Q&A of Digital Marketing
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To manage a business successfully, it is critical to not only focus on sales but also on nurturing relationships and communication with the existing and potential customers. An incredible CRM (Customer relationship management) system works as an accelerant, it reinforces customer loyalty by outlining a crystal-clear profile of a large volume of customers with their buying behavior, details, preferences, needs, and challenges.
This way, businesses can get into the minds of their customers and can present them with the best solution available. It is a cloud-based central location where detailed information on customers is stored such as previous service issues, sales opportunities based on their behavior, and ways to streamline marketing strategies.
Through CRM automation, marketers can allocate more time to the creative element to strengthen the brand. With that, it is tailored to suit the specific preferences and business models of each brand to increase revenue and to build exceptional customer experience.
Here are some of the most highly-valuable and sought-after CRM softwares used by marketers;
It gives easy access to small and medium enterprises into the world of CRM solutions. With its free version, businesses can track and manage the communication between a brand and its prospects/customers.
With this, you can streamline the sales processes, do revenue forecasts, measure the productivity of the sales team, get reports on revenue sources, and seamlessly organize customer data – everything free of cost.
Its drip campaign function lets you create personalized email campaigns for your target customers with powerful CTA and triggers. It notifies your sales teams when a group of leads require their attention, it adds tasks to the CRM for the marketing team and provides real-time analytics on how each visitor interacts on your website.
When it comes to function, it is very similar to HubSpot. But what makes it exemplary to HubSpot is its smooth design and distinctive user interface. Be it SMS, social media, or the website’s on-page, Aritic permits you to engage with your customers with its hyper-targeted and customized promotions.
It automatically segments your audience for personalized email campaigns, for sending push notifications and for displaying conversion-optimized content to drive attention and increase revenue.
Microsoft Dynamics 365
It is a CRM tool that merges customer information, provides predictive analytics on leads, and aids in creating personalized customer journeys.
It acts like a closed-loop marketing system, which allows you to understand the performance of each campaign in great detail, deeply analyses the results, and helps you refine the communication.
It is a holistic CRM tool that offers email marketing, sales pipeline management, digital marketing, lead management, and marketing automation. It is designed for e-commerce operations, self-employed marketers, and small businesses.
With Keap, you can organize and segment all your business communication, client information, and leads in one place. You can close more leads with frequent and proven follow-up techniques by them.
Apart from the standard features from every marketing CRM, GreenRope integrates unique ways of customer engagement. It enables you to send out surveys to collect crucial information, automate SMS marketing campaigns and generate tasks for your team. It covers every aspect of the marketing strategy by the collection of significant data on customers.
You can choose the CRM that best suits your business needs and adds value to the organization.
Blockchain Technology is assumed to cover a lot of industries in the future, and Digital Marketing is one of them. We already know that the most significant aspect of blockchain is that it enables decentralized communication between various parties. Moreover, and every aspect of this technology is documented and verified. Both of these facts could help blockchain accelerate the digital marketing domain.
Let’s have a look at some of the collective points about how blockchain technology could help in digital marketing.
- Blockchain removes the Intermediator in the Digital Marketing
In digital marketing, there is a “Middleman” involved, who monitors the territory between the advertisers and users. However, by leveraging blockchain technology, the need for this ‘Middleman’ can be eliminated. This process would save not only your time but also the capital, and would also increase your efficiency to focus towards other goals.
For instance, let’s consider the process of SEM, where websites might choose to display Google ads. Google also controls the processing of transactions so that the website owner is paid relatively for clicks generated on the advertiser’s ad. Google serves as the middleman between the advertiser and the website owner here and takes a cut of the profits.
In the same situation utilizing blockchain technology websites would directly be validated and verified without involving Google. The advertisers would know the exact amount they are paying for genuine clicks, and site owners can also ensure that they are getting paid fairly.
All these processes would result in a reduction in extra costs and an increase in the profit margin of your marketing campaign.
