Only two months left until 2019, so it’s high time to start thinking about your digital marketing strategy!
Digital marketing is a powerful tool, so make sure you are using it the right way. Certain strategies from 2018 will go strong in the coming year, but there is always a space for new trends and things you can use to improve business.
A digital marketing strategy is often characterized by the application of new technologies to business activity and focus on the enablement for new digital capabilities to their business. A digital strategy could be implemented through a variety of different approaches which include enterprise focus, customer intelligence, collaboration, new product exploration, sales and service optimization, enterprise technology architectures, innovation, advertising etc.
Here are 5 steps to help you develop a digital marketing strategy for the future.
Nowadays, social media marketing is one of the rapidly growing digital marketing service with lots of tools and ways to achieve the target. Communication with customers has become an important tool for promoting and improving your activities. Chatbots represent a new extension which is used in chatting between brands and consumers, allowing consumers to engage with them in terms of content consumption and customer service. Consumers can now read and receive information, ask queries and purchase from one chatbot instead of using social media as a portal.
Chatbots are using a process known as deep learning whereby a network recognizes speech, data and specific patterns, then transmit the data through layers of the network. These programs run by artificial intelligence (AI) which offer great opportunities for enhancing customer service.
Chatbots started to gain popularity in 2016, since they are available to companies of any size, and will continue to grow stronger in 2019 thanks to Natural Language Programming (NLP). Screening customer queries before they are sent to employees could save money and time. One of the many brands using this chatbot is HDFC. The bank’s AI-based Electronic Virtual Assistant (EVA) can answer millions of questions across multiple channels. This chatbot has the ability to collect information from thousands of sources and answer questions in less than a second.
2. Video marketing is a new trend!
With the rising popularity of Facebook live and Instagram stories, video marketing became a new trend in digital strategy. You can now hold webinars and live events for product launches, hold tutorials and answer questions in real time.
This helps your audience to connect more closely with your brand and products. When your customers watch a video on your website, Google interprets that as you providing relevant information giving you the search results. Video marketing is especially important for startups and small businesses because it allows potential clients to know you better.
3. Native advertising.
Native advertising represents the usage of paid ads that match the look, feel and function of the media format in which they appear. This trend is often found in social media or as recommended content on a web page. Native ads don’t look like display or banner ads, they are more like part of the editorial flow on the page.
Sharethrough and IPG Media Lab revealed a survey which showed that out of 4,770 consumers, nearly 1 in 3 said they would share a native ad, while less than 1 in 5 said they would share a banner ad — making it a strategy must-have for 2019. If you want your native advertising to be successful, you must know your audience well. This strategy is used by Netflix when they partnered with The Wall Street Journal to launch their series Narcos when sponsored article met the publisher’s editorial standards.
4. Inbound marketing.
This kind of marketing helps you attract customers with content designed to attract qualified prospects and convert them into leads and customers. This is the better way to sell products and a better way to serve your customers.
Inbound marketing’s cost-per-lead is 61 percent cheaper than traditional marketing. While creating your content, be mindful of each stage of the sales funnel – Top of Funnel (TOFU), Middle of Funnel (MOFU) and Bottom of Funnel (BOFU). Every stage requires specialized content that will appear for different categories of customers.
Inbound marketing is focusing on creating quality content that pulls people into your business and brand. They search for answers online, research your industry, check out competitors and try to find out if they really need your service or product.
5. Growth hacking.
Growth hacking represents a process of rapid experimentation across marketing funnel, product development and different areas if the business to identify the most efficient ways to grow a business. The term “growth hacking” was coined by Sean Ellis, founder, and CEO of GrowthHackers, in 2010.
A growth hacker is someone who uses creative, low-cost strategies to help a business acquire as many users or customers as possible while spending as little as possible. This is a great tool for new businesses and startups to understand what customers want from their company and develop growth metrics. One of the simplest ways to implement this is through content marketing including blogs, social media, electronic books, and influencer marketing. By combining influencer marketing with social media strategy company can increase efficiency and boost ROI.