Important Changes in the World of Digital Marketing: 4 Key Areas Essential Right Now

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By Jacqui Simses

(Featured Photo Source)

The digital world is evolving faster than most businesses can adapt. Here we’ll go over 4 key strategies that are, at this point in time, essential of the most digitally mature companies and the best practices tied to these 4 areas. Reading about these changes will help one better understand where a company stands in terms of digital marketing trends as of now and where the marketing is heading.

Data-driven Marketing

Using data to gain insights into your customers and turn this knowledge into understanding. One of the best ways to do this is to invest in predictive analysis. Also, data should be centralized for ease of accessibility and to accelerate insights. Customer data should be used as well to understand and personalize each individual’s journey. Lastly, this area could be practiced by integrating external and offline data in order to enhance audience segments.

Mobile

Businesses should be preparing, if not already, for a mobile-only world. Best ways to do this include the creation of specifically dedicated mobile sites and apps by making sure responsive web design is always a priority. Making mobile a priority by investing in mobile applications and channels is another best practice as well. Use data in order to determine the value that a mobile channel delivers as well as understanding the most valuable mobile content and services.

Cross-channel Marketing

An organization’s message should be consistently delivered across all channels. Messages for each channel should be adapted while ensuring a cohesive story is told across all channels. A good practice for this would be to integrate all systems and channels to share data as well as content and assets. Investing in tools to understand a customer’s journey is another smart practice as well along with investing in technologies and processes for connecting at every point in the customer’s journey.

Customer Experience

The customer’s experience has always been vital to understand and study to ensure successful sales and satisfied customers, who hopefully, will evolve into loyal brand customers. Today, creating more meaningful experiences is key. It will move organizations forward toward digital maturity. To begin, every touchpoint should be thought of as a brand connection. Content should always be developed with the customer’s needs and preferences in mind. The goal is to work in order to develop and maintain a rich customer profile. Lastly, automating the delivery of personalized content is important for the customer’s experience that has changed and become more important for a lot of people due to the constant change this digital revolution goes through.

 

References

Holder, G. (2017, January 6). What will be the digital marketing trends of 2017? Budget Vertaling Online. Retrieved from http://budgetvertalingonline.nl/business/what-will-be-the-digital-marketing-trends-of-2017/

Rigby, S. (2017, April 16). Digital marketing: A constant state of change. Which-50. Retrieved from https://which-50.com/digital-marketing-constant-state-change/

 

Hey you just searched that so,

 

By Sasha Calamaco / @sashacee_

Let’s throw a ton of that same product on your social media AKA Instagram and Twitter telling you to buy it!

For example, I just started looking around for a new watch, and I often visit the Apple store a ton. So why wouldn’t this pop up on my every scroll through Twitter? It is pretty crazy that our phones – these apps pick up our searches, locations, mapping of our lives basically. As much as a lot of us may not want to believe those creepy facts, it’s true!

So I decided to search why and how it benefits Amazon in this case. Here is what I found, How Amazon Uses Twitter to Drive Website Traffic

“Amazon use a very unique approach to customer acquisition on Twitter which:

  • Keeps their followers engaged.

  • Uses a wide variety of content.

  • Creates customer-acquiring contests.

  • Uses multiple accounts.

  • Participates in trends.”

    – Kiss Metrics Blog

Which sounds like a huge strategy on their part, they’re keying into each and every consumer they service to. Which to me is insane, but so freakin amazing as a company to pay attention to. Could you imagine thousands plus people being targeted and gagged towards every single day through each and every Ad they see from Amazon. Especially how they choose to word it…

“Their conversational tone and informal content presentation style have made sure that their followers know that they’re part of a conversation. Amazon’s followers don’t feel like they’re being advertised to”

That is totally true, any time I see an Advertisement from Amazon my thoughts are “Man they really get me.” or “ YAS I DIDN’T KNOW I NEEDED THAT IN MY LIFE!” And i’m more than sure we have all had those same thoughts.

