Following the four trends outlined below may very well be key to leveraging the power of Digital Marketing during the remainder of 2022 – and into the future.
- Focus on Video Content
Research has indicated that around 54% of website users want to see more brand video content. This is a well-established trend that is only set to grow. The question is why so many brands are focusing all their online efforts on social media and blogs. Yes, these are important – but companies that want consumers to purchase their products need more video content.
Youtube, Snapchat, Instagram, and especially TikTok must be part of the marketing mix for companies that really want to leverage the power of the Internet. If it makes sense to your audience it should make sense to your company. Savvy, digital marketing companies are fully aware of the reach and potential for engagement by ‘upping their game’ when it comes to video content and especially gaining TikTok views.
The barriers to entry are being lowered all the time. Already most people have a mobile phone with a high-quality video camera. Take advantage of filming opportunities and really get yourself noticed. Practice makes perfect – the more you film promotional video content for your website, social media channels, and search engines such as YouTube, the better those videos will be.
- The Power of Personalized Email Marketing
Third-party cookies are not going the way of the Dodo anytime soon. This means that there is going to be increasing resistance to tactics such as paid advertising on web pages. Those ads are simply not going to be as effective as they have been in the past. The knock-on effect is that ‘owned media’ such as email is going to play an increasingly important role in digital marketing.
Email marketing allows you to own a consumer’s data. You are not reliant on Google or Facebook to access that data and make use of it. That makes the data potentially very powerful.
You need to focus on bulking up your email list. Asking shoppers to subscribe while they’re filling their carts or checking out is a great tactic. Think about adding an in-store kiosk and mine for sign-ups. Add value by giving something away as an incentive. It doesn’t have to be a physical product – a trend guide for instance only incurs a one-off cost for development.
There is software (such as Mailchimp) that can allow you to send thousands of emails at once to subscribers. And these emails need not be generic. Your email service provider’s software allows you to easily personalize each mail – it also has features that will ensure you reach current and potential customers where they are and when they are predisposed to viewing.
- Leverage the Power of Online Communities
Sadly, 36% of Americans say that they are lonely. That number grew enormously during the pandemic, in part due to regulations governing isolation. It seems people are becoming disconnected from each other – brands can help bring people together.
This is where online communities can be tremendously powerful. With a well-thought-out approach, you can build a loyal brand following among members of these communities. And you’ll be helping facilitate that human connection they are craving. This will help you gain trust and in turn Instagram verification according to SMVT
Mega brands like Sephora have developed websites dedicated to their online communities – but you can start small. Create an exclusive Facebook Group or a Discord Server – and help to bring your shoppers together under your brand umbrella.
However, you need to excite them – and you can do this by:
- Timeously replying to comments
- Asking them to vote on new features, design elements like brand colors, or even new products
- Posing questions
- Featuring members – you’re dealing with human beings, humanize your brand
This is your unique chance to interface with your customers on a personal level. Make use of this free digital marketing tool to ensure that your online community grows and grows.
- Mobile Front and Center
Your website and your email marketing content must be optimized for mobile users. Make sure that there are no issues with spacing, alignment, formatting, rendering, and operating system limitations. More and more users are accessing the Internet and brand sites using their mobile devices – making the experience seamless and painless.
Problems with mobile viewing and useability usually are the result of designing a site using a desktop. However, consumers are receiving marketing information (or offers) on their mobile devices. The translation from desktop to mobile can create a surreal result. Make sure that you design for mobile first – and test, test, test.
You needn’t be a developer to ensure that mobile is the focus. Use templates that are mobile-friendly or mobile-optimized when adding content to your site.