Digital Marketing Secrets You Need to Know in 2018

4 digital marketing secrets you must know this year

Digital marketing secrets

It is finally that time of the year when companies reflect upon their progress and start making fresh plans for the future. With each new year, there come a plethora of new ideas in the ever-evolving world of digital marketing. With the year 2018 upon us, new trends are rapidly making their way into the market and your company must pay close attention to these changes if it wants to keep up with its competition. It is more important now than it was ever before to stand out in today’s fast-paced economy and reach a maximum number of customers because it takes more than a catchy phrase or jingle to captivate the attention of viewers.

In order to that, the one thing that is becoming unbeatable in the present era is the digital marketing. The sole purpose why it is used by the businesses is to promote their products and services sales and profits. Research by Smart Insights shows that conversion rates have emphatically improved due to mobile marketing and using email as a channel to reach customers. There are countless marketing resources available today including social channels like YouTube. The focus of the marketing world is concentrated on multichannel and Omnichannel strategies and in order to spike up your ROI, the most practical step would be to prioritize those resources which can give you the most effective outcomes.

Thus, prepare yourself to re-examine your current tactics to make necessary tweaks for better conversion rates. Should your company focus on brand development or international marketing? Should you invest more in digital marketing over offline channels? These are questions that one must address before planning a strategic budget for 2018.

Take a look at some of these digital marketing secrets that you must integrate into your marketing plan for 2018:

1. Make your strategies as mobile friendly as possible

If your marketing strategies are not mobile friendly yet, then it is time to seriously consider exiting from the market. We no longer have to question the importance of mobile-friendly marketing – the statistics are all the proof one needs!

Statistics of how mobile search is increasing

Image source: Smart Insights

The latest figures from the Mobile Metrix Ofcom report reveal that the total browse time per month is now much higher on smartphones compared to desktops.

Not only can you reach more customers using mobile communication, digital marketing is increasingly becoming mobile centric. Moreover, Google is all set to change the landscape with their latest update called Mobile-First Index.

Google will now look at mobile version of sites, rather than desktop version.

Image source: Search Engine Land

Until recently, Google has been using the web version of company websites in order to tailor the search results so most companies were only concerned with the computer version of sites. Now, with the popularity of personal cell phone usage to explore the internet, Google is hasting to adapt to their market and is now prioritizing mobile versions of websites of their search result rankings.


Concept of Micro-Moments

Furthermore, the concept of ‘micro-moments’ has emphatically changed consumer-company interaction; these are critical touchpoints through which customers expect brands to cater to their needs with reliable information. Whether you are a website designing company or a branding agency, micro-moments can help stimulate your reach.

According to micro-moments, when a customer requires information about a particular good or service, users are quick to use their phones to conduct the research instantly and only well-prepared brands have the ability to anticipate accurate micro-moment needs at exactly the time the customer needs them.

The following examples of micro-moments are four game-changing moments that really matter:

  1. I-want-to-know moments
    When someone is researching and exploring but is not necessarily in purchase mode.
  2. I-want-to-go moments
    When someone is considering buying a product at a nearby store.
  3. I-want-to-do moments
    When someone wants help in trying something new or completing a task.
  4. I-want-to-buy moments
    When someone is ready to purchase a product, but need help in deciding what to buy and how to buy it.
Micro moments consist of 4 different types, depending on the purpose of the consumer's search.

Image source: Search Engine Land

In these moments, consumers want what they want, when they want it and they are drawn to brands that deliver on their needs. So, be there, be useful, be accountable.

2. Importance of visuals

The online world is a visual network in today’s day and age. From memes and gifs to images and videos, a visual element is almost always present and successfully engages users. A study shows that 94% more views are achieved when you add relevant images to the content.

Keeping these facts in mind, it is important for your marketing strategies to be visually interactive. An example of this is how VenturePact, a software development company, decided to launch an interactive calculator for their customers which led to a traffic boost of 15% and a 28% increase in conversion rate.

Visual content is what appeals to us the most.

Image source: Kissmetrics

According to a statistics, 40% of people respond better to visual content such as video, infographics, etc than to plain text. Interactive content can increase your conversion rate up to 86% and infographics can improve your website traffic by 12%.

