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Digital Marketing: Brand Evolving

The digital sphere is overflowing with advertising, which is not only due to the consequences of the pandemic. After COVID-19, offline sales fell due to various restrictions to stop the spread of the virus (Akhtar et al., 2020). Companies use three main ways to “stay in the game” even in these challenging situations: using social media, creating video content, and using interactive technology (Advantages and disadvantages of digital marketing, n.d.; Bala and Verma, 2018). These technologies are modern and relevant in many areas of business.

Social media marketing has a lifestyle approach and uses influencers as complex advertisers. Influencers engage subscribers in their daily lives by sharing information about their hobbies, hobbies, daily activities, and even their loved ones (Harrigan et al., 2021). Customers much better perceive this more realistic reflection of the company’s online presence than traditional advertising gimmicks. According to a study, 70% of teens trust influencers more than celebrities (Vukmirović, Kostić-Stanković, and Domazet, 2020). Nike promotes its products to young people on Tiktok with various bloggers, while Moon cosmetics and personal care products are through beauty bloggers (Byrne, Kearney & MacEvilly, 2017). If a company has never partnered with an influencer before, it needs to find someone who best represents the brand.

The video will almost certainly continue its dominance in 2022. No wonder platforms such as Tiktok and Instagram Reels are gaining popularity (Feldkamp, 2021). Companies must continue to create compelling video content, while creating a video ad strategy is also essential. It includes knowledge of the audience and the definition and presentation of the brand image (Kingsnorth, 2019). For example, Samsung creates branded videos to showcase the camera capabilities of its products, and McDonalds implements the most frequently asked questions in videos (Sharma et al., 2021). There are many more options for using this type of content: entertainment and education to 360° experience.

Finally, interactive technology also creates an opportunity for a company to keep up with the times and stay afloat. Real estate agencies and game developers team up to develop augmented and virtual reality (Imanova, G. E. & Imanova G., 2020). Shoppable posts allow shoppers to shop directly from the social media app. Instagram now offers seamless integration to tag their products on a different eCommerce platform (Williams, Sedgewick, and Caulfield, 2021). This use of technology does not compromise the superiority of companies and, at the same time, leaves them unique in the crowded digital marketing marketplace.

Reference List

Advantages and disadvantages of digital marketing (n.d.)

Akhtar, N., et al. (2020) ‘COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration’, The Service Industries Journal, 40(13-14), pp. 891-913. DOI: 10.1080/02642069.2020.1790535

Bala, M., & Verma, D. (2018) ‘A critical review of digital marketing’, International Journal of Management, IT & Engineering, 8(10), pp. 321-339.

Byrne, E., Kearney, J., & MacEvilly, C. (2017) ‘The role of influencer marketing and social influencers in public health’, Proceedings of the Nutrition Society, 76(OCE3). DOI: 10.1017/S0029665117001768

Feldkamp, J. (2021) ‘The Rise of TikTok: The Evolution of a Social Media Platform During COVID-19’, Digital Responses to Covid-19: Digital Innovation, Transformation, and Entrepreneurship During Pandemic Outbreaks, pp. 73-85.

Harrigan, P., et al. (2021) ‘Identifying influencers on social media’, International Journal of Information Management, 56, p. 102246. DOI: 10.1016/j.ijinfomgt.2020.102246

Imanova, G. E., & Imanova, G. (2020) ‘Digital marketing technologies selection under Z-environment’ in International Conference on Theory and Applications of Fuzzy Systems and Soft Computing (pp. 378-387). Springer, Cham.

Kingsnorth, S. (2019) Digital Marketing Strategy: An integrated approach to online marketing, 2nd Edition. London: Kogan Page Publishers.

Sharma, M. et al. (2021,) ‘Instagram Emerging as a New Paradigm of Digital Marketing’ in Interdisciplinary Research in Technology and Management: Proceedings of the International Conference on Interdisciplinary Research in Technology and Management (IRTM, 2021), 26-28 February, 2021, Kolkata, India (p. 210). CRC Press.

Vukmirović, V., Kostić-Stanković, M., & Domazet, I. (2020) ‘Influencers as a segment of digital marketing communication: Generation Y attitudes’, Marketing, 51(2), pp. 98-107. DOI: 10.5937/markt2002098V

Williams, D. E., Sedgewick, J. R., & Caulfield, J. (2021) ‘Looking backwards to move forwards: assessing the informativeness of mobile shoppable video’, The International Review of Retail, Distribution and Consumer Research, 31(2), pp. 150-181. DOI: 10.1080/09593969.2020.1838316

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