As 2018 has come to its end, digital marketers are looking forward to 2019 because it will bring fresh opportunities. Besides, the preferences of people will also change with a new year and as technology continues to deliver new ideas to engage people. There’s no doubt that digital marketers have to analyze new approaches and make new commitments coming with technological advancements, to ensure great results at the start of the new year. However, it is equally crucial that we do not lose sight of what humanity has to do alongside.
If you think that digital marketing is all about selling, then you’re wrong. It is more about the purpose of any brand. Adam Fridman, the founder of Mabbly, a digital marketing agency said, let me quote, “An effective digital marketing strategy can broadcast a brand’s purpose, or their ‘way’. He explained that the purpose resonates what the deeper connection the target audience is seeking with the product. It means exploiting the fact that as humans, we are social animals that have the need to ‘connect’ with brands or an idea. Evidence of this is in the digital marketing tools like social media, blogs, and marketing hubs. These tools make use of the need for us to connect.
In order to make it easier and possible for customers to connect to a brand, you have to gain their understanding. Make them understand their own needs, what their challenges are, and make them understand what they want. This way, you can develop a personalized and knowledge-based platform for digital marketing.
Moreover, we cannot ignore the fact that content shared with the target customers are crucial. IBM’s THINK Marketing is a good example that uses this strategy. It uses suggestions from an artificial intelligence platform named Watson. However, note that not all brands use Watson and similar technology. Digital marketers can do the same by knowing their target customer’s needs and delivering them accordingly.
Making true connection using digital media is a challenge. You may buy click but you cannot buy engagement. To engage customers, you need human connection. Companies like Zappos connect with people through their visual information about brands using infographics. They engage their audience and there is a lot that goes on behind the scenes. Therefore, you must seek ways to engage people with your brand.
Platforms like Snapchat, Instagram, and Facebook prove that visuals are important for engaging customers. Some studies prove that visuals enhance customer retention. When people hear information, they retain 10% of it for 3 days and forget. When people see the information they remember 65% and maintain it for 3 days. Therefore, making information visually attractive is necessary for digital marketing in 2019.
Have you heard of the Pareto Principle? It says that 80% of results come out of 20% causes. This means that with only 20% efforts in engagement, digital marketers can achieve 80% customers. Use call to actions in your posts and improve your content. Let the strategies you use to account for 20% of your efforts and you can expect to convert 80% customers.
For a digital marketer, the only constant variable is ‘change’. With the start of a new year, you have to assess and evaluate the results. You have to fine-tune your strategies and ways to engage customers. There will be changes in social media, SEO, and the way technology uses artificial intelligence and mobile e-commerce. You have to assess whether to use pay-per-click, or put more efforts in social media, and content marketing.
Just keep a keen eye for changes and adapt to them wisely.