In the digital information era, marketing is no easy feat. The marketing industry has evolved and rearranged itself multiple times over, and likely will continue to do so as more social media platforms and internet regulations are developed. The following will explore a few tips that can drastically improve the effectiveness of your marketing strategies. The focus will be placed on digital marketing approaches as these are some of the most vital elements of a strong marketing strategy at the moment as well as changes in the digital marketing industry that you need to be aware of.
Understand Consumers In 2022 And Beyond
It’s a good idea to think about how consumers have changed in recent years (because they’ve changed a lot). The biggest change is people have become far less trustworthy of pretty much everything. People don’t blindly trust reviews, influencer testimonials, bigger news outlets, or the concept of an “expert” as much as they used to. People are also wary of what data is being collected, what’s being done with that data, and who besides your company has access to that data.
Digital Shopping Experiences Are Becoming The Norm
The good news is, people are spending more time shopping online than ever (an average of 5 hours per week), and most of this shopping is done via mobile phone. The desire to have a purchased product delivered has skyrocketed, causing trouble for people who sell things that are hard to ship, like plants, and more people than ever want ethical products with minimal or no plastic in them. Finally, more and more people are becoming comfortable with subscriptions for monthly products and services.
One of the most fun and prosperous categories of digital marketing has become the online event. People are starved for interaction, and online events like webinars, seminars, product launches, or live interviews/conversations get everyone online at the same time, so conversations can be held in the comments and people can get a touch of the social interaction that they’re so brutally lacking. This is also one of the most effective data-collection opportunities for businesses, as you can ask questions and encourage people to answer them in the comments.
A Regulated Internet
Headed by the European Union, countries all over the world are cracking down on data privacy and the regulation of the internet and social media platforms. One of the major impacts of these regulations is that traditional data collection methods are being strangled and may become impossible or fruitless moving forward. Because of this, companies need to adapt and figure out how to collect the data they need. In most cases, this is going to involve an open dialogue with consumers where all data shared is consented to be shared.
You may have heard of funnels, but if you haven’t spent time optimizing yours, you could be missing out on major conversions. The marketing funnel involves subsequent content that works with customers through each step of the purchase decision process. This means there’s content designed to help people understand their problem or recognize their need for your product which leads to content that informs customers of your product which leads to content that helps them decide against the alternative, which leads to content where they make the purchase. Funnels are the digital pathway people take through these steps towards purchasing your product; you can find more information here. If you’re getting traffic but not converting, your funnel likely needs updating. People need support at each stage of the decision-making process, not just at checkout.
Own Your Audience
One of the most precarious elements of online marketing at the moment is that, in many cases, marketers don’t own their audiences. Facebook, Twitter, Instagram, or other platforms do. These are private companies that are allowed to change their algorithms and regulations at any moment. They’re also allowed to decide they don’t think you or your company suits their brand and remove your access. Newsletters and personal websites are more critical them ever. It’s also worth noting that people are becoming aware of how dangerous social media can be for their minds and are making concerted efforts to minimize their time on these platforms, choosing to consume less; this means your content needs to be providing value to make the cut. In most cases, this means your goal has shifted to becoming a thought-leader and providing valuable education to people, rather than hard-selling your product.
The above tips should help you adapt your marketing strategies to the present moment. Of course, in the digital world, things change quickly and often without warning, which means you need to be regularly checking back in with algorithms, platforms, and legal updates to ensure that you continue to adapt when needed.