The Digital Marketing Revolution: How TikTok has changed the customer journey for the better.
The digital marketing landscape has revolutionised the way businesses interact with their customers. Over time, marketing strategies have rapidly evolved to adapt to the dynamic nature of the online world. One of the most significant shifts has been the rise of user recommendations on social media platforms. This article explores how digital marketing has undergone drastic changes and how the proliferation of user recommendations, particularly on TikTok, has transformed the customer journey.
Engaging with Customers in the Digital Age
Digital marketing has disrupted traditional marketing channels, providing businesses with unparalleled opportunities to reach and engage with their target audience. As people spend more time online, utilising social media platforms to communicate with current and potential customers has become more crucial than ever before.
The Power of Aspirational Marketing
A commonly used marketing strategy is aspirational advertising, which aims to evoke desires and aspirations in consumers by associating a product or service with a desirable lifestyle, image, or outcome. However, there has been a growing emphasis on promoting body positivity, inclusivity, and authenticity in advertising. Many companies recognise the importance of representing diverse body types, ethnicities, and identities to resonate with a broader range of consumers and foster a positive self-image.
The Changing Customer Journey
In recent years, the customer journey has become more complex and non-linear. Consumers no longer follow a simple path of identifying a product or service, researching, narrowing down options, and making a purchase. Instead, they often find themselves circling the research and decision-making steps, being more hesitant to give their money to a company. Traditional advertising and endorsements by large influencers and celebrities can sometimes come across as disingenuous and tone-deaf.
The evident of this change can be shown in the comparison between the original linear customer journey created by Chip Bell and Ron Zemke in 1985, and Googles ‘messy middle’ initially released in 2020. Google identified that consumers spend more time in the research and consideration stages of the customer journey - and with the considerations of the current climate & macro environment, consumers are more cautious handing their money over to a company without ensuring the product/service is not only fit for purpose, it is actually worth the money. See customer perceived value for more.
The Rise of TikTok
TikTok has played a pivotal role in reshaping social media marketing and the customer journey. With its explosive growth and emphasis on short-form videos, TikTok has captured the attention of millions of users worldwide. The platform allows businesses to reach their target audience through various ad types, including in-feed ads, brand takeovers, top view ads, branded hashtag challenges, and branded effects.
The Influence of User-Generated Content and Influencers
TikTok has given rise to a new breed of influencers who amass large followings and wield considerable influence over their audience. These influencers are often seen as authentic sources of information and inspiration, and brands are now collaborating with them to leverage their reach and credibility. The rapid dissemination of recommendations on TikTok has a direct impact on consumer behavior, driving sales and shaping consumer preferences.
Adapting to the New Customer Journey
Digital marketing has transformed the way businesses connect with customers, and the rise of social media recommendations on platforms like TikTok has played a significant role in this transformation. To navigate the new customer journey successfully, businesses must adapt their strategies to incorporate user-generated content and influencer collaborations. By harnessing the power of recommendations from everyday people, brands can foster authenticity, connect with their target audience, and drive growth in the dynamic digital landscape.
The advent of digital marketing has brought about revolutionary changes in the way businesses interact with customers, and the rise of social media platforms like TikTok has played a significant role in transforming the customer journey. Today, it's no longer enough for businesses to rely solely on traditional advertising and endorsements by celebrities and influencers. Instead, they must adapt their strategies to incorporate user-generated content and collaborations with authentic voices.
TikTok, with its explosive growth and emphasis on short-form videos, has become a hotbed of user-generated content and a platform where influencers wield considerable influence over their audience. These influencers, often relatable and genuine, have become trusted sources of information and inspiration. Businesses are now leveraging their reach and credibility to disseminate recommendations, creating a direct impact on consumer behaviour and driving sales.
To succeed in this dynamic digital landscape, businesses must adapt to the new customer journey. It's no longer a linear path from product identification to purchase commitment. Consumers now spend more time researching and evaluating their options, seeking value and assurance before making a purchase. They are more skeptical of traditional advertising and celebrity endorsements, preferring recommendations from everyday people.
By embracing the power of user-generated content and influencer collaborations, brands can foster authenticity and connect with their target audience on a deeper level. They can tap into the influence of ordinary individuals who act as authentic advocates for their products or services. This not only helps shape consumer preferences but also creates a sense of trust and reliability.
As the digital marketing revolution continues, businesses must stay agile and adapt their strategies to leverage the opportunities presented by social media platforms. By actively participating in the evolving customer journey and embracing user-generated content and influencer collaborations, brands can foster meaningful connections with their audience, drive growth, and stay ahead of the competition.
In summary, the digital marketing landscape has transformed, and the rise of platforms like TikTok has revolutionised the customer journey. By understanding and harnessing the power of recommendations from everyday people, businesses can effectively navigate this new landscape, foster authenticity, and drive growth in today's dynamic digital world.
