Today’s consumers are empowered– knowledgeable about products, skilled at finding the best price, able to quickly check reviews and leverage social networks to get shopping advice from their peers. Consumers also want their opinions to be heard and expect to have input into everything from company customer service policies to product development plans. They have embraced digital channels and expect brands to provide relevant, timely and informative content to aid in the customer journey.
Technology is driving all digital marketing. Here’s how to capture market share:
1. Today’s shopper is empowered and informed: Shoppers are now highly proactive and actively engage with the brands they care about. A Synchrony study of more than 2,700 consumers found that 90 percent compare prices and promotions when shopping for an item over $500. More than 80 percent of those surveyed will hold off on making that major purchase until they know they have the best possible deal.
"Search engine marketing plays an important role as consumers look to research products and services important to them"
According to the study, consumers start their search online, go to the store to see the item in person, go to social media, and reviews for more vetting and then back to the store, where 82 percent end up making a purchase. Throughout this shopping journey, brands can leverage digital technology to offer shoppers tools and experiences that are intelligent, fun and interactive.
2. Search is key: How consumers search for information has dramatically changed in both volume and approach. Search engine marketing plays an important role as consumers look to research products and services important to them. Critical to ensuring discoverability is content relevance and understanding the searcher journey as it relates to your digital presence. Keep your focus on the searcher intent. By keeping this at the forefront of your approach, the search engines recognize purposeful content which aligns to their objective of delivering relevancy.
3. Content is king: Content marketing is a framework for educating, informing and—most importantly—engaging across different types of audiences. Content should build trust and authority. It is critical to ensure you are providing the answers consumers are searching for, across your digital platforms. Creating relevant content takes into consideration the key words and phrases a consumer uses when searching. This assists with organic search engine rankings and improves overall quality scores. More importantly, it meets the need of the searcher and provides a reason from them to engage with your website. Aim to provide relevant and interesting material that will drive visitors to your properties.
4. An integrated digital marketing approach works best: Research shows the path to purchase is driven from interaction with multiple channels. Working to deliver a consistent message across multiple mediums will help to ensure your message cuts through.