26 Oct, 2017

How Does Digital Marketing Affect Consumer Engagement?


As technology expands, many fear that there will be a new divide between real life and digital components. Technology has caused Industries to shift, expand, transition, which has impacted business professionals and their roles.

“The digital age has altered how businesses market their products. It has completely altered the playing field so companies have to tailor their strategies to reach their customers.” Forbes reports. 

Marketers have had no choice but to adopt new techniques into marketing strategies in order to stay up to date with digital trends and to deliver a customer experience that people want to be a part of. Technology has changed marketing forever through a variety of ways. Let’s dive into a few.

The Customer Has Changed

People are on their phones more than ever before, that is no surprise. Because of this, they are receiving information differently than ever before. This means that brands need to market to their audience in a way that possesses digital components, so consumers will want to be involved in the conversation that the brand is offering.

“The way communication has changed is another facet of the digital marketing age. Digital marketing channels are now more level than ever before. Due to the way customer behaviors have shifted, it’s now easier than ever to hit your target audience.”
 Because technology is so prevalent, the customer has changed. This new technology-driven customer is always connected and more on the go than ever before. This puts marketers in a position to have to take advantage of all the channels that consumers use, like social media, for example.

Customer service is now a 24/7 responsibility. Customers are plugged into digital components, giving them an opportunity to engage with a brand anytime, any day, anywhere. Your brand has to be aware of this, and form strategies to effectively meet this new audience.

“People expect you to address the needs of customers at all times. When 89% of companies believe customer service is their main point of competition, many have had to make a drastic shift in resources.” Forbes reports.

This new responsibility is forcing brands to market their products in a seamless way, continuously. Handing backlash, whether negative or positive, is also a priority because it is in the public eye more than ever. Being able to respond quickly to your audience is key.

New Expectations

With the changing customer, comes new expectations. Meeting the expectations of the digital customer is more crucial than ever before since they are so connected. If a customer is not satisfied with a product, service, or the marketing campaign does not reach the audience effectively, the customer will go elsewhere. The competition is easier to find since brands are connected digitally.

“Salesforce’s recent “State of the Connected Customer” report found that 70% of consumers now report that technology has made it easier than ever to take their business elsewhere — switching from brand to brand to find an experience that matches their expectations.”

This changing environment has put demands and expectations on brands to deliver the desired product. Customers expect immediate responses, personalized interactions, and their expectations to be met. So, business leaders must consider all opportunities before delivering a marketing campaign to their audience.

“Meeting these expectations requires in the first instance a comprehensive, 360-degree view of each customer, so when interactions are initiated there is enough understanding for an accurate response,” Salesforce reports.

Customers Share Data

Since customers are constantly plugged into technology, they have access to outlets that allow them to share data more than ever. This gives marketers a chance to really get in touch with their customers in order to deliver the best marketing experience possible. Younger generations are known to share more data than any other generation.

“Sixty-one percent of Millennials are happy to share personal data if it leads to a more personalized in-store or online shopping experience, while 58% will share personal data to power product recommendations that match their needs,” Salesforce reports.

This means that marketers must conform their brands’ message to meet their expectations, depending on the data found. It also gives CMO’s a chance to effectively conduct business operations that truly meet what their audience wants.

So, to fully grasp this idea, let’s talk about the basis of digital marketing.

“Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing in that it uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time,” Sas reports.


With 53% of Marketers planning on adopting Artificial Intelligence in the next 2 years, the digital marketing revolution is just getting started. CMOs and CDOs alike are seeking new ways to maximize their digital reach to attract new business to, as well as deliver enrich, personalized experiences to existing customers.

On February 15-16, 2018 at The Park Hyatt Aviara in San Diego, CA,  the Digital Marketing Transformation Assembly will bring together North America’s most prominent digital marketing technology and business leaders from all major consumer-driven industries to discuss the latest technology, innovations, and strategies driving digital marketing in 2017 and beyond.

The technology landscape has shifted the marketing industry and has changed consumer’s expectations, engagements and what they prioritize while interacting with a brand. In order to stay ahead of the competition and effectively engaging with customers, marketers must adapt to the digital landscape and adopt new techniques and strategy in order to create long-lasting relationships with their customers.

Download the sponsorship prospectus for information on how to get involved >> Spaces are limited, so reserve your seat now >

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