Every brand needs a proper promotional strategy to stay on top of the growing online competition. Marketing in 21st century has become easier thanks to one-click accessibility to social and technology platforms. These are excellent means to communicate with customers and know their liking and disliking. Companies employ digital marketing strategies to engage clients by creating buzz through podcasts, leading them to conversations and setting up their expectations. In fact, successful digital marketing techniques are implemented the other way around, offering customers a great opportunity to lead upfront. Here are 4 effective digital marketing trends to implement in 2016:
1. Online Video Consumption
2016 will be the year of online video consumption. With young people spending majority of time on the internet, traditional marketing through television channels has dropped by nearly 8 hours per week. Reportedly, 64% of digital marketers expect videos to control the major part of a marketing strategy, with video traffic increasing to a significant 80% of the entire consumer internet traffic by 2019.
Whether you dedicate a small budget to produce a custom video on your own for your business or use a 3rd party contractor, you must include video marketing in your overall marketing tactic. Test all the different available channels and formats such as Instagram, YouTube, Facebook and Snapchat to identify the best return on your ad.
2. Measure Attribute Modeling
Attribution modeling isn’t new around here; however, this year it would become one of the primary digital marketing models. The approach is about keeping a track of touch points during the customer conversion process. Tools such as Adometry and Converto are accessible to marketers to calculate attribution based on business budget and size. Start with basic attribution modeling through Google Analytics and understand the role of channels in conversion funnels to assign values to every segment of sales cycle and target funding on the appropriate areas to increase sales.
3. Go Mobile
Mobile traffic makes up around 50% of the entire US retail traffic, making mobile platform a hot marketing medium today. eMarketer predicted US mobile programmatic ad spending to reach $9.33 billion in 2015, accounting for 60.5% of entire display ad spending. To keep up with the mobile marketing trends, make sure your business site is mobile friendly with your content strategy devised according to the competitive platform advantages in mind. For instance, fast loading content with an easy billing and checkout system on Smartphones is extremely effective. Tablets screen sizes on the other hand have room for complicated systems.
With Google’s another mobile update, “Accelerated Mobile Pages”, mobile optimization is going to become a major focus in 2016. In fact, Google may also start penalizing non-mobile-friendly sites in the coming year. In addition to mobile optimization, marketers also need to focus on mobile-centric mindsets to ensure a good user experience, directly correlating with a buyer’s behavior. The user experience will also become a major difference among big brands beyond product and pricing nuances.
4. Real Time Engagement
With the emergence of Snapchat, customers expect 24/7 engagement with brands. Do you know Cinnabon gained 2,000 followers in 2 days just after joining Snapchat. Real-time engagement is the main social media challenge for half of the brands, and when done correctly, it has the potential to set big cultural trends and moments. Follow trends and use emails to engage with consumers through social media and connect at the right moments.
The trends mentioned above may not be entirely new, but the directions they are taking are original. Understand the inclination to increase customer engagement in 2016, without spending large sums of money.
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