Marketing Management Project - Parmar
Marketing Management Project - Parmar
Marketing Management Project - Parmar
by
Parmar Hardevsinh Jitubha
A thesis submitted in partial fulfillment of the requirements for
the degree of
Bachelors in Business Administration
1
INDEX Page
Number
Introduction 3
What is Digital Marketing? 5
CONCLUSION 86
Introduction
Today’s era of Internet has opened a gate of vast variety of opportunities
for businesses. Using social networks, one cannot only share a private
picture of one’s birthday but also earn customers for one’s business and
reach them conveniently. The speed and ease with which the digital
media transmits information and help boost a business is amazing.
In the 1990s, the term Digital Marketing was first coined, With the debut
of server/client architecture and the popularity of personal computers,
the Customer Relationship Management (CRM) applications became a
significant part of marketing technology Fierce competition forced
vendors to include more service into their software, for example,
marketing, sales and service applications. Marketers were also able to
own huge online customer data by eCRM software after the Internet was
born. Companies could update the data of customer needs and obtain the
priorities of their experience. This led to the first clickable banner
ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all
people who saw it clicked on the ad
In the 2000s, with more and more Internet users and the birth of iPhone,
customers started searching products and making decisions about their
needs online first, instead of consulting a salesperson, which created a
new problem for the marketing department of a company. In addition, a
survey in 2000 in the United Kingdom found that most retailers had not
registered their own domain address these problems made marketers find
the digital ways for market development.
In 2007, the concept of marketing automation was raised to solve the
problem above. Marketing automation helped company’s segment
customers, launch marketing campaigns and provide personalized
information for customers. However, the speed of its adaptability to
consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s,
when the proliferation of devices' capable of accessing digital media led
to sudden growth. Statistics produced in 2012 and 2013 showed that
digital marketing was still growing. With the development of social
media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter,
consumers became highly dependent on digital electronics in daily lives.
Therefore, they expected a seamless user experience across different
channels for searching product's information. The change of customer
behavior improved the diversification of marketing technology.
Digital marketing is also referred to as 'online marketing', 'internet
marketing' or 'web marketing'. The term digital marketing has grown in
popularity over time. In the USA online marketing is still a popular term.
In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common
term, especially after the year 2013
What is Digital Marketing?
Digital Marketing is the term used for the targeted, measurable, and
interactive marketing of products or services using digital technologies
to reach the viewers, turn them into customers, and retain them.
So, how is digital marketing different from traditional marketing?
The traditional manner of marketing involved businesses to advertise
their products or services on print media, radio and television
commercials, business cards, bill boards, and in many other similar ways
where Internet or social media websites were not employed for
advertising. Traditional marketing policies had limited customer
reachability and scope of driving customers’ buying behavior.
Types of Digital Marketing
As people spend more and more time in front of screens, digital
marketing has become the most important tool to reach customers in an
effective way. Digital marketing targets users of all kinds of electronic
devices from desktop computers to smartphones. To successfully
promote a business online and engage an audience, you need to make use
of various types of digital marketing.
These days, merely having a website is not enough anymore if you want
to get qualified leads. You also need to be visible on as many types of
digital marketing platforms as possible, from search engines to social
media sites and smartphones. To build a successful online business and
stand out from the crowd, you need a complex digital strategy based on a
thorough market study, in-depth business analysis, and constant
feedback.
Search engine optimization (SEO) is probably the first thing that comes
to mind when people think about different types of digital marketing.
Online businesses basically live at the mercy of Google, Bing, Yahoo,
and other search engines. If you are doing SEO right you can attract
significant organic traffic to a website. The goal of SEO is to optimize
content in a way that makes it appear among the first results on a search
engine results page (SERP).
There are several methods you can use to rank high on a SERP, such as
building a mix of inbound and outbound links or optimizing the content
for specific keywords. Probably the hardest thing about SEO is to
constantly follow the changes of search engine algorithms and update
your strategy and methods accordingly. SEO is essential for any website,
as these days every business optimizes their content for search engines.
