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We have entered a unique age where everything is at least partially digital. Everywhere we look, there is a digital aspect in vivid motion, functioning like it was always there (even though it definitely was not). Entire industries have experienced digital revitalisations, and those industries have been better for it. The economy in this modern age has been entirely reshaped. As with everything else these days, this is an economy that is digitally-focused, now more than ever before. The reason behind the shift is quite simple: the consumer. Any business functions to solve a problem or otherwise serve a consumer in some way. The modern consumer has more of a focus on their digital devices than they ever have, and so the focus for businesses trying to gain the attention and business of these consumers has pivoted towards playing their marketing strategies towards those devices. As a direct response, the marketing strategies have begun to go digital.

At the heart of it all, digital marketing is designed to drive positive traffic to a business. Digital marketing has been around for a while now, but it has never had such an inherent consumer focus. Of course, digital marketing is always designed to serve the consumer, but this does not mean that the focus of digital marketing has always centred around the consumer themselves. Traditionally, businesses work with an ideal process that solves a problem for the consumer, but in the way the business thinks it should be solved. This was a huge marker for business strategy years ago, but over time it became increasingly obvious that – especially in business – there is a distinct difference between thinking you know what the consumer wants, and asking what the consumer wants. Businesses have finally struck that balance, and their digital marketing efforts as of late are a brilliant example of that cosmic shift that has had nothing but the most positive impact.

It is interesting to note that even the most established, traditionally run businesses have taken note of the shift and are realigning their business methods and models accordingly. The rise of digital marketing has been sufficient over recent years. This is the smartest move that businesses as a collective have made in a long time. Businesses today recognise that consumers trust the word of other consumers more than they trust the businesses themselves – at least not at first, when they are still not overly familiar with the business. Considering this reality, digital marketing strategies today are personalised, designed to draw in each individual consumer at the discovery of a style they love, a colour they adore, or the reimagining of a past favourite. When consumers experience digital marketing through targeted advertising, they are put in a position of having the items they either have looked at earlier, or may like based on previous purchases, placed among their social media news feeds and peppered throughout their website browsing. It is a somewhat subtle customer-focused approach to digital marketing, and consumers love it. They respond to it.

In fact, for the first time last year, digital advertisements were found to represent an impressive 50% of US advertising. Digital marketing is an advertising and marketing concept that has well and truly earned its stripes as a pioneering marketing tactic in this modern era. For a while now, the shift towards a consumer-centric focus has been on the rise, and in the last year this focus has ballooned into becoming the driving force in present-day business’ digital marketing strategies. When we live in a time that we are so focused on what is on our screens and not what is around us, the move for modern businesses to take advantage of this is genius. Digital marketing today is all about the consumer, in every possible way. this is the most positive thing that present-day businesses have done for their business strategies and ongoing systems and processes, and their ROI is blossoming as a result. Consumer-centric focus is all the rage, and that rage is showing no signs of slowing down any time soon.

The present-day time that we are living in right now is one that is both unique and intriguing. Everywhere we look, there is some level of digitalisation that has been shifted into play. While digitalisation has been making itself more known over the last few years, this is the first time that it has been this overwhelmingly present. Consumers today are more attached to their devices than they have ever been, because those devices can do more than they have previously been able to. This is not a new development, but the marketing focus shift that is happening worldwide is. In the last few years, businesses have realised that if they want to obtain their appeal with consumers, then they must be making use of digital marketing strategies that focus on the consumer. This is not only a wise move, but one that speaks to the modern marketplace’s understanding of the importance of shifting with consumer interest.

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