To Go Digital OR Stunted Growth: The Choice Is Yours

Going Digital!

From literature to everyday conversation, the phrase “times have changed” continues to be the same. With businesses, ROI has always been the end goal. But the parameters of its success, today, have changed. Apart from the achievements deployed to a brand’s to-do list, the consumers have also changed – and that is driving everything else.

The usage of internet along with its dependability has surged multifariously. People use phones for most of the time and love the idea of having the world in their palm – at just a touch. And no, this isn’t about Google Earth. Courses from Ivy League Colleges to thrift shopping, latest feature films to old and iconic commercials, the internet has everything to offer. With such a revolutionary tool capturing current and potential consumers, brands ought to catch up to speed.

For starters, businesses of all sizes need to exist in the digital world to be seen and heard. Small scale or local businesses may find it difficult to adapt to the digital ecosystem, because their legacy is built on hard work, and long-running reputation. However, from new start-ups to big corporations are acclimatising to the new approach.

A traditional business that only used digital mediums as a task on their to-do list, has realised the potential and need to go full throttle during the last few months. Many brands have been forced to exist digitally, in an attempt to sustain itself, during the pandemic and seen the benefits.

One of the traditional brands that has done this effectively is Asian Paints. Using research that showcases more than 90% of consumers prefer ads that showcase story telling, they have used celebs and influencers effectively to create a relatable and trustworthy brand online.

Another organisation that has done great in the digital interface is Durex. Bringing together their brand strategy and carefully coinciding this with relatable topics, they have garnered a very strong digital following.

So the question here is, how do we nail the digital space as a brand?

Here are 5 key takeaways to consider when creating a strong digital strategy:

Know and own your social personality

In the digital world, your brand has to stand out. Make the most out of this platform to reveal your brand’s authenticity and be open about what you stand for. After all, we all appreciate honesty! But while you do this, continue to stay true to your purpose as it helps distinguishing your brand, both online and offline.

Find the right balance between creativity and consistency

Let consistency become your forte. If you have a creative idea, go for it! But make sure the idea is in tune with your brand personality. Being consistent speaks to the customers and lays the foundation of trust and brand loyalty.

Even serious brands can, every once in a while, step out of their shell and infuse a sense of fun. But again, the execution makes all the difference.

Always have a 360 degree strategy

When it comes to going digital, don’t do this for the heck of it. What you do online should co-incide with your larger strategy, online and offline. The trick here is to create an online strategy that is unique and innovative and yet coincides perfectly with the larger brand picture.

Stay relatable

Talk to your audience in a way that they appreciate and expect. And what is more relatable than sharing your stories with the audience, and paving the way for personalization. Even when you speak about your brand, do it in a way that makes for compelling viewing.

While you do all this, remember to not lose yourself. Maintain your brand tone, so that the consumer registers the brand vividly.

Subtlety is the key

The updates you post on social media to engage with an audience should not scream your brand. But at the same time, they should not be empty of any branding. Maintain a balance between the two. After all, the most successful brands do this in a subtle effortless manner in order to achieve their Nirvana.

The time to shine in the digital world is now! Stay true to your brand personality, stay innovative and seize the moment to create a strong brand, digitally too.

Sources:

https://www.forbes.com/sites/bernardmarr/2020/03/20/why-companies-turn-to-digital-marketing-to-survive-covid-19/?sh=52a2351b2425

https://www.rediff.com/money/report/tech-how-brands-in-india-are-going-digital/20180906.htm – business standard

By auraa_admin

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