Chatbots, influencers, voice search and more: these strategies use new technologies, platforms, and social media trends to keep businesses of all sizes ahead of their digital competition.
Looking to reach out to your target audience and achieve the target sales more effectively? With over half of the global population online — and more than 3 billion social media users — digital marketing poses an excellent opportunity for brands and businesses.
At the same time, digital marketing isn’t easy. With more businesses and audiences coming online, the competition has gotten fierce and customer expectations have become liquid.
That’s why we’ve collected the top 7 digital marketing tactics for 2020 and beyond. Tapping into these tactics will allow any digital marketer to optimize their strategy and multiply the impact of their marketing efforts in both the long term and short term.
Follow These 7 Tactics to Hack Your Brand’s Growth
- Marketing Automation
- Influencer Marketing
- Mobile-First Marketing
- Multi-Platform Content Strategy
- Brand Storytelling
- Chatbot Marketing
- Voice/Visual Search
1. Marketing Automation
In its simplest form, marketing automation refers to using technology to simplify various marketing roles and processes. It can involve a set of marketing tools or an all-in-one project planning software.
When done right, marketing automation can help you:
- Shorten the sales cycle
- Increase sales conversion rates
- Strengthen internal/external communication
- Improve engagement rates
- Reduce marketing overhead
All these factors can boost your overall marketing effectiveness.
Best marketing automation example: Myntra
According to Myntra's B2C marketing automation strategy, the company collects relevant information about customers, their purchase history, and preferences. It then uses the information to encourage people who haven’t purchased in a while with an automatically triggered re-engagement email, "Save big on your next order", or a pop-up alert, "It's been too long since we've seen you...".
- Automate repetitive tasks first. Find tools that streamline and simplify repetitive tasks that often take a lot of your time.
- Find tools that can be personalized based on your specific needs and audience.
Passing off your marketing to machines saves you time, helping you provide an even more human touch when it’s needed.
2. Influencer Marketing
Lately, marketers have been talking a lot about influencer marketing — that is, marketing to individuals with large followings on the web and social media. It’s a hybrid approach inspired by the idea of celebrity endorsement and modern-day content-driven business campaigns. It is primarily driven by collaborations between brands and influencers.
Best influencer marketing example: Microsoft's “Make What's Next” campaign
“Make What’s Next” is an ongoing initiative of Microsoft. The idea is to encourage young girls to pursue careers in science, technology, engineering, and mathematics (STEM).
As a part of Microsoft's influencer marketing plan, Microsoft teamed up with National Geographic on International Women’s Day to feature 30 images by well-known wildlife photographers. The campaign generated over 3.5 million likes in just one day.
- Do thorough research on your influencers and make sure everyone gets something valuable in return.
- Learn to give up some control. Influencers like to work with brands that let them exercise their creative freedom.
It’s always complicated bringing in a new party to your marketing, but the results are worth it.
3. Mobile-First Marketing
The term “mobile-first” refers to an approach where marketers design an online experience for smaller screens (mobile) and then work their way up to larger screens (desktop or other devices).
The idea is simple: a business should work on its mobile design first. This means creating a responsive and adaptive website design for mobile and an intuitive mobile application. It also means building your marketing strategies around your app or mobile platform.
Best mobile-first marketing example: ProofHub
ProofHub is an online service that allows growing businesses to plan, collaborate, track, and deliver projects without the need to invest in multiple tools. With more and more businesses and remote teams are considering business automation, ProofHub recognized the need to create an extraordinary mobile experience for its users—and delivered the same.
- Ensure easy browsing. Make sure users find out information about your brand/product/services quickly.
- Use beautiful imagery — but don't let images slow down your load time and site speed for mobile users.
Prioritizing mobile design is a great way to center your efforts on one platform, but there are also benefits to diversifying your platform usage.
4. Multi-Platform Content Strategy
A marketing campaign today is not limited to a single black-and-white newspaper ad. It’s an investment across various offline and online marketing platforms to deliver the brand’s message to targeted customers.
Now, the production of insightful and engaging content is one of the most popular and rational tools for promotion across any platform. That’s where having an adaptive multi-platform content strategy or omnichannel marketing strategy works.
