In the past few years there has been a shift in digital marketing where the primary channels controlled by brands were email and websites. Now having a website and blog are no longer enough to increase traffic, engage prospects and grow sales. Businesses need to market across a variety of social channels and content publishing platforms and having the expertise and resources needed to allocate to these efforts can be very challenging.
YouTube provides businesses with an authentic, engaging platform for building and delighting audiences. But why do over a billion people use YouTube to share video content when they could go to their existing Facebook or Instagram accounts? The biggest selling point of YouTube is that most often users show up with a need in mind – “how to” searches are growing 70% year after year.
An astounding 81% of consumers trust their friends and family’s advice over advice from a business. Today, we trust friends, family, colleagues and look to third party review sites to help us choose the businesses we patronize, the software we buy, legal services we obtain, contractors we employ and so on. Acquisition is getting harder and marketing is getting more expensive.
Instagram, the social media app that has attracted a younger, hip crowd on smartphones, is killing it! They recently announced a brand new and amazing feature, Instagram TV (IGTV), which allows users to post long form videos and is in direct competition with YouTube, Snapchat and their very own Facebook.
Social media is a powerful way to amplify your brand and engage your target audience. To be effective you need to know which social platforms to focus on and which days and times are best to reach your market. The results of recent studies below will help you manage and plan your social media marketing:
To stay competitive brands need an integrated direct marketing program, with clear, concise messaging across all channels, to boost consumer engagement and conversion rates. This is best accomplished by looking at your media landscape as a whole - not just the individual parts, and understanding how consumers engage with your product or services. Today's consumer expects more from brands; personalization, relevance, convenience, simplicity and value. Below are a few tips that work.
1). Direct and digital integration strengthens your brand and also gives your prospects who did not respond to your direct mail, email or banner ads another chance to see your message. GRI crafted a 3-tier integrated program involving direct mail, email and telemarketing for a large IT services company. This turned out to be the most successful lead generation program the company had ever had producing a pipeline of $20 million in new business in 6 weeks!Direct mail and email marketing generated the interest, but the follow-up telemarketing was key to the explosive sales activity that followed.
When testing an integrated direct and email program, it is important to know the in-home arrival date of the direct mail package. Then you can test whether it is best to send the email before the package delivers, after or to send multiple emails.
Artificial Intelligence (A.I.) is estimated to grow 53% faster than any other type of marketing technology over the next 2 years, according to Salesforce's annual State of Marketing report. 51% of respondents expressed some level of familiarity with A.I. powered digital marketing, while a quarter planned to begin a pilot program within the next 2 years.
A.I. is expected to have a big impact for direct marketers in 2018. Some of the top benefits include:
We know today that 52% of marketers plan to increase spending on email marketing and 68% believe email is core to their businesses. Before sending your next email, pause for a few minutes and ask yourself: What is the goal of my email marketing? Is it to grow my subscriber database? Generate more leads? To convert more existing leads into customers? Whatever you decide your goal is (and you can have more than one), the next thing you need to do is figure out which metrics you'll need to track in order to determine how you're progressing toward that goal.
Integrated Marketing strategy plays an important role in delivering the right brand message, to the right prospect, at the right time, via the right media channel to assist in a purchase decision or build brand awareness. This strategy requires evaluation and investment in multiple direct and digital marketing channels.