Week 1: How Digital Marketing has saved us in the pandemic

How digital marketing has saved us in the pandemic
Blog 1: 22/7/2020

It can be argued, that no industry has experienced the disruption and revolution of technology more than digital marketing. Businesses are being forced to reinvent themselves to stay competitive and as a result  many brands have found solitude in the the online market place. Moving online has  allowed them to strengthen relationships with their existing customers whilst also engage with a far greater audience. More importantly, by asserting themselves online armed with an impactful online strategy, many brands have been able to endure ongoing economic turmoil and ultimately stay relevant to a large proportion of their consumers who are no longer visiting physical stores.

 

So what is digital marketing you may ask? 

Well, digital marketing plays a vital role in how information & technology is communicated to consumers and organisations in order to deliver superior value(WAGs 2014). There is no doubt that such an evolution is designed to simplify the means of how consumers seek and purchase goods and services.  Just as CD players were the precursor to more revolutionary products like I-pods and now products such as the Google Home device, it is the tool that has spurred innovation to facilitate the new age of consumer purchasing.

 It is evident that digital marketing has assisted in levelling the competitive playing field of the current marketplace,  no longer do a few brands capture the attention of the  public alone, instead consumers have access to a plethora of options,  enabling consumers to make informed decisions before purchasing.

 

I have to look no further than my current job as an account c-ordinator for a marketing/media firm where innovative digital marketing solutions has  played a imperative role in helping brands stay relevant. The fact that incredible importance  has been given to constantly understanding and applying new and dynamic ways to leverage the digital marketing space is credit to its importance. Marketing firms and brands alike are focusing on this online medium because it is the best way to gain  and control consumer attention  in the current climate. The current pandemic has been a further catalyst to the  gradual shift that has been happening over the last decade. An example of this is how brands have shifted away from predominantly OOH adverts to  social media based promotions. 

From my experience working with one of our biggest clients, New Balance Australia, a key objective has  been promoting their warehouse/sale products online and investigating diverse methods to gain online traction and digital engagement on their website.  As a result,  some effective ways I have found to deliver superior consumer value is through 'VIP member sales', promoting 48 hour free shipping deals and utilising prominent social media influences to advocate for new release products.

Here is an example of an eDM I created in order to endorse New Balances new Optiks apparel using bright and captivating content to engage their target audience.

Throughout these uncertain times, digital marketing has inspired me to transform and adapt as a marketing student. Shopping online is a game-changer for consumers,  I have even found myself sometimes making impulsive purchases, which I'd like to give credit to the power of digital marketing rather than my online shopping addiction!  Understandably more businesses are expanding into online forums to promote products and services that are just one click away. 

Therefore I pose the question to you; have you observed a greater presence of businesses shifting to digital marketing to stay relevant? What tactics have you recognised as a successful way in captivating an audience?