So what our phones are picking up our every move of what we’re ordering online, I think in a way it is and will continue to make our lives easier in the sense of having what we want or may be looking for so accessible.

Welcome ton the World of Chatbots.

By: KeAndra Hill

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We are always moving on to the new and latest thing. So what’s hot now? Chatbots. Chatbots are a new innovative way in communicating with some of your favorite retailers. Originating from Facebook, Chatbots allow for communication with artificial intelligence through messenger apps and tabs. They allow for communication with a company, finding a product/service with a company, and purchasing from a company. The processes are much faster, with less procedure steps, and made much easier.

So why Chatbots? Well messenger apps have now surpassed the popularity of even social media apps. Messenger apps are where the people are at. They prefer the micro-media of messenger apps rather than the more public atmosphere of other social media platforms. Companies need to stay where their consumers are.

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Chatbots allow for a much more personal exchange between company and consumer. Consider Nordstrom’s Chatbot, they can give style tips to users based off data cookies collected about the users. Same thing considering Sephora and beauty tips and previous purchases and finds. Disney even went so far as to create Chatbots to interact with and have playful banters with their consumers. The Chatbots allow for a different type of experience for consumers that is unique to each company and their own brand personality. Actual conversation with companies seem to be much more effective than the simple video ads or other traditional media. Engagement and interaction is key in driving consumers today.

Chatbots tell a story for companies. There is strong growth for Chatbots in the future and I predict that with time, they will only get better. Its time for companies to adapt with their consumers and listen to what they want and need. The one-on-one atmosphere of the artificial intelligence creates great buying opportunities. Successful chat bots can tell a businesses brand story, re-engage audiences, facilitate commerce, and grow their business.

 

 

 

 

 

 

 

Works Cited

 

Mroz, B. (1970, October 28). Why chatbots are an important opportunity for retailers. Retrieved April 08, 2017, from https://econsultancy.com/blog/68458-why-chatbots-are-an-important-opportunity-for-retailers/

(2016, November 17). What Are Chatbots and Why Are They Important? Retrieved April 08, 2017, from https://www.telemessage.com/what-are-chatbots-and-why-are-they-important/

Zhou, A. (2017, March 20). Why Chatbots Are The Future Of Marketing. Retrieved April 08, 2017, from http://www.topbots.com/why-chatbots-are-future-marketing/

Snapchat Me That Filter

 

(Via Eliah Davila)

BY: ELIAH DAVILA |@essenceofeliah

I am a young woman that loves snapping selfies, but I also love keeping up with snap streaks on none other than Snapchat! Young and old most of the population knows what Snapchat is. What is more popular than the app itself you may ask? The famous Snapchat filters of course. Every user has their favorite filter the dog, vomiting rainbows, or maybe the infamous flower crown. To give a little background about what I am talking about the app uses face recognition technology to attach and transform your face to many different themes. Some marketers have used this feature to promote businesses for a certain amount of time. Gatorade has used it to digitally pour Gatorade on your head and Taco Bell has used the feature to turn your face into a hard taco. I never paid much attention to the feature until recently. Last week I was sitting in my car waiting for class to start then I began to play with the new Snapchat filters. This day Snapchat had filters that only effected the change of your facial features and added aesthetic changes like longer lashes and clearer skin. I also decided not to wear makeup this day so when I used the filter then looked at the picture of myself I was taken back by the drastic changes. This filter was far beyond making me a Starbucks unicorn, this filter photo shopped my face and imperfections with one click of a button. I was not upset by the difference of the photos because what else do you expect from an app. Although, as I took on the internet to see if anyone else was amazed by the filter’s results to my surprise many people have an opinion on how Snapchat alters user’s facial features. There is much talk over social media saying that Snapchat is using filters to uphold the unrealistic beauty standard that is pushed to consumers. I believe Snapchat from a business prospective is not trying to uphold an ideal beauty. I believe the company is making an effort to stay afloat in the app industry by providing all things in one app. Snapchat using such drastic filter settings is what helps keep the app ranked above picture editing apps like Facetune and other photo shopping apps. Snapchat is ranked above all social media apps and for reasons like offering so much like a photo enhancement in just one touch is a genius marketing plan.

