8 Ways Digital Has Altered Business Forever

Here at Zen, the team is always keen to showcase how businesses can benefit from utilising the digital universe to maximise brand awareness and impact. Today we’re taking a look at some of the biggest ways digital marketing has changed and continues to change the way brands and businesses now connect with consumers.

By Cat Wellwood, 30 August 2019


Today’s society is driven by digital technology. Such is its impact that there are now countries where people don’t have access to running water, but still own a smartphone. Digital marketing now holds serious sway over people’s purchases, interactions, work and daily habits.

Here at Zen, the team is always keen to showcase how businesses can benefit from utilising the digital universe to maximise brand awareness and impact.  Today we’re taking a look at some of the biggest ways digital marketing has changed and continues to change the way brands and businesses now connect with consumers.

Instant Communication is Here to Stay

When it comes to interacting with potential customers it can often feel like spinning a roulette wheel, with the roulette ball representing a brand’s message which spins and bounces as the wheel turns before landing on a space or customer.  Nowadays, social media acts as the roulette wheel and enables brands to interact with people across multiple platforms. These new platforms enable businesses and brands to interact on a personal level, providing a platform to promote services, products and brand awareness.

But there’s a new player to watch, and businesses will need to jump on the proverbial bandwagon before it’s too late.  You only need to glance at WhatsApp and Facebook Messenger statistics to see that private chat groups and one-on-one messaging is enjoying a it’s moment in the sun. Facebook Messenger now boasts 900 million global users, making this burgeoning market a highly lucrative opportunity for savvy brands. Introducing new and innovative communication methods through these types of applications can help brands market to a wider range of potential customers.

Content is Still King

Do you know just how much content is now distributed via messaging apps and social media? Every 60 seconds 29 million messages are now distributed via WhatsApp.  This means marketers need to be on the ball if they’re looking to get brands noticed on social media.

If you want to break through the social noise, you’ll need to make sure your content stands out from the crowd. A great example of a classic brand using creativity to engage with new customers and prospects is Rolex. By creating high-quality visuals that help to showcase the heritage of the brand, the curated look and feel of these images highlight the reliability and classic nature of their timeless product.

A Data-Driven Approach

The latest advancements in social insights allows marketers to understand their customers like never before. However, brands need to understand how to leverage this data. Some of the best ways to achieve this include:

  • Understanding which metrics are important to company success
  • Knowing which customer channels will yield success
  • Creating highly personalised and customer focused content
  • Having a core team of employees that can process your new analytical data goldmine

Transparency is Key

In today’s digital world, customers are more informed than ever before and want to know about the brands they are interacting with and purchasing from. Transparency is key when it comes to building brand loyalty and demonstrating company ethos and personality. The main reward for transparency is loyalty, with 94% of consumers likely to be loyal to a brand who is transparent. 

Social Can Help Brands Foster Intimacy

Businesses are now able to learn all about potential customers thanks to data they can gather online. Savvy companies are using this data to create highly personalised marketing messages that younger generations love.

New data concerning millennials indicates that 85% of users are more likely to buy a product if it is supported by social and includes a personalised message. This highlights personalisation as a powerful tool in any marketer’s arsenal.

A New Breed of Influencers

New social media platforms like Youtube have enabled ‘regular’ people to become highly influential.  Brands no longer need to find celebrities to endorse their latest product in order to get potential customers interested in their brand. 2019 has witnessed the rise of the micro-influencer – those who have 10,000 or fewer followers.  The latest data indicates that micro-influencers are getting the best results for businesses and brands. More clicks, higher levels of engagements and lower ROI.  Micro-influencers often come across as authentic and genuine when promoting a specific product or brand, and are therefore seen as friends to trust and peers to follow.

Playing Catch-Up with the Latest Technologies

Digital technology continues to evolve at an incredibly fast rate. Relentless in its evolution, these changes require marketers to remain agile, work collaboratively as a team and most importantly keep up to date with the latest digital developments. This helps to ensure that your team has the skill set required to adapt and use any new changes to their advantage. 

Innovation Should Be Encouraged

This competitive digital landscape has forced many brands to innovate and find new ways of reaching and engaging with customers. In the face of brand-new disrupters, many sectors have had to take new initiatives and creative approaches to retain customers. A fantastic example of disrupters leading the way with regards to innovation is within the financial sector.

Disrupter bank Monzo doesn’t care about traditional media, banks or marketing. This challenger’s top priority is their consumers.  Monzo’s radical transparency seems to be working as it recently toppled First Direct from its long-standing reign as Britain’s top customer service bank, according to a Which? Annual survey.

For many well-established banks, collaborating with up and coming disrupters who offer new and fresh ideas can be the easiest way to connect and engage with customers. Thanks to innovation centres, big industry players including HSBC are embracing the new world of digital in order to provide better customer service.

Made Brands More Human

Due to its influence and popularity, social media marketing is now at the forefront of most marketing strategies as customers now need to understand and trust the brand they are buying from. Strategic marketing strategies from the likes of Apple help ensure that brand awareness rules supreme. In fact, their tactics are so successful that Apple often has millions of people supporting a new product before it has even been released!

As you can see, for brands to remain successful, it’s vital that you invest in a form of ‘cultural radar’ by keeping up to date with evolving platforms and technology along with investing in the right talent.  Brands that take the time to understand the customer journey and leverage the data available to them to form actionable insights are the ones that can continue to adapt and surge ahead of competitors.

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