Native advertising and marketing budgets are increasingly being replaced with digital marketing strategies with the advent of modern-day gadgets and increasing internet connectivity. Here are some current marketing trends that are transforming the way businesses function and campaign for their products.
Content marketing is still the king
Content marketing has been around for years and still continues to enjoy prominence in the digital marketing sphere. With growing popularity of inbound marketing, share blogs and social media interactions, content marketing remains a primary force to reckon with. The current trend is to adopt a strategic approach to minimizing content size but enhancing the content relevance, quality and increase frequency to derive adequate ROI. By including personalized content, infographics and interactive experiences via apps, content sophistication is bound to grow.
Market and customer insight and analytics
More and more businesses are relying on the mine of information available that enables them to understand individual customer journey to the final purchase decision. Modern consumers require personalized, quick and convenient experience that meets their specific needs. Business is no longer a speculative venture. With the help of big data, ad campaigns and marketing strategies are more focussed. Through predictive analysis and real-time data, lead generation, sales conversions, and volumes are bound to increase.
Marketing automation
Marketing automation remains an unexploited territory by many businesses for streamlining their marketing operations and deriving the best results. Not only is it a time-saving operation, it allows you to reach to each customer uniquely. It allows you to run complex marketing campaigns and manage them consistently through limited staff deployment. It is cost effective and helps create brand presence across various media channels. By targeting customers through behavioral email marketing or by providing personalized customer experience, businesses will be able to target customers better through predictive analysis.
Internet of things (IOT) and channel integration
Interconnectivity across various digital devices that store your personal settings has enhanced customer experiences online significantly. More than 75 billion devices will be interconnected and will talk to one-another by 2020. With the growing convenience of sharing data across multiple platforms, it is imperative for businesses to scale up their applications to maintain a presence in all mediums.
Businesses need to spread their presence digitally across various online channels. While it is essential to target the currently popular channels, it is also necessary to maintain a sustained marketing strategy in steady and long-duration channels such as Facebook. Twitter and more. Integrating the marketing strategy across channels to deploy a steady campaign is essential to maintain a unity of campaigns across various channels.
Social media marketing
For a generation that has grown up being surrounded by social media, instant communication via popular social media channels such as Snapchat, Twitter, Instagram etc., is a way of life. Businesses have to maintain diversified social media presence to engage and reach customers. Designing an adequate social CRM and maintaining a social media customer care has become a must to innovate targeting and marketing options as per evolving trends.
Mobile-based advertising and site development
With the advent of smartphones, businesses have been adopting mobile responsive sites and email templates for the last 3 years. Yet, the retail conversions from smartphones are low, indicating scope for improvement in this arena. Developing contextual and relevant content with reduced load time will go a long way in enhancing final sales conversions.
Paid Search Marketing
Businesses are investing in the sponsored advertising through Google Adwords, which shows up their sites in first 3 to 5 results for a concentrated search. This drives immediate and consistent traffic to the website.
Other digital marketing trends include online PR through influencer outreach marketing, display banners on social media networks and marketing through affiliates and partnerships.
While the above strategies represent the upcoming trends in digital marketing, businesses must be smart in pushing their campaigns on various channels. Aggressive brand presence can create customer resentment. New generation demands fast, smart and relevance in content and presence. Capitalize on these trends to make the most of your online marketing budget.
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