Brands adapting to digital consumers
How has this impacted on marketing? Capitalising on new technologies has now optimised a change in the makeup of modern day marketing.
Of course, digital strategies have been collectively utilised in a wide range of different industries for a considerable time. However, it is interesting to see that the digital boom has resulted in an influx of development in industries we did not expect. Firstly, the sports industry for example. The introduction of BT sport has taken over the broadcasting of several major football leagues and cups in the UK, showcasing all events on multiple digital platforms. With the new technologies available, comes new marketing strategies.
On the flip side, if we look at the music industry, the digital downloads market has always been dominated by iTunes dating back to 2003. Although, when Spotify arrived on the scene, they revolutionised the way in which consumers listen to music through its instant free streaming service. That service became so popular that Spotify adapted It. The new digital approach became so successful, that they went a step further with their 75 million users. Introducing a “premium service”, in which 20 million users pay for, allowing them to download and listen to music whilst being offline. So Apple’s situation was bleak.. The online streaming marketplace was dominated by Spotify and Youtube. Interestingly, Apple took a different approach by changing the way we as consumers listen and interact with music through its latest offering. Apple introduced “Apple Music” the 24 hour radio station, which offers on-demand music. Earlier this month, Apple disclosed that it had 11 million Apple music subscribers in the three-month free period. The question is once this period is over how many loyal customers will stick around?
Wearable technologies is one of the latest digital trends. Focusing on the smartwatches industry, Apple have again taken their products that one step further.. Releasing the Apple Watch has had controversial mixed reviews so far. However, Swatch has designed a comparatively cheaper smartwatch that will be tough competition for the IWatch.
GoPro basically shaped, and continues to dominate, the action camera market with reports of 5.2 million cameras sold in 2014. However, there is a new brand that has come into play… EE have developed a cutting edge action camera. EE has taken a new approach to digital consumers in the sense that it has the ability to live stream over 4G. The USP has the potential to be a real competitor to GoPro, being a time saver and potentially more convenient for users.
So, in the wake of the digital revolution, does your company have what it takes to stay competitive? If you need any help with digital marketing feel free to get in touch!
