Nowadays, access to information can be found in consumers’ pockets and just a click away. The consumer is aware of what is happening on multiple levels, not even realising how quickly the information arrives, following a click, a swipe or a search on their smartphone. Taking into account the ease with which a smartphone is handled and used for searches, trends are generated that increasingly allow for a better user experience.
The arrival of 5G revolutionised the way we live in this age of technology, in terms of speed and efficiency, making the search and scrolling experience much more appealing and effective.
On the other hand, social media and video content help to create engagement between brands, consumers and communities, given it’s content that is easy to consume, and with proven advantages in regards to customer loyalty and in the attraction of new ones, it is an easy way to create or improve relationships with existing and potential customers.
Voice searches, through Siri, Alexa and Google Now, are also tools that have come to revolutionise the digital world due to their practicality and popularity, summarising user searches. The fact that we can resort to artificial intelligence demonstrates how advanced the digital world is, where online communication and interactions are currently studied, with a view to understanding human emotions, building engagement, identifying possible flaws and improvements, to attract more followers and consumers to brands.
Online advertising, thanks to the data that the digital universe constantly receives and stores, allows access to an unprecedented strategic segmentation heritage, guiding companies in their strategies and enabling their improvement and readaptation to the digital, going further each time to find their consumers and increasingly narrowing their tastes and preferences towards the right targets, based on the learning produced by the brands’ investment.
And at the heart of this strategy is the website, the brain that connects the points of information and presents the company to the world, within the digital window. Despite all the channel ramifications – the company’s arms to reach the potential customer, such as social media and advertising, which will capture and attract them – the customer’s second step will be to see the company’s formal and structured digital presence. If networks and content help the consumer to capture the values and tone of the brand, if it is willing, humane, and if they can relate to it, the website helps build trust and gaining credibility, based on the way you present your business in the digital.
More so, if the website allows the online sale of products or services, facilitating consultation, information, means of payment and monitoring, the greater the need to update content and technologies in order to keep up with the trends and consumption rhythms in the markets . The brand is strengthened and increases its reach on search engines, boosting sales and reducing costs. In addition to the fact that, through a website or online store, a company maintains its “doors open”, where existing and potential customers can, at any time, observe and analyse the product/service whenever they wish, without any kind of physical barrier . Thus, and remembering that access to information is in the consumer’s pocket and just a click away, the need to update technologies to respond effectively to surveys via mobile devices is vital for the success of a good digital strategy.
A website that is not adapted will be relegated to the detriment of another competitor whose navigation is user and mobile friendly.
A good online presence is a bet on the future and ensures the success of brands.
And at the heart of a good strategy is a website, with ramifications that complement and support the website’s strategy and information, such as boosting social networks, developing content, and investing in advertising, for an assertive and effective presence.