- Create powerful online brand visibility that translates into sales by tapping into marketing strategies that are trending and about to trend.
- Build a marketing strategy around your influencers and their audiences
- Strategise how you can use various types of advertising to engage and move your audience from the online to the offline space
- Develop a buyer persona to understand your ideal customer and how best you can communicate with them as you build your marketing strategy
Keep ahead of digital marketing trends
The digital marketing landscape evolves so quickly and so constantly that it sometimes feels overwhelming. To be on top of your game you need to understand the types of advertising and digital marketing strategies that will give you an edge now. Create powerful online brand visibility that translates into sales by tapping into the marketing strategies that are trending and about to trend.
Here are the top 8 trends and tips to create a winning digital marketing strategy right now:
1. Influencer-based strategy
Digital marketing needs to focus more intently on building strategy around the influencers who have been select to represent the campaign. Instead of imposing a marketing message onto the influencer, you can begin by understanding who that particular influencer’s audience is. If you understand that audience, you can figure out how to best reach and communicate with them.
This applies to B2B types of advertising too, since at the end of the day businesses are made up of people, and their purchasing decisions can be influenced. Grow your strategy from the ground up around your influencers and you can cleverly chip away at your competitor’s market share.
2. BI integration
There are powerful tools at your disposal provided for you by business intelligence (BI) platforms. Integrating your digital marketing strategy with the data and insights that BI can glean will guide you to more effective and efficient strategic choices.
Understanding how you can use and integrate BI into your strategy will give you the edge over your competitors because it will focus your attention on doing the right things and not just doing things right. Attending to the right customers will maximise your ROI by saving you significant time and money.
3. The new meaning of “Through The Line”
In the past “Through the Line” (TTL) referred to the ways in which marketers could create links and consistent messaging as we communicated across above-the-line and below-the-line channels. These days it’s critical for you as a marketer to understand how you can drive consumers from the online space to offline activities.
How can you get your thousands of Instagram fans to come to your product launch? It’s these sorts of questions that need to be your focus in order to create the types of marketing strategies that are effective and drive online, offline and through-the-line engagement.
4. Micro-influences matter
It’s not always the size of the influencer’s following that counts, it’s the level of engagement of their audience. Micro-influencers matter because they have found niche markets that are typically highly invested in their niche. These niche audiences are typically more easily engaged and activated.
You can use a clever digital marketing strategy and types of advertising that capitalize on this niche audience’s particular love for a specific issue, product, brand or service.
5. Tale as old as time
From the most ancient times when we sat around fires sharing stories to the Instagram stories of today, what is clear is that people flock to a good tale. Think like a storyteller to capture your audience’s imagination. Keep your audience enthralled by constructing a digital marketing strategy that unfolds in an episodic fashion.
6. Begin with the end in mind
To really focus on the strategy part of a digital marketing strategy, you need to think about what you want to achieve. Have clearly defined goals and objectives that will help you tailor a campaign that can cleverly meet those aims.
Your goals may be defined in a variety of ways, from impressions to click-through-rates to levels of engagement.
7. The mileage of measurement
Measuring the impact of your strategy isn’t just a way to make the finance guys believe that their marketing spend was worth it. If you can understand why your marketing strategy was successful or not, you’ll be better equipped to make the right strategic decisions as you design your next campaign.
And if you can demonstrate the success of your strategy to the finance guys… well, that’s going to be to your advantage too.
8. Build a buyer persona
To truly understand how to communicate consistently to a particular brand’s audience you need to develop a brand persona.
The buyer persona is an archetype of your ideal customer that includes as much information as you can find about who that person is: what they like and dislike, where they shop, what they do with their spare time. All of this information is highly valuable as it will inform you as to where you can find your ideal customers and how to communicate with them.
The process of building your buyer persona involves researching, interviewing and surveying your target market. You want to gather as much data as possible across a wide range of factors from demographic information to psychographic and lifestyle specifics.
Threading it all together
Each of the tips mentioned above are important, but your most critical goal must be to figure out how to strategically bring all of those elements together in the most effective way. You understand your ideal customer, where to find them, who their influencers are, and the ways in which you can hook them with storytelling that they’ll find compelling.
Remember that a digital marketing strategy is the through-line that weaves a consistent thread across all of your campaigns for a particular brand. Whether you want to reach people through email marketing or social media, you need to ensure that your digital marketing strategy has a consistent line of communication so that your audience feels like they can trust the brand.
Do you want to learn how to craft cutting-edge digital marketing strategies?
Study one of the following online courses and stay on top of the ever-changing world of digital marketing. Learn to make strategic choices across various types of advertising.