Essentials of Marketing in the Digital Era

Good marketing makes the company look smart. Great marketing makes the customer feel smart ~ Joe Chernov

With the advent of Internet of Things and the Digital Revolution, marketing is still discovering its ideal mix to fit into the present age. Digital marketing is now a requisite in generating value and voice. This includes everything from building a strong online presence to providing an omni-channel user experience to effective communication and more. Within just a decade, Facebook has reached the pinnacle, mobile has become a necessity, and the U.S. presidency was won through Twitter. It’s been a roller coaster of a journey and with new players and technologies’ emerging hysterically, the journey seems to have just started. But in this lightning fast universe, there are certain fundamentals that gain crucial centric value.

Content is King

Without good content, no matter how many social platforms are used or how many emails are sent, the result is not concrete. Creating good content is the key to the success of a strategy, be it digital or traditional. content.pngContent should be crisp, interesting, and tied-in to your brand’s personality. In a fast-paced world where the average human attention span is less than that of a goldfish’s (8 seconds), it’s important to have engaging content. Keep it simple, but use specific targeted keywords to ensure that the message gets across to skimmers and also to improve SEO.


Brands must design the look, feel and functionality of their website in such an ideal responsive manner that no matter what device the customer is using, they are never lost. Omni-channelWith a well planned seamless experience, online and offline, brands could do a great job at keeping customers happy and gaining a competitive advantage. All brand content and contact must be easy to navigate and not cluttered with too much information. Make sure that it’s mobile first, so that users can access information quickly on their smartphones. Most importantly, the designing should be done keeping the user in mind.

Email Marketing

In a place surrounded by countless tools like social media, traditional media, virtual reality, augmented reality, it’s easy to forget about good old email tactics. EmailEmail not only coexists with the other platforms but also outperforms them. It’s the most effective, cost-efficient, personalised and easiest of all. You can easily get a picture of who opened your mail, which links were clicked, how many people unsubscribed and more. 61% marketers agree that email marketing is providing the highest return on investment of their organisations.

Big Data

Data is the way to connect the dots between channels and devices so customers have a consistent and personal experience. This is how marketers are going to win.
Data and marketing analytics are the keys to improving your targeting, delivering Datarelevant messages, and creating personalized, omni-channel experiences that turn prospects into life-long customers. The rate at which data and our ability to analyse it is growing, businesses of all sizes, large and small, will be using some form of data analytics to impact their business.

Story Telling

Marketing is not about B2B or B2C; it is about H2H (human to human). Thus, storytelling is that important bond that connects us to our humanity. It is what links us to our past, and provides a glimpse into our future. StorySince humans first walked the earth, they have told stories, before even the written word or oral language.  In my opinion, storytelling is the art that allows us to digest information more easily because it connects information to emotions. It is one of the most powerful ways to instill a human element into your brand and one of the core components of a content.

The goal of progress has been toward making our lives easier from the invention of the wheel to the delivery of food on the wheels; we have come a long way. Marketing in the modern era helps to connect the dots and provide insightful insights. Brands just need to be smart and fearless in the face of this change. It’s never possible for anyone to know everything about the world of digital marketing, because it is continuously evolving and innovating. However, there are a few things that are always imminent to succeed in marketing.

Build relationships, not links ~ Scott Wyden Kivowitz


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