- Blockchain Builds Trust With Clarity
One of the major problems faced by enterprises today is trust in consumers.
The consumers are becoming more skeptical in deciding what to choose from a variety of options available to them. Hence, the most challenging part for companies today is to gain trust through transparency and clarity. By implementing blockchain technology to their businesses, enterprises can provide central transparency to their clients and consumers. Another advantage of blockchain is that everything is extensively verified and documented.
The consumers can get a detailed outlook of all the processes taking place during production. This clarity helps the consumers to trust the brand for their future requirements.
- Blockchain Impels Public Liability
CSR (Corporate Social Responsibility) is another critical term. The clarity and documentation of blockchain can be utilized to produce digitized contracts. These digital contracts could be kept open for the public to view and address the company accountable in case of deception.
- Blockchain Authorizes the Consumer to Control Their Information
The future of digital marketing could get the best by balancing advertising with identity concerns. We can identify many such services already in the market that allows users to manage their identity and transaction history, like uPort, MetaMask, and Keybase. Implementation of blockchain technology to the digital marketing campaigns enables the consumers to charge for their contact information and attention.
Conclusion: There are infinite possibilities for a digital marketer that is innovative and efficient to look for different alternatives for advertisements. Blockchain technology can be very beneficial to digital marketers as it helps acquire more customers at a lower cost. Apart from digital marketing, blockchain technology will agitate multiple industries in the coming years. By implementing this technology, the concept of middleman can be thoroughly removed by allowing different players to collaborate through smart contracts.
Several organizations have already started leveraging blockchain technology to increase transparency and reduce friction.
You can follow these ways to reduce web page loading time:
- Using a simple design
- Optimizing images
- Reducing redirects
- Enabling browser caching
- Opt for Content Delivery Network (CDN)
- Improve server response time
Since the invention of the World Wide Web by Tim Berners-Lee in 1990, the marketing trends gradually began to shift.
Marketers are always determined to find fresh innovative means to promote their brands and services. When smartphones gained popularity following the launch of the first iPhone in 2007 by Steve Jobs, marketing trailed through these devices penetrating deeper into human lives.
In today’s times, most of our purchasing decisions are impacted by brand endorsements on social media that are inflicted in our mind consciously or subconsciously. That’s the power of online marketing that attracts sellers to explore newer sales possibilities.
With that, it is also true that offline marketing has not worn out with the popularity of online marketing. Some large organizations prefer both to gain maximum sales and traction. Main grounds for people to choose online over offline marketing are:
- Brand identity:
Offline Marketing – Newspaper, billboards, radio is image or sound-based resources which are effective in creating brand buzz but there is a limit to creativity and content. TV commercials are not feasible for every brand.
Online Marketing – Social Media is the primary resource supporting different formats of content for creating some engaging/awareness ads and posts. Collaboration with influencers increases trust for your products and so does the rate of conversion.
- Expand beyond local geography:
Offline Marketing – For micro or medium scale industries targeting audiences at the national level is out of scope. This is a major limitation with offline strategies.
Online Marketing – Renders a breakthrough from physical boundaries. Businesses can analyze and target the right set of people across the globe.
Offline Marketing –For eras, businesses were in need of modest promotion sources since offline marketing costs are sky-high. Reserving a space & time for advertisements on television or in newspapers is much more expensive than delivering ads via social media or Google.
Online Marketing – Standard ROI percentage of different online channels are: 28% SEO strategies, 26% Email marketing, 15% PPC, 11% social media, and 10% or less for other mediums. With higher and visible ROIs and easy costs, online platforms are said to be more cost-effective.
- Tracking and conversions:
Offline Marketing – No means to track the effectiveness of an advertisement. Impact on sales can be witnessed on the balance sheet but detailed analysis is not achievable.
Online Marketing – Both social media and Google provide precise insights for adverts. You can even see how well your page is doing. Google would even give recommendations to improve the performance of PPC ads. Even eCommerce sites provide great flexibility to readjust campaigns based on periodic statistics.
