How digital communication influenced the global business

My job is to make businesses of my clients move faster and to pave paths to generate revenue for their businesses; and that’s how I make a living.

I have been seeing and enjoying the evolution of digital for more than a decade. Having worked as a digital marketer all through these years, I have noticed that the most influential dynamics of digital that are changing the ways of marketing are perhaps speed and adaptability, which every business across the global is striving hard to reap the benefit of.

Digital communication has turned out to be a game changer for global businesses. Not only the consumers’ buying decisions are immensely influenced by the brands’ communications on digital platforms and their buyers’ opinions/reviews online, but their buying decision today is at least 10X faster than what I had seen 5 years ago. This doesn’t only indicate the speed of consumers’ buying decision making, but also indicates their adaptability with the digital shopping. Consumers’ behaviours are evolving at a fast pace, so as the business trends and priorities of the businesses. It’s nice to see both businesses and consumers are adapting to an all-digital world faster than ever. The consumer’s buying pattern and tastes have changed considerably than 5 years ago. Therefore, the brands are realizing the need for changes in the way of marketing their products and services and presenting themselves and their messages before their TG. Hence, as marketers, today we have so many things to think about in the current scenario.

At Indus Net TechShu, we frame our marketing strategies by keeping in mind not only the present prospects’ behaviours and interests, market condition, market segment and size of the online market etc., but most importantly consumers’ considerations, which is the most important and primary phase of consumers’ decision making, where essentially the consumers tend to choose a small set of products or a small piece service for evaluation. This phase is followed the Phase of Choice, where the consumers tend to form an idea about the set of products or services selected in the Phase of Consideration. ?

We enhance our strategies keeping in mind the possibilities of changes in the consumers’ behaviour trends and the market condition. However, many of our norms around building marketing strategies (most important of which is framing the digital communication strategies) and management of the digital marketing projects are rooted in some relatively inflexible constraints. The major challenges faced by marketers at times are:

a)?????Brands (especially the startups) not willing to adapt to the communication style required in response to the current consumers’ behaviours and decision-making pattern.

b)?????Not successful in combinatorial thinking about their services/products, line of communication and needs in the market.

So, this disposition of some brands becomes an opportunity for their competing brands, as they consider this as an opportunity in digital marketing. By understanding the consumers’ perspectives, behaviours, interest and considerations, the competing brands are constantly improving their digital communication wireframe and are winning an edge over their average counterparts. So, Speed and Adaptability are two most significant dynamics of digital that can transform an average business to an well sought-after brand.?