Therefore without SEO, it’s basically impossible to stay competitive in a
market.
2. Search Engine Marketing (SEM)
SEO is not the only way to increase incoming traffic from search
engines. Search engine marketing (SEM) makes it possible to advertise a
product in search engines and make it appear among paid search results.
Search engines usually display paid results above organic results on
SERPs. They almost look the same as organic results with only small
differences in appearance, for instance, Google shows a small “Ad” label
next to the related URL. On the screenshot below, you can see the paid
search results for the “web hosting” search query:
The most frequently used paid search services are Google
AdWords and Bing Ads. They allow you to buy ad space based on target
keywords, location, viewer demographics, and other data. Actually,
search engine marketing is a pretty effective method, as search engines
only show your ad to the audience you want to target. In most cases, you
need to pay for SEM results according to the pay-per-click (PPC)
advertising model, meaning you are only charged when someone clicks
your ad.
4. Content Marketing
Content marketing is another type of digital marketing you can use to
promote a business online. In fact, content marketing is an indirect way
of marketing, as you publish content that the audience finds naturally
while browsing the web. The main goal of content marketing is to make
viewers interact with the content by reading, sharing, and commenting
on it. You can use it together with other types of digital marketing such
as SEO or SEM as well. For instance, you can build the content around
targeted keywords in order to achieve an optimal result.
There are many different ways you can reach out to customers through
email marketing. Besides creating newsletter campaigns, you can send
them confirmation emails, thank-you emails, and email notifications
about product updates. If you promote a local business, event invitations
are also an excellent way to engage the local audience. These days there
are many awesome tools you can use to run professional email
campaigns, from marketing automation platforms such as Mail
Chimp to newsletter plugins for popular content management platforms
like WordPress.
6. Online Advertising
Digital marketers have been using online advertising since the first days
of the web. Displaying banners or ads on other websites belonging to the
same niche is the most common form of online advertising. You can use
online platforms such as Google AdSense that allows you to
automatically serve ads on other content sites. Ad networks usually let
you configure the parameters of the sites your ads appear on based on
keyword, location, audience demographics, and other data.
9. Affiliate Marketing
Affiliate marketing makes it possible to reduce your marketing workload
by outsourcing it to external service providers. With affiliate marketing,
you only pay for conversions, after your affiliate closed a deal and the
customer purchased the product. Affiliate marketers do all the related
marketing activities from banner placements to landing pages. Probably
the best thing about affiliate marketing is that it has no upfront cost and
you can decide on the terms and rates you pay to the affiliates.
At one point online marketing was just a new and different way to
market. It opened up a new form of media on which to peddle goods and
services. But within just the past few years, the importance of digital
marketing has become something else.
In 2018, the average Internet user has at least 7 social media accounts.
That’s up from 3 just 5 years ago.
The trend right now is the average person spends over 2 hours a day
on social media. Teenagers average 9 hours.
Social Media is where people are. But do people buy things there?
One of the top 10 reasons people say they’re on social media is to buy
products advertised to them. They spend around 37% of their social
media time interacting with branded content.
57% of Millennials say that social media has made the ads they see more
relevant to them. 48% of people say they made their last online purchase
as the direct result of a Facebook ad.
But only 45% of marketers think their social media efforts are paying off.
There are definitely some winners and losers on social media. Just having
a profile and sharing some content once in a while isn’t enough. You
need a social media marketing strategy.
3. More Targeted
When you run a magazine ad, for example, you definitely do some
targeting. You know if your target audience reads that publication. You
have some control over placement and size. You control the message
within certain publisher guidelines.
One of the gifts that digital marketing has given us is the ability to dissect
huge demographics. Whittle them down into very targeted groups to get
super-focused on a specific kind of person.
Who’s that person? It’s the person most likely purchase what you sell.
