The digital-first approach is the driving force of a robust marketing strategy in the post-pandemic era

Traditional media has long been the foundation of marketing and advertising campaigns. However, in a post-Covid-19 world where people have comfortably accustomed to a mobile-first, digital consumption model, the consequence of this transformation for this business is already obvious.

This sector’s commercial business model has also been disrupted. Today, the digital first strategy provides companies with a “self-serve,” highly measurable environment in which data is so granular that brands no longer need to work with broad brush strokes when it comes to targeting new and existing customers. In this respect, traditional media operates with a considerably more limited audience datasheet. When you consider that consumer touchpoints are similarly limited, such flaws have an even greater influence on customer experience and a brand’s potential to expand.

In an era when most brands are aware that their customers may be found across several channels, media partners must provide pathways to these customers as well, meeting them where they are already present and easily accessible. Brands must consider digital platforms, if they have not already done so, to assure ongoing brand visibility now and in the future.

Changing tactics

With marketing budgets being stretched thin, it’s become critical to discover strategies to market that are both cost-effective and acquire momentum quickly. Covid-19 has created numerous obstacles, but it also provides a chance for Brands. People are spending more and more time online as the work-from-home strategy becomes more integrated into the future of the company.

There are numerous digital platforms available for firms to leverage in order to reach out to customers.

This aligns with the desires of the younger generation, who prefer on-demand content. In the ‘new normal’ and in the future, having a digital strategy that allows customers to connect with companies instantaneously is more vital than ever. From social media to instant messaging, having channels that your customers are already engaged with and acquainted with may help brands get a high return on investment in a variety of ways.

The consumer journey reigns supreme.

Customer service levels in South Africa, in particular, have a lot of space for improvement, and digital channels have the ability to dramatically improve this. The consumer experience and journey with a brand have grown in importance. Developing excellence in these areas necessitates a multifaceted approach that includes digital platforms, highly targeted marketing material, and the capacity to respond rapidly to customer care inquiries.

With so many channels available, it can be tempting to try to do too much in too many different areas. However, while a consistent customer experience and messaging is vital, this can be challenging to manage. Budgets can quickly spin out of control without a clear plan in place, negating the ROI.
An intelligent digital strategy, supported by an integrated, intelligent technology platform, is essential.

Can you quantify it?

Marketing is frequently the first budget slashed because ROI is tough to demonstrate, whether in terms of increased consumers or money. This necessitates an effective strategy and targeting, as well as the capacity to assess the performance of campaigns and channels. An intelligent, integrated technological platform that unifies numerous digital channels and tactics into a single view, connects with third-party solutions such as CRM systems, and provides data analytics has become critical.

Using the power of real-time granular data, it is possible to gain a very clear picture of how effective a marketing plan is across individual channels.

The approach may then be changed based on which channels are garnering the most interaction, which have the best conversion rate, and, ultimately, which marketing spend is successful. A blanket strategy does not work in digital; instead of attempting to reach every contact point, it is necessary to match channels and focus on two or three that are profitable.

The key is digital.

An integrated marketing strategy considers not only advertising spend, but all touch points as well as a clear, consistent, and overarching communication plan. In today’s post-Covid-19 environment and in the future, digital should be the core of this strategy. However, proper segmentation and targeting are required to leverage the right channels and reach the right customers.

Because digital is continuously growing, strategy must also evolve and adapt – it must be forward-thinking and always keep a clear picture of client groups in mind. Importantly, it must be measurable and quantifiable in order to demonstrate ROI and build a plan that can be adjusted based on evidence rather than conjecture. It is difficult to become a successful brand in a difficult economy, but those who succeed and survive are those who can effectively integrate digital strategy (and digital channels) into their core.