The Internet has been the encouragement for increased competition within the business industry as more organisations are being established and holding a strong online presence, which dramatically alters the way in which companies are marketing themselves. The need for an appropriate and functioning marketing strategy has always been a key consideration for businesses. With the introduction of increasing amounts of technological devices and a stronger reliance on the Internet, the development and implementation of a strategy has revolutionised.
There is a stronger need to appeal to the target demographic and to create brand recognition, and with the amount of technological devices that are used by consumers, there are an increased number of ways to target the right audience. Whether emails are sent and accessed through a BlackBerry smartphone or communication is opened through social media, the end result will be the same. Businesses need to be mindful of how to approach consumers through the different means and ensure they are tailoring the communication to the method and the consumer.
Engaging and interacting with the audience builds upon a good consumer to business relationship which will encourage repeat sales, genuine recommendations and brand recognition which will later lead to a growth in the business. There has never been a better time for businesses to engage with its customer and be active and social online.
Engaging with Email Marketing
Email marketing is one of the best ways to make direct contact with the consumer, the rise in importance of email capable devices means more people have access to their email accounts and the lines of communication are opened instantly. 58% of organisations believe that the use of tablets and phones have increased the effectiveness of email marketing.
Emails enable businesses to work on a global scale and encourage custom on a worldwide basis. Email allows direct communication and is the perfect way to raise the profile and awareness of a business, as many companies will link their email programmes with the website to drive traffic and increase recognition.
Appealing with Applications
With the adoption of new technology come new features and ways of encouraging consumers to identify with a business brand. Smartphone applications are downloaded everyday with more organisations branching out into this way of highlighting their purpose. 45% of people use phones and apps to browse the Internet and find services and make purchases.
People are keen to use apps to enable them to use their smartphones and tablets to their full capability whilst brands are easily accessible to those that use the Internet in this way. By 2015, 2.9 billion people will be using smartphones and tablets worldwide and apps are a marketing ploy that will become imminently successful.
Succumbing to Social Media
Social media is the platform that is used for interaction and engagement on a social and personal front, yet it can easily apply to businesses and help organisations to deliver the brand personality and voice to those that need to see it the most. Businesses are becoming more involved in social media as it not only raises brand awareness, but also encourages lead generation and is ideal for reputation management.
46% of consumers rely on social media when making a purchasing decision with 71% of people more likely to buy from a company they are socially connected to.
About the Author
Ella Mason, an experienced freelance writer, wrote this article. Ella specialises in providing useful and engaging advice to small businesses. Follow her on Twitter @ellatmason