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Digital Transformation in Marketing
Check out our Digital Marketing Theatre!
Changing your marketing mix to more digital channels and leveraging new technology to optimise your marketing efforts and improve customer experience is much easier now-a-days.
Customer acquisition costs (CPA) have increased over the years meaning more data-driven campaigns and optimisation leading to higher conversions, lower ad spend, and greater ROI – something that’s not possible with traditional advertising.
In smaller businesses and start-ups, simply using the tools you have at your disposal like Google Analytics and email A/B testing or using customer data platforms (CDP) can help you achieve this.
Conversational Marketing
Check out our Data, AI & Analytics Theatre (sponsored by Validity)!
70% of users expect instant answers to their questions and queries (according to an IBM study) so from a marketer‘s point of view, conversational marketing is a powerful way to drive engagement, boost conversion rates and increase ROI. We’ll cover the use of chatbots and voice assistants to interact and have conversations on LinkedIn, Facebook, WhatsApp and websites. You will also find out more about Artificial Intelligence and machine learning.
Influencer Marketing
Check out our Social Media & Influencer Marketing Theatre!
By no means a new trend but gaining significant traction every day, using influencers to post content and endorsements of your products or services yields better results than traditional celebrity endorsements because of the “engagement factor”. It plays on consumer behaviour and psychology, through trusting personal recommendations more than traditional digital advertising, and can target particular niche interests and audiences.
Define your objectives and target audience beforehand, then look for influencers who post content related to your product or industry using hashtags, or work with influencer agencies.
New Social Media Trends
Check out our Social Media & Influencer Marketing Theatre!
Video content and social selling are the most trending new features on social media with TikTok, Instagram Reels and Livestream more popular than ever.
80% of consumers prefer to watch videos rather than read content when considering a purchase making audio-visual content key. With new shopping functionality on platforms like Facebook and Instagram it makes social selling an easier and more streamlined customer journey.
Anyone with a smartphone can create videos, and make use of Stories, Reels, and Lives to drive engagement. Analyse your social media audience data to determine the best types of content and times to post. And focus on the platforms most used by your audience.
Programmatic Advertising
Check out our Lead Generation & SEO Theatre!
Simply put Programmatic Advertising is the automation of buying digital advertising space. Brands can bid for ad space within milliseconds, using real-time data analysis and audience targeting to reach more people with a lower cost per impression; be more agile; save employee time and increase ROI.
Choose a demand-side platform (DSP), set you budget and define your objectives, KPIs and target audience, then design creative. Once launched watch for data trends and optimise for better results.
Automation
Check out our Marketing Technology Theatre!
Automating emails for sales funnels and their interactions, scheduling social media posts, and emailing order updates are easy to set up. The biggest benefit of automation is timesaving for marketing teams by streamlining omnichannel marketing into one platform and no longer wasting time doing repetitive takes.
It increases productivity, which directly correlates to increased ROI and conversion rates. It allows businesses to collect and analyse greater amounts of customer data much faster than a human could. And it allows you to build a panoramic view of the customers journey, the sales cycle and exposes gaps and weak points in the process.
Map out your customers’ journey and sales cycle and identify which steps can be automated. Set SMART goals to determine what success of automation looks like. Then try out different automation platforms, like Mail Chimp for email marketing, Sprout Social for social media, and Google Analytics for data analysis or all in one platform like Hubspot and Salesforce.
Direct Mail
Physically mailing out print-based marketing material from brochures, letters, postcards, and leaflets bucks the trend of digital marketing.
But it’s making a comeback for a number of reasons; audiences have become “numb” to increased digital marketing campaigns; physical mail remains in homes or on desks long after being received and this increases brand exposure; it has a sense of authenticity and personal nature; the sensory nature of direct mail also helps make it effective.
As always define your objectives, look at how it integrates with digital marketing and where it can be most effective in your customer’s journey. Consider using QR codes to guide the customer to your online channels.
Content Marketing
Check our Brand, Video & Content Creation Theatre!
Content is king! Attracting, engaging, and retaining an audience by creating and sharing relevant articles, white papers, infographics, blogs, videos, podcasts, and other media establishes your brand as experts, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.
Think about your target audience and what content you’ll use to reach them, and the key is, what benefit will they get from it. Address your consumer’s pain points and speak to how your products solve those issues. Make sure you use a variety of content types to keep it fresh and different.