Tag: Digital Marketing Trends

4 Data-Driven Digital Marketing Tactics to Embrace in 2021

The new year is fast-approaching, so it’s high time that we evaluate our marketing strategy and come up with tactics to shake things up.

Digital marketing is one of the fastest-changing industries out there – is your marketing strategy agile enough to adapt?

There have been multiple marketing innovations introduced in 2020 (driven by both technology and the pandemic that has changed all the aspects of our lives), yet one trend is the most prominent one: Data

Never before have brands had access to so much marketing data that includes:

  • Internal / private data (customers’ emails, buying preferences, etc.)
  • Public data (like competitors’ identifiable marketing tactics, overall shopping trends, etc.)

You don’t need to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to create a data-driven marketing strategy these days. Thanks to the Internet, big and small brands can access more data that they can process.

And it is a beautiful thing because it gives a competitive advantage to smaller brands that are eager to innovate.

Here are a few data-driven tactics anyone can implement, even without technical skills:

Improve Your Data Quality

Data: Brands lose up to 20% of revenue due to poor data quality practices (Source: zdnet/ Data Quality)

Sisense defines data quality as follows:

Data quality measures the condition of your data, using factors such as accuracy, consistency (in all fields across data sources), integrity (whether the fields are complete), and usability.

How to identify poor data quality? There can be a variety of factors including:

  • Is your data consistent? In other words, if it’s coming from different sources (which is usually the case), does it correlate?
  • Is your data relevant? In other words, are you using the data that helps your company’s bottom line? If you are using Facebook likes as the measure of your success, what exactly does this data do to help your revenue grow?
  • Do you collect the data you need? Does your company have the necessary data that would foster growth?

Improving your data quality is not just necessary, it’s also quite doable. There are multiple solutions that collect, organize and blend data to turn it into actionable insights delivered to each of your teams. The two easiest and the most affordable solutions include:

  • Cyfe (create dashboards to consolidate data and deliver most relevant data to each of your teams)
  • SE Ranking (pull lots of data from various sources to monitor your site health, positions, traffic, etc.)
  • Whatagraph (turn data into visualized email reports that are delivered to different teams within your organizations

Whatagraph

Embrace Inclusive Marketing

Data: Over 25% (i.e. one in 4) of US adults have a disability (Source: CDC / Disability & Health Infographics).

Are you including these people in your target audience? Do you create marketing personas that would include a disability?

Inclusive marketing refers to adapting technologies and messaging to enable underrepresented groups to fully connect with and experience brands online.

In web context, inclusive marketing often means making your website accessible to people with all kinds of disabilities and difficulties. These disabilities may prevent web users from being able to see page elements or navigate a site using a mouse or touchpad.

Including these people into your marketing strategy is not only a smart move (otherwise, every fourth user of your site may have hard time navigating it or making a purchase). It’s also a way to show that you care. This means making your marketing philanthropic.

The good news, it is also pretty easy to implement. You don’t have to re-design your site to make it accessible to users with disabilities. You can easily optimize your site for just about any sort of disability by using a solution called accessiBe.

accessiBe

There’s also a DIY way to make your site accessible but it is likely to take you some time.

Use Cross-Channel Marketing

Data: The number of channels consumers are using to make a buying decision is growing. Just over a decade ago the average consumer used two touch-points when buying an item. Four years ago consumers were already using an average of six touch-points with almost 50% regularly using more than four. (Marketing Week / Why marketers are failing to target consumers at key life events)

Many of those touch-points tend to happen on different devices and through different channels. Millennial shoppers shop from mobile devices,

For example, a contemporary consumer will search Google before buying an item after seeing a social media ad. And these two touch-points are very likely to happen on different devices.

What does it mean for businesses?

They need to be everywhere.

You should also be diversifying your content strategy with a wide array of types, in order to reach the highest potential audience, on more channels. This will also help your project build authority, which is critical in retention, churn reduction and overall brand loyalty.

Yes, have a blog. It is a great SEO tool and you should already know how to be targeting keywords by now. But in addition to this, make videos, create infographics, launch a podcast, guest on other podcasts and YouTube channels, embrace newer networks like TikTok and Instagram, and contribute to other blogs. You should be producing diverse content constantly to be able to market to different channels.

Luckily, content re-packaging tools make this process easy and affordable for brands:

  • Venngage: Turn any text into an infographic
  • Haiku Deck: Turn any text into a slideshow
  • InVideo: Turn any text into an engaging video

InVideo

[Invideo allows you to create videos for Instagram and Facebook ads, customize Youtube videos to brand them better, and more!]

Personalize Your Marketing

Data: 80% of people agree that they are much more likely to buy a product or service from a brand that provides personalized experiences (source: Epsilon Marketing / The impact of personalization)

Marketing personalization is one of the most powerful tactics out there, yet many brands don’t really understand it.

Marketing personalization is going far beyond using “the first name in the marketing email” or even “segmenting your email list by previous engagement”.

Marketing personalization is about creating on-site personalized experiences.

You are scrolling through a website and you see a handful of product suggestions on the bottom. It shows a strip of items that you can tell are based around people of your gender and your age, much of it not flattering. Mainly because it is a selection of products that you have never before purchased or needed to purchase, but that someone might assume a person of your target demographic would enjoy.

Or you are going through your email and catch sight of a message that is titled, “[Your Name], I need to speak to you right away!” Upon opening it, it is a generic, uninteresting automail from someone’s newsletter you forgot you had even signed up for. You roll your eyes and hit ‘delete’ without going any further.

