The digital divide present in the current digital marketing landscape is at present largely pointed out by the company’s strategy structure. Some could say: Nowadays Marketing is all about advertising!
Of course the power of advertising is one of the key factors in company’s success. But, do we still know how to reach our target correctly? And, do we know how to bridge the divide present between consumer data and consumer engagement?
The behaviour of the consumers has been constantly changing since the beginning of Internet. So much that they are now leading the tune in the digital marketing race. Their rapid evolution in their purchasing behaviour with the online access to a huge amount of information has changed the game. They buy online, share with friends and engage with advertising and their content. They are choosing and using different channels and devices in order to reach their needs. The brand loyalty has become an obsolete concept for those new consumers who are now engaging with brands but still buying competitors products.
While the size of our database is growing on a daily basis; we are lacking efficiency in our marketing campaigns. The real challenge now is how, as an industry, we can be able to adapt our “point solutions” to all those connected and non connected groups and the lack of unified measurements.
Companies are mostly multi-channel and forgot the others options. In fact, we can deal with different methods to reach consumers:
- Multi-channel: Executing campaigns in two or more channels
- Cross-channel: Applying lessons from one to other channels
- Real-time Interactive Marketing: Executing real-time dynamic interactions across channels and programs
However, there is still a massive digital divide between consumers that engage in real-time on different channels and the marketing industry that is mostly not executing in real-time.
The importance of integrating “end-to-end” solutions instead of “point solutions” helps to bridge the divide between sell-side and demand-side and provide value to both. Consumers have to be follow from the first step to the last one and not only the “last-click”.
The unified measurement is also a crucial key for the company willing to move from multi-channel to cross-channel marketing, enabling the tracking of consumer journeys. It needs to unify the audience views and to follow the consumers from the start to the end. Targeting methods and brand engagement are also active marketing tools.
These two forces, in union, are reshaping the digital landscape. They are providing the basis to enhance digital marketing executions. This will enable the industry to develop new marketplaces where smart end-to-end solutions enabling “real-time” efficiencies for publishers in order to adapt their solutions on a case by case basis.
On the other hand, the choice of the good marketing promotion tools is very important. A good knowledge of the targets is primordial in order to be efficient. Indeed, not every consumer has the knowledge and the capacities to access and to explore the web. Some persistent socioeconomic differences – in terms of educations, incomes or countries development – are still creating a divide between consumers. Companies must be attentive at which ways they use to promote their marketing campaigns. It is not useful to promote a digital campaign online while consumers are barely present on internet.
That’s why there is still a massive divide between consumers and the current digital marketing practices and used to reach and engage them. Today the digital marketing is evolving and it’s evolving fast. Just when you think you have a handle on how to measure your digital marketing something changes and your current measurements are no longer effective to determine a return on investment.
Companies need to hire several people in a digital marketing analytics department. Those employees have to be able to understand the digital marketing and be able to separate fact from hype. They need to translate the huge data base into actionable marketing initiatives. Finally, investing in a Facebook page is not relevant; you should rather invest in your branded website.
However, the digital divide is France is not as important as other emerging countries. We might be facing new problems with the development of new technologies. Such as the mobile marketing campaign that are problematic for the agencies. Indeed, the same questions are present: Which audiences or new audiences of consumers; which budget; how to set affordable prices; and how being efficient.
The marketing world has been disrupted by the rapid consumer’s behaviour modifications. The technology evolutions are also changing the way to promote and create marketing campaigns. Moreover, the new Media are nowadays a key player in the company’s development that have to be efficient in real time and adapted to consumers needs and expectations.