Why hire someone for digital marketing

Digital marketing: Corona pandemic requires new thinking

Social distancing, the economic crisis and the desire for more sustainability in consumption have a direct impact on the way in which we are Consumers interact with brands and ultimately make purchasing decisions. If the crisis has shown one thing, it is that constant change and uncertainty are now the new norm. Digital marketing also has to adapt to this.

For companies in online trading, these changes fundamentally represent opportunities, because consumers are still increasingly buying via digital channels. But you set new priorities and have changed preferences. For example, categories such as the food sector or home and garden are currently experiencing strong growth, and climate-neutral online shopping is increasingly becoming an issue with consumers.

Of course, in order to continue to reach customers successfully, marketing has to react to changed consumer behavior. To make matters worse, the general flood of information makes it even more difficult for brands to stand out from the crowd. Placing brand messages precisely is a major challenge right now. The previous ones apply Marketing strategies to the test and redesign them in such a way that they are successful in the current situation on the one hand and resilient to an uncertain future on the other. So where should digital marketing specialists focus their efforts now?

Advantage through data in content creation

It is very possible that the customer preferences already learned in your company no longer count. Hence, it is obvious that you are specific and current Insights into the behavior and your customers' preferences. With the help of such information, you would be able to make informed decisions about your own product offerings as well as your sales and marketing activities.

So far, data analysis in companies has mainly been used for business modeling and planning, and it is also the key to Building the marketing strategy - especially content planning. The data on customer behavior is so relevant that it should be woven into every tactic and every content related to the brand.

It is important that you understand which channels consumers are now using to connect with the brand, which topics they are interested in and which messages they are best responding to. In order to tailor the content to these preferences, the trial & error principle is initially used. With the help of ongoing data collection, you can constantly compare which content is working successfully and which needs to be further adapted.

New impetus for digital marketing

Digitization is finding its way into marketing more and more, and the trend has gained further momentum with the corona pandemic. Many companies are going through a rapid one right now digital change and invest in new technologies. In a recent study, the cloud communications provider Twilio found that 98 percent of decision-makers in German companies believe that the pandemic has accelerated the digital transformation of their company.

In order to reorganize digital marketing as a data-driven system, it is important to use the right tools along the customer journey. Customized Big data solutions then take over the main work of analyzing customer data in real time. For example, data visualization solutions such as Tableau, software for managing customer data such as Oracle’s Customer Data Management and data analysis platforms such as Snowflake are used here.

Think digital marketing, recognize the potential of the data

Thinking in marketing from the perspective of a data scientist means that you recognize the potential of the data in every interaction with the customer and actively use it for decisions: from the design of the overarching strategy to the selection of the content. For example, at Shutterstock we collect millions of pieces of data every day from our customers' search and download behavior. We also collect data related to the content that our contributors upload on a daily basis. Our platform is fundamentally built on this data, and we use the insights to better address our customers, present them with more relevant content faster and to improve our product range.

The value of real-time data has never been more evident than it is today. In a world where things are constantly changing, marketing has to be alert and agile. Data-driven marketing has been a buzzword for the past few years, but from now on it is a must for companies to stay connected and adaptable for the future. (sg)

About the author: Matthew Cowley is vice president of eCommerce Marketing, leading Shutterstock's global eCommerce marketing organization.