The future is going to be in hands of digital marketing and if you are planning to invest your marketing dollars in 2017, consider these four marketing tactics that can be added to the mix of adopting new technologies as part of the overall digital strategy.
1. Live Streaming
Live streaming, a way to create and share fresh content by connecting with users in a genuine and an authentic way is nowadays more accessible than ever before with benefits such as real-time audience feedback, real-time audience interaction and so on. Facebook’s live streaming service, Facebook Live has created increased awareness and access to live streaming. Twitter partnered with some big players, like the NFL and the Democratic and Republican National Conventions in 2016, to bring exciting live video to its users and also began offering users the ability to host a live stream directly from the Twitter app. These innovations mean that live streaming is more accessible than ever before.
Be sure of the type of the content your brand require and create which includes ideas such as how-tos, event broadcasts, Q&A sessions, an behind-the- scenes access.
2. Ephemeral Content
Snapchat and Instagram stories play an important role in creating more casual, authentic and immediate content and making users feel more sync with their favorite brands. Snapchat in 2011 introduced the use of ephemeral content where limited life posts disappear after a certain period of time and it became more mainstream in 2016 with the introduction of Instagram Stories.
Make use of Snapchat and Instagram stories for content that reflect the most human qualities of your brand without overly edited or filterd but in a spontaneous way.
3. Influencer Marketing
Influencer marketing is an effective way for the brands to get their name and products in front of new audiences. According to eMarketer studies, brands spent upwards of $570 million on influencer marketing on Instagram alone in 2016 and 48% of US marketers are planning to increase influencer marketing budgets in 2017. With an advantage of appearing more authentic to users than advertisements do, influencer posts are not as likely to be tuned out by users who usually get bombarded by brand messages and ads.
Consider a targeted approach while working with influencers and make sure to choose niche influencers who are interested to get aligned with your brand or products.
4. Personalized Marketing
Today’s digital users are accustomed to have their every need and desire satisfied by the internet and have developed expectations regarding the relevancy of content. Brands have developed the ability to better personalize experiences and messaging to specific users due to the growth of online data collection and attribution. This personalization can help increase conversion rates, improve customer experience, increase visitor engagement and increases relevancy by tailoring content to meet the specific needs and desires of different users.
Make use of data points and data clusters to personalize your marketing initiatives and focus on on-site behaviors such as pages viewed, noticeable navigation patterns and top-level demographic information like location, age, and gender.