 

References

Burhop, B. (n.d.). Is This Snapchat Filter Creating Unrealistic Beauty Standard – Insider Tip – DailyBeauty – The Beauty Authority – NewBeauty. Retrieved from https://www.newbeauty.com/blog/dailybeauty/9814-snapchat-beauty-filter/

Dash, K. (2016, May 18). The Reason Why You Love the Dog Filter on Snapchat | Allure. Retrieved from http://www.allure.com/story/snapchat-dog-filter

Liquido, K. (2016, June 1). Why I’m Sick of Snapchat’s Photoshopping and Sexualizing Lenses – Verily. Retrieved from http://verilymag.com/2016/06/snapchat-lenses-social-media-beauty-photoshop

Vasquez, N. (2016, June 6). 11 Examples of Branded Snapchat Filters & Lenses That Worked. Retrieved from https://medium.com/comms-planning/11-branded-snapchat-filters-that-worked-94a808afa682

Wylde, K. (2017, April 20). How To Use The Unicorn Frappuccino Filter On Snapchat & Unleash Your Inner Magical Goddess. Retrieved from https://www.bustle.com/p/how-to-use-the-unicorn-frappuccino-filter-on-snapchat-unleash-your-inner-magical-goddess-52544

Everyone can write, right?

By, Sasha Calamaco

Screen Shot 2017-03-25 at 9.52.48 PM.png@sashacee

I have recently been introduced to the term “Copy” in the social media world for about two years now. Before I only thought what people wrote under their photos on Instagram , or your latest twitter post was referred to as a caption. Which I suppose is,but not the “proper term,” copy isn’t something I picked up over night, it’s definitely something I’m still crafting and shaping. I found this article by Hootsuite How to Write Great Instagram Captions That Drive Engagement.” This article in particular is focused on how writing copy can totally drive your engagement, which my personal experience I completely agree with, good copy gets me every time and makes me want to share it.

With the recent changes to Instagram’s algorithm, posts now appear in feeds “based on the likelihood [the audience] will be interested in the content.” That means that a photo or video with lots of comments and Likes has a better chance of appearing at, or near the top of your followers’ home stream.” – Michael Aynsley

Let’s paused for a moment and acknowledge that the new non chronological order with our instagram feeds are TERRIBLE. It forces content to fight other content, which okay I can see how there are pros and cons. Nonetheless as both a user, and someone who works as a social media organizer it has made post that more that challenging. (okay may that’s a pro too.)

 

Back to scheduled feature

 

Hootsuite’s article does such a smooth job with explaining all of these new changes, as well as 12 great tips in creating and shaping what you write to be so much better for your branding and most importantly your audience.

Starting with knowing your audience, get out there check out your followers and see who’s attention you have. From there, you have to know who you are; no not just as your own person that’s another blog. Hootsuite is talking about “Identifying your brand’s voice.” Which makes total sense, because how could we write about what we’re doing before we know who we are, what we’re about and how we want to communicate that. They then go into those tedious things we should all know and do, here they are in a brief line up. With minor commentary by me..

  1. Consider length- Very important
  2. Place the most important words at the beginning of your caption – remember our attention spans are 8 seconds
  3. Edit and rewrite- Let’s look like we know what we’re doing, but actually know.
  4. Use hashtags, but use them wisely – stay relative to your brand and what’s trending.
  5. Pose a question- ENGAGEMENT KEY
  6. Give a shout-out with an @mention – People love this, if they say they don’t, they’re lying.
  7. Encourage engagement with a call to action- Because if there isn’t any action what’s the goal?
  8. Don’t be afraid to use emoji – always a good go-to
  9. Try using quotes – love me some inspo
  10. Schedule your Instagram posts for optimal engagement – oh my gosh, if this is something you can make yourself get in the habit of, it will save you from insanity.

