Digital marketing as an advertising tool
Digital marketing is the use of marketing strategies in digital media, which are used to reach a wider audience instantly.
Currently, with the emergence of different innovation and technology communication techniques, companies and their brands are taking advantage of the digital media vein to implement digital marketing as a means of advertising, that is, in those spaces where they can connect (engage) with the target and that this can interact in their daily lives (going out to eat or shopping, using public transport, walking on the street, among others).
With these new communication strategies, you connect with the audience through a digital medium and also personalize the interests and preferences of the end user who can also share it in their social networks. It is, without a doubt, a very powerful advertising tool for the brand in question.
The variables of digital marketing
Digital marketing offers enormous possibilities for a company or brand, because it encompasses all kinds of communication techniques and strategies for any product, service or brand. It is based on a strategy of four variables: flow, functionality, feedback and loyalty.
However, this company has to offer an added value to its product or service if it wants to compete in the market, something that captures the attention of its target audience through the use of new communication strategies.
Likewise, it must personalize the product or service as much as possible according to the preferences, needs, habits, or lifestyles of the potential consumer and the end customer, correctly defining the way in which it will be proposed and determining how to reach the maximum number of consumers possible, through market analysis and the real preferences of the customers.
As with social networks, using a variety of digital media in other environments achieves a complete transformation of the customer experience and the possibilities of interaction between brands and consumers.
The digital strategic transformation
The new consumer demands content that adds value, entertains and excites them, without a company or brand asking anything in return.
Technological innovations are increasingly at the service of the consumer. Digital marketing has become a perfect advertising tool for different sectors, such as fashion, where brands generate emotions in the different communication channels where they connect with their target audience and take advantage of that added value. Through marketing, fashion companies can achieve brand awareness, leads and even sales.
Considering that the visual is the natural thing in the fashion sector, and that today it is becoming more important in the digital environment, it is not surprising that digital marketing is a great opportunity for fashion brands.
I have selected some types of digital content that fashion brands use as a digital strategy to capture the attention of their customers, apart from showing their collections in social networks or buying their clothes on websites, to offer additional value to their potential audience.
The British fashion brand Burberry is one of the firms that most bets on digital strategies to establish links between brand and client through technology.
In their London store on Regent Street they have created a digital space where they can show fashion shows, live and acoustic events, as well as see the entire collection on display inside the store on touch devices.
As you will see in the following video, with this type of strategy the brand is committed to creating a strong engagement, well received by their clientele.
With regard to touch devices, for example, in Spain, Inditex is committed to including a touch screen in each fitting room to avoid having to go back to look for another size if it doesn’t fit or if you are confused.
The scanning of the garments before entering the changing room allows the request of another size, colour or model within the same changing room.
The customer’s request is received by a salesperson who serves the new order without having to leave the fitting room.
Touch screens are also used to provide the customer with the brand’s online catalogue, to inspire the customer and help them make the best decision when buying.
The latest in technology is an interactive mirror or virtual dressing table, a device in front of which you can try on your clothes and take a photograph while you try them on, as well as acquire information about the garment in question: size, available colours, features, other matching clothes, etc. The video camera can capture photos that can be sent by email or published on social networks.
This simple process offers added value to the brand because it gives it greater visibility in the networks of a larger target audience and, therefore, you can immediately reach other potential new customers who are not there and, who knows, maybe one will be interested in the product and end up buying it.
One example is at London Heathrow Airport (pictured above), which has added to the digital strategies by installing an interactive mirror inside the terminal to enhance the customer experience and help them choose the best garment option and the one that suits them best. In addition, if you like your look you can share it on social networks.
What brand wouldn’t like to have their look shared immediately on a social network? According to several researches in the fashion industry, a Facebook user has an average of approximately 200 friends; therefore, if a brand had ten customers a day using the interactive mirror, its brand would be visible to about 2,000 people a day. Therefore, more visibility.