Search advertising, aka PPC (pay per click) allows you to position
yourself near the top of searches. That’s even if that’s not where your
website would organically appear.
With search advertising, you can target people with a very specific:
Challenge
Goal
Profession
Education level
Buying behavior
And more
Do this by bidding on search queries that represent these specific targets.
Build ads and landing pages around them to convert that traffic.
You don’t spend thousands on one ad. And you can run ads indefinitely.
So you can easily modify that ad to connect with different groups of
people. You don’t have this level of control over who sees your ad with
any other form of marketing.
4. Can Be Hyper-Personalized
But when you send them content that is highly relevant, they stay on your
list and continue to buy again and again. You can see where in the
importance of digital marketing lies in a repeat lifetime customer.
There are basic programs that will allow you to add a person’s name or
certain information automatically to an email. But we’re talking about a
much more advanced approach that’s proven its ability to get results for
our clients, like the improvements in the chart below. That’s email
segmentation, automation, and personalization.
With segmentation, you’re collecting data about each email subscriber.
You use this data to sub-divide your list based upon certain traits or
behaviors identified through analytics. Once, divided, send each segment
content that is most relevant to that segment.
If it isn’t relevant, you don’t send it to them. And if you can make small
changes to a piece of content make to it more relevant to a different
segment, you do it to reach more people.
Automation allows you to send that content at the optimal time to obtain
the desired result. It takes the repetitiveness out of the process.
You learn what this optimal time is through your data collection process.
This time may be immediately. It may be a certain time of day. It may be
sending a certain message before another one.
But what about sales and revenues? Segmentation sounds like a lot of
work. Does it have an ROI to justify it?
Businesses who use automation to send these emails at the optimal time
on average increase their conversion rates by 50%. Automated emails are
70% more likely to get opened and have 50% higher click-through rates.
A study found that businesses who use automation are 133% more likely
to send out highly relevant content. In a typical email campaign, 75% of
revenues are drawn from the segmented portion of the campaign. The
rest comes from general emails.
It’s this relevance that gets these kinds of results and further proves the
importance of digital marketing to a business. 81% of people who get an
email that’s personalized based on past purchases buy again.
But segmentation and automation aren’t something that just any small
business can do on their own. These do take an investment in advanced
tools that take a lot of the monotonous, repetitive and time-consuming
work out of the process.
With digital marketing you know the following about your ads and
users:
Whether they actually saw it. With TV ads, you don’t even know
that much. They could have been in the kitchen or had the TV on
mute.
If they interacted with it
If they liked it
If they lingered on it
If they shared it with a friend
If it prompted another action
If it led to a sale down the road (this is important when deciding
how to best spend money)
You also learn much more about the people interacting with that ad:
You may still decide to shell out some money for traditional marketing.
Many businesses like to have a mix in their marketing plan. In that case,
the importance of digital marketing is how much you learn about who
your customers are that carries over to other marketing methods.
6. Easy to Scale & Adapt
As with any marketing, there’s initial investment required to get traffic
flowing. But the importance of digital marketing to small businesses
becomes very clear when you see how easy it is to scale and adapt as
your business grows.
For example, with social media campaigns, display ads and search ads
you can choose a daily budget. You know exactly how much that
campaign will cost you.
Now you begin to see amazing results. You don’t have to go in and
renegotiate an ad spot to keep the ad running. Your ad continues
uninterrupted. As you continue to convert that traffic, you just increase
your daily spend and revenues with it.
If you got a massive order in from a customer and need to scale back to
avoid getting backlogged, it’s just as easy to do that.
If something isn’t working in your marketing, you don’t have to wait for
the ad contract to run out. You don’t have to start from scratch.
The importance of digital marketing lies in the fact that you can get
instant results. Analyze data and make changes fast to reduce wasted ad
spend and lost revenues.
7. Best ROI
Email marketing has the highest ROI of any marketing method…period.
