Why Is Everyone Talking About Digital Marketing?

 

Marketing is certainly not a piece of cake for businesses today. Gone are the days when a printed ad on a daily or a musical, colorful television advertisement acted as primary means of drawing consumers’ attention. Nowadays, brands have to go beyond these traditional channels because consumers look at a multitude of factors while making purchase decisions.

Enter digital marketing

It’s not new to see brands and organizations discussing digital marketing at every meeting. In 2017, about 72 percent marketers believe that digital marketing is needed to supplement their traditional marketing efforts. Ever since the world has undergone a digital transformation, digital marketing has become the next big thing in the marketing world.

Why shouldn’t it be? After all, almost everyone today is going online to purchase goods or use a service, no matter how small or big it is. The advent of smartphones and social media has also given a big boost to the concept of digital marketing. As people today log on to their Facebook or Twitter account to know about a trend or learn about a product, marketers can’t afford to ignore these channels.

Digital Marketing is big today

The most important factor differentiating digital from traditional marketing is the former’s ability to provide two-way communication between brands and consumers. This is what is making digital marketing a go-to solution for businesses today. But that’s not all why digital marketing is gaining so much popularity. Here are other reasons why it’s big today:

Ample growth options

Digital marketing is all about interactions. It helps businesses to connect not only with end consumers of products but also with other businesses. The digital space gives businesses the option to choose the marketing method as per their budget and reach a large market. The large number of growth opportunities is certainly an alluring aspect of digital marketing.

Higher conversion rate

Social media marketing, email marketing and SEO are digital marketing forms that provide real-time, measurable data. These forms of marketing are capable of driving traffic to websites and covert visitors into actual customers. Owing to the relevancy and engagement of content, the digital space tends to convert more leads into customers than traditional marketing forms.

Instant feedback

Customer satisfaction is something brands cannot ignore. The digital space lets brands communicate directly with their customers and provide solutions to their problems. The ability to get instant feedback makes digital marketing very favorable for customer support companies. The growing importance of customer satisfaction is thus another factor driving the popularity of digital marketing.

Cost effectiveness

One noteworthy benefit of digital marketing is its cost-effectiveness compared to traditional forms of marketing. It allows marketers to reach a wider audience at a lesser cost, as compared to a radio or television ad. It helps brands to run campaigns within a specified budget and get more returns from their investment.

Digital marketing is, thus, a revolution in a highly competitive marketing world. Owing to its’ profit-generating capability, cost-effectiveness, and measurability, digital marketing has already become an integral component of brands’ marketing strategies, supplementing all other channels of communication.

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There’s No in Point Doing Cross-Platform Targeting If You’re Not Doing It Right

 

The challenging task of targeting across-platforms

It has been said over and over again that right targeting is crucial to marketing success. Unless a brand has a clearly-defined target audience, no advertising message will have the desired impact. But defining a target market is no longer what it used to be before. Brands have to keep in mind the current digital transformation while identifying and addressing a target market.

The challenge of targeting for marketers has become threefold. They have to identify an individual consumer reliably, reach that consumer across an increasing number of platforms and devices, and partner with vendors who still rely on traditional targeting infrastructure and mechanisms. Brands today have to employ cross-platform targeting in order to reach out to a wider market. But the truth is it is pointless doing so if they don’t know how to do it right.

The right way of doing cross-platform targeting

Effective cross-platform targeting depends on proper communication across different channels. There’s no one-size-fits-all formula to do so. But perhaps the following tips can help you do it better:

Define your marketing goals

Like any other form of marketing, you have to define your target audience, marketing objectives, and brand messaging while using cross-platform targeting. Your objective can be to shoot up revenues, leads or brand awareness. You also have to define what you want your audience to do. In addition, the measurability of your goals is also important in creating an integrated cross-platform targeting strategy.

Understand your audience

Merely defining a target audience based on its geographic location and demographics will not help you succeed in cross-platform targeting. You have to know them in and out. You have to understand their behavior, choices and problems in order to target them with relevant products and services. For this, you might have to use data from different platforms and devise a strategy that integrates all of them.

Always be consistent

Once you leverage data showing behavior of consumers across channels, it’s time to target them with ads. But the key to success in cross-platform targeting lies in consistency. You should focus on keeping promotions, messaging, content and all branding aspects consistent across all platforms. The content needs to be optimized for each platform so as to as attract more consumers. Your consumers should feel that all messaging is originating in the same company rather than different organizations.

Re-market to those already reached

Owing to the short attention span of consumers, it’s likely that your message will get lost in the clutter. This is where retargeting  comes into play. Retargeting gives you a chance to reach out to previously contacted consumers who visited your website but didn’t finish the purchase. It acts as a reminder for those consumers who showed interest in your product or service but were distracted from making the purchase. Retargeting, therefore, should be a definite component of a brand’s cross-platform targeting strategy.

