Digital Age Marketing

 

With more and more consumers worldwide not only adopting the internet but all other things digital including smart phones, tablets and social media, we’re now seeing a changing landscape for businesses. It’s a landscape that gives less preference to big brands, and more preference to those who engage and excite their customers across all their digital touch points. This outlook is highly competitive and one that allows easy and open access to all sorts of information about your company, products and brands.

 

We should understand the role of search engines for high visibility; this is not entirely attributed to strategic keywords. In fact, your on-page SEO has to be a comprehensive and cohesive approach in securing uniformity and consistency in design. This includes gripping and eye-catchy images, along with templates that are easy to load and access. Content also has to be centralized and streamlined to ensure optimal readability. Furthermore, it should contain visible and embedded links, along with PPC, LSI, and especially social and mobile media integration.

 

How does your business stay competitive in the current digital age? Here are some present day approaches and relevant tips to tweak your digital marketing efforts to keep your business booming and engaged with your customers throughout your digital channels.

 

The current trend


We see a common trend happening across different industries, from the start-up space to enterprises and lifestyle companies alike. Many brands want to convert, not connect: they want to A/B test, analyze data and optimize content.

 

It’s becoming more and more important to ensure businesses take a holistic view of their companies and communications, managing and integrating all channels to ensure they share a common and consistent voice and message. From start to finish, each customer across any channel should experience your brand in a consistent approach.

 

The biggest trend in digital world as shown by what will make the most difference to your business (or your clients if you work for an agency or as a consultant), i.e. which digital marketing technique will give you the most uplift or incremental benefits.

 

digital marketing trends

Image credit: livingonline.com.au

Here is the full alphabetical break-down of activities which helps explain the results:

  • Big Data (including market and customer insight and predictive analytics)
  • Content marketing
  • Communities (Branded niche or vertical communities)
  • Conversion rate optimization (CRO) / improving website experiences
  • Display (Banners on publishers, ad networks social media including retargeting and programmatic)
  • Internet of Things (IoT) marketing applications Marketing Automation (including CRM, behavioral Email marketing and web personalization)
  • Mobile marketing (Mobile advertising, site development and apps)
  • Paid search marketing, e.g. Google Ad Words Pay Per Click Online PR (including influencer outreach)
  • Partnerships including affiliate and co-marketing
  • Search Engine Optimization (SEO)
  • Social media marketing including Social CRM and Social Customer Care
  • Wearable’s (e.g. Apple Watch, activity trackers, augmented reality)

 

Role of emotion in branding


The net effect was a consistent spike in traffic after launching their new site, and a greater level of user “stickiness” on the new digital channel. By creating this intimate level of connectivity through vivid imagery and a rich visual story, you will be able to empower your users and customers to view your brand through a different lens, and foster their growth as your ideal brand advocate.

 

When you design for web, mobile and digital channels, think about leveraging imagery and content that your users can relate to: in other words, what will speak to them and drive them to further connect with your brand.

 

Personalized marketing


A deep investigation of the decision journey often reveals the need for a plan that will make the customer’s experience coherent—and may extend the boundaries of the brand itself. The details of a customer experience plan will vary according to the company’s products, target segments, campaign strategy, and media mix. But when the plan is well executed, consumers’ perception of the brand will include everything from discussions in social media to the in-store shopping experience to continued interactions with the company and the retailer.

 

When brands feel empowered to design to drive delight, there’s a fundamental shift in the way they’re perceived across their vertical, and by their user and customer base. Connectivity is the ultimate power tool in the digital landscape, now more than ever.

 

Intersection of creativity, data, media and technology is the only line of attack of the online marketers to fit in the big picture. Content marketers should segment their email list so they can broadcast email people who like the topic of the new content.

 

The idea is to send email subscribers to the most relevant content possible you can tag subscribers based on interest, where they opt-in, lead source and what they buy for. This will help you identify sub-groups of your main emailing list.

 

Unique selling proposition (USP)


 

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.”

 

A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. It’s a specific benefit that makes your business preferable to the other businesses in your market.

 

User’s experiences define how pleasant or easy a person finds your digital channels to use. This could include your website, social media engagement, in-store digital devices and more. With the internet providing countless alternatives to consumers, ensuring your user experience is maximized across all your digital channels will ensure your customers don’t get frustrated and start shopping elsewhere. An excellent user experience is no longer “nice to have”. It is imperative to staying competitive in today’s market.

 

Here’s how to uncover your USP and use it to power up your sales:

 

  • Put yourself in your customer’s shoes
  • Know what motivates your customers’ behavior and buying decisions
  • Uncover the real reasons customers buy your product instead of a competitor’s

 

Once you’ve gone through this three-step market intelligence process, you need to take the next–and hardest–step: clearing your mind of any preconceived ideas about your product or service and being brutally honest.

 

The way ahead


Customers are more dynamic now than ever before. Customer expectations change almost daily. What is considered a “want” today may be a “need” tomorrow and “outdated” the day after. The speed at which consumer’s attitudes and behaviors change mean that businesses must collect customer data and perform customer analytics.

 

Only these organizations which put customer analytics in place will be able to exploit digital channels and data sources to ensure they remain informed and ahead of the services they provide and products they offer. The beauty of digital is that data is generally much easier to collect and analyze than other marketing mediums.

