Over the past decade, we’ve been living in a society driven almost entirely by technology. Whether you’re working in the industry or just an average citizen, you’ve witnessed the evolution of technology and its impact on day-to-day life.
Business owners who’ve been around for decades know and understand these changes, but even up-and-coming, growing businesses have to learn to adapt to the continually developing methods of business.
In this article, we’ll look at six ways digital tools have changed the nature of business.
With technology advancing every day, up-to-date customer information is crucial for businesses to keep up with constantly increasing digital demands. AI and machine learning models, modern automated outreach, digital PR, HR and hiring, targeted social media and many other operations cannot be correctly managed without comprehensive, and polished customer databases. Maintaining such high database quality is impossible without world-class digital tools including verifiers, crawlers, HTML web scrapers and more.
Certain mobile apps gather such information and allow marketers to view them in real-time so they can quickly react and create content according to the data.
Other digital tools can sort through large amounts of data at a rapid rate. Once these tools collect this data, people use additional tools to share the information through the department.
Of course, there’s more than one way to do this.
Firstly, employees must know exactly what they’re looking for beforehand. Narrowing down which metrics are the most vital to the success of the company speeds up the process. Once the company knows what they need to gain from this information, they can work together to organize a marketing campaign geared towards data findings.
Next, the company must know which consumer “route” to take. The brand must identify what content customers are engaging within the most consistent and relevant way. Monitoring the brand-to-consumer relationship helps companies create more engaging content geared towards what their audience is looking for.
And of course, making sure you have employees that can translate this data is a crucial step. Any sort of consumer-related data is virtually useless without the right people to process it. Data insights drive a company and help it comprehend the likes and dislikes of the consumer.
Combining these three steps help a company create personalized content for each customer. Collecting, processing, and using data analytics aids a business in creating engaging content that pulls in potential customers.
In order for any brand to be successful, they must stay up-to-date with the online software and digital tools that are changing the tech scape. Staying in touch with social media platforms, gathering information, and investing in innovative digital content tools helps brands change and create content that surpasses all other competitors.
Social media influencers are more popular now than ever. Whether it’s Instagram, YouTube, or TikTok, people are finding any and every outlet to promote their business. Companies no longer need to hire celebrities to promote their products. Instead, they’re turning to social media.
Depending on the influencer and the platform, companies have the ability to use influencers to promote their brand to millions of followers. Most influencers have zero qualifications. In fact, the more “relatable” and “average” the person, the more likely they are to gain a following.
Brands will typically reach out to influencers and partner with them to encourage users to buy their product(s). Take Charli D’Amelio — the 16-year old taking the social media world by storm.
Since her sudden rise to TikTok fame in 2020 during the first wave of the coronavirus pandemic, the young superstar has partnered up with countless brands and acquired dozens of sponsorships, even appearing in a 2020 Super Bowl commercial.
While some question the young dancer’s legitimacy, there’s no doubting her influence.
We live in a completely customer-centric age. Amanda Davis, a Customer Experience Blogger from Customer Think explains that customer intimacy is tied to telling them the right story, listening to their needs, and placing the customer first. In her own words, “story-telling allows companies to visualise the customer in the organisation and to empathise with them. It all begins with customer listening.”
In order for any modern business to succeed or gain a following, it must have a strong social media presence — not just to improve their quality of content but to establish a better sense of trust between them and the consumer.
Now more than ever, people want to know exactly who they’re buying from — also called “brand awareness.”
A company must create a sense of community to draw people in. Consumers want to know they can genuinely trust such a brand before they put their money into it. Today, one of the most common outlet companies use to do so is Instagram.
Whether it’s a small jewelry online boutique or an international retail clothing brand, companies are using photos, videos, and live streams to engage with their followers. The trick is to make the brand feel relatable and find ways to allow customers to feel like they’re part of the brand’s journey.
With Instagram, businesses can upload “Stories” to keep customers informed of upcoming launches and current projects, making followers feel more included.
In this age, internet users are sharing content at a frantic rate, both over the internet and through social media. This means that digital marketers have to come up with new and creative ways to get their brands noticed.
And this doesn’t mean just putting out more content — it means putting it out in a strategic and inventive way. Georgina Leith - a Marketing Specialist from Art of War SEO - commented on the quality of modern digital content, explaining that, “...over 90% of web content gets no traffic from Google; none! Yet still we see radically high returns on Best of Class content. Simultaneously, ranking 1 to 3 on Google SERPs still has exponentially higher returns than later rankings. Similar trends are following in social media. Many digital marketing commentators are beginning to lean on an all or nothing approach. Have the best content, or get no traffic. Rank 1 to 3 or, or get no traffic. It’s all or nothing, and the only way to get there is with incredible, graphically rich, interactive and thorough content.”
Producing world class content has a lot to do with keeping up with digital trends. Whether it's a new brand or a brand that’s been around for decades, digital trends shape the content being produced.. The challenging bit for marketers is differentiating trends from fads
Though some mistakenly consider fads and trends the same thing, there’s actually a huge difference. Fads typically describe a short-lived craze or enthusiasm for a particular style, whereas a trend evolves over time and develops into longer-lasting movements.
Marketers must stay up to date with incoming trends and find a way to work it into their digital marketing campaigns. Many brands opt for high-quality product images to promote their product. Older brands try to use clean, classic, and minimalist images and videos to appeal to a wide audience range.
One of the major ways digital tools for business have changed today is through instant communication between the buyer and the seller.
Instant messages, emails, live chats, websites, and apps enable quick and efficient communication with consumers. Mainly when businesses use several means of technology, communication methods have seen a massive improvement.
Companies can also allow customers to give feedback on orders or questions about products through the same digital communication methods.
Even within the work environment, employees now have access to a centralized portal to upload and update documents, data, and contracts. Instead of having to deliver information in-person, departments can now instantly relay information back and forth using digital methods.