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Reasons Why Digital Marketing Is Getting More Popular

Digital Marketing: The Game-Changer For Brands

Irrespective of the kind of business you own, whether brick-and-mortar or e-commerce, you simply cannot ignore the importance of the digital space. The recent digital transformations have made it possible for brands to adopt measures that go far beyond traditional marketing practices. On-ground brand activations and traditional ad campaigns are good at their place. But as consumers transit to the online space, digital marketing is becoming the next big thing in brand promotions.

Digital marketing is certainly a game-changer for brands. It has redefined marketing completely and pushed organizations to embrace innovation and change in a big way. The objective remains the same: reaching out to a wider audience and converting them into actual customers. But digital marketing serves many other objectives of businesses, making it an irreplaceable component of brand marketing strategies.

Why should businesses embrace digital?

Today almost all businesses are going digital. From retail stores to online stores, everyone seems to be talking only about digital marketing strategies. If you haven’t considered the digital marketing yet, the following reasons will clarify why this form of marketing is so popular (and so important):

Lets you compete in the online space

With so many brands offering closely-related products, you simply cannot stick to your age-old marketing practices. You need to go digital in order to compete with other brands and attract your share of targeted traffic. Digital marketing provides both small and large organizations the resources to perform various marketing and sales processes and become key players in the online space.

It is cost effective

Surprisingly, digital marketing is much more cost effective than traditional forms of marketing. The digital space provides ample opportunities for brands to reach out to a wider audience, without having to spend huge sums. This advantage is particularly felt by small companies, which don’t have enough resources during the initial stages. Digital marketing proves way cheaper for them as an advertising channel.

Lets you cater to mobile users

The best part about digital marketing is that it lets you connect with mobile users. Traditional advertising channels such as television and radio could only cater to a limited audience. But as consumers prefer hand-held, mobile devices to make purchases, brands can benefit from this behavior. It becomes possible for them to provide offers, deals, and information in real-time through digital channels.

It lets you interact with consumers

Traditional marketing channels proved no less than a one-way communication, where the message goes from the brand’s side but nothing much can be gauged about it’s performance. Direct feedback is what makes digital marketing stand out from traditional marketing. Brands and consumers can interact with each other, provide necessary information, and clarify queries, all in real time. All thanks to digital marketing and social media channels.

It lets you measure your performance

Reporting and analytics is a distinguishing feature of digital channels. They have the capability to synthesize necessary data that lets you track your performance. You can use this data to understand your audience better, refine your ad campaigns, and take actions to fill loopholes. As such, digital marketing holds a very important position in a company’s overall marketing strategy.

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Five Things You Need To Know About Experiential Marketing Today

What’s Experiential Marketing?

If you have been in the marketing domain for a few years now, you must have come across the term “experiential marketing”. It’s nothing but attempting to create the right customer experience for your brand. Commonly known as “engagement marketing”, “participation marketing”, “special-event marketing” or “on-ground marketing”, experiential marketing is a marketing strategy which engages consumers directly and urges them to take part in experiencing your brand.

Experiential marketing is different from traditional marketing in the sense that the former does not consider consumers as passive receivers of a marketing message. Instead, it encourages them to participate actively in the production and co-creation of marketing programs. This inclusion of consumers in the brand experience fosters personal relationships and increases brand loyalty.

Facts to know about experiential marketing

Although experiential marketing is quite popular in the recent times, most marketers tend to overlook some essential facts about the concept. Here are a few things you as a marketer should know about experiential marketing:

Experiential marketing is a philosophy

Most marketers consider experiential marketing as a tool but it’s also a philosophy. It’s something that can be augmented with any marketing tool. The basic premise of this form of marketing is customer engagement in a manner and at a time they wish. Consumers get better control in experiential marketing because they get access to information anytime, anywhere. Whether it’s at the point of purchase, website or social media, information is always available to them.

 

Experiential marketing is based on engagement

As mentioned earlier, the key premise of experiential marketing is consumer engagement. Engagement determines how meaningful your brand’s experience is to your consumers. If we talk about social media, comments, shares, likes and direct interactions are measures of engagement. Two-way communication between consumers and brands is the very foundation of experiential marketing.

Experiential marketing involves both online and offline media

Experiential marketing leverages both online and offline means to create a brand experience for consumers. It includes everything from large events, contests, demos to customer appreciation events. There is a proper fusion of both online and offline channels so that consumers can connect with brands in the most convenient way possible.

 Experiential marketing depends on demographic targeting

The success of any experiential marketing campaign depends on the brand’s knowledge of its customer base. There’s no doubt in the fact that consumers have a dynamic behavior. They are using different media to put their message across and looking for different experiences. The key is to know the trends properly so that your brand remains relevant to them. As such, demographic targeting is one of the most important aspects of a successful experiential marketing campaign.

