube channels to keep a separate brand voice for each of those brands.
Use analytics to inform strategy
Use analytics to advise your digital marketing strategy. You may use Google to help you find topics that are trending and respond with a new product or marketing plan. For example, L’Oréal found that Google searches for the ombre hair color were trending so they responded with a new product to meet the demand for this trending hair color.
Keep an eye open for new technologies
Take advantage of newer technologies to reach customers and improve your brand experience. For example, Samsung uses virtual reality to help customers visualize their TV placement in their homes. Retailers are now using in-store radio-frequency to show up-to-date stock availability in stores and online. Home furniture stores such as Wayfair use augmented reality apps that allow customers to picture models of furniture and decor in their own homes.
Social Media Influencers
Even if your brand doesn't have strong social media accounts, brands can partner with social media influencers to reach their big audiences. For example, makeup brands sign with social media influencers to review products, make video tutorials and to cover events.
Work with third-party retailers
Worried about losing a customer relationship if your brand appears on large multi-branded retail channels? Despite concerns, website retailers such as Amazon may be worth considering. Large third-party retailers bring in large amounts of online traffic. Even large brands such as Nike sell their athletic clothing and gear through Amazon.
Although some retailers may impose some levels of constraint, special programs such as Amazon’s Prime Wardrobe offer flexible programs for consumers. Participating members can order clothes without payment and get a discount on the pieces they decide to keep.
As more brick-and-motar retailers close their doors (especially apparel retailers), thinking digitally is a must. A brand’s digital channels will be just as important as traditional marketing, product development, and distribution.
Ready to improve your brand’s digital experience across touchpoints? Let's make waves.