Out of 4.5 billion people on the web, 2 billion are online shoppers, chances for conversions is infinite.
- Customer service:
Offline Marketing – No channel provides interactive customer support in real-time.
Online Marketing – Questionnaires, surveys, feedback are helpful in understanding your customer. Twitter is the best platform to get connected with your audience and promptly reverting to their comments adds to the goodwill of the brand. Building your community or customers and giving valuable content can serve personalized experience to users.
Many of the businesses are slicing 28% of the offline budget for online marketing plans. While both mediums compete, brands tend to get maximum exposure for their products in the coming years.
Since the last decade, digital marketing has evolved leaps and bounds and has become a core entity of businesses of all sizes. The digital world is enormous, complicated, and unstable. It is growing every other day, and hence it becomes a compulsion for the organizations to implement it. There are multiple digital marketing tools, software, and applications available in the market. These tools are user friendly and easy to operate and provides efficient results to the company.
As we have already discussed, Digital Marketing is a vast field, and it is divided into several parts. We must first have an idea about which type of marketing we are selecting and then decide to choose the relevant tools.
Some of the most prominent digital marketing techniques and its relevant tools are mentioned below:
1. Search Engine Optimization (SEO)
Marketing is inevitable to every online business, whether it is a new venture or a great idea. SEO is a digital marketing technique that can help establish the credibility of the brand, reach the right and broader audience, generate the traffic and brand awareness among the consumers. While all these might be a complicated set of activities, there are excellent SEO tools that streamline this process:
Some of the best digital marketing SEO tools are as follows:
- Google Page Speed Insights
- Google Analytics
- Bing Webmaster
- Bright Local
2. Search Engine Marketing (SEM)
Today, with the growing competition, organizations are seeking innovative measures to sustain in the market. This leads every business to focus on Search Engine Marketing as a part of the digital marketing strategy. SEM is a paid marketing of the ads that appear on the SERP’s. There are various SEM tools available in the market that make this job easy and viable for users. These tools help in enhancing productivity with automation and increasing relevance to the consumers.
- Google Ads
- Bing Ads
- Google Marketing Platform
- Marin Software
- WordStream Advisor
3. Social Media Marketing (SMM)
Social Media Marketing is an effective digital marketing strategy. Unlike paid advertising, the brands and business can grow their brand awareness and reach using social media activities with zero monetary investment by using SMM tools. The social media platform is transforming the consumer’s and business owner’s outlook towards advertising. Hence, social media presence is inevitable for an online business.
Some of the best digital marketing tools used by most social media marketers are described below:
- Sprout Social
- Facebook Power Editor
4. Content Marketing Management (CMM)
Content is the way to reach your audience and develop the trust of the brand in the market. Every digital marketing channel must be updated with content according to the audience's requirements and platform. Content marketing helps in various processes such as idea generation, designing and drafting the content, and publishing the content in multiple channels. The content marketing teams also monitor and manage the content, depending on the effectiveness of the content. A robust content marketing campaign requires various skills such as writing skills, social media skills, video-production skills, and many more. Some of the most shared content marketing tools are explained below:
- Landscape by Sprout Social
- Google AdWords
5. E-Mail Marketing
Email is a reliable and relevant source of social media today. It is one of the most versatile and consistent means of targeting the audience and monetizing the same. The brands can communicate with their target customers and promote their products and services with the help of email marketing. Some of the most common email marketing tools are as follows:
- Active Campaign
- Reach Mail
- Target Hero
- Mad Mimi
6. Marketing Automation
Marketing automation is the latest advancement in technology. Every repetitive and ordinary task of marketing can be automated with robust marketing tools. Marketing automation reduces the time taken to complete the task, minimizes the human error, and manages the marketing complexity. Moreover, marketing automation manages, monitors, and optimizes marketing efforts. Some of the best marketing automation tools are mentioned below:
7. Growth Hacking Tools
Growth hacking is the process of carrying out rapid experiments in different marketing trials and product development. This procedure is done with a unified objective to achieve fast-paced success and sustain in the industry. Growth hacking tools cater to various purposes, such as feedback and market insight tools, traffic growth tools, user experience tools, and more. Some of the most efficient growth hacking tools are listed below:
All the tools mentioned above are the best and reliable sources for carrying out a digital marketing campaign.
