Digital Marketing trends – Consumer behaviour and expectations have continued to evolve rapidly and the present pandemic has accelerated buyer needs even further and in more dynamic ways. As businesses struggle to adjust and embrace new realities, only the digitally ready and future conscious business organisations will be able to beat the tides.
Now more than ever. Proactive B2B and B2C organizations are leveraging on digital marketing as a way to reach their target audience, create brand awareness. loyalty and ultimately increase conversion rates. While some digital marketing trends may have become obsolete or no longer as useful due to continuous change in algorithm, businesses must continue to learn and unlearn as they navigate through the digital marketing world.
This entails proactively adopting what works to boost their businesses such as these digital marketing trends below:
Personalization and genuine human interaction:
This is a very essential and rewarding digital marketing trend. Consumers seek for seamless user experience tailored to the unique preference. Beyond personalized emails, business organizations must curate content in a way that it addresses and delivers the actual needs of the consumer in the most meaningful time. Marketing content should be curated to drive authentic human engagement and personal value to the target consumer.
As an excellent tool for conversion, personalisation should provide genuine human interaction based on acquired data, AI and accurate personalized content distribution.
Video Marketing:
A great way to drive useful human connection is through video marketing. Targeted video marketing will not only give consumers an insight to what a business offers, but also help them to make decisions about purchase, generate traffic while providing better product knowledge. When correctly adapted to drive engagements, video marketing provides the consumer with an in depth and realistic insights about a business and builds brand trust. Video marketing can be used across different platforms.
However, adequate research must be done to adapt videos based on the restrictions of each platform in such manner that it yields user engagement. Video content gives better organic search results compared to all text content. Hence, every business must find creative ways to maximise the benefit of this trend.
Search Intent Optimisation:
This is crucial in content marketing. Due to the ever decreasing attention span of consumers and readers, it has become imperative to streamline and optimize content to the “actual intent” that necessitated a search. Simply said, this is outrightly giving the answer without rigmaroling- consumers do not have such patience anymore.
Search intent Optimisation helps to improve the ‘time spent’ metrics to suit specific business priority as well as improve engagement with content.
A search intent could be informational, transactional or navigational and optimization should seek to address every context.
Email Marketing:
The concept of email marketing is not new and remains an effective trend in digital marketing due to its benefits of direct and personalised strategy. The use of name personalisation and compelling contents are key in email marketing. In addition, beyond name personalisation (which is highly recommended), emails should drive authentic human connection and a holistic approach in addressing the needs of consumers/clients.
Email marketing should also serve as a tool to improve customer experience, proferring empathy, solutions with less focus on “sales” content, gaining customer trust and confidence in the brand will eventually pay off.
Content Marketing:
This is a strategic marketing trend. It thrives on using different platforms to distribute Problem-solving content. In essence, it is identifying a niche audience
and providing valuable content which the audience/ consumers will always need or can refer to.
Through content marketing, a business can establish itself as an authority in a certain field by sharing knowledge and useful content based on their expertise.
Content marketing focuses on providing consistent valuable information to your target audience. This is enabled by strategic distribution of the contents to boost search optimization and to build a lasting loyalty with your intended audience. It is important to evaluate your audience and tailor your content to solve their problems. Your content should serve as a resource authority when your target audience wants to learn something relating to your field of business and should be distributed through channels that are suitable for your intended audience to access or share it.
Search Engine Optimization (SEO):
This is the strategy of increasing the quality and quantity of organic traffic to your website and ranking from search engines. Through ‘crawling and indexing’, search engines are able to profile all contents available on the internet. Hence. The aim of SEO is to provide contents with the right keywords that gives most relevant value (useful answer) and user experience to boost your ranking on search engines and ultimately your website traffic.
It is important to craft your content with the right keywords that people are likely going to search for, this gives your website better visibility, brand awareness and conversion opportunities. Progressive businesses understand the value of SEO and leverage on it to establish their presence, expertise and authority in a given field or location. SEO is a marketing trend that promotes all other marketing platforms for better visibility.
Social Media Marketing :
This is leveraging on the power of social media platforms to boost your business visibility and growth. The flexibility of social media promotes ample opportunities for brands to communicate with their target audience through text, videos, images and in some cases a combination of all these to reach their key audience.
Using social media marketing improves your inbound traffic and conversion. Social Media also serves as a great platform to promote products or services your business offers. Through social media marketing, businesses can also feel the pulse of their audience, identify viable industry trends, and collate data on feedback. Due to the interactive nature of social media, organizations share their brand story as well as monitor the impact of their contents (posts) through the ‘insights’ future on Instagram, Facebook and Twitter.
Digital marketing trends are ever evolving and every organizations should continue to position itself to anticipate and respond swiftly to changing dynamics in consumer behaviour and global economic realities.
For consultation on digital marketing related issues, freely contact Lead Web Praxis Media Limited.
With digital marketing, the working timelines do not have to be limited to only 8 hours. Businesses automate their customer services so that any inquiry is addressed promptly and professionally. Indeed, they are now deploying the latest designs of artificial intelligence to understand what clients want and deliver it in overflowing measures. But this is not the only thing that makes businesses work long hours.