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Trends in digital marketing success

Rabiya Shabeeh/Dubai
Filed on June 23, 2016 | Last updated on June 23, 2016 at 08.25 am
Trends in digital marketing success

A recent survey by Gartner shows that marketers no longer see digital marketing as a distinct disciple of the field and are, in fact, moving to a more unified and digitally led business model.

Businesses have, for quiet some time now, been increasing investments in digital commerce in what can be considered trial-and-error methods to discern that one marketing method that could potentially lead to the most significant upturn in their revenue.

While there may not be one way to reap the most out of digital marketing, there are unquestionably certain themes and platforms that must be focused on, regardless of the type of business or its consumers:

1. Focus new efforts on the most important relevant issues

It can get overwhelming to identify what particular digital tactics should be used to tackle which particular issues.

It is best to begin by focusing on that one particular issue or event that most impacts the brand's relationship with customers and use the available digital resources to address it.

This would, if done right, lead to repeat purchases, better engagement and increased loyalty without draining resources, attention and time on too many things at once.

2. Use social acquisition to accelerate growth

With the growing pressure to monetize on all social sites, it is apparent that social acquisition might be the premier channel for both list growth and new user acquisition for the next few years.

With Twitter's 300 million active users and Facebook's billion-plus users, social platforms are the most efficient and cost effective way to gain more attraction while only paying for as many prospects as you want to reach.

3. Add value to emails

Study after study shows that emails remain one of the most effective marketing tools, yet so many marketers overlook the opportunity it provides to take advantage of this engagement.

They don't just have to be transactional; they can be used to build deeper connections by including content that increases customer satisfaction.

4. Multichannel personalisation

On the flip side, there are marketers who have recognized they value of delivering individualized emails but still carry generic content on other platforms such as their websites and mobile apps.

For example, instead of treating all web visitors in the same method, they could try building logic into the platform so the web content can be categorized based on the whether the visitor is a new prospect, a recent first-time buyer, or a repeat purchaser.

5. Craft content that does more than just ask contacts to buy

Customers aren't always looking for a purchase and can very well be driven by content that only targets purchasers.

It is important to create content that aims to help solve their problems, buy better, and even find interesting things they wouldn't have uncovered any other way.

6. Improving the engagement on the mobile app

Mobile app engagement can be further increased if it is better integrates with the brand's other marketing programmes.

Taking steps to improve in-app experiences allow better understanding of behaviors that are manifesting themselves in the ever-growing mobile world and use this knowledge to create an overall more rewarding customer experience.

7. Incorporating more video into marketing mix

Videos putting a human face on the business and engages customers who are pressed for time or aren't readers.

Even if full-length video seems unnecessarily time and resource consuming, shorter video form tools like Snapchat or Instagram allow adding that extra dimension to a brand's social presence in an equally effective and efficient way.

All these tactics in consideration, at the end of the day, content is king.

Brendan O'Kane, CEO and founder of digital marketing platform OtherLevels, states that the near future points to a focus on producing high quality content as the engine behind successful digital performances.

So tactics and strategies, digital or traditional, will only go so far if they what is being produced is original, engaging, informative, and engaging.

Rabiya Shabeeh is a freelance writer based in Dubai.

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