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Before the digital age, advertisers were limited to traditional media like newspapers and magazines. However, with the advancement of technology, the sphere of marketing is no longer limited. Instead, digital marketing is now the new norm and has been incorporated into the marketing mix of many brands.

The rise of digital marketing has also changed the way we engage consumers. Unlike print media where the focus was on words, digital marketing has opened up endless possibilities. From static images to videos accompanied by engaging captions, digital marketing has certainly changed the way information is communicated. At the same time, there remain challenges in digital marketing. The increased online presence of brands and the saturation on social media are a few of such challenges.

Therefore, today, we would touch on the changes and challenges of digital marketing. To resolve such challenges, influencer marketing, a subset of digital marketing, is a proposed solution.

How marketing has evolved: #1. Digital as a default

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Small businesses might rely on traditional methods of advertising such as flyers and even posters. However, with the outbreak of the pandemic, many have shifted their marketing footprints online.

The pandemic has kept many people at home. From quarantine to circuit breaker measures, consumers all over the globe have been staying home for an extended period of time. Although the situation is easing in societies like Singapore, the safe distancing measures and work from arrangements have resulted in a shift towards digital marketing.

From eCommerce to ePayments, consumers are now used to these electronic methods of purchase. In fact, according to statistics released by GroupM, retail eCommerce alone is expected to hit $3.9 trillion by the end of 2020. The pandemic has affected both our lives and our consumption habits.

Other examples include the normalisation of virtual events and even the shift to online customer service due to the work from home arrangements. The point is that digital marketing is inevitable and this has been made apparent with the outbreak of the pandemic. Digital is the new normal.

Digital marketing might be an “extra” source of marketing that brands use on top of traditional methods of banners and flyers. However, the pandemic has certainly given digital marketing a push. It is no longer the additional source of marketing but the default source of marketing.

How to increase customer engagement with influencers:

You might then ask how should we enhance the consumer experience? Well, influencer marketing comes in handy for customer engagement.

This is because influencers are the bridge between your brand and your target audience. Influencers are well skilled in managing their social media account. Additionally, they are also familiar with the many features of social media that are targeted at increasing interaction. For instance, influencers often use live streaming to engage their followers. Live streams are a great way to increase interaction.

Although static posts allow social media users to like and comment on them, live streams can add value due to the fact that it is real-time content. Influencers can answer the questions of their followers on live streams as comments are being left on the live stream. A great way to enhance the consumer experience can be to let the influencer review the product on a live stream. In doing so, influencers can tailor their reviews to the preferences of consumers.

There are many ways influencer marketing can improve the customer experience. This is mainly due to the fact that influencers have knowledge of what best attracts their followers. There is also a certain level of trust between influencers and their followers that they have amassed over a long period of time.

How marketing has evolved: #2. The rise of multi-channel purchase behaviour

Now you might ask, but as the pandemic is easing in some societies, does it mean that digital marketing would be less important? This will not be the case due to the rise of multi-channel purchase behaviour.

Physical retails might start reopening. However, we have gotten used to things like eCommerce and ePayments. Therefore, it is likely that the customer experience will be affected by the digital world.

For instance, if you intend to purchase a laptop, would you immediately go to the store and get the first laptop in sight? You will probably not do that. Instead, you would probably search for the computers online and compare the different models of laptops before going down to the physical store.

This is also known as Online-to-offline (O2O) commerce. O2O marketing is a strategy that draws customers from online platforms to the physical retail store. Such a strategy is especially useful in our world today, where the digital world has been incorporated into the customer experience. From searching for online reviews to looking at the online website of the brand, marketing has been digitised.

How to increase customer engagement with influencers:

Influencers are vital in the consumer journey. You may use influencers to increase the awareness of your product or tap into influencers to incite interest. For instance, influencers can give out promo codes that can be used in the physical store to drive traffic. Of course, do remember to do this with safe distancing rules in mind.

How marketing has evolved: #3. Increased competition online

With the many perks and benefits of digital marketing, it is no wonder why many marketers are tapping into it to increase customer experience. However, this has also caused an increase in competition in the online sphere.

Additionally, there is also a shift in the power dynamic. Consumers now have access to information and are able to compare between many brands with a quick search online. Therefore, apart from establishing an online presence, what is important is to capture the attention of consumers at the first scroll.

Your consumers can now easily compare the prices and reviews with a few taps of their fingers. Hence, brands need to be engaging to capture the attention of their consumers in the digital world with its plethora of information. You would have come across short witty captions on social media. This is not surprising, given the fact that digital marketing should be tailored to the fast-paced nature of the internet.

How to increase customer engagement with influencers:

Influencers can help to increase customer engagement through their authentic reviews. With all the buzz online, influencers can help to differentiate your brand from your competitors.

For instance, getting influencers to talk about the uniqueness of the product is a great way to start things off. Influencers know the best way to present your product. After all, they are well skilled in the ins and outs of social media.


Digital marketing might always evolve with time. From new social media platforms to new trends, social media marketing is always changing. However, what remains constant is the importance of influencers in enhancing the customer experience.