It can get a whopping 3800% return. That’s $38 in revenue for every $1
you spend. About 20% of companies are seeing an ROI of $70 to $1
spent.
Email marketing is a conversion machine. But you do need a way
to build your email list with quality subscribers. Then deliver highly
relevant content to a subscriber’s inbox.
Content marketing can generate 3X the leads for about 62% less than
traditional marketing. Of course, when we say “lead” we’re not just
talking about website traffic. These are people who are very likely to buy
your product and become loyal customers as you nurture that
relationship.
Social media’s ROI can be indirect at times. But a Forbes study found
that companies using social media outsell 78% of businesses who don’t
use social media. IBM found that a lead that comes in through social
media is 7X more likely to become a paying customer. More likely to
convert also means you’re spending less money trying to convert people
who will never become paying customers.
People are tired of traditional advertising. They learned that they have a
choice. 20% of 16 to 34 year olds use an ad blocker online.
Overwhelmingly, people flee websites that pop up annoying invites and
ads when they first land on the page.
It seems cliché. But people want respect. They want someone to provide
them with information that helps them make informed decisions. They
want to buy from brands that value what they value. They want you to be
part of their conversations.
Integrate the mobile experience with the physical experience. As you do,
the better your business will take advantage of these opportunities.
Send an alert to let someone to let them know something they were
interested in is on sale as they walk down that aisle. Use physical store
behavior as tracked by their phone (with permission, of course).
With it, send more relevant offers. Invite someone to visit the store when
geo-location shows that they’re in the area.
Digital Marketing Vs Traditional Marketing
While having a marketing budget is important for any small business, it’s
equally important to spend it in the right direction and make the most of
it. How do you know where to spend it when it comes to digital
marketing vs traditional marketing?
For many businesses, reaching the right “marketing” decision is not easy,
even though it can make a huge difference in their results.
Even if you do acknowledge the need for effective marketing, the whole
digital marketing vs traditional marketing debate might stump you. The
reason for this confusion may arise due to the fact that even though a lot
of marketing is done in the traditional way, digital marketing is steadily
gaining an edge.
Yes, there are a percentage of people who don’t use the Internet for
conducting any transactions. However, a considerable chunk of the
population is regularly using the Internet for multiple purposes, including
making their day-to-day transactions.
As a business, you need to ensure that you are ahead of your competition.
Which means you cannot just depend on outdated marketing methods
anymore. You need to look beyond and understand how you can leverage
the latest digital marketing techniques to grow your reach.
Traditional marketing may have evolved over the past few decades, but
the fundamental aspects remain the same. The selling techniques that we
use today heavily rely on the infamous four P’s of marketing: product,
price, place, and promotion.
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Let’s take a brief look at each of the 4 P’s that power every form of
marketing technique:
3. Promotion: How you get the word out about your product and
market it to your target audience is promotion. Any method
that helps you promote the product and help it gain more
visibility/exposure comes under promotion — whether it is
advertising on a billboard or setting up an ad campaign on
Facebook.
4. Place: Traditional marketing heavily relies on getting your product
in front of your target audience at the right time and place. Which
also means pricing it right. In the marketing world, placement plays
a crucial role. Because when a product is placed in an ideal
location, the chances of converting prospects to customers or clients
increase manifold.
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Digital Marketing vs Traditional Marketing: Downside of Going
Traditional
While traditional marketing is still effective, it’s not the only way to
make your product popular among your target market. Today, technology
has grown and is enabling businesses to connect to their audience like
never before. Which is why it’s important to consider the drawbacks of
traditional marketing before investing in it
Little Interaction
One of the biggest and the most obvious limitations of digital marketing
is that there is little or no interaction between the customers and the
medium used for marketing.
For instance, let’s say you run a magazine ad promoting your latest
widget. After which, you make a major update to it that can make a
significant impact to the sales numbers. Can you change the ad on
fly? Of course not, which can put a huge dent in your marketing
budget overtime.
