As marketing professionals increasingly embrace digital marketing, the number of channels, choices and options they have to choose from is also on the rise. Keeping up with this fast-changing medium can be confusing – but it’s important to do so. Digital marketing offers benefits that are too good to pass up.
What is Digital Marketing?
Digital marketing has evolved from banner ads and emails to include a broader array of options, such as social media, videos, podcasts, e-newsletters, blogs and articles. Digital marketing is highly targeted and more engaging than traditional forms of marketing, such as print ads or TV spots. In addition, digital marketing is highly measureable. Marketers can use it not only to build awareness and sell products and services, but also to conduct research on current and prospective customers.
Three Top Trends in Digital Marketing
Digital marketing has proven its value in the modern marketing mix. But because it’s technology-based, digital marketing tends to change faster and more frequently than traditional methods. Trends come and go quickly, so it’s important to know what the competition is up to – and where your customers are engaging with their favorite brands.
Here are the top three trends in digital marketing:
1. Mobile Marketing: Simply put, mobile marketing is any marketing conducted through a mobile device, such as a smartphone or tablet. Successful mobile marketing could be defined as marketing that engages the audience in a relevant and interactive manner through their mobile devices. To achieve this, a company’s website must be mobile-friendly, and communication about special offers or alerts should come through opt-in text messaging. Email marketing messages must also be mobile-friendly, in order to be easily read. If recipients can’t read it instantly, they will likely delete your email.
2. Social Media: Social media has taken the marketing world by storm. Major brands and Main Street businesses alike are using the convenience, cost effectiveness and personal touch that social media marketing gives them. Whether you engage regularly with Facebook and Twitter followers, or update Pinterest boards with fresh images every day, it’s important that your business embraces the power of social media.
Social media turns your customers into a satellite marketing team. It allows them to share with family and friends the good (and bad) experiences they have with your brand. Your customers become trusted advisors, broadening your reach. That’s why it’s vital to stay engaged with those who comment on and share your content, respond to offers, and participate in contests.
3. Content Marketing: Underneath all digital marketing efforts is one thing: useful content that consumers value. Content marketing is the practice of creating and distributing content that is relevant to a defined audience, and true to your marketing objectives. It’s designed to attract and engage the audience, and elicit a response or action.Marketers should focus on publishing content that users want to receive and share with others; it should be more informative than sales-driven. Done well, content marketing will inspire and inform your audience. In return, they will reward your brand with loyalty. Quality content drives all other forms of digital marketing.
Harnessing Digital Marketing Trends for Your Business
As digital marketing continues to evolve, it’s more important than ever to stay on top of – and participate in – the latest trends. Failure to do so means falling behind the competition. Today’s consumers want to be marketed to in ways that are relevant and convenient. That means quality content, delivered in ways they can easily access, in the places they are already hanging out. Step up your game in mobile marketing, social media and content marketing, and you’ll come out ahead in the competition to win the loyalty of your best customers.
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