The number of people who go online is still increasing steadily. Along with it, the way that people do shopping has also changed. It means that traditional marketing is not as effective as it used to be. Marketing is about connecting with prospective customers at the right time and in the right place. Now, it means that marketers need to meet people where they spend a lot of time: on the internet. We can benefit from digital marketing techniques, which is a form of marketing that exists online. Here include all digital marketing techniques that use electronic devices and the internet.
As stated by Philip Kotler, marketing author, Consultant, and Profesor, “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”
Many businesses use digital techniques and channels like social media, search engines, emails and other sites to connect their audiences. Businesses’ online branding assets encompass a spectrum of techniques such as email and digital advertising, online brochure and so on. All of them fall under the umbrella of digital marketing.
There are top 5 digital marketing techniques which are: content marketing, search engine optimization, social media marketing, email marketing, and digital advertising. Besides these, businesses can find different alternatives in this digital ocean to focus on to grow in 2019. Let’s dive deeper into five more digital marketing techniques.
Live Video Marketing
In recent years live video marketing phenomenon has been propelled by social media. Social channels like YouTube, Instagram, Twitter, and Facebook support live video streaming and some of them has already become a vital platform for gamers, journalists and various types of audiences.
Livestream videos can be a great equalizer for small businesses as it helps to tell the brand’s story and gives access to the brand in a whole new way that has much more contribution. Live video streaming marketing allows brands to try something new. You can do live stream videos to create conversations, provide the necessary information, highlight partners, employees, and fans.
- Live videos are effectively used in the following cases:
- Q&A and conversation with the audience
- Q&A and customer support
- Product introductions or special annoncements
- Live events
- Backstage and behind-the-scenes streaming
Data-driven Marketing
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging.
Modern data-driven marketing began with the invention of the customer relationship management (CRM) software. CRMs allow marketers to track who individual customers are including the name and contact information.
It is one of the most transformational changes in digital advertising that has ever occurred. Usage and activation of data, often in an automated or semi-automated manner, allows for a significantly more optimized media and creative strategy. This people-first marketing strategy is more personalized. It has also been responsible for driving considerable ROIs for marketers.
Today, marketers are spending over $6 billion a year on data-driven targeting solutions like data management platforms (DMPs) and demand-side platforms (DSPs).
Benefits of data-driven marketing are:
- Messaging audiences with relevant messages
- Targeting the right consumers
- More efficient media buying
Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products. You find a product you like, promote it to others and earn a piece of the profit for each sale that you make. Affiliate marketing is one of the most effective digital marketing techniques and tactics especially for businesses that don’t have a tonne of capital. Because they only pay money for sales.
There are a few things that marketers should know about affiliate marketing.
1. It is challenging to recruit affiliates.
2. You need to continuously optimize your website. If people are driving traffic but the visitors are not converting into customers, that means they are either driving irrelevant traffic, but most affiliate marketers are good at what they do. So usually the traffic sources typically qualify or it means that your website isn’t converting. And it is usually the issue.
Despite those challenges, affiliate marketing is a popular tactic to drive sales and generate significant online revenue. Extremely beneficial to both brands and affiliate marketers, the new push towards less traditional marketing tactics has paid off.
In fact:
- 81% of brands and 84% of publishers leverage the power of affiliate marketing, a statistic that will continue to increase as affiliate marketing spending increases every year in the United States.
- There is a 10.1% increase in affiliate marketing spending in the United States each year, meaning that by 2020, that number will reach $6.8 billion.
Targeting “Generation Z”
For many marketers, “Generation Z” is a mystery. They’ve been so focused on targeting millennials in the past ten years that they’ve forgotten about a whole new generation of young’ uns who are now able to buy from brands. From an e-commerce perspective – Generation Z should be easy to target as they’re online already. They know how the technology works and they’re very active on social.
Ways you can target “Gen Z”
- Create engaging content – not advertisements
- Make your content interactive
- Use media that appeal to “Generation Z”
- Focus on social channels
Artificial Intelligence and Machine Learning
Artificial intelligence and machine learning are an increasingly integral part of digital marketing. AI has moved beyond a buzzword to a foundational layer in any successful marketer’s toolkit.
From Google’s use of AI in search results through to chatbots, predictive analytics, content creation, and personalization, we are seeing AI entering our daily lives as both marketers and consumers. So, we highly recommend the usage of Artificial Intelligence in the new digital marketing strategy. As the personalization is really vital than before, and clients are expecting an incredible shopping experience from brands.
It’s fascinating that 73% of users want to give up information for an increasingly customized advertisement experience. That’s why experts suppose Artificial Intelligence as a connection between the client and the product. Furthermore, regarding investigations, Artificial Intelligence will increase to more than seven billion dollars per year by 2022.
Here are the essential benefits of AI for Digital marketing:
- AI can hyper-personalize customer experience by analyzing their profiles.
- AI increases the speed of the production of certain types and formats of content.
- AI-powered software can decide what content to create and when to distribute it.
- AI can process large quantities of data and make accurate predictions based on patterns that emerge from it.
- AI can predict customer behavior and identify and nurture valuable leads.
Influencer Marketing
The last digital marketing technique on our list is influencer marketing. Influencer marketing is the process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services.
It offers brands the potential to unite their marketing, PR, sales, product, digital marketing, and social media through powerful and relevant relationship-based communication with influencers. Both the ROI and marketing potential of influencer marketing is tremendous.
Recent studies have found that 75% of B2B buyers are influenced by information found on social media. As online customer conversations continue to evolve so drastically, social media influencers are playing a critical role in breaking online clutter, creating relevant customer dialogue and bringing trust to the table for brands and marketers alike.
In an era where consumers have never been hungrier for reviews, ratings, and word-of-mouth recommendations, influencers are the key to unlocking their trust and dollars. Remember trust pays!
5 things for a successful influencer marketing strategy:
- Knowing your target customers and understanding who impacts how they evaluate, discover and buy your product.
- Finding the right influencers who produce and share content that can impact your business or your buyer’s decision-making process.
- Monitoring influencers for opportunities.
- Following, sharing, and linking to your influencers will be the first step in a fruitful relationship.
- Measuring your results and keep track of your effectiveness.
Influencer marketing is rapidly gaining popularity. No doubt marketers are catching on to the ROI and relationship-building potential. In 2015, Schlesinger Associates released a study in which 84% of marketers said they would launch at least one influencer campaign in the following year. Others have claimed that the industry of influencer marketing could soon expand to $5-10 billion dollars in spending.
Here at Keepface.com, we facilitate straightforward communications and collaborations for both brands and influencers. Through an automated platform, brands can reach the most relevant and matching influencers, negotiate and collaborate with them. At the same time, influencers can create their channels, negotiate with brands and choose their favorite brands for further partnerships. Keep up with the latest developments in influencer marketing by visiting our influencer marketing blog.