Higher Costs
If you want to reach out to them again, you need to create and run a
new print ad campaign. Or when you create and distribute posters
or fliers in your area, it’s an investment you are making for a one
time exposure. Compare that to content that you create on your
website that can bring in target visitors for years to come at no
additional cost.
As technology grows and the new digital ideas are brought to life, the
digital marketing world grows with it. One of the reasons why it
continues to deliver results is because it is a form of inbound marketing.
Which means, instead of you going out there to find people, they find
you. Whether it is running an advertisement on Google or creating
marketing related content for your blog, it’s all about attracting your
target audience and spreading awareness.
The idea is to get out there and gain exposure. Because the more people
know about your website, your brand and the products you sell, the more
familiar they become with your agenda. Which eventually leads to close
relationships or bonding that is developed on the basis of trust.
Here are some more stats to help you understand the growth and
prominence of digital marketing…
More than 80% of shoppers/buyers do their research online before
investing in a product/service.
Almost 60% of U.S. adults use Facebook on a regular basis.
94% of B2B marketers are actively using LinkedIn for marketing.
Mobile will be accounting for over 70% of digital ad spend by
2019.
90% B2C businesses report social media as being the most effective
content marketing tactic.
Regardless of the business you are in, you need to take the importance of
digital marketing into consideration. Or else you may lose out to
competition that is taking advantage of the latest digital marketing
techniques.
The digital marketing vs traditional marketing debate is age old, and it’s
far from over. However, given the advancement in technology, there is
no denying the fact that digital marketing can help a business generate
qualified leads/sales without putting a dent in the wallet. The risk is
definitely smaller when compared to traditional marketing.
If you look around, you’ll find businesses of all sizes taking advantage of
digital marketing, especially because of the lower cost/barrier to entry
when compared to offline marketing methods such as print advertising.
Even though print ads can help in brand building, digital marketing can
assist a company in building a strong foundation for effective promotion.
And it can be done with a much smaller budget.
Investing in Print Ads
There’s no doubt that print ads can work great if done properly.
However, without consistency, print advertising will fail to give
favorable results. Whether you choose to advertise in a major magazine
or your local newspaper, you need to be ready to spend huge money over
a long period of time.
Here’s what the results looked like when Blue Fountain Media decided to
advertise with a major magazine.
Then comes the question of CPM, which can be pricey with magazine
ads. According to Gaebler, a full page (black and white) ad costs close to
$120k, for a CPM of $50 USD. Compare this to a digital marketing
channel such as Google Display Ads, where you are charged per click,
rather than per impression. Which means CPM can in some cases cost
you zero dollars. So if you are a business with a limited budget and want
to increase your chances of success, digital marketing may be your best
bet.
Digital Marketing vs Traditional Marketing: Why Choose
Digital
For some brands, especially the well-established ones with a huge offline
audience, traditional marketing may be too expensive to ignore. But for
the many small businesses that are trying to make a mark on a tight
budget, digital marketing can prove to be a savior. Which is why many
new and old businesses are leveraging the power of digital marketing and
rethinking the marketing funnel.
Best digital marketing case studies are meant to not only inform us on
significant accomplishments for this year but to inspire us in the year to
come.
A digital marketing campaign is an online marketing effort by a company
to drive engagement, conversions, traffic and revenue.
While the best digital marketing case studies demonstrate
integration, depending on the unique aspects of the business, certain
channels can stand out.
Here are the 20 best digital marketing case studies of 2018 to inspire in
2019 across the areas of content marketing, ecommerce, mobile, social
media, UX experience and video.
Some Cases With Best use of Digital Marketing
CONTENT MARKETING
LEVONO: Developed a digital content hub called “Tech
Revolution” to deliver technical news and technology information to
IT decision makers for best digital marketing case studies of the year
in content marketing. They were able to successfully engage with
their target audience through this content marketing hub. The leads
generated via Tech Revolution, were routed to their website, based on
which sales executives were able to readily connect with consumers.
