27 November 2023
We are at the very center of a massive turning point in the marketing industry. Here are some basic ideas to help you navigate and be more effective.
It’s easy to get caught up in the digital marketing strategies from a few years back. In 2021, every tactic you use has probably been updated or abandoned. In this blog, we want to share some of our experience, knowledge, and understanding of modern digital marketing.
Digital marketing strategies to use:
Leverage the power of short-form videos
Millennials prefer Facebook and Instagram, while Gen Z prefers Snapchat and TikTok. The increased demand for short-form video content makes it more lucrative for brands to employ social media influencers. The marketing teams of many companies realize that people are spending more time on social media, and they have started to focus their budgets on social media channels. Quick and catchy videos are currently loved by marketers, especially for their ability to target younger customers.
TikTok for Business recently launched new advertising options, so marketers should take advantage and get started on TikTok and Snapchat. When it comes to short-form videos, you need to strike a balance between brand messaging and the casual tone of the format, which will require research into your target demographic, strategy, creativity, and an understanding of their attention span – which is around 8 seconds.
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Content is (still) king in 2021
Content marketing connects you with your audience and helps you build trust. It is one of the best ways to engage and convert your audience. Content marketing costs 62% less but generates 3x more leads than outbound marketing. One way to get the most out of your content is to write about topics relevant to your company’s brand. A study found that companies with business blogs generate leads at an incredible rate of 126%. However, content marketing to sell your products and services is relevant for more than just blogs. There are also e-books, whitepapers, infographics, listicles, and email marketing campaigns.
“Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.”
Berger, Jonah, Contagious: Why Things Catch On
Artificial Intelligence and automation – the new norm
As more companies recognize the benefit of applying AI to customer service, they are working to create chatbots to integrate into their existing website or systems. However, you can’t expect a chatbot to do everything that a human can. But if used correctly, it can seem like one of your employees is helping. It’s no wonder that more and more companies worldwide are starting to use AI in their sales process. Marketing automation is a digital marketing trend that is becoming the new norm.
Action items that are more relevant than ever:
01 Update your website with a new modern look that is responsive on all devices. It’s surprising how some websites still struggle with outdated web designs and slow loading speeds.
02 Set up tracking and analytics to get as much data as possible on website performance and user engagement. Apart from the usual suspects – Google Analytics and Google Search Console, we also highly recommend using tools such as Lucky Orange or Crazy Egg to gain deeper insights into user behavior with heatmaps and user session recordings.
03 Tie together all your marketing activities on all channels like Google Search Console, email, Facebook, Instagram, organic, and others to re-reach users on multiple channels regardless of where they came from initially.
And lastly, keep in mind that digital marketing is one half of the equation when it comes to winning online – the other half is getting people to talk about your brand. We wrote a blog on achieving that which you can read here.
If you wish to learn more about this subject and gain rich insights into why certain things “catch on” then we highly recommend the book Contagious: Why Things Catch On by Jonah Berger.