Digitally Native Brands Thrive In Today’s Tech-Savvy Consumer Environment
The Future of Digitally Native Brands
Digitally native brands are companies that start and frequently operate online. Over a decade ago, it was normal to start a business by opening a physical location. However, as technology surged forward and the online world grew, people who started businesses made the decision to launch directly into cyberspace. The owners of digitally native businesses began operations entirely online, and highly successful ones may open physical locations. There are tons of digitally native brands out there, but the business model behind them is becoming more common for many reasons. Consider some of the trends and consumer expectations that are affecting the future state of digitally native brands.
Reflecting on Industry Trends
Some of the trends of digitally native brands that continue are the ability to build a solid reputation online and go viral using social media advertisements and promotions from social media influencers at every level. There are reasons linked to modern human nature that explain why these approaches currently work so well. Billions of people are online every single day, and most of them own a smartphone. The Pew Research Center reports that 88% of 18- to 29-year-olds use some form of social media, as do nearly 80% of citizens aged 30 to 49, and more than 60% of people aged 50 to 64.
Since many individuals remain nearly inseparable from their smartphones, gaining leverage by using digital methods continues to prevail. Utilizing the forces of social media allow digitally native brands to develop and expand their influence at astonishing rates. Most digitally native brands create advertising that is designed to be shared on social media, feeding consumer obsessions.
Digitally native brands are known for making everything digital and not just their marketing strategy, often growing faster and more popular than their brick-and-mortar counterparts. Many focus on using online advertising avenues to generate leads, market to target audiences, and share useful content that adds credibility to the brand. However, established businesses like Insty-Prints that adopt digitally native trends are using social media to educate and gather more customers. What is interesting is that businesses in various industries are taking the hint and attempting to use similar marketing methods to excel in the marketplace.
Digitally native brands often find ways to operate more efficiently, and this leads to many defining trends that allow them to successfully compete. Consumers are often driven by lower prices, and even those who have the money to spend rarely turn down a great sale for desirable merchandise and services. Most digitally native brands control their own distribution, unlike typical ecommerce stores. The Huffington Post reports that digitally native brands are often fans of direct sourcing from manufacturers and alternative distribution channels, which allows them to cut out the middlemen and offer customers more competitive rates.
Making the Consumer Experience a Top Priority
Digitally native brands are increasingly successful because they place a major focus on putting the consumer first and maintaining the quality of the user experience is fundamental to their success. The medium relies on a maniacal focus on the consumer experience by leveraging exclusive products, a great cost/quality ratio, a smooth shopping funnel, and stellar company reviews. What separates digitally native brands from their counterparts is their ability to deliver the best consumer experience on a repeated basis.
Many physical stores often have trouble transitioning their brands online. Since digitally native brands start online, they are already technologically attuned, and have developed a strong customer base using the benefits of modern innovations to help them. As a result, offering a great website, attractive advertisements, omni-channel customer support, and an efficient interface are made easier. Digitally native brands also offer plenty of payment methods, including credit lines and cryptocurrency, for the ultimate consumer shopping convenience.
Outperforming Brick-and-Mortar Stores
In the modern age, digitally native companies can run stores, operate technical and consulting businesses, and other online companies without ever opening a brick-and-mortar store. As a result, they are able to scale quite well, with less risk. One of the major advantages that digitally native brands possess is that they do not have to worry about the potentially excessive operational expenses and responsibilities that come with a physical store. Many digitally native brands can also successfully function with only a few employees or, in some rare instances, none at all.
However, digitally native brands that grow into mature businesses often build physical locations. This approach is opposite from traditional businesses, which often start with a brick-and-mortar location. By using modern technologies and innovative software, digitally native brands can outperform brick-and-mortar stores that are not technically adept or active. Digitally native brands often focus on transferring the same unique customer experience offered virtually to offline locations, and loyal customers are happy to follow. This allows digitally native business owners to preserve their customer base and transition into new avenues offline, and cultivate lucrative partnerships with other businesses as well. The ultimate challenge for brick-and-mortar stores is to transition successfully online, and learn to thrive in the terrain.
There is no sure way to determine the future of digitally native brands, but we can expect more new businesses to emerge using the model. The focus on the consumer is expected to continue into the distant future, and consumer-centric businesses will continue to receive support and loyalty from digitally native brands in a tech-focused world. Oversaturation of social media platforms may also occur in the future, leading consumers to pay less attention to digital advertisements. However, the smartphone will remain a conduit for consumers and businesses that operate online. As digitally native brands become more prevalent and forge a unique path in response to the times, more traditional businesses will acquire tactics to survive and thrive.
About the author: Caryl Anne Crowne is a contributing writer and media specialist for Insty-Prints. She often produces content for a variety of direct response blogs.