Best content strategy example: Coca-Cola’s “Share A Coke” campaign
Innovative content marketing campaigns are Coca-Cola's forte. And the “Share a Coke” campaign is a perfect example of its innovation.
The idea behind the campaign is to let individuals personalize their Coca-Cola bottle with their name on the brand’s website or spot their name on a bottle at a nearby supermarket. This kind of content strategy establishes a more personal connection with its broad audience.
The key takeaway? Personalization goes a long way in terms of marketing, especially for content.
- Carefully understand your target audience and buyer persona before you start publishing content across different media channels.
- Optimize the headlines. Your ads and posts should invite people to purchase your product/services even before they click “read more."
Coordinating your print or physical collateral with a digital campaign is one multidisciplinary strategy in your toolbox as a marketer.
5. Brand Storytelling
Brand storytelling represents a new era of digital marketing. In a nutshell, Brand storytelling is an integrated marketing approach where authentic, emotional stories by the organization are posted and promoted across a variety of media channels. These narratives have the potential to raise brand awareness, ignite online conversations, change consumer perceptions, and boost overall revenue.
Best brand storytelling example: Airbnb’s “Stories from the Community”
Storytelling is the essence of Airbnb’s marketing campaign. The whole idea of this brand is centered around centers around the travel community, local hospitality, and the memories they make together. Time and again, Airbnb uses these memories to build stories that resonate with its broad audience and promote things that Airbnb has to offer — travel and new experiences.
- Build stories with a specific audience in mind and explore ways to drive emotional appeal.
- Be authentic. People are looking for a genuine story, not an over-the-top tale.
Drawing on the web’s powerful visuals and social media’s sharing capabilities is a way to revitalize how you tell your brand’s story.
6. Chatbot Marketing
Chatbots are the future. It’s a computer program designed to mimic a one-on-one conversation with a person. This sophisticated technology works particularly in favor of the sales and marketing teams.
With chatbots, your sales and marketing teams can spread the brand’s voice and increase visitor engagement using artificial intelligence. They can even monitor customer behavior, shopping patterns, and habits, and use all the gathered insights to provide better customer experiences and drive more sales.
Best chatbot marketing example: Domino's interactive chatbot “Dom”
Dom is one of the most well-known chatbots in the customer service space.
With Dom, Facebook Messenger users can view full menu, order pizza online, reorder previous orders, and track deliveries all in one place.
- Chatbots are new. Educate your customers about your chatbot before you leverage it.
- Personalize the conversation and limit how many options your chatbot offers—don’t let things get too complicated.
Stepping into AI may feel like a challenging step, but a chatbot is a scalable tool with the potential to ramp up your brand engagements by several notches.
7. Voice/Visual Search
Visual and voice search tools are revitalizing the role of digital marketing and SEO. Businesses are redesigning their websites to support advanced visual/voice search so that they can engage more meaningfully with customers during their purchase journey. Additionally, it can help you get a better idea of your audience’s requirements and deliver more effectively to their needs. It’s all part of creating next-gen customer experiences.
Best visual search example: Pinterest
Pinterest is one of the largest image libraries on the internet. According to eMarketer, between 2017 and 2018, Pinterest added more users than Facebook and Twitter combined.
Using visual search, users can tap into this library and find more useful images in less time. Pinterest’s visual search feature—called Lens—makes it easier for users to search for ideas and items they’ve taken photos of. With this tool, Pinterest is not only elevating the overall user experience but also enabling users to build a better relationship with the brand.
- Add and optimize multiple images to each product or web page.
- Use calls to action (CTAs) in your images so that they’re just as compelling when viewed separately from your web page or product.
By improving how easy your customers can find content on your site, you’re showing an investment in your users’ experience working with you. Customers won’t forget that.
Digital Marketing Isn’t Going Away
Digital marketing isn’t just another fancy buzzword that you’ve been throughout the year. The online world is generating more revenue than any traditional media you’ve used. When done right, digital marketing is your — and your brand’s — golden ticket for a successful 2020.
Put the above-mentioned digital marketing tactics into practice, get familiar with the latest trends and technologies in the market, and you will be able to leverage digital media better than ever.