There is a quote that I remember when ever I’m writing information for customers.
Every two days, we create as much information as we did from the dawn of civilization up until 2003.
This comment was made in 2010 by Eric Schmidt, President of Google at the time. In 2008, Facebook surpassed MySpace as the dominant social media site. Then we entered the realm of “smartphones” and everyone could be connected constantly, there was no longer a need to sit at a desk connected to a large computer system. Those days were over and everyone became a publisher.
- Videos – 48 hours of Video uploaded every minute and YouTube receives 3 billion views per day
- Photos – 250 million photos are uploaded to Facebook every day
- Twitter – 200 million tweets per day
- Email – Over 100 trillion emails a year or more than 300 billion emails a day
- Text in 2011 – more than 7 trillion
This doesn’t mean all the content out there is high quality. In fact the estimate from the Digital Marketing Association is that 89% of all emails are spam. This requires business owners to write content that engages customers through a tidal wave of information coming at them. How do we reach those customers? What gets these customers to react positively to the information?
Know the Customer
Sounds pretty simple. Most businesses do this all the time. However in engaging with digital marketing are you sending the same message to prospects and existing customers? Does this serve that customer effectively? Capture information when the customer engages and spend time to cater to each customer when contacting them. A database can customize the digital message you are sending to your customers and make certain the information they get is pertinent to their needs. Your business does NOT want to become part of the spam tidal wave hitting that customer.
Know the Solution
It is necessary to understand the solutions provided by your business for customers. Make certain when engaging customers you are identifying these solutions relative to the customer’s need. The digital message gives you an opportunity to sit face to face with your customer, a few hundred or thousand at a time. The content in this message should relay the same solutions you would use to engage that customer if they were sitting in front of you.
When we are face to face with a customer we can often read the outcome. Just like working face to face with customers, we don’t expect to receive immediate results, sometimes it will take several contacts. When sending a digital message provide identification so you know the customer has received the message. This provides evaluation of results. Allows us to identify which messages are received. From this we are able to fine tune our digital marketing and improve our engagement with customers.
If your organization does not have the resources to commit consider hiring a consultant who can work within your budget to deliver these advantages. A2DM can provide an assessment and offer solution alternatives within your budget that can provide the digital message you need to fully engage customers.