By putting the customer at the centre of your marketing strategy you will help to differentiate your brand, breed a deeper customer loyalty, build a competitive advantage and drive sales.

In today’s hyper-connected world, where the customer is king and new buying behaviours demand an ever more engaging, customer-centered experience, marketers need to think differently and discover how social media, mobile apps and digital marketing techniques can help to create multi-channel messaging strategies to deliver your marketing goals and sales targets, aligned to customer demand.

The ‘new digital age’ is old hat. It has been around for sometime. In fact, it’s the norm upon which customer expectations and experiences are molded. Social media, smartphones and tablets give your customers access to your brand whenever and wherever they are. Customers now want digital experiences and seamless interactions, across multiple platforms and channels, fully integrated experiences and compelling content whether they’re sat at home, in the workplace or on the move.

Even for the most established brands, earning and deepening customer loyalty has always been a challenge. Our world has never been richer with more insight into our customers – digital technology is making the world a whole lot smaller and bringing brands far closer to their customers, providing a snapshot of everyday lives, trends and behaviours.

If you want to join the digital conversation, then you must view it as a culture. Not just technology.

1. Understand your customers: harness the power of big data to understand your customers and make your campaigns more relevant to them.

2. Join the conversation and create a more human experience: nearly 75% of all internet users active on social channels today – sharing opinions, ideas, thoughts and pieces of their lives on social networks. They’re talking about your brand on Instagram, Facebook and Twitter. You can capture those conversations, increasing engagement with your brand and on your website, building trust by empowering brand advocates to have their voices heard.

3. Create engaging content: understand and listen to your customers – give them what they want, when and where they want it.

4. Don’t get left behind: the digital revolution keeps on revolving. You need to keep up with the latest trends and techniques, or face being left a long way behind – for example, on the 21st April, not having a mobile friendly website will negatively impact how your website is ranked on Google.

Dan Disney represents a powerful fusion of energy and strategic marketing thinking. Dan is Business Director at silver.agency