How Digital Information Systems Are Making Companies Grow More Efficiently
Digital information systems (DIS) are electronic systems that incorporate hardware and software to allow communication and collaborative work. The world is driven by digital technology, and its use is seen in all business industries. It has a great impact on the way people relate and interact, work, purchases, and general life behaviors.
With the increase of technology tools and equipment, companies are taking advantage of it to grow their business. However, companies still need to have a greater understanding of how to utilize the digital technology to improve their awareness, impact, and productivity in the market.
Digital technologies are electronic tools, devices, or systems, that create, store and process data. Examples are online games, social media, and mobile phones. Here is an highlight of some of few ways digital information systems make companies grow more effectively.
- Content overload
With the amount of content distributed all over social media and messaging apps, digital information systems have to do more than enough to get people to see their message and brand. For instance, every 60 seconds, 3.3 million people make a Facebook post, and over 29 million messages are distributed through WhatsApp. Rolex is one brand that is using creativity and technology to market their messages to customers and prospective customers.
Rolex is a brand with over 100 years of history behind it, and thus making things fresh can be difficult. It has been able to solve this issue by creating high-quality and appealing product images that have designed a feel of classic nature. The use of fashionable and minimalist images in photography, videos and editorial works helps to highlight their products to customers, with timeless tagline.
- Instant Communication
Communicating with customers can be like spinning a roulette wheel, in that a company’s marketing messages can spin and bounce as the wheel turns before it finally lands on a space. Social media can act as the wheel that allows companies to interact with people in the marketplace. Social media is the new marketplace where businesses and customers promote their brand, products, and services through messages.
According to the economist, one quarter of all apps downloaded are abandoned after one or two use, with only instant messaging yanking the trend. Instant messenger serves as a platform for one-on-one messages, and it is the trend of the day now. Studies have shown that teenagers now spend more time on messaging apps than they do on social networks. Facebook messenger has over 900 million global users. Companies and businesses can take advantage of these platforms to grow their business effectively, by reaching out to more potential customers and clients.
- Allows Transparency
Customers all over the world like to know the companies and businesses they’re interacting with before purchasing form them. To build loyalty and connect more with customers and potential clients, brands have to be visible online so people can read about them there. A study by Label Insight says that only 12% of customers trust companies when it comes to packaging, and go somewhere else to look for information on the product. 67% others believe it is the duty of the brand to provide information about whatever products they offer.
Businesses that are transparent online and provide customers with enough information are more likely to have customers sticking with them. More people will be willing to buy from brands that are visible online than those that are not. This is mostly relevant when it comes to food packaging, as customers want to know what they’re purchasing. Digital information leaders understand this need and ensures that their customers are well informed with relevant information about their products.
- New breed of influencers
Social media and YouTube have allowed normal people to become influential and relevant. Businesses and brands no longer need to pay celebrities to ratify their products before they can get people to patronize them. Today, people with no other credentials other than followers on social media can now influence people to buy a certain products by just endorsing those products. For instance, Swedish web-based comedian, PewDiePie have more than 47 million followers and have used this as a leverage to get higher engagements.
Brands now hire such people with great social media influence to endorse their products in order to attract more customers and clients to patronize them. Coca-Cola has moved from relying on influencer product placements to hiring influencers as hosts on their YouTube channel. The world is tired of the normal advertising method and brands recognize this and are moving towards the method of influencers.
- Droves of Data
Modern technology allows marketers to have a lot of knowledge about their customers. Companies can now use different methods to have basic data information about their customers, by knowing where and how to use such data. They can achieve this by:
- Knowing which methods are most important to their success: knowing what the organization wants to get from the information. The point is to be specific about what they want to achieve and how the data is measured, and how it will impact their business.
- Knowing which customer base they should use: there are a number of technologies that a brand can use, bust focusing on the ones their customers engage in the most is important. It is not just about getting likes and comments on their social media page, but to build engagement and relationship between the customer and the brand.
- Having employees with the technological skills to process data: no amount of data is useful if there are no skills to harness them. They need to have in-house staff that know what to do with data, and how it affects their business.
- Creating personalized content and customer focus: the amount of data in social media makes it difficult for any brand to make a real impact. The point is to know their target audience and create content that catches their attention well enough for them to engage.
- Fosters Intimacy
Learning enough information about customers based on the data gathered can create personal intimacy between brands and customers. Most people are likely to buy from a brand if the message is personalized and directed towards them. Brands should not be general about their message, they should send it in such a way that it addresses individuals. One major company that makes use of this method is EasyJet.
The company analyzed their data and gathered inspiring pieces about their customers, and then created a content around that. They used emails with images and links to tell each customer’s story ton their first flight to the present one. This made customers feel special, and it fosters more intimacy between them.
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