5 trends you need to explore in a Digital Market to improve flexibility
Marketers should learn a lesson from recent headlines regarding the need to remain flexible in the face of uncertainty. In the current economy, a campaign launched just last year may be deemed unsuitable. On the other hand, it’s crucial to be prepared to affect campaigns whenever necessary (whether adjusting tone, budget, or flighting).
Today’s digital marketing trends are optimized to accommodate this flux and give room for improvement. Nevertheless, since increased uncertainty isn’t a matter of if but when, they’re likely to become mainstays. Here are five digital marketing trends brands should consider incorporating into their marketing strategy well into the future.
See what third-party alternatives are available.
In 2022, Google will do away with third party cookies, yet cookie-based targeting will remain possible for the foreseeable future. Tracking consumer preferences, building personas, targeting shoppers, and so on does not rely upon third-party cookies.
You should always rely on a first-party data set as well as unique identifiers, since they depend on a first-party data set. Reevaluate your CRM to ensure all information is correct and current. You need to adhere to the protections outlined in the GDPR, the California Consumer Privacy Act, and the federal CPRA not only in the U.S. but around the globe.
Learn more about automated content recognition
The automated content recognition trend is perhaps the most promising when it comes to digital marketing. ACR technology provides more novel forms of marketing since it tracks media consumption on smart TVs.
During TV watch time, this tactic collects data on media delivery (linear, DVR, VOD and OTT), content watched, ad exposure, and IP addresses — immediately giving insights into how consumers behave on other devices. The technology not only provides advertisers with real-time feedback on ad performance, but it also enables TV advertisements to be placed dynamically and serves complementary content to viewers on another device.
Continue to adapt eCommerce strategies
There’s no mistaking the fact that e-commerce is continuing to grow, and that digital should be more than a marketing strategy: It can be an engagement strategy that enables retailers to reach new audiences and build awareness.
By reducing friction and personalizing the experience, you can enhance the customer experience. Customers want content, recommendations, and offers, so look for ways to personalize the experience based on demographics, past purchases, browsing behaviors, and site activities.
In conjunction with that experience, be sure to check out some tried-and-true marketing strategies for businesses, whether the strategy is paid advertising, PPC, PPI or display. Even though online shopping accounts for only a small percentage of sales, it has become essential for remaining competitive. You can increase your conversions on social media by promoting shoppable offers, while offering sponsorships on Amazon and running mobile ads in-app.
Research channel selection based on data
Data is always useful for choosing what channels and tactics work best in maximizing sales. So rather than relying on vanity metrics like social media followers or page views, opt for advanced measurement approaches like multitouch attribution, matched market and incremental lift, among others.
With AI/ML, you can leverage your findings to improve digital marketing in various ways. Brands can leverage technology to test campaigns and cross-channel campaigns at scale. Meanwhile, machine learning will help you learn how to adapt success signals to improve content, make consumers more engaged and enhance the customer experience.
Understand marketing agility
As I mentioned earlier, being agile and flexible ensures you’re ready to adjust your tactics in real time, no matter what the world throws at you. Digital advertising allows you to make rapid data-driven decisions in real time about how to adjust engagement efforts and source promising opportunities.
Just take a look at how fast big brands started leveraging consumer-generated content on social channels last year. Faced with a lack of marketing content options at the beginning of the pandemic, brands quickly turned to user-generated media. Publishing the content made products more accessible to new audiences and built greater trust.
To make messages more timely, employ a nimble approach to digital campaigning: Use short-form video content to influence purchase behavior, another new digital marketing trend emphasizing flexibility and agility. Make sure your messages are authentic. Listen to what your audience says and make adjustments accordingly.
The one thing that’s certain is that brands will continue to navigate uncharted waters for the foreseeable future. Although tomorrow may hold many surprises, aligning your business to emerging digital marketing trends is imperative. You’ll be better off attracting the right attention. Influencing purchasing decisions, and strengthening customer loyalty if you pick products that focus on flexibility and will likely become a long-term fixture.