 

Businesses are exploiting these mediums by selling and advertising their products & services directly to the prospects. It makes use of both push and pull marketing strategies to execute your online campaign. With its increasing popularity several digital marketing companies have came into existence. They encompasses digital marketing services like Online Banner Advertising, Pay Per Click or Cost Per Click, Search engine Optimization, SMO, EDM, Wireless text Messaging and Instant messaging, Blogging, Video Streaming, SEM on the broader side.

About Author:

Amy Porras is a lead Digital Marketing Strategist.  She has led online marketing programs in Web Design, Web Development, Search Engine Optimization, Pay per Click Advertising and Online Marketing Campaigns, Social Media Marketing Strategy.

Digital Marketing Services

Digital Marketing

Digital marketing changes at a very high speed. Marketers are presently facing a range of new tools, platforms and technologies which promise to change all things. With a lot of fluctuation, it is necessary to filter core trends from noise for understanding what would shape digital marketing landscape in this year.

Following are five trends of digital marketing for embracing now and keep ahead of curve in the year 2013:

Increasing Number of Digital Marketing Agencies

At the moment online marketing is about to take full mass market with the laggers and the late majority. A well-known feature of laggers is that they like products at very affordable prices, tested products and bundled products. Such factors contribute to increase in the agencies of digital marketing; from consultants and owner-operated agencies all the way to the creative agencies that are giving full span of the online services that are sophisticated. The agency of digital marketing is just about to grow.

Data Becomes Crucial

Digital data growth would be 44 times more in the year 2020 than it was in the year 2009. This data volume production is quiet overwhelming for the marketers; agencies and the marketers would need to translate, interpret and analyze that data into meaningful actions and insight. Attributing the revenue to correct marketing source would be increasingly necessary. More B2B companies would adopt the multi-channel reporting for judging effectiveness of the channel mix and set incremental contributions of every channel. In addition to that, these analytics would be used for refining targeting and segmentation.

Marketers Study Technology

Code is the universal language of internet and it is considered to be the foundation of all digital things. Marketers and agencies would be anticipated to understand everything’s back-end as level of complexity for delivering on the brand engagement and the revenue growth across many channels increases. Knowing API and the way to build interface for creating the actionable and simple reports would become the marketing requirement. For that reason, the year 2013 would see a very significant rise in number of collaborations between marketing technologies and agency.

Responsive Sites

Experience of user is becoming a main part of all websites whereas; personalization is at its core. The personalization would grow and services which offer ability of personalizing experience would emerge also, no matter, it is self-select preference, login-based or cookie based.

Growing Importance of Content Creation

Content marketing is about to become core of all marketing initiatives for the B2B marketing and B2C. As the year 2013 is passing, we would see services solutions and the software for the syndication and the content creation grow and emerge as the companies try leveraging content for the demand generation.

Stronger Online – Offline Connection

Today, there is so much discussion about connection between physical and digital world. Cross-channel campaigns would include offline events like networking events, city tours, trade shows and direct mail. Companies have to tie offline events to an online engagement for measuring the impact of cross-channel campaigns. Being related to the customer in all contexts improves the awareness of brand, and engagement would ultimately result in more customers. Customers no more have got simply online or simply offline experiences; they have got integrated brand experiences.

Author Bio:

Linda Waters. Marketing executive at mspy.fr. Blogger who focuses on writing about mobile technologies, digital innovations and security issues.

Digital Marketing Trends

How are you reading this article right now?  On your new iPhone?  A tablet?  A desktop computer?  Even if you aren’t using today’s hottest technology, you are using technology that was – at some point – revolutionary.  As new technologies emerge, markers need to adapt their approach to consumer engagement in order to take advantage of these industry-altering advancements.

Not even the smartest marketer can predict how the future will unfold.  However, they do need to be aware of the fact that the industry changes every day.  The best marketers will embrace the latest trends and get ahead of the curve now.

Location features of social apps – like Path, banjo, foursquare – are a wealth of valuable consumer information.  And these days, it’s almost as if consumers are daring us to make their life easier.  Soon, advancements like Google Wallet and Near Field Communication (NFC) will slip from state-of-the-art to ordinary.

Google Wallet Video

When it comes to online video, the ratio of money spent on marketing versus consumer consumption is severely disproportional.  Before you throw tons of money into a new marketing campaign, realize that forced-view options are being pushed out.  A better approach is user-initiated solutions that respect time and interest.  Also, research the ROI of in-image ads which incorporate brand communication within appropriate content.

Remember, providing relevant content in a variety of venues improves brand recognition and increases customer interactions.  Research shows that 72% of consumers prefer an integrated marketing campaign but only 39% of participants are getting it.  Also, an integrated marketing strategy that spanned mobile, TV and online venues generated 74% brand recall.  If you haven’t already, check out the marketing potential that is available with QR Codes.

Lastly, acknowledge that new technology platforms require new marketing strategies.  There is so much new marketing potential available now for things like tables and mobile devices.  Instead of using the same old display strategy, why not advertise according to the format?  For example, a hair restoration clinic displays the devastating effects of male pattern baldness.  Then, with a tilt of the iPad, the man has a fully restored head of hair.

Technology changes how we interact with the world.  And emerging marketing strategies change how we interact with the new technology.  Instead of waiting until new marketing trends reach the mainstream, jump in now!

About author

Taylor Smith helps her client Haarklinikken market Tampa, Florida hair transplants by implementing innovative and unique strategies. 

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