01
Apr
2014

Smart Tips You Can Use: New Landscapes in Digital Marketing


In order for your brand to be successful, it must have a significant number of advocates, followers, and loyalists. With today’s fast pace communication through technologies like social media, mobile apps, web blogs, and YouTube, engaging with current and potential customers became easier. Thus, it is important for you to keep a keen eye on the various trends appearing ever now and then. You also need to identify which among these industry updates are beneficial and are applicable to your business in the long run. Last year, we learned about how import social media, hashtagging, and using Instagram ads are to your online presence. For 2014, it’s all about native advertising, content partnerships, and user-level advertising. Below, we’ll give you a brief rundown of the new landscapes of digital marketing that you can leverage to beef up your brand’s patronage online.

Native Advertising
Whether it is the form of web films, interactive graphics, promoted social media content, or general how-to articles, “native advertising” is the most efficient way to connect with your customers by providing them with valuable and organic content. It’s the new era of ‘non-blatant’ advertising and the successor to banner and sponsored ads which you may have seen floating on websites. Unlike banner images, the intention of native advertising is not only to sell products, but also provide the readers with high-quality contextual articles that they can relate with. If your company is selling a new smartphone with a 50-megapixel camera, instead of taking about the product itself in your blog posts, you would rather write about the “Evolution of Mobile Cameras: from VGA to HD” or any photography-related how-to article where you can cite your product as an example. Native advertising is not all about the “good side” of your brand. Wise Marketing said that your blog posts must be “useful and information-rich, with pages that are primarily geared towards the users.” It should also create a dialogue between your brand and the customers.

User-Level Campaigns

This is a new form of social media marketing implemented on a more personal level. It requires you to research your followers’ interests based on a specific age bracket or demographics (class A, B, C). Then, you will design your marketing campaigns and product to match their individual needs, based on the findings of your research. However, this process requires careful planning and implementation. You need to collect your customers’ email addresses individually and utilize social accounts using various tools like web and market analytics to reach them personally. You also need to address them by their real names to appear more personal and legitimate. If you use Sign in & Win Facebook app, you can maximize a user-level campaign by rewarding your customers and fans personally through their accounts. With the app, you can also host a challenge online for you to be able to know your brand loyalists and reward them on a more personal level.

Responsive Design: One Page Fits All Screen Sizes
To create and deliver a better user experience to your customers, you need to design a responsive page for your e-Commerce website and your blog. Why? Mobile web users are continuously rising. Smart Insights reported that in 2013, 25% of all the internet users worldwide use mobile devices. Creating a responsive website will give you the following benefits:

· Make your website flexible and capable of adjusting to different screen sizes of the smartphone, desktop PC, and tablet computers.

· All images, text, and important elements of your online presence will not be distorted, regardless of the reader’s web browser and operating environment.

· Avoids poor user experience through tiny texts when consumed on a mobile device, video loading error, and page loading error. · More chances of getting noticed online since Google is recommending it for Search Engine Optimization purposes.

· A great possibility that you will also benefit from the mobile means of transmission (Near Field Communication or tap-to-share a website, pocket email links, Bluetooth, mobile social networking applications). This is also known today by experts as the “word-of-mobile.”

Online To Offline Marketing
This is a new trend in marketing where you engage your customers via online platforms, such as websites, social media networks, and mobile applications. These platforms will then lead customers to visit your offline physical stores. Features such as the geo-location can be maximized in order to tag your business office or stores on their Apple or Google maps. Through social media, you can give out generous discounts in your social pages that are redeemable if they will attend a local offline rush-sale event.

These are some of the industry practices for 2014. We are not saying that you should abandon last year’s trend. Instead, identify which one is applicable to your firm and use them wisely to your benefit.

Author: Jennifer Birch Content Contributor at appssolut GmbH