An excellent digital marketing strategy will take a brand to new heights, and hence various measures should be taken to implement a good plan that will provide better results. An excellent digital marketing strategy helps in designing:
- Short, medium, and long term business goals
- The approach to achieve the goals at the digital level
- The channels to use
- Action and development plans
- Investment and budget
- The timing and roadmap
A good digital marketing strategy helps attract, convince, convert, and make your customers fall in love with your product or service, and hence it should be planned accordingly. Before designing the structure of a marketing strategy, you need to focus on your corporation’s online domain, your target, the channels, and the latest happenings with the competitors.
The following steps would help you define a perfect marketing strategy for your clients:
Step 1: Situational Analysis
To begin with, planning a strategy, the first thing that needs to be done is to carry out an internal and external analysis of the firm. A useful framework enables you to focus on your company's strengths, weaknesses, and opportunities, and the market on a large scale. It would be best to analyze some essential factors such as digital habits, intermediaries, influencers, and more. Implementing the latest techniques to identify the best digital practices to the business is an increasingly prominent part of the overall corporate strategy.
Step 2: Establish Digital Marketing Goals
Once you have achieved your place in the market through the analysis, you can start working your place in the market. This can be achieved by keeping your strong points in mind and setting goals by discussing it with the clients. Everything you plan has to aim towards meeting those goals. You can develop this part of your digital marketing plan by maintaining specific, measurable, attainable, relevant, and timely goals.
Step 3: Define the marketing strategy
Once you've defined your business goals, personalization is the next thing you need to focus on. Hence, when it comes to determining your procedure, carrying out your plan should be kept in mind.
Segmenting Target Audience:
Know your audience and understand how you want to address them, their tastes, needs, preferences, and, most importantly, where you are looking to meet their expectations.
To achieve proper positioning, it's essential to be clear about your value proposition and what it brings along. It would be best if you discovered new ways to communicate your unique value proposition and find your audience's most presence, be it social media, blogs, email marketing, and more.
Content Strategy is crucial for creating, distributing, and managing original content that attracts users and maintains the brand’s position.
Step 4: Digital Strategies and Tactics
Different digital marketing strategies such as email marketing campaigns, social media, CRM, web optimization, SEO strategies, Paid Media advertising, and few others. Every other day, the number of channels to manage multiplies, and it's critical to implement Marketing Automation tools. These strategies and tactics will help you create hundreds of campaigns with mere clicks, increasing your chances of success.
Step 5: Measuring Results and KPIs
The next step after designing and implementing a digital marketing strategy is to analyze the results. Analytics help optimizes digital marketing performance and the expenditure using KPIs to figure out if we earned the ROI we expected. Analyzing the effectiveness of the strategies and activities enables us to correct what doesn’t work right to achieve the goals we set.
If you are a business that is planning to boost your presence in the digital space, you must keep these steps in mind while planning a marketing strategy.
In this competitive world, it is essential for business owners to stay updated for their audiences. Nowadays, the marketing landscape has become customer-centric. If you want to remain competitive in today’s online landscape, you should adapt to the quickly evolving digital marketing changes.
To know the emerging trends in marketing, let’s move ahead to see the marketing strategy in 2020.
Best practices for digital marketing
- Chatbots- Chatbots provides more information about the customers that helps in making targeted marketing campaigns. These marketing campaigns include high-converting personalization techniques that can go beyond and can consist of your lead’s name. In real-time, AI-based technology makes use of instant messaging to chat with customers or site visitors. It can help businesses save over billions per annum and power a considerable amount of customer service. These virtual assistants provide instant responses to the inquiries and can quickly answer simple questions. This 24-hour service can effectively communicate with business or brands.
