We've officially entered a new decade, and if you haven't begun thinking about new marketing strategies for your business, now is the time. Artificial intelligence (AI), lower internet costs and greater mobile use are all shaping the digital marketing landscape.
I've been both an entrepreneur and a marketer since I was a kid, when I would sell holiday cards for a festival in my home country. Here are a few tips I've learned along the way that can help you boost your digital marketing for the year ahead:
1. Make content for a global audience
It seems like common sense to create content based on your business’s and audience's location. However, your audience may be more global than you realize.
YouTube trends show that people from outside the U.S. form 60 percent of the viewers of content produced by YouTube creators in the U.S. This study relates to the fashion industry and has powerful implications for online retail businesses.
With more people than ever before having access to the internet and mobile phones, you need to consider creating content for a global market. One way to make content that's appealing internationally is to use examples of successful businesses from other countries. You can also refer to major events such as football or even global brands that have a presence almost everywhere. People will appreciate stories that are more diverse, and they'll be able to relate to large, global phenomena.
2. Use videos to support purchasing decisions
People do not follow a simple linear path to purchasing a product online. There are a number of touch points where your audience does research before completing a purchase. They go back and forth looking for helpful information.
Many online shoppers are turning to video platforms to help inform their buying decisions. They are looking for videos that answer questions about what to buy and when. Product hauls and recommendations by YouTubers also play an important role in a buyer's search for information.
Video content and video marketing can help your brand boost conversions. For instance, you could create how-to videos, product comparisons or product demonstrations. You can also reach out to influencers and YouTubers to help showcase your products.
3. Incorporate automation
You can use automation to drive marketing strategies by providing frictionless experiences. Here are a few different ways automation can support marketing:
• Identify, acquire and nurture customers.
• Identify people with strong intent.
• Segment users according to their search intent.
• Predict future behavior based on past behavior.
• Get an integrated view of your customer and deliver personalized content.
• Manage and optimize advertisement campaigns.
Leading marketers are 2.3 times as likely as the lowest-performing marketers to manage camping bids with automation. They are also more likely to agree that adopting automation and learning improves their marketing efforts. It's evident that automation can support your business's efforts and should be looked into.
4. Get personal
Greater personalization is a must for marketing in 2020. As shown by the previous point, automation can help with a business's marketing strategies. It's also a great way to deliver greater personalization.
Use machine learning to place a personalized message in front of the right customer. You can also look at a buyer's history to recommend the next product they should buy and create messages for them.
Additionally, support your creative team in making more personalized content using customer relationship management (CRM), analytics and other automation tools to build your customers' profiles.
Once you know who your customers are, you can create unique headlines, descriptions and content. And automation tools can help you deliver them at the right time, to the right people.
It's evident that automation is going to play a big role in the future of marketing. Companies that lag behind in automation will struggle to capture customers and may lose their share of the market. Catching up later will be difficult, or you may be too late. Use the suggestions here to stay on top of digital marketing for 2020.