Digital Marketing

Digital knowledge management

Digital Marketing

In the era of digitalization, more and more people are mainly relying on online platforms when ordering food, purchasing retail goods or just checking the existing reviews of the recently opened hotel in the Maldives. You only need to have a smartphone and an internet connection in order to access all kinds of information which is, however, available in quantities. 

In the fast-paced environment, people value speed and accuracy. It is rather essential to receive correct information when looking for a restaurant direction or trying to find a post office telephone number and not being fooled by outdated data. Nowadays, businesses need to make sure that customers are able to get all the required information online through various platforms and ensure that all the channels are updated and fresh. This is the main reason why it is important to implement digital knowledge management which can help improve customer satisfaction, keep its good reputation and increase the company’s revenue in the future. 

Digital Knowledge and its Management

Digital Knowledge is basically all the information about a company, a restaurant, a car service that can be found online through search engines, groups, maps or social media platforms. These platforms help customers get a better understanding of the place and its services. 

Digital knowledge management is aimed at checking, managing and updating all sorts of information about a company available on the internet. The information includes not only basic facts about the address and contact details but also covers customers’ reviews, item descriptions and features. As all the world has gone online, people can now have access to retail and healthcare, sports and fitness, legal and insurance companies profiles, check what they offer, study the cases and ask questions.  

Digital knowledge management (or DKM) helps to ensure that all the available information is correct and helps companies to control and manage it in the right way. 

What are the pros of DKM?

The thing is that now a company’s website is not the only source of information anymore. There exist multiple platforms that gather and provide its facts and details, so the company needs to make sure that all the channels are constantly updated in order to keep their customers informed. 

Pros of Digital Marketing

Imagine a situation, where a customer wants to visit a nice restaurant on a Friday night and checks the places nearby or looks at the existing reviews in the “TOP-10 restaurants in your area” article. Once the choice is made, the customer will check the opening hours along with the address and set off to have an amazing night. The problem will appear if the customer, having reached the place, finds out that the restaurant has been relocated or that the opening hours, mentioned on the internet, are incorrect. 

The company can do great and keep all the available information on the website fresh and updated, however, it is not the only place where potential customers will look for details. This is where digital knowledge management systems come out to be extremely effective and handy. In order to avoid manual updating, companies now have a great opportunity to use the system and manage all the channels which provide all kinds of information about their goods and services. 

How beneficial is DKM for businesses? 

Digital Knowledge Management helps businesses with managing all their information which is available on various internet platforms.

DKM is beneficial towards:

  • Protecting a brand reputation;
  • Avoiding customer confusion; 
  • Increasing revenue;
  • Boosting customer engagement;
  • Providing the most accurate information.

Digital knowledge management helps the company to smartly execute everything which is related to the existing content, customer reviews and comments, website security, SEO optimization, social media development and search engine optimization. 

With the use of DKM, companies have an opportunity to present only relevant information, protect their reputation and increase overall security when it comes to the website and mobile applications. Customers will not be happy to find different information on different platforms and wonder which one is correct. They do not have time to choose whether to believe the first source or agree with the second one. They will most likely go to another place with more accurate information available. The statistics states that 80% of the customers have many times experienced getting wrong information when searching for goods and services through various internet platforms. 

In order to successfully implement DKM and avoid customer dissatisfaction and overall frustration, the company can now hire the employee who will be responsible for all the existing digital data of the company and make sure it is managed in the right way.

Digital knowledge manager will be responsible for all sources of information: 

  • reviews/ratings;
  • social media;
  • voice searches;
  • SEO;
  • PPC;
  • paid social ads;
  • customer support;
  • emails.

The manager will need to be familiar with all the existing projects of the company in order to make all the available resources work on the company in the best possible way. The manager will help to control SEO and increase brand awareness in order to attract more customers. 

Digital knowledge management is also a way of increasing a company’s revenue. According to the existing statistics, 18% of daily smartphone searches within the internet lead to immediate purchases, while 64% of people buy goods the same day when they use their mobile phones to search for their desired items.

