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The Human Centric Go Digital

A sneak peek into how marketers are leveraging digital technology & tools to offer a holistic experience to their consumers.

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Post the pandemic, digital consumer interactions have taken the forefront. This was something that was already underway, but the pandemic accelerated the adoption and availability of technology by several years in a matter of a few months. Businesses have quickly adapted to a much greater reliance and dependence on technology than ever before. Mindsets that were closed to technological advances have changed and even businesses that were always human-centric have learned to adopt technology as a means to help them operate better. 

Marketers’ Growing Reliance

Marketing is about making a product or service best suited to customer needs. This needs data points, a deep understanding of customer needs, comprehension of macroeconomic and microeconomic influences, and the ability to customise campaigns while holistically considering all of these factors. Technology is helping marketers automate repetitive tasks, apply machine learning for assisted creativity, and process huge volumes of data quickly to draw meaningful insights. Thus, technology helps marketers increase creativity and productivity, and makes campaigns more effective. The best initiative that marketers can take is to invest in digital technology or product innovation. This has to rely on developing a clearly defined marketing strategy that leverages digital mediums to prevent wasted resources and missed opportunities. Studies have found that marketing has seen the biggest adoption of digital technologies among various business functions. A good website that is mobile and search engine optimised, along with social media marketing, email marketing and pay per click advertising can be particularly powerful digital marketing channels. As for small businesses, they have been traditionally limited by the resources they have, as well as their spending power. However, tech is a great leveller, allowing small businesses and startups to not only compete with larger companies but in many cases even leapfrog them. Phenomenal successes among startups are commonplace, driven by effective marketing and advertising that leverages technology and analytics. 

Capitalising On Advantages

Besides tapping on the changing customer behaviour, the fashion industry is relying on word of mouth through digital channels to drive purchasing decisions. Influencer marketing is the current rage and with the increasing number of social media users, the growth of influencer marketing globally has never been higher. New sales approaches, particularly virtual showrooms, virtual trial rooms and digital-first entertainment, are offering new consumer experiences. Retail buyers gain an interactive, immersive experience that bridges the gap between physicality and virtuality. A digital revolution of seamless experiences that touch the sphere of gaming offers marketers virtual real estate to advertise products and services, position themselves at the forefront of technology, and appeal to the next generation of buyers. This rapidly growing phenomenon of digital experiences as an integral part of marketing ties into the upcoming metaverse. Already being called the future of the internet, the metaverse is a boon to marketers that can not only display products and services in full view of a digitally connected world but also stash easter eggs to entice the most discerning and persistent of engaged buyers. Digital twins of real-life objects or people as virtual avatars can attract brand loyal shoppers. A connected world that allows buyers to be the most vicarious version of themselves is also a veritable playground for innovative marketers ready to capitalise on the future.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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india digital magazine 14 Nov 2021 digital india

Chandralika Hazarika

MD & Co-Founder, Bigthinx

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