 

To get the full details I recomment checking out the article here ***

 

Social Messaging is Growing

 

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(Image Source)

 

Social Messaging is Growing

By Michaela Bull

@michaela_lb

 

Social messaging has been a popular form of communication for many years now but the increasing popularity is catching brand attention as an opportunity to engage a wider consumer. Social networks such as Facebook and Linked In are being surpassed in overall engagement by social messaging platforms. The consumer of today wants a one on one connection and a direct messaging app offers the opportunity to do that.

 

The increase in social messaging apps has a great deal to do with the shift of the mobile world. Mobile platforms and apps are the normal of today and as mobile smart devices become cheaper and data rates decrease, the accessibility of them become easier and more user friendly for the consumer. The apps themselves on these devises are improving as helpful features immerge and excel. The Chat app revolution is focused on growth and creating the highest rates possible of monthly active users (MAU).

 

The next step in this revolution of messaging apps is the process of increasing engagement and encouraging monetization. Apps such as WeChat and WhatsApp are excellent examples of successful engaging messaging apps. WeChat recently reported having 846 million monthly active users. This level of engagement is critical in proving the importance in this direction.

 

Monetizing messaging apps is the next big step. Brands have a great success rate with millennials when it comes to brand engagement on these messaging platforms. An average of sixty- two percent of millennials are more loyal to brands that engage with them through messaging channels. Millennial consumers appreciate personal connections, transparency, and customization. While using social messaging, millennial consumers are more likely to feel listened to and appreciated by the brand and more likely to return the same level of engagement back. Utilizing these platforms in order to reach this wide audience in a genuine way is the next step for brands to succeed and avoid becoming obsolete.

 

 

References:

Rohampton, J. (2017, January 04). 5 Social Media Trends That Will Dominate 2017. Retrieved March 12, 2017, from https://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-social-media-trends-that-will-dominate-2017/#487ed0fb6ffe

Intelligence, B. (2016, September 20). Messaging apps are now bigger than social networks. Retrieved March 13, 2017, from http://www.businessinsider.com/the-messaging-app-report-2015-11

WeChat: number of users 2016. (n.d.). Retrieved March 12, 2017, from https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/

 

 

A Business at Your Tumbs

Snapchat is still relatively new in the social media world, and more and more companies are expanding their advertising tactics to include Snapchat to reach consumers.

But how are these companies able to reach so many consumers through a simple, on-demand photo sharing phone application?  One of Snapchat’s most popular feature are its geo-filters. These filters are based on locations and vary by city or big event, such as a concert or sports games. Snapchat also offers interactive filters provided Snapchat or by sponsoring companies. Businesses usually create these to promote a certain event or product launch. Movie companies also create interactive filters, sometimes featuring characters from the film in order to promote themselves in a fun, creative, and easy way.

In case you can’t picture it, this is what I’m talking about. something like this is what you’d see what you’d see visiting Las Vegas or when you’re near a Starbucks.

Snapchat makes it super easy to create one of these filters by providing a template, instructions, and even icons and stickers you can use to help you get started! You can find more information here, straight from the source.

Aside from being able to create a custom filter, companies are also buying advertisement slots on universal Snapchat stories. Universal stories and “live” stories are stories available for everyone with a Snapchat to see (within a certain time frame), and are a blend of stories from Snapchat users at big social events, such as the Oscars or the Superbowl. Every so often of tapping through these stories comes an ad, the same length as a 10-second Snapchat video. These ads are a great way to get interaction and views of a company’s product since they are seen by a big majority of active users.

These are amazing opportunities to gain more consumers, since those consumers are getting more intimate, behind-the-scenes look at lives of all-stars, celebrities, and more. The more included and involved a consumer feels, the more likely they are to be a regular consumer.