Digital marketing plays a significant role in society as it is responsible for serving content to the media. It is a vital component to the success of any company, especially when you are looking to grow your business. When rightly executed, digital marketing help gain leads, traffic, increase profit margins, and grow revenue. Though none of that is a surprise to those in marketing, with the regularity of today’s reactionary and urgent pace, it is easy to lose focus of what is required for effective digital marketing.
The process of endless improvement is embedded in objective meditation instead of focusing on the external. The focus is on staying positive, finding purpose expanding perspective, and building empathy. Here are four principles you can apply to shine in digital marketing.
Finding brand purpose
The process of knowingly going inward to concentrate the mind on self-discovery instead of focusing on the external sensory world is known as Pratyahara. Pratyahara inspires you to find purpose by aligning with your core beliefs and value instead of outward pressures. When Pratyahara is applied to marketing tactics, it allows inside-out thinking. Most digital marketers very often emphasize the “what” instead of the “why.” Marketers focus on the interesting features their services and products offer instead of the fundamental value they want to offer their customers.
When practicing pratyahara, you can start with “why” to develop messages that compel and resonate with your audience. Pratyahara also teaches constant improvement. To focus your minds, stretch your physical bodies, and synchronize your breath, you need constant self-motivation. Also, by becoming aware of your weaknesses and regularly assessing your strength, you will be better placed to find the right platforms to connect with your audiences and take advantage of the new trends in the industry.
For instance, one of the best examples of purposeful marketing been practiced is the “Apple’s Think Different” movement. Years before Apply launch this campaign, Apple had lost a huge percentage of its market share to the Wintel network because they offer more choices, lower prices, and higher-performance CPUs. This initiative marked Steve Job’s return to the company and strengthened the company’s rebirth as the leading tech superpower. That said, finding purpose entails continuous commitment and constant follow-through.
Developing empathy
Most of the good marketing strategy is embedded in a smooth experience that focuses on the pain-points of the customers and ways to solve them. By practicing empathy, you can seamlessly discover the special motivations and aims of your customers and pilot them through the marketing funnel. You can then establish an ideal message for each role or even customize your content down to the individual. For instance, if you find that your target audience is increasingly looking for ways to stay healthy, you can decide to create exclusive content that focuses on lean alternatives.
Home Depot and Lush are the best examples of this practice. Home Depot amuse the enthusiastic DIYers with incredible customer service and an increasing body of DIY inspiration and ideas, thus fostering repeat connections and promote peace of mind. LUSH, on the other hand, please its customers by offering videos with incredible details on its products with ethically sourced and natural ingredients.
Staying positive
As marketers, we are usually in the middle of a lot of customer-driven activities. It is easier to get caught up in execution when managing multiple conversations. When you take the time to envisage the most appropriate result at the start, you can get better responses and make better decisions as you go. Staying positive also helps you handle mistakes with humor and humility. One of the most recent examples of humor in action influencing trending discussions and afterward sales is that of Tesla’s truck that was botched on debut.
With positive marketing, you can create emotional connections with your clients. Another example of positive marketing is the “#Imlovinit24” campaign by McDonald’s. A few years ago, after their worst sales in over ten years, they relaunched the trendy “I’m lovin’ it” campaign. The initial campaign displays some of the happiest customers’ stories while dining at their restaurant. The new campaign took it a step further, thus bringing unexpected and new moment of joy to twenty-four cities across the globe.
The #Imlovinit24 was enormously successful in rebuilding the company’s brand and helping their buyers associate joyous moments and trust with the company. The practice of staying positive also instills compassion. And with this, you can easily practice empathy and understand the industry in which you operate and the world as a whole.
Increasing perspective
You can build perspective by aligning with positive energy and goodness. Expanding perspective start by considering the other side of a point of view in every single situation so as to find balance and accord. You build humility when you gain perspective. Practicing humility is becoming more important because social media has made it much easier for consumers to observe your messages and brands.
The combination of empathy and truthfulness can elevate your brands to a new height. And you can also use it in your marketing strategy. For instance, before a vital launch, you can view your customers’ drive from an omnichannel perspective, which includes How good is product/service selection? What is social conversation quality?
One of the best instances of omnichannel marketing is Disney. Starting with well-optimized mobile apps and mobile-friendly ticket booking websites, the company considers even the smallest details.
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