How’s your digital marketing track record? Has every campaign resulted in brand visibility and conversions? Or at least a few of them?
What’s that? You’ve never had much luck with any kind of marketing?
A number of things could be going wrong. Maybe you’ve created the wrong message. Maybe you’re sending the right message to the wrong people. Or, maybe you’re putting that message out at inopportune times.
All the most successful digital marketers have a few things in common. They:
- Look ahead to predict consumer behaviour, and then put their brands in the path of that behaviour.
- Stay abreast of trends and implement them before the competition does.
- Isolate impractical trends, so as not to waste them on an audience that can’t use or appreciate them.
- Foresee impactful changes in the market and the target audience, and prepare ahead of the competition.
Much of this comes with experience; however, you don’t have to be a master digital marketer to get it right the first time. Sometimes, all you need is some timely, expert advice. In other words, you just need to know What’s Up.
Digital Marketing: The Inside Scoop
It can be difficult to anticipate introductions and changes in digital marketing on your own, particularly when you’re just starting out. That’s why I’ve compiled this list of digital marketing trends that you can expect to see more of in the coming months and years.
Some will appeal to your ideal customers; others will be off-putting to them. The decision to implement any particular digital marketing strategy is up to you…because no one knows your audience like you do.
- Live Streaming Social Media Video: Wow! This has been growing in popularity, but I think it’s about to bust wide open. It’s convenient. It’s interactive. It’s engaging. It’s recordable. It’s convertible to written content. I can’t think of a reason why any digital marketer wouldn’t be using live streaming video applications like Facebook Live.
- Augmented Reality: Consumers have discovered the joy of Augmented Reality, a platform that utilises a user’s current environment to create an experience that is more real because it’s happening where they are. This falls into the online marketing category of Customer Experience, in that by using it, you’re creating a memorable event, tied to your brand and your customer’s everyday life and preferences. Consumers feel empowered to experience your brand when and where they’d like. Ikea’s AR marketing gives consumers the power to superimpose furniture into their own homes, to test aesthetics. Walgreens walks customers through its store whilst there, introducing them to products and promotions…in Pokémon Go fashion.
- Native Advertising: Many of you see this every day, through your own experiences as a consumer, but didn’t know it had a name. When you open your email account, and you see a video advertisement in the side bar, or when you scroll through your social media newsfeed and see pages recommended “just for you,” this is Native Advertising. Your behaviours are tracked and campaigns are presented based on your preferences. Because our world is moving to become more focussed on digital, it would seem logical that this platform would expand in the not-so-distant future.
- Data Visualisation: Marketers need data. Without it, we find ourselves ill-equipped to make the decisions necessary for successful future campaigns. Until now, it seems we’ve been drowning in a sea of uninterpretable data, looking a lot like hieroglyphics. It has therefore been unusable and unhelpful to our brands. Data Visualisation programmes put information in digestible formats, so we can easily recognise ebb and flow in consumer engagement. Looking for an app to launch your first experience with Data Visualisation? Look into Tableau and Raw, both of which are free.
- Uber-Meaningful Content: What can keep the attention of today’s consumer? Not much. That’s why it’s important, as you move forward into digital marketing, that you not forget the importance of captivating content that is deep, relevant and valuable. You will use the latest trends to deliver your messages—but that’s not enough. You’ve got to prove that you’re more than talk with the content on the other end of those promotions. In a digital world, authenticity is almost unheard-of. Nothing is quite as it seems. You can change that perception, change minds…and you’ll change lives with your one-of-a-kind brand.
Digital Marketing: it’s exciting and terrifying, innovative and humbling. Harnessing its true power is something that few marketers accomplish; however, you can rocket ahead of the competition if you choose just one aspect of digital marketing and make it work for your brand.
Feeling lost? Or fearful? You’re not alone in this, and there’s no reason to feel alone in your quest for digital marketing achievement. Connect with How to Build a Brand through any number of our channels to get started (@BrandExpertTips on Twitter, How to Build a Brand on Facebook, BrandTube on YouTube).