How to set up DKM?

The company can start with setting up software which will help it incorporate digital management knowledge and manage all the online information. Another great thing is a dashboard which is centralized and proves to be rather effective. It will allow the company to control all its business profiles, edit and update all the details at scale across all the platforms and channels.

Being socially active is another useful skill to develop when it comes to engaging customers and building a bigger clients base. All the data, available on social media platforms of the company, has to be informative and rich. It is essential to make sure that all the tags are correct and correspond to the right category in order for the customers to easily find the profile; all the media content should be qualitative and bright, the one which will grab attention and encourage people to stay and discover more about the brand; business profiles should have enough material and important information about the company along with the links to other platforms where it operates. All of the above will allow the customers to get an idea of the company’s services, strategies, values and beliefs, allow them to get acquainted with other customers and ask questions. They say you remain an absolute stranger no one knows unless you have a social media page to represent you. Same works with the companies which are not socially active. Such pages nowadays sell things much better than the most upgraded website which is, in reality, rarely visited. 

How to set up DKM?

Another great way of making the company’s goods being shown and represented is approaching famous bloggers and influencers who are massively popular nowadays. Their opinion matters so they might help with spreading the information about how good the company is, strengthening its reputation and engaging quite a big number of people who might become potential customers and eventually increase the company’s revenue. People tend to trust bloggers, so make sure to choose the one who has the right target audience for the company’s goods and services. 

In order to provide its customers with regular updates, the company will also benefit from conducting monthly meetings with all the departments where everyone will be able to discuss possible collaborations, recent changes or updates. This will help to evaluate the information which is no longer valid and come up with new and creative ideas. 

Future of DKM 

Did you know that the rate for customer’s adoption in terms of referring to online searches to look for local businesses has gone up to 500% during the last several years? And what is more important, those numbers will continue to grow. People nowadays are using all kinds of search engines, starting from their mobile phones to voice-controlled assistants. No one is now looking for information in publications or asking for advice from their neighbors. 

It is not relevant anymore to put an advertisement about changing working hours or store relocation on the front door or on the information desk of the shop. No one will ever notice. All the company’s updates should be online the minute they are approved by the management. It applies to all the retail shops and malls, pharmacies, beauty salons, sports centers and government offices. People want to be able to access all the required information the moment they press “search” and not spend half an hour searching whether something opens at 9 or is closed for renovation.

The above facts confirm that sooner or later all the companies will have to go online, whether they want it or not. In order to keep up with the trends and help their business to grow, it is vital to learn how to manage digital information and keep their customers updated. 

Digital knowledge management is meant to bring a company to a completely new level without outdated information, old reviews and descriptions. Companies now invest quite a big chunk of their budget into developing and implementing the digital knowledge management system in order to take full control and responsibility for all the information available about them on the internet. They are taking care of their existing and potential customers while making sure that they offer not only outstanding customer service but also accurate and updated facts and details.

Summing Up

While some companies keep living according to old and familiar traditions of the offline world, others are constantly developing and upgrading their skills and knowledge towards digitalization and its impact on the future of the business. But transferring all the company’s information online is not as easy as it might seem. 

With so much information being available on various internet platforms, people can easily get confused when searching for a good place to buy fresh food or a nice saloon to get a new haircut. Sometimes, it is rather complicated to get the exact opening hours of a place, as different internet resources give absolutely different timings while the mentioned telephone number does not seem to work. Such small, unremarkable at first glance, defects are normally a cause of customer confusion, irritation and frustration. The first experience has already been spoiled while they haven’t yet got to the place. 

This is the reason why companies need to control their online data, which is available not only on their main website, but also on other platforms such as chats, maps, social media platforms, etc. Digital knowledge management is a way of controlling and managing all the company’s entities and making sure they provide only correct and accurate information and facts. Having become acquainted with accessing digital knowledge and learning how to manage it in the right way, will help companies to keep up with the trends, increase brand awareness and its reputation, avoid confusion and clients’ dissatisfaction and receive more revenue and a large number of new customers.