Last time, we looked at some common marketer challenges, such as lead generation, evolving technologies and skill development. This time we’ll break down some key trends in digital marketing and their impact on how marketers attract and retain audiences.
Marketing with Intelligent Technologies
Intelligent technologies are opening new avenues for connecting with audiences, automating functions, and gaining greater insights from the data collected daily by organisations globally. This won’t just change how businesses train and educate staff, but significantly shift how communications and positioning strategies are formulated.
Artificial intelligence (AI) has a variety of uses that all help marketers target audiences with greater accuracy, streamline and automate functions, and personalise communications. However, another valuable benefit to AI is the ability to integrate programmatic advertising, thereby using AI to automate ad buying so marketers can target more specific audiences.
AI can also be used for chatbots, which continues to be an important part of digital marketing, facilitating instant messaging to chat in real-time, day or night, with customers and site visitors. Not only reducing your customer-service team’s workload while offering your customers 24/7 responses to brand inquiries.
Chatbots demonstrate the importance of more conversational and accessible marketing. When consumers have a question, 82% want an immediate response. Conversational marketing facilitates a one-to-one, real-time connection between marketers and customers – to further connect with audiences, communications need to be warm, conversational, and personalised where possible.
Considering 63% of consumers are very annoyed with generic advertising blasts, it’s clear customers much prefer marketing personalisation that speaks to their unique needs and wants. According to an Epsilon survey, 80% say they are more likely to do business with a company if it offers personalised experiences while 90% find personalisation appealing. Over half of consumers say they’d willingly share personal information, provided its use benefits them – so consider how to entice and reward audiences for sharing their data.
The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2020. OC&C Strategy Consultants predicted 55% of households will own a smart speaker by 2022 with voice shopping set to generate $40 billion by that year. With Google Assistant, Amazon’s Alexa, and Apple’s Siri all vying to address your voice inquiries, so businesses should capitalise on this growing trend to better serve customers.
With 85% of online stores using push notifications in 2019, customers are twice as likely to sign up for push notifications compared to newsletters. The average time before a recipient open a newsletter is 6.4 hours while push notifications are seen immediately by the recipient. Using personalised push notifications increases conversions with 7% open rate for segmented push messaging compared to a 3% open rate for generic, broadcast messages, and 54% of users convert from a segmented push notification, compared to only 15% for broadcast messages.
According to Gartner, 70% of enterprises will be experimenting with immersive technologies and 25% will have deployed to production by 2022. For example, IKEA has its own augmented reality (AR) app called IKEA Place that lets users take a picture of a room and test out IKEA’s furniture in that space. You can move the furniture around and see how it looks from various angles, seeing how the colour and spacing will complement the rest of the room.
Marketing with More Enticing Content
We’re always massive advocates from video marketing, especially in this digital era where audiences are continually streaming content from various streaming platforms. 70% of consumers say that they have shared a brand’s video while 72% of businesses say video has improved their conversion rate. 52% of consumers say watching product videos increases their confidence in online purchase decisions. 65% of executives visit the marketer’s website, and 39% call a vendor after viewing a video.
Marketers shouldn’t be limiting themselves to YouTube – video is becoming more commonplace across other platforms such as Facebook, Instagram, LinkedIn, and Tik Tok. It’s critical to understand where your audiences view content and what they expect from those viewing platforms.
Audiences are shifting in droves towards mobile devices, forcing businesses to reconsider the content it produces and how it connects with audiences digitally. Long-form emails and documents are too cumbersome for viewing on mobiles, but video helps keep things concise, clear, and shareable. Not only do audiences expect more video content from businesses, but video also helps boost SEO, ensuring your brand is more visible, more engaging, and more relevant to consumers.
Similarly, Content Marketing boosts SEO visibility while demonstrating a company’s expertise in a compelling way. 88% of B2B content marketers agree that creating content makes audiences view their organisation as a credible and trusted resource. According to the Content Marketing Institute, content marketing costs 62% less than outbound marketing and generates three-times as many leads.
Content marketing has lower up-front costs and deeper long-term benefits than paid search, especially when you consider ad blockers are preventing a lot of paid placement to not be seen. Small businesses with blogs generate 126% more leads than those without blogs since content marketing has conversion rates six-times higher than other methods.
When marketing content, it’s also critical to understand what platform you should be using to reach audiences as well as the content tailored for each channel. Considering the complexity audience expectations and the digital environment in which they operate, businesses should have an omnichannel marketing strategy – ensuring a brand presence across social media, email, blogs, and more.
Brands with three or more channels generate better results than those using just one. Engagement rate 18.96% on omnichannel vs. 5.4% on single channel. Purchase frequencies 250% higher on omnichannel than single channel. Average order value 13% more per order on omnichannel compared to single channel. Customer retention rates 90% higher for omnichannel than single channel.
If you’d like how to lean how to tailor your content for each of these platforms, it all begins with writing – check out our free Ultimate Guide to Content Writing here.