Digital Marketing Corner

By Maddison Elder 14th October 2025

Introduction

In today’s digital age, companies stay competitive by understanding digital consumers, online communities, and influencer partnerships. These elements shape how they communicate, market, and grow online, improving brand awareness, engagement, and customer loyalty.

Digital Consumers

Digital consumers are vital to your marketing strategy as these individuals or groups provide reasons to stay updated with the latest communication channels consumers are using. For example, keeping up with TikTok business accounts or ads is crucial in modern times, as TikTok has an average of 2.2 billion monthly visits. These consumers interact with and discover businesses on multiple platforms, thereby boosting your business’stead of focusing solely on the offline consumer who requires your business’s engagement offline, prioritise morections. engagement. Ins in-store intera

Online Communities

Online communities consist of individuals who congregate or participate for a specific purpose or service. This may be hosted on their own platform or on commonly used platforms such as Facebook or LinkedIn, where members discuss issues, questions, and experiences related to the same product or service.

Benefits of Communties

• Customer Loyalty Growth
• Great Customer Value
• Postive Customer Satisfaction
• Obtaining Feedback from Consumers

Types of Online Communities (Khoros (2021))

• Brand Communities
• Support Communities
• Social Communites
• Action Communities
• Learning Communities
• Networking Communities

Influencer Collaborations

Why is influencer collaboration essential for expanding your brand and reaching a broader consumer base through digital platforms? According to industry data, ‘89% of marketers affirm that it performs as well as or better than alternative marketing channels.’ This efficacy stems from the high quality and trust established with consumers, which consequently enhances business outcomes, surpassing the impact of posting on platforms such as Instagram or LinkedIn. How do consumers quickly become aware of your brand? Often, this occurs through exposure via an influencer whom they already follow and trust. As the ‘influencer marketing industry is expected to reach $24 billion by the end of 2024.’ Therefore promoting all marketer to apply this strategy ue to the increase of the trend.

Types of Influencers

• Mircro Influencers
• Celebrity Influencers
• Blog Influencers
• Social Media Infuencers
• Key Opinion Leaders

By researching on google, social media, referrals, blogs, infleuncer softwares, and talent agencies the types of influencers that are tailored to reach your target audience can be found.

Conclusion

In summary, understanding digital consumers, fostering online communities, and building strong influencer collaborations are vital for a successful digital marketing strategy. These elements help businesses stay relevant by creating connections, boosting engagement, and building trust. By adopting these strategies, brands can reach broader audiences, foster loyalty, competitive edge in today’s digital landscape.

• Keen, L. (2024). The Power of Digital Connection: Understanding the Growing Importance of Online Communities. [online] Media Minds by Adriana Lacy Consulting. Available at: https://blog.adrianalacyconsulting.com/digital-connection-online-communities/
• Khoros | Digital care, communities, & social media software. (2021). 5 Examples of Great Online Communities and What Makes Them Work. [online] Available at: https://khoros.com/blog/great-online-communities.

• Vitasek, K. (2024). Why Influencer Partnerships Work (And Why This Is Unlikely To Change). Forbes. [online] 26 Aug. Available at: https://www.forbes.com/sites/katevitasek/2024/08/26/why-influencer-partnerships-work-and-why-this-is-unlikely-to-change/.

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