The digital content hub had more than 250 articles with 34 million
impressions, 308 link clicks, and was visited by 1,70,000 new web
users, In terms of financials, $300 million in sales was attributable to
this initiative alone.
VIDEO:
CHILI’S: Decided to run a digital campaign to raise awareness
of its 3 for $10 deal. The plan was to capture people’s attention
using a made-for-digital 15-second creative spot that highlighted
one of the meals from the promotion. Form ads — a new TrueView
for
action format optimized for lead generation — create a sign-up form
that enables viewers to submit their name and email right below a
video ad. It’s a quick and easy process that doesn’t interrupt the
viewing experience. The campaign ended up generating over 7,800
form leads, a valuable addition for a campaign focused on brand
consideration.
PEEL: Sells thin phone cases, with the major selling point being
they’re both functional and stylish. They used Facebook video ads to
help tell the story of what separates their products from everyone else.
When one of your brand’s major selling points is aesthetics, little
details conveyed in video proved critical to messaging. The campaign
proved successful resulting in a 16x increase in revenue and 3x higher
ROI in best digital marketing case studies for video.
IMPACT OF DIGITAL MARKETING ON CONSUMER
BEHAVIOUR
Introduction
According to some scholars, global internet connectivity continues to
grow at an unprecedented rate that has never been experienced over the
past decades. Accordingly, this trend is expected to rise faster in terms of
use and growth of internet and its related technologies across all sectors
of product and services categories . This massive internet penetration
allows for the adoption of internet as a strategic medium for personal and
business use. For businesses it serves as a strategic tool in planning and
execution of activities and processes that enhance the competitiveness of
one firm against others. For those firms it is not only a communication
tool but a source of information, and platform for customer engagement
and retention
The growth of new technologies such as smart phones, smart watches,
and a host of others allow market expansion through vast audience and
access beyond physical distance of brick and mortar stores. Its usage
among all demographics becomes significant part of lifestyle and hence
its influence is far overreaching across sectors and markets. Internet
helps reach more markets effectively compared to traditional means. To
remain competitive in today's turbulent market conditions, corporations
require effective use of resources (including web 1.0 and 2.0) to build
bridges and reduce physical distance between the business and channel
members along the supply chain, as well as in real time. Businesses can
further leverage internet and its related technologies to increase market
presence both virtually as well as physically at every stage of consumer
buying decision process. In addition to physical presence, digital
footprints enhances brand awareness, create resonance and further
influence customer purchase decision making When consumers have
easy access to a brand whether through person-to-person direct contact or
internet connectivity prior to, during, and after purchase transactions, this
further increases the brand’s authenticity.
Virtual platforms such as digital media provide mass availability and
access to more recent information. Taylor argues that internet has
become a major source of information consumption and to a great extent,
has almost replaced traditional media such as radio, newspaper, and
television. Also, the use of internet has become popular among
consumers for searching product or service information (or reviews) and
purchasing . For this reason, companies use internet for many reasons: to
enhance real time communication with customers, to increase sales,
improve brand awareness, and raise the share of voice in the marketplace.
Digital medium such as smartphones, tablets, smart televisions, and
computers are used to place digital marketing message in any form, time
and place. These messages can be placed in several forms on the internet
such as images, video, text, animation and games. Using several digital
media platforms, companies can demonstrate their products and services
and enhance interactivity with its target customers. Therefore, digital
advertising can be said to be a form of promotion that uses the internet
and the World Wide Web for the purpose of delivering marketing
messages for customer attractions and purchasing .
Despite the popularity of digital advertising, proliferation of online
presence among businesses, which remained highly unregulated,
rendered the content of online advertising popularly doubted among
consumers due to lack of trust, poor content, obtrusive to personal
privacy amongst others.
We also know that there are a lot of products within same categories. It’s
hard to choose among all. First thing consumers check is the reviews and
next one is price tag. According to reports, if they have to choose
between two products with equal positive reviews, they go for price and
take a product which is low price.