In order for you to capitalize on these exciting new social media trends, make sure your brand has a presence on Facebook, Twitter, Snapchat and Instagram. Out of these, the network with the most reach is undoubtedly Facebook with more than 1 billion users.

Social channels are today based on visual communication and it continues to grow.

Image source: Business2Community

3. Content Development

The importance of content creation is something that will not be new to 2018, but at the same time, cannot be stressed enough for next year. Memorable and unique content is perhaps the most significant tool of digital marketing and for this, the best route would be to find a creative writer who is able to produce original content and is able to write on a variety of topics to attract a vast base of users. A professional writer would know how to play with words and create a story relating to the brand that engages users on a personal level.

Content marketing is one of the most important aspects of marketing today, as it establishes trust.

Image source: Gloriand

Good content can generate up to 7.8 times more site traffic. It also strengthens your brand presence and can boost engagement to lead to higher conversion rates overall. To add the cherry to the cake, it is also one of the least costly marketing channels available and can cost up to 62% less than other methods of digital marketing while generating thrice the results.

Don’t downplay the importance of potent content! And this content does not necessarily have to be text-based either – it could be in the form of memes, images or videos.

4. Convert with right data

With the right data, a professional marketer will be highly familiar with customer behavior and will know exactly what it takes to deliver the best results for the company. With real-time responses to consumer actions, it is becoming increasingly important to match data with the right tools for maximum conversion rates.

At London’s 2016 MarTech conference, McKinsey and COMpany’s global lead Jason Heller was accounted for collection of good data points. They proved that proper analysis and review of the data to be published is necessary. Not every other piece of information is useful or relevant to your topic. At times, a company can get caught in the web of complex data which they cannot use to its full potential. It is important for them to measure the potential of such complex data and manage it so that their brand image isn’t damaged.

A term commonly referred to when talking about data management is Big Data which implies emphasis on different marketing cultures like segmentation, personalization and native marketing which are complex concepts.

With the right tactics and well thought off strategies through the analysis of bounce rate, heat maps, foot traffic and reviews, the digital marketing team of your company can make good use of big data.


Big Data Strategy Tips

Build a powerful business big data strategy to increase marketing sales by following the 5-step approach presented by Salesforce:

Step1- Regularly monitor Google trends
Google trends are a reflection of the Google’s analytical tools that help the marketers, researchers and the planners to do their best in digital marketing. By monitoring them regularly you can know about the latest keyword trends, rising trends, and the hot searches. It also helps in understanding the competitor’s behavior that you can use to your benefit.

Step2- Use digital information to clearly define your Ideal Customer Profiles (ICP)
The ideal customer profile is the category of customers who benefit immensely from the products and help you earn the profit. You can easily look into the marketing data and analyze the type of customers you are looking for. Few questions that you need to ask yourself are:

  • Is the customer bringing success to your business?
  • How much effort is required to bring the customers on board?
  • What is the growth potential of the respective customer?

Step3- Create Real-Time personalization to buyers
The real art here is to understand the customers. You need to identify the buyer’s persona in-depth and develop content that would be appreciated by each one of them. The trick here is to keep the interest of each potential customer intact so that they become a part of your conversion success rates.

Step4 – Identity the specific content, that will move the buyers across the sales funnel
Content is the king and we have been hearing this phrase for a very long time. The power of the words is what drives the customers towards the final stage. The format, style, impact and the relevance of the content are what matters and you need to do it right.

Step5- Integrate Predictive Analytics into your lead scoring strategy
If you look into the definition of predictive analysis, it states that it is a practice of extracting important and relevant information from the data that is already available. By searching such data and making notes out of it, you can vastly improve the future outcomes of your business.

In conclusion, we can safely say that as digital technology rises to global reach, it is more important now than ever for companies to expand their scope to take full advantage of the boundless opportunities presented. Make 2018 count!

Junaid is a digital marketing specialist who has helped several businesses gain traffic, outperform competition and generate profitable leads. His current ventures include Elephantation, eLabelz, Smart, Progos Tech and eCig.


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