The above examples show how you lazily customize to fit a potential customer. Is it any wonder the fish aren’t biting when the bait is so unappetizing?

Now imagine this:

You are on that same website and below is a collection of items you have been searching for price comparisons on all week. Others are items related to what you have purchased on the site in the past, or reviewed highly elsewhere. They are even within a decent price range of your usual budget.

Later, you are going through your email and there is a newsletter you forgot you signed up for. But rather than cheap clickbait, it has a subject line about something that interests you. You take the time to click and read the whole thing and even end up back on the website through a provided coupon for an item you had put in your cart a few days before but hadn’t pulled the trigger on because of the price. Now you are getting it for 15% off and you couldn’t be more thrilled!

Notice how each of the counterexamples totally changes the consumer experience and makes them more willing to engage with your brand. All because you showed them that you were actually paying attention to them as individuals, not a category or demographic. They are people, not walking dollar signs and stat sheets.

That is the true meaning of personalized ecommerce and when done correctly, it is a great way to generate leads that turn to profit and also build a relationship with your customer base.

Marketing personalization is becoming more and more available for smaller brands that lack huge budgets or technical teams. Finteza is a web analytics platform that comes with a powerful re-marketing solution allowing you to customize users’ experiences based on:

  • Source of traffic
  • On-site actions
  • Demographics (gender, age)
  • Location

Finteza

What’s more important, it is extremely easy to set up and very affordable.

What’s the real moral or takeaway here? Marketing innovation is a never-ending process. You can never consider this task done, but it is also what makes digital marketing such an exciting industry. Good luck innovating and reinventing!

Image by Gerd Altmann from Pixabay

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The post 4 Data-Driven Digital Marketing Tactics to Embrace in 2021 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/12/4-data-driven-digital-marketing-tactics-to-embrace-in-2021/

How Snapchat is Helping Brands Build Deeper Relationships

With more people spending time online in an era of social distancing, the competition amongst platforms is fiercer than ever. Each is eager to capitalize on opportunities to be more accessible, more open, and more appealing to a broader range of users and brands.

Snapchat is no exception and of late is making a big push to onboard more brands. Dubbed “Brand Profiles,” 30 companies, including Ben & Jerrys, Universal Pictures, and Headspace, are supporting a test of a new update that brings all of Snapchat’s core technology and features into one consolidated space. In turn, marketers can expect a more seamless experience for interacting and dishing promotional tie-ins.

Main components of a Brand Profile

Through new AR lenses, brands have the ability to save and showcase Lenses on their profile allowing them to get the most out of their AR experiences. These will be discoverable through Snapchat Search and Lens Explorer. While Snapchat has prioritized ephemeral content since its inception, over the years it’s come to recognize why some permanence can be helpful especially for marketers. In this vein, Highlights will enable businesses to reuse posts uploaded to their Public Snaps including Stories, photos, and videos. As the platform explained, “this is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are.”


Image courtesy of Snapchat

On brand profiles themselves, a Public Story can drive the relationship-building to a new level but offering a new vantage point from which to understand the day-to-day of a brand. In short, a behind-the-scenes look that more and more users find relatable, unique, and exciting. Lastly, profiles will include an optional Native Store experience allowing companies to showcase products directly in the app powered by Shopify.

“With 229 million Snapchatters using the app daily, this real estate for our partners is especially important in a world where our millennial and Gen Z audiences can be hard to reach and build deep, authentic relationships with on many platforms,” the company stated in the official announcement.

Supporting brand growth and audience development

In the backend, Brand Profiles will also come equipped with a helpful suite of tools to foster internal collaboration and analytics reports including audience demographics and interest to better inform their strategies and content development.

“Brand Profiles bring brands a permanent home on Snapchat, unlocking new avenues for customer discovery and engagement,” said Carolina Arguelles, Snapchat’s global product marketing manager, in a statement to AdWeek. “We’re also offering brands insights into their subscribers through our online Business Manager, which will help partners learn about their customers and forge evermore meaningful connections with the Snapchat community.”

For their typical organic social efforts, the majority of today’s brands leverage the same type of account as the average user. With the option to create a designated Brand Profile, there is a new opportunity to learn more about consumer behaviors and trends — this is especially crucial when navigating a predominantly younger audience of millennials and Gen Z. As many experts reflecting on the update commented, this slight shift away from ephemerality could be the key helping brands kickstart a powerful learning journey whereby they allow users to opt-in to the ads and content they want to see and engage in a way that respects their time and attention.

Snap Focus

Brand Profiles isn’t the only push Snapchat has made lately in terms of opening its platform to be more business-friendly. Earlier this Summer the company introduced “Snap Focus” geared towards Snapless brands who before committing to something like a Brand Profile, for instance, will want a more general understanding of ad management best practices.

Akin to Twitter’s “Flight School” and Facebook’s “Blueprint” courses, Snap Focus is set up to provide a tactical understanding of how to navigate the app. This includes broader overviews into The Snapchat Generation and the platform’s Ad Manager in addition to specifics around how to measure and optimize campaigns and elements to successful creative. For more on Snap Focus and other ad tools to incorporate into your approach, you can check out the Snap Focus platform here.

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The post How Snapchat is Helping Brands Build Deeper Relationships appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/07/how-snapchat-is-helping-brands-build-deeper-relationships/