- Video marketing – Video marketing can easily reformat your content. It can drive your organic search results as compared to text. Google pushes pages higher in ranking that include videos as video content is more compelling. Live video is famous, along with 360-degree video content. If your videos are engaging, then it can move you to your business goals. All the social media platforms like Twitter, Snapchat, Instagram, Facebook, Twitter, and Youtube are great places for your video marketing content.
- Fresh design concept- The new design concept can be used like panoramic backdrops, abstract data visualizations, and realistic textures in your ads. It would be great to take the consumer’s view of your design trends. In the crowded online marketplace, you can make your ad stand out with fresh design concepts.
- Social commerce – For making purchases, social media is becoming a popular place. Many Instagram users have purchased a product on the app. To discover new and exciting products, Pinterest users make use of Pinterest. You can create stoppable posts that can assist visitors in gaining information about the product. You can connect your product catalog with your ecommerce platform.
- Influencer marketing – You can amplify your brand messages to a large market with the help of influencer marketing. It serves as a type of word-of-mouth marketing that mainly focuses on using key leaders. Artificial Intelligence can affect influencer marketing to provide better engagement of the audience and can also generate a positive return on investment. Consumers can easily trust influencers’ opinions of products. These influencers can be well-known celebrities or Instagram or Youtube personalities that have a huge niche. These influencers can advertise your product through their social channels.
- Interactive Content – The people can click on, swipe, or interact easily with interactive content. It is an effective strategy to educate the buyer. The companies can experiment with interactive content types like quizzes and polls, augmented reality ads, and 360-degree videos. The people get more immersive and engaging experience with these formats, like augmented reality and video content. These types of arrangements leverage cutting-edge marketing technology. Consumers prefer to have outstanding and enjoyable content from brands that help them feel more connected to the company.
- AI-Based Automation – Behind voice search and smart assistants, the AI (Artificial Intelligence) works as the dominant technology. On websites, the chatbots pop up because of AI-technology. The brands can concentrate on the strategy and craft a fantastic customer experience if AI technology and automation take some sound work out of marketing. AI technology can enhance marketing efforts. The brands can learn about their audience and customers with the help of AI and predictive analytics that support the big data.
- Omnichannel Marketing- Omnichannel marketing means marketing across various multiple platforms. It helps in creating a consistent voice and brand message. This type of marketing practice helps in producing higher engagement and higher customer retention rates. It increases purchase frequency along with average order value. On more digital touchpoints, businesses can connect with customers that help in providing better user experience.
Other crucial digital marketing practices that can be seen in 2020 and beyond are:
- Email marketing trends- It includes data-driven email marketing, mobile email marketing, email copy, and design trends, AI, and trust in email marketing.
- Pay-per-click (PPC) trends – Everything is covered in PPC trends blogs to ensure that the Google ads strategy is optimized. The blog pays attention to PPC automation, video advertising, Amazon paid ads, responsive search ads, and the impact of AI on PPC.
- SEO and search marketing trends- The backbone of marketing is SEO. The exciting developments in this type of practice are multilingual SEO, voice and written search, integrated SEO, and the importance of brand for SEM (Search Engine Optimization) marketers.
- Social Media – It is easy to establish a connection with the users with the help of social media. It enables you to build brand authority, brand awareness, trust, and credibility. This platform keeps customers aware of what businesses are offering.
- Personalize the message- Personalize your digital marketing message and deliver it at the right moment. The audiences prefer hyper-targeted personalization. It would be great to analyze social media data and segment the audience in accordance to their demographics.
All the practices mentioned above for digital marketing will help your business to survive efficiently. In this age of innovation, you can effortlessly thrive by following these emerging marketing trends of 2020. With your existing digital marketing strategy, you can integrate the above mentioned digital marketing practices that can help you in staying ahead of the competition and enable you to achieve your business goals. It can make the customer journey effortless and pleasant.
