Years ago, embracing a digital-first strategy was the rallying cry for marketers, including myself. The idea was simple: prioritize digital channels to stay relevant in a rapidly changing world. But as someone who’s been in the trenches of digital marketing across different continents, I can tell you that what worked five or even two years ago won’t cut it today. The digital landscape has evolved, and so too must our strategies. Let me walk you through what a digital-first approach truly looks like in 2024, based on my experiences.
1. Diversify Your Channels – Beyond the Usual Suspects
When I started my digital marketing agencies, both in Canada and China, LinkedIn was often seen as the go-to platform for B2B interactions. And while LinkedIn still holds value, the reality is that today’s B2B buyers are consuming content across a far broader spectrum of platforms. I’ve noticed, particularly in the Chinese market, that platforms like WeChat, Douyin (the Chinese version of TikTok), and even lesser-known regional forums are where business conversations are happening.
One of the most significant shifts I’ve seen is the rise of audio content. Whether it’s podcasts, audio blogs, or even short audio snippets on social media, people are consuming content on the go more than ever. We recently helped a client launch an audio newsletter, something that has resonated deeply with their time-poor audience. It’s not just about reaching people where they are but engaging them in a format they prefer.
2. Trust Your Data, But with a Critical Eye
If you’re building a digital-first strategy, data is your compass. But just like any tool, it’s only as good as how you use it. I’ve seen campaigns fail because they were built on flawed or incomplete data. One of the most important lessons I’ve learned in my career is the value of combining different types of data to get a more accurate picture.
For instance, when we had just five days to build an account-based marketing (ABM) strategy for a client, we couldn’t afford to guess. We combined qualitative data from customer interviews, quantitative data from surveys, and used advanced audience insights tools to analyze online sentiment. This holistic approach ensured that every decision we made was grounded in reality, not just assumptions. In China, this approach is even more critical, given the unique digital landscape and the speed at which market trends can shift.
3. Post-Sale Engagement – The Often-Overlooked Goldmine
One of the biggest mistakes I see in B2B marketing is the drop-off in engagement after a sale is made. From my experience, this is where a lot of potential is left on the table. When we first started engaging in post-sale strategies, particularly in China, we noticed something interesting: customers who received continuous engagement were not only more loyal but also more likely to refer others.
In practice, this means using every channel at your disposal to stay in touch. This could be anything from email surveys to gauge satisfaction to interacting with customers on social media. One of our more successful campaigns involved using in-platform messaging to provide ongoing support to customers using our client’s software. This not only improved customer satisfaction but also opened up opportunities for upselling and cross-selling, something every B2B marketer should be keen on.
4. Stay Agile – The Market Waits for No One
If there’s one thing I’ve learned from running companies in two very different markets, it’s that a digital-first approach can never be static. The moment you think you’ve figured it out, something changes—be it consumer behavior, market dynamics, or technology. This constant evolution is both a challenge and an opportunity.
For example, we’ve been experimenting with web-based augmented reality (AR) as a tool for product demonstrations. This technology allows potential customers to visualize how a product would fit into their existing environment, something that’s incredibly valuable in B2B contexts. We’re also exploring the use of ‘thought leader digital twins,’ which are essentially digital replicas of key individuals in an organization. This has been a game-changer for clients who have leaders that are either too busy or camera-shy but still want to maintain a strong digital presence.
5. Localize Your Approach – One Size Doesn’t Fit All
Given my experience working in both the Western and Chinese markets, I can’t stress enough the importance of localization in a digital-first strategy. What works in one region may not necessarily work in another. This goes beyond just translating content; it involves understanding cultural nuances, local digital behaviors, and even platform preferences.
In China, for example, live streaming and social commerce are huge, far more so than in many Western markets. Incorporating these elements into our digital-first strategies has allowed us to connect with audiences in a way that feels authentic and relevant to them. The same principle applies whether you’re targeting North America, Europe, or any other region—know your audience and adapt your approach accordingly.
Final Thoughts
A digital-first approach in 2024 is about more than just being present online. It’s about understanding the complexities of your audience’s digital habits, leveraging high-quality data, maintaining engagement throughout the customer journey, and staying adaptable to ever-changing technologies and market conditions. Whether you’re working in a global context or focusing on a specific region like China, these principles will help ensure that your digital-first strategy isn’t just relevant but also incredibly effective.
As someone deeply entrenched in both the North American and Chinese digital landscapes, I’ve seen firsthand how these strategies can drive real results. The key is to stay curious, be willing to experiment, and always keep your audience’s needs at the forefront. That’s how you’ll not just keep up with the pace of change but actually lead it.
