It’s no surprise that over half the world is connected to the world wide web. With consumers running to their desktops, tablets and mobile devices for everything from work, retail shopping, research and personal use, digital marketing is becoming the most powerful tool for companies to gain and retain customers. Connecting with your consumers can be the difference between success and failure, thus this blog will introduce our readers to some important digital marketing methods to take note of in 2019. for your digital marketing plans. “These trends will help you optimize your strategy, seize new opportunities for growth and reach out to your target audience more effectively.” I will only touch base on what I believe are the most important strategies to focus on, however, if you want to read more, check out the Accenture website for the full article.
As the use of mobile devices continues to exponentially increase across the world, we are seeing a decline in in tablets and desktops. “In 2016, mobile internet use first surpassed the desktop on the global stage. Now, with 3.7 billion active users worldwide, mobile devices account for 52 percent of all internet traffic. “
Again, there is a shift on how we connect with the world and this is all based on the convenience of our mobile devices. Companies must recognize the importance of how cellular devices can be utilized for advertising, driving traffic and attaining new customers on their digital platforms. Google has recognized the importance of mobile-first marketing and has put extra focus on this.
“In effect, tomorrow’s consumers expect mobile-first online experiences and reward brands that develop engaging mobile strategies with loyalty and recognition. Put plainly, mobile devices are responsible for more than 34 percent of all online retail purchases. Optimizing the online aspects of your customer journeys for mobile users is an essential step in claiming those conversions. Personalized mobile ads, cross-channel mobile messaging and mobile-first content are key ingredients.”
In short, companies and businesses need to revaluate how they will connect with their consumers in a mobile world and address how newer generations will do their business.
It started with print, radio and television and now there are no restrictions on how advertising is presented. Are there more tactile and original ways for a company to target their demographics with advertisements? Are there smarter ways to engage with the consumer to generate leads and fiscal success? Of course, there is, but with technology and generational changes happening rapidly, we must advertise smarter.
Consumers are sick of pop-advertisements or ads that are irrelevant. With hundreds of millions of users now choosing to install adblockers, how does a business successfully target these consumers? “91 per cent of consumers feel that ads are more intrusive today than they were two years ago. Auto-play audio ads and non-skippable video ads are particularly reviled, with 51 per cent of users stating they have a lower opinion of brands that use them.”
Though this may seem negative, there is still a clear opportunity for companies to change and benefit from innovating how they reach their demographics.
“Consumers are not dismissing ads out of hand; they are simply indicating their preferences. Pop-ups and disruptive advertising are out. Smarter, personally relevant ads that do not distort users’ online experiences are in.”
Commitment to Content
When a consumer decides to follow a product or company they are interested in online, they expect relevant content to be presented. Consumers expect details and information that will help power their decision making. Relevant content never gets old nor does its value. Look at other social media platforms where this relevant content can be utilized and presented to further engage with your audience.
“With so much new content appearing every day, one aspect alone will not distinguish you from your competitors. Businesses must develop robust multi-platform content strategies that are varied and diverse, allowing for consistent communication with online audiences on a regular basis.”
Companies that communicate with their audience on a regularly scheduled routine have better success in generating engagement. But don’t over do it – “companies that publish more than 16 posts every month receive 3.5 times more traffic and 4.5 times more leads than companies that publish 4 posts or less.”
For any company, it is important to get your services, products and information out to the world. It’s about engaging with your consumer so they know how the business can benefit themselves. But after they have gotten all the information, they need to make educated decisions. How do you keep them engaged, excited and loyal to your business? Share a story!
Story telling has been a form of entertainment, evoked emotion and connected us to our communities for millions of years. From the time to cave-painting to today’s digital world, the impact of a story is everlasting and can be the key to your social media and company success. We have the opportunity “to combine that power with the endless possibilities of the digital revolution.”
“Consumers are receptive to convincing storytelling. In fact, 92 percent of them want brands to make their ads feel more like stories. 68 percent prefer content that is informative and educational, while 17 percent prefer entertaining stories above all others. But regardless of your angle, the impact will be dramatic: stories are up to 22 times more memorable than the bare facts.”
Be sure you recognize how your audience engages with your stories. Are their graphics that speak to your consumer? Is it a video that they cannot take their eyes off of? Is your story presented in a creative writing technique that allows the reader to use their imagination and visual themselves?
“Again, none of this is particularly new. The trend toward storytelling in digital marketing isn’t that brands have suddenly remembered that stories exist. It’s that brands are learning to use stories in new ways. Don’t focus blindly on calls to action. Instead, use stories to create clarity for your target audience. Weave a narrative that captures their imagination and guides them toward your brand across the ever-growing ocean of content. They’ll be thankful for it.”
Slow down, we aren’t referring to real hacking. Growth hacking is a form of lead generation that allows a company to present smart incentives to their clients to use the product or service. “The prime advantage of growth hacking is that it offers the same benefits and opportunities at any scale of implementation.”
There are many notable success stories with this method, such as the achievements of Dropbox. When first introduced, Dropbox presented a referral benefit to any users that connected with the file sharing and storage application. This became the key to success for Dropbox and with million of current users, this campaign successfully paid off. Now, you may not find lead generation success like the big guys, but growth hacking is a process that should be used as an incentive for the consumer.
“Growth hacking is not the result of a specific method or technology, it’s a mindset. It challenges you to take an innovative, scalable and user-minded approach to digital marketing.
“The rewards of growth hacking go hand in hand with your ability to adopt an agile mindset throughout your organization. The big, sweeping plans of the past will have to make way for the pragmatic, test-improve-deliver approach of the future.
“What makes growth hacking such an essential trend in digital marketing is its ability to cut through traditional silos and combine various aspects of your business into a single user-oriented objective. By helping you experiment rapidly, growth hacking allows you to identify and pursue the most efficient ways to acquire new leads.”
2019 is here and this is the year that your social media takes off. Spend time focusing on these areas and ensure your platform growth and success.