The drive to digital. Depending on who you talk to, the journey seems a bit different, but everyone agrees that getting on board is more important than ever.
Of course, communications teams have been ‘going digital’ for years now—websites, social media and online marketing are all commonplace. What’s changed more recently is the way in which digital technologies are being used to understand and anticipate customer behavior, while at the same time drive brand loyalty through visual storytelling and credible content.
As more and more companies are shifting to a digital-first mindset, we look at five reasons why digital has become the main focus of marketing communications.
1. Stronger brand messaging
Like it or not, we’re all now part of the digital ecosystem—and your online presence is the first place people go to judge your credibility and quality. This digital experience is an opportunity to provide consistent, credible content and a brand message with integrity. In other words, your first chance to create a meaningful relationship with your audience could very well be digital.
2. Better storytelling
Digital provides more engaging brand narratives, especially if you consider video content and social media experiences. Just think: the percentage of worldwide internet traffic devoted to video is growing each year, even as overall traffic increases exponentially. This means that people are engaging with visual messaging and storytelling more than ever.
3. More channels
There are now a range of digital opportunities to connect with audiences and communicate your organization’s strengths and culture. Messages can be tailored to match each channel, while also making use of the synergies between them. For example, you might promote a webinar through a social media post that links to a whitepaper on your website. This a dual call to action that also positions your organization as a subject matter expert.
4. Better analytics
The adoption of data analytics has changed the digital landscape, not only for marketing communications but for many business functions. Learning about audience behavior and demographics lets you to tailor content and marketing initiatives for measurable outcomes. As a simple example, you could check YouTube metrics to see where viewers lose interest in a video, then choose new content at that point to keep their attention. The big question is really how to read the available metrics to track what works, what doesn’t, and how effectively you’re engaging your audience.
5. Greater agility
The CEO of Accenture, Pierre Nanterme, wrote an article in advance of the World Economic Forum with an interesting statistic: over half of the companies on the Fortune 500 in 2000 no longer exist today. His belief was that many of them did not adapt quickly enough to changing conditions, particularly digital disruption. The pace of change is only getting faster, and companies with a digital strategy will always be best positioned to navigate new technologies.
As a Tokyo-based communications agency, we tend to see slower adoption of digital marketing communications in Japan, but it’s changing as more companies test the digital waters looking for global appeal. Overall, the reason for this remains the same: digital is the first stop for brand experience, and the best opportunity to build sustainable relationships and better understand the needs of customers.