How regulated industries can still get results from digital marketing
By our News Team | 2022
Marketers shouldn’t let regulations limit their creativity and the ways that they successfully engage with customers in the digital space.
Consumers are changing. They have less time, aren’t brand loyal, are more socially and environmentally conscious, and prefer experiences over products, according to a Deloitte study.
In regulated industries, marketing professionals have the additional challenge of compliance and government regulations, while attempting to engage with their difficult-to-reach audiences.
But regulations shouldn’t limit your creativity and how you engage with customers and potential clients in the digital space,” advises Desirée Gullan of G&G Digital, an African-based marketing and communications agency.
She gives three suggestions on how brands operating in regulated industries can still shine in the digital space.
Photo by Muneebfarman from Pixabay
Engage on the platforms your customers use
Use social to understand your clients’ wants, needs and behaviours, then design a strategy that resonates, provides solutions and adds value to their lives. You will save marketing budget and effort by selecting the same platforms your customers use. For example, if an organisation’s clients only use social media, developing a microsite won’t help you reach them or engage with them.
Use the appropriate digital touchpoints
Paid search, social media and influencer marketing are effective channels to reach audiences. But, for some industries, this may not be permitted. In addition, not all channels are appropriate for your goals. When regulations do intrude, work with key opinion leaders and influencers, use digital PR, tag visual content on your website, and optimise content to increase organic traffic.
Close the digital gap
Another Deloitte study shows that 75% of customers want consistency from their brands. You can achieve this with content that resonates and tells the same story, using a similar tone, across all digital touchpoints. Brands should also be consistent in their support services so that customers experience seamless interaction and don’t feel like they’re dealing with a business that operates in silos.
According to G&G Digital, regardless of the industry, online visibility is essential. Leverage opportunities and use the right digital platforms in smart, goal-orientated ways. Keep your audience at the centre of your content creation, deliver value and be consistent across all touchpoints.