By: Richa Shrimali, Consultant, Interactive Practice

The advent of the digital age has revolutionized how businesses and consumers interact. The proliferation of technology has intertwined the customer, brand, and marketer in the dynamic digital marketing ecosystem. Ten years ago, most of the marketing and advertising we were exposed to was limited to print, radio, and TV. Nowadays, YouTube and Instagram have become the go-to platforms for the younger generation, functioning as personalized TVs that cater to individual preferences and personalities. Now, consumers can decide through various “search moments” whether the product to be purchased is worth it, despite how good the marketing tactic has been.

Here’s a real-life example to understand the situation better. The 2022 FIFA World Cup final between Argentina and France became an instant classic even before it ended. Argentina emerged victorious after a hard-fought battle ultimately decided by penalties. Each of us was glued to our TV screens for this exciting match. As the twists and turns unfolded in the second half, it became more exciting. As the players hustled on the ground, another group of individuals matched their level of intensity. These individuals were the “marketers.” People watching the match in the stadium or at home were the “target audience.” Brand managers are constantly striving to capture the user’s attention for 30 seconds and draw them towards their online or offline product.

Despite the ongoing global recovery, the pandemic, geopolitical tensions, and economic uncertainty have resulted in a significant growth slowdown, causing various challenges and disruptions. To navigate this challenging market, brands must distinguish themselves from the competition. It is a ‘Digitize or Die’ war, as the pandemic has brought millions of technologically sound new customers and thousands of new brands, bringing a dire need for differentiation for all the brands is a must to sail through this slowdown growth.

According to Statista, consumers have become more mobile-friendly in the evolving digital era. By 2026, the number of mobile device users is expected to increase to 7.5 billion, compared to 7.2 billion in 2023. The reports predict substantial growth for cellular-enabled phones, tablets, and all IoT devices globally. Shopping journeys don’t exclusively start and end on a brand’s website or social media, but there are many digital footprints of users across all the digital properties owned by a brand.

Let’s now see the journey of the three musketeers of digital marketing-consumers, brands & marketers-through the marketing funnel.

• Consumers are now more informed, socially conscious, and demanding personalized experiences. Previously, people only bought items when they had a specific need and would stick to a few brands.
• Brands are now adapting by aligning with consumer values, creating memorable experiences, and embracing transparency. Prior, they faced a challenge due to insufficient consumer behavior data and digital footprints.
• Marketers leverage data and agile strategies to engage with consumers effectively over multiple channels, making an omnichannel experience. In the past, companies used to implement linear marketing strategies based on market trends.

Let’s now see the journey of the three pillars of digital marketing-consumers, brands & marketers-through the marketing funnel.

Figure 1 – Consumer funnel journey

Awareness

• Consumers now would reiterate the need for the product and then see multiple sources of information and platforms to discover brands and products.
• Brands create an aura of awareness, making it easier for the consumer to penetrate. They share all the product information so the customer can deeply understand and compare with similar products for value.
• Marketers aim to generate brand visibility and recognition. They must create compelling content and leverage digital channels to capture consumers’ attention and generate awareness. For example, the travel industry players would always share articles and tips for long weekend getaways. This information gives a consumer a starting point to get into the research stage for travel planning.

Consideration

• Consumers have now identified their needs and are actively seeking information to evaluate different options to make an informed decision. Individuals can browse reviews and gather social proof to make conscious buying decisions.
• Brands focus on creating informative content, product comparisons, and interactive experiences to help customers evaluate their offerings. Brands can now use data-driven insights and advanced targeting techniques to deliver personalized and relevant content to potential customers.
• Marketers can leverage data analytics tools to gain insights into consumer preferences and demographics. They can then apply these insights to educate customers about the Unique Selling Points (USPs) and benefits of their products or services. The focus is to deploy effective lead-generation strategies through webinars and content collaterals like whitepapers, case studies, etc. Such strategies are designed to capture users’ interest and nurture them toward making a purchase.

Conversion

• By this stage, consumers have narrowed their options and are ready to purchase. Individuals are motivated to take specific actions, such as registration, downloading, subscription, and making direct purchases, resulting in a streamlined buying process.
• Brands can create immersive experiences for customers, allowing them to try products virtually or visualize how they might look in different settings. This stage includes personalized communication that encourages loyalty toward the brand.
• Marketers can now use Augmented Reality (AR) to overlay digital elements on the physical world to make consumers experience the brand. Automation tools and chatbots have streamlined the process of customer interaction and enhanced customer service overall.

Figure 2 – Customer flywheel

Customer Flywheel

Emerging technologies have transformed the marketing landscape, allowing marketers and brands to understand better and engage with consumers. Therefore, the concept of the new customer flywheel has come into play. This flywheel aims to improve the consumer journey and turn them into loyal brand advocates.

Activate

As a part of the marketing strategy, making users experience the product would help reaffirm their confidence in the brand. Adidas launched its fitness app, rewarding its users by giving them an enjoyable experience and keeping them connected to the brand.

Adopt

Audiences know their own choices and preferences better than anyone. Incorporating surveys across platforms can provide valuable insights into how much they have dwelled in the brand. YouTube now has an inbuilt feature of short surveys playing between brand videos to engage users and, hence, know their users better.

Remarketing

In the customer-centric world, we have shifted from Search Engine Optimization (SEO) towards more paid media and vertical ad engines. Video ads in a short format are gaining popularity on Meta, LinkedIn, and YouTube. They are reaching users across various touchpoints, resulting in a decline in organic search. Strong remarketing is a good way to nudge users about brand products and keep them at the top of their minds.

Advocate

Social media is one of the top channels for marketing in the evolving digital world. To build trust and loyalty with customers, brands must showcase the best use cases of their products. Influencer marketing plays a major role in helping users connect with their community, having similar minds. Many Fast-Moving Consumer Goods (FMCG) brands work with influencers to craft recipes with their products.

Conclusion

In conclusion, emerging technologies have revolutionized the funnel journey for marketers, brands, and consumers. Delivering a fluid omnichannel shopping experience requires a deep understanding of customer needs and preferences. It also requires a seamless user experience across all channels, personalized messaging and promotions, and integration of new technologies. By prioritizing these factors, marketers can deliver a shopping experience that delights customers and drives business growth.