Do’s & Don’ts of creating customer experiences through digital marketing

Hiren Joshi, Founder & CEO, Bee Online Communication, chalks out a five-point strategy to create better customer experience with the help of digital marketing tools.

Digital marketing’s relevance is heightened by the digital transformation which is happening all over the globe. As more and more people join the digital space, they demand personalised content to make their experience better with every interaction with a brand. The personalisation of content must be in relation to what the consumer wants, when and where they want it, and how to deliver it to them.

Today, everyone is ‘connected’ on the web through various devices, all of which present different opportunities for a brand to reach out to their customers. The digital space is constantly growing and evolving. It is important that brands embrace this change to create unique customer experiences, which will help them to stand apart from the clutter vying for users’ attention every second.

This five-point strategy is one way to create better customer experience with the help of digital marketing tools:

1. Get to know your customers

Personalisation is where the consumers expect the brands to provide them with content relevant to their choices. To cater to this demand, brands need to be well-versed with detailed profiling of their customers. Digital marketing utilises tools like artificial intelligence and machine learning to understand ways people are influenced.

2. Understand the customer decision making journey

There are many factors which influence a person’s choices, especially when it comes to their content consumption online as well as buying pattern. Instead of bombarding a consumer with irrelevant advertisements and campaigns which are of no use to them, digital marketers are now investing in tools which will guide them into understanding a customer’s decision making journey.

3. Think integrated marketing whenever possible

The lines between various marketing tools have blurred to give rise to integrated marketing strategies which provide the users with a seamlessly unique experience. Sales, advertising, public relations, social media, and many more, are all tools to achieve one unified goal.

4. Never lose sight of the quality of your content

Content is the key. Whether it is text, images, audio, video or audio-visual, if the content is not original, unique and engaging with the customer, they will quickly move on to something more attention grabbing.

5. Review and optimize your digital assets

Traditional tools have not lost their importance, but brands need to invest in digital marketing tools and assets to keep up with the constantly changing digital trends.   

(Hiren Joshi has 10 years of experience in the digital ecosystem. He has serviced more than 500+ brands, including Philips, Baskin Robbins and Sahara India, among others, and helped them grow their business. This young digital marketer believes in spreading his knowledge by teaching aspiring digital enthusiasts.)