People are not loyal anymore:
Earlier there used to be certain brands fixed to buy like for example
Nokia for mobiles. Now it is not the case. So many brands are offering
products with high features at less cost and it’s really difficult to choose
one and proceed to buy that.
There are still some people who believe in one brand and buy those
products. New comers in business want to establish themselves and they
release products at low prices with more specifications. Negative
publicity will also be done describing like Quality never comes cheap but
still most of the people go for that products only.
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Digital Marketing Trends for 2019
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To help you determine where the trajectory is heading over in 2019 ,
we’ve listed out 10 digital marketing trends that you can take advantage
of to improve your marketing strategy and meet a desired outcome.
Search engine optimization A/B split testing — like all split testing
allows you to isolate the variables increasing traffic so you can take a
targeted approach to content changes.
Platforms like Click flow suggest pages with untapped SEO potential —
a high-impression count but low click-through rate (CTR) — which can
be improved to increase clicks and traffic:
Clickflow lets you choose your target CTR increase, then it serves up
pages along with a keyword report that lists what your page is ranking
for and which keywords will help you get more traffic. Inside the app,
you make changes to title, meta description, title tag and body content,
which are automatically reflected on your site:
Choose your target CTR:
Run the experiment for at least 15 days and Clickflow will show you
how many more clicks you’re getting — and the revenue you’re gaining
from the click increase.
SEO A/B split testing squeezes the most SEO juice out of your site and
gives you insight into the variables that move the needle.
2) Artificial Intelligence
Artificial intelligence will take over the world! Or at least the world’s
simpler jobs.
Just a couple years ago, Gartner analysts predicted that by 2020 (now a
mere 6 months away!), AI technologies would be pervasive in almost
every new software product and service – a prediction that Harvard
Business Review seconded earlier this year.
AI can analyze consumer behavior and search patterns, and use data
from social media platforms and blog posts to help businesses
understand how customers find their products and services.
5) Personalization
If you want to stand out in 2019, you need to personalize your marketing
– and that means personalized content, products, emails, and more.
With the availability of data like purchase history, consumer behavior
and links clicked, as well as sophisticated software to implement
campaigns, custom content has never been easier.
6) Video Marketing
Video marketing is one of, if not the, most important marketing trend
today and likely for the next 5-10 years. These numbers show
the importance of incorporating video into your digital marketing
strategy in 2019:
One of the issues that marketers have faced in recent years is the growing
shift to mobile devices. Those long-form sales pages and emails of
yesteryear are losing efficiency because on mobile screens, they’re
simply too difficult to read. But video can present the same information
in a format that works perfectly regardless of platform.
Google’s noticed this and is rewarding video producers: If your site
includes video, it’s 53X more likely to get a first page spot in search
results. Why? Because video improves SEO, which boosting a business’
ranking.
Turn the transcription into a standalone blog article with a short rewrite
and addition of relevant stats/images
Use video thumbnails in your email marketing campaigns and the word
“Video” in subject lines to increase email engagement
Here are some other video marketing trends that are gaining more and
more traction:
Shoppable video content has become a super easy way to shorten the
customer journey by allowing people to buy products directly from a
video or image. When someone hovers their cursor over the image, a
“shop now” button pops up and takes you to the product page:
Video SEO. YouTube and other videos are displayed in the SERPs, so
video optimization is becoming much more important – like using text
overlays and closed captions, in addition to your description, title and file
names. Check out this guide to learn more about YouTube SEO.
If you think social messaging apps are just for sending emojis to your
friends, take a look at these numbers:
These statistics show the popularity of social messaging apps and since
people are spending more time messaging each other, it makes sense to
market your company’s products and services where your potential
customers are hanging out.
Social messaging apps can be very useful in sending messages to
customers directly, as they allow personalization (see #4 above) and add
value to users’ experience. In addition, people expect businesses to have
a presence on messaging apps because it’s a direct and easy way to
interact with them. In fact, 50% of people say they are willing to shop at
a company that communicates through messaging apps.
