If you’re like most people in the professional workforce in the morning, you use your mobile device (phones are so 90’s) as an alarm clock, weatherman, news deliverer, light provider, music player, and” Swiss Army Knife” of starting the day. The focus here is not so much that these magical devices provide a mind-blowing amount of options and information but that they do most of it through the power of digital delivery. And if your marketing mix does not include digital delivery, you might as well be marketing in the stone ages and carving messages in dark caves.
Today’s consumer is not only more comfortable with digital marketing, they expect it. Have you been to a football game lately? Look around you, most fans – even those with great seats, have their eyes on the jumbotron more than the field. Same thing at rock concerts, airports and doctors offices – call it the power of the screen and the medium of digital.
Using digital can help create a whole-brand experience for your company and clients. Think traditional direct mail in their mailbox and a newspaper ad matched with similar creative/messaging on your website, an email in their inbox, a text message on their mobile device, a television ad, and a Facebook ad on their computer. Of this example trail of tactics, only the direct mail and newspaper is non-digital but for a full branding impression you must cover both digital and non-digital.
Other examples are retail selection choices such as fast food and casual dining restaurants digitizing their menus for different times of day. Does your retail business list pricing behind its sales platform or counter? If so, using a digital board allows for quick pricing and item changes as well as increased marketing penetration by showing advertisements.
And at the point of purchase, the old pop-up tent display can easily be replaced by a digital picture frame that can be updated on the fly through a jump-drive or computer connection. No more waiting on printers as with a little graphic and creative help, your marking can change almost as fast as consumer preferences do.
To summarize my bloviating blog about digital demand, if you are not using digital your marketing will be left behind especially if you are a big brand retailer. The ability to change your message quickly, meet the quick delivery expectations of clients and create a whole- brand image impact is essential to marketing in today’s digitized environment.
John Oxford currently serves as Renasant Vice President and Director of External Affairs. Resanant is a 108-year-old $4.2 billion Tupelo, Miss., bank. Oxford is also an Adjunct Instructor at the Mississippi School of Banking at the University of Mississippi. Prior to Renasant, Oxford served in the administration of President George W. Bush (01-03) as a Legislative Assistant and Public Affairs Appointee to the Executive Office of the President in the Office of Management and Budget. Oxford received his Certified Financial Marketing Professional designation from the American Banking Association at Northwestern University in Evanston, IL, his master’s degree in Government from Johns Hopkins University in Baltimore, MD, and his bachelor’s degree in Communication and minor in Political Science from the University of Tennessee in Knoxville. Outside of work, Oxford serves his community as Chairman of the Tupelo Redevelopment Agency – overseeing a 20+ million bond issue redevelopment, as a Board Member of the Northeast Mississippi United Way, and as a member of the Parkgate Pregnancy Clinic. Oxford is a former First Lieutenant in the Mississippi State Guard, and was named Top 40 under 40 in Mississippi for 2007 by the Mississippi Business Journal.