Experiential marketing affects both brands and consumers

Last but not the least, you should know that experiential marketing is beneficial for both brands and consumers. It gives your prospects an opportunity to experience your brand in a way that suits their preferences and lifestyle. For a brand, it creates consumer awareness and provides better insights about their consumers’ likes and dislikes. Therefore, it seeks to create a win-win situation for both brands and consumers.

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7 Advantages Of Direct Response Marketing And How You Can Make Full Use Of It

What’s direct response marketing?

Direct response marketing is crafted to trigger an immediate response from prospects who are urged to take a particular action. It could be anything from subscribing to your email, placing an order, casting a vote or calling the company for more information. By eliciting immediate responses from consumers, you are able to check the effectiveness of your marketing efforts on different media, such as radio, television, print, email or flyer.

Direct response marketing has undergone a significant shift since the advent of digital technologies. But it’s certainly one of the most beneficial forms of marketing for brands today. Be it online or offline, direct response marketing can offer the following advantages:

Trackability

In direct contrast to mass marketing, direct response marketing lets you track the number of direct responses received from consumers. You get instant feedback from your consumers and craft meaningful strategies by tracking data. As such, it allows for better planning of ads and media for increasing responses.

Measurability

By allowing you to know the number of sales cracked and responses received, direct response marketing lets you measure the performance of your marketing efforts. Depending on these numbers, you can either drop or change the ads in order to increase your ROI. Thus, direct response marketing lets you make informed decisions.

Affordability

Owing to its self-funding nature, direct response marketing is far more affordable than any other brand marketing technique. It lets you fund your campaign in a measurable way by asking prospects to take a particular action. It creates a direct connection between advertising expenditure and profits derived from it.

Specific targeting

Direct response marketing focuses on creating brand loyalty by targeting a specific group of consumers. Unlike mass marketing, which is focused on a large-sized market, direct response marketing is focused on the right prospects of a product or service. It helps in targeting those people who are actually interested in your offer.

Special offer

Direct response marketing usually provides a value-focused offer, which you can communicate better to your audience. It aims to push prospects into taking an action by touching their pain points, desires, interests, and fears. In short, it’s focus is more on the prospect that on the advertiser.

Profitability

Direct response marketing is much more profitable than other forms of marketing because of its measurability. Based on the data obtained after measuring performance, you can take actions to close loopholes and channelize your funds towards profitable ads. You can utilize insightful data to optimize your ads, plan media and drive ROI.

Follow up

Direct response marketing helps you to follow up with consumers in real time because of immediate responses from them. It lets you communicate with your prospects better and provide effective solutions. You can also follow-up with unconverted leads so that they can be converted into actual buyers.

How to use direct response marketing?

The following are a few tips you can consider in order to get the best out of your direct response marketing efforts:

Focus on relevancy

Like in any other form of marketing, you need to focus on the right audience for increasing the effectiveness of your direct response marketing efforts. You should push your offer to people who you think would actually need it. There’s no point wasting time on people who are not interested in your product or service. You should specify the characteristics, location and other demographic aspects of your customers in order to look useful to them. This is an important success factor in direct response marketing because it determines the relevance or irrelevance of your offer to your customers.

Create a digital ecosystem

As the world is moving towards the digital space, you need to create an ecosystem that brings your brand and your customers on one platform. You should focus on creating a digital ecosystem for accommodating different messaging strategies, such as increasing sales or driving brand awareness. A mix of earned, paid and owned media would be perfect for an ecosystem. Mobile-friendly websites, dynamic banner ads and landing pages, social media, shopping apps and tools, and flash sale partnerships are good ways of creating a digital ecosystem.

Make your offer urgent

As a general rule, you should quantify your offer as much as possible. If your offer has a limited quantity, make sure you specify it in order to sound more persuasive to your audience. If you are offering something for a limited time, merely saying “offer ends soon” may not fetch you the desired results. Rather you should say, “ Offer ends Sunday at 3 pm”, because it tricks consumers to hurry up to avail your offer. Creating an urgency is important but relevancy of your offer to your customers is even more important for it to stick.

Focus on your core message

Whatever you say in your offer becomes your brand’s voice. As such, you simply cannot underestimate the power of your messaging. Besides the relevance of your offer, you should also focus on increasing the relevance of your core message. Your core message should communicate your brand’s USP and your offer in a positive light. In addition, it should strike a chord with your customers by highlighting the relevance of your offer. It should have a clear call-to-action so that your customers know exactly what they are expected to do. Keep it simple, clear, and understandable for your audience.

Devising a measurement plan

Last but certainly not the least, you should have a proper measurement plan in place. You should consider creating custom ROI models that measure the value of your interactions. Having a measurement plan makes it easier for you to track your performance and take suitable decisions. It would show how effective your ad is, how many customers have responded to your ad, what kind of leads you are generating, and many more. This will help you to improve your direct response marketing efforts in a way that gives you desired results.

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