Currently, Influencer marketing is considered as one of the most popular digital marketing strategies. Due to digital advancements, customers today comprise more knowledge than ever. Influencers are the ones who have the power to influence a large number of audiences digitally. This strategy has multiple advantages. Some of those are listed below:
Builds Relationships With Trust
People are impressed by the influencers on social media because they are inspired by them and trust their opinions and recommendations. Influencers with a loyal following have been successful in establishing themselves as an expert in their domain. Hence, audiences are more likely to trust any recommendation or insight coming from them. Various research has revealed that influencer posts have increased customer purchases when collaborated with those from brands.
Strongly Focused and Significant
When you collaborate with an influencer whose niche aligns with your brand, you convey your message to an influential audience. Influencer marketing generates a high ROI due to its relevance. When your message reaches a relevant audience, the chances of conversions is comparatively higher than that of a generic audience.
Does Not Appear Forceful
People often feel they are forced to make purchases by the repeated advertisements shown on different channels. Influencer marketing does not appear to be pushy at a point. It is the followers who choose to follow their favorite influencers for the content they post. Moreover, influencer marketing is way more effective in delivering your message across to your audiences than ads.
Delivers Value to Your Target Audience
Influencer marketing provides value to your target audience by providing an insightful and valuable source of content. If you were to buy a digital camera today, you would invariably look up product reviews online. A study from an influencer discussing the features in detail and their usefulness would indeed be valuable. Not only are these reviews informative but also reliable for consumers.
Facilitates Quicker Customer Acquisition
Influencer marketing helps brands reach their target audience directly, which allows their audiences to connect in less time. The chances of converting target audiences with influencer marketing are relatively higher as they are already interested in that particular niche. Hence, this marketing technique helps a brand to gain customers quickly and drive more conversions.
Enhances Your SEO
Various studies have revealed that Domain Authority has the utmost influence on search engine rankings. Domain Authority is nothing but a score assigned to a website based on informative, beneficial, and relevant content. In case if other high-authority, trustworthy websites link to your site, it means that the website has relatively good content. Hence, a proper strategy is required to enhance DA and procure higher rankings in search engines with the help of backlinks obtained from high-authority websites. This strategy signifies that if an influencer drives high DA and backlinks to a website, the site automatically secures a high rank in SERPs.
Dime A Dozen Technique
One of the significant benefits of influencer marketing is that it doesn’t have to be expensive. The well-established influencers might charge a lot from the brands, but if you’re a startup or do not wish to invest a lot, you can always go with the micro-influencers. These influencers can give you a better bang for your buck as their followers are much lesser than celebrities and hence more engaged and focused. Various surveys suggest that a large number of micro-influencers charge less than $500 for a sponsored post. Moreover, they even work in exchange for free products or services, or even as affiliates. So influencer marketing will take you places without making a hole in your wallet.
Facilitates Your Content Strategy
Creating fresh and engaging content continuously is a challenging task. So, influencer marketing proves to be a great help when you’re running in short of ideas for your brand promotion. You can collaborate with an influencer and collectively design content. You could be least worried about creativity since the influencers put a lot of effort into creating aesthetically-pleasing, quality content that can benefit you immensely.
Increases Brand Awareness and Reach
Influencer marketing aids in reaching new audiences for your products or services. This marketing strategy enables you to collaborate with influencers whose niche aligns with your products, and ultimately enhance your reach of an already engaged audience. Moreover, when a well-known influencer recommends your products or mentions your brand, you automatically gain high visibility. Hence, influencer marketing is an effective technique to boost brand awareness.
Suitable for all Business Sizes or Industry
One of the best properties of influencer marketing is that it is convenient for any business regardless of its size or industry.
The success of the influencer marketing campaign depends on your choice of influencers. If you select the right influencer, the rewards are immense. Hence, all the marketing strategies mentioned above clearly state that influencer marketing is very beneficial for a brand's growth.