9) Visual Search
Visual search can take the user experience to a totally new level: people
can upload an image to conduct a search and get more specific results.
Make sure you are optimizing for visual search, because (not
surprisingly) the top search categories for Lens are:
Fashion
Home decor
Art
Food
Products
Animals
Outfits
Beauty
Vehicles
Travel
As CNet says, “Google Lens is turning into what Google Glass never
was” when it comes to real-time augmented reality.
And with Bing Visual Search, you can search for a specific
element within an image without having to go through all the current
hoops. For example, let’s say you’re looking for kitchen decoration
images. You click on a thumbnail result to get to the “Detail View”,
decide you like the chandelier in the image, and then can easily discover
where to purchase it.
As per Social Media Today:
10) Micro-Moments
The increasing use of voice search has made it important for companies
to rethink their digital marketing strategies in 2019. Consider
these numbers:
50% of all searches will be via voice by 2020
13% of all American homes owned a smart speaker in 2017, and is
expected to increase to 55% by 2022
As of January 2018, there were an estimated one billion voice
searches per month
25% of shoppers used voice assistants during their holiday
shopping in 2017
72% of people who own voice-activated speakers say that their
devices are used as part of their daily routines
Voice shopping is set to jump to $40 billion in 2022, up from $2
billion today
Global smart speaker shipments grew nearly 200% year-over-year
in Q3 2018 reaching 22.7 million units in the quarter
Overall, people are expecting to be using voice search far more in the
future:
Since these types of stories disappear after a set period of time, this is a
great opportunity for marketers to make good use of FOMO (fear of
missing out).
Because email has been running into all sorts of issues with tighter
controls, including GDPR and stricter filters, and with the younger
audience favoring other methods of communication, push notifications
are on the rise.
Statistics show that 33% of 18-34 year olds always opt in to web push
notifications:
With e-commerce and social media both growing at alarming rates, it’s
no wonder clever people are pulling the two together to maximize
opportunities for sales.
E-commerce brands hope this will reduce the risk that customers will
abandon their purchase because they have to switch apps or sign in to an
unknown store.
The feature is currently limited to a small number of high-profile brands
(but is sure to be rolled out to everyone else soon enough), including:
Adidas
Burberry
Dior
H&M
MAC Cosmetics
Michael Kors
Net-a-Porter
Nike
Oscar de la Renta
Prada
However, if you’re keen to get started now with social commerce, there
are plenty of other services offering a solution, such
as Jumper.ai and ManyChat’s payments option.
CONCLUSION
The conclusion of digital marketing has now become a hot topic for
discussion. Modern technology has changed a lot. Besides the growth of
modern technology, the technique of businesses has also changed. In this
regard, digital marketing comes to take the leading position. Modern
generation does not want to go to any shop or shopping mall to buy
anything. They want to buy everything online. So, the various companies
always try to stay connected with their consumers or customers via the
internet. To get the best of it, consumers and marketers must know the
advantage and disadvantage of digital marketing. If you do not know the
benefits and harmful sides, then you won’t get the full advantage of
digital marketing.
The research and practice of digital marketing is improving with the
advancement of technology. The advancement in technology fosters
multifaceted opportunities and at the same time poses unprecedented
challenges for the marketers. Marketers make use of Digital Portfolio as
a platform to promote a professional brand by defining the product in a
manner that adds credibility. Research highlights that B2B buyers
dislike cold emails and calls, hence, Digital marketing allows enough
provisions for finding the right people through its streamlined search
engine and connections . In the present era, buyers expect knowledge
that offers potential solution to their product related problems. The
strong visibility of the organization or the brand through digital
marketing allows the consumers to develop perceived knowledge about
the brand. By the spread of word of mouth and getting recommendations
from their connections assist the users in making active decisions about
purchasing.