Most marketers would focus their personalization efforts on improving the customer experience through service and product recommendations.
From the consumer’s side: 80% of consumers are more likely to do business with a company that offers personalized experiences. (Instapage)
Digital Marketing Basics
If you want to succeed in digital marketing, there are a few basic pillars that you need to master: digital presence, branding, and relationships. These three core concepts can help simplify what may be a multifaceted field.
This is the key to any digital marketing you may start. These days, a digital presence is equal to having a presence at all. It is not enough to have a website or a social media page. You need a clear strategy that drives how and where you should build your presence.
Unsurprisingly, it all starts with your audience. Here are a couple of questions that can give you direction when building your digital presence:
Where does your audience spend their online time?
The golden rule of marketing is to know your customer. So, if you want to reach your audience, first find out where they spend their online time. What type of content do they consume? What social networks do they spend time on? What search terms do they use? This will help you define which channels are the most effective to build your presence.
What’s the purpose you want to achieve with your marketing strategy?
Ask yourself what you want to achieve with your online presence. Do you want to raise brand awareness? Here, your strategy shouldn’t focus on the hard-sell. If your goal is to increase conversions, then landing pages can help you close the deal with clear direction and calls-to-action.
Your brand encapsulates what your company stands for. It includes everything, from your company name, color scheme, mission statement, slogan, logo, and more.
To stand out on a sea of brands, your brand needs to showcase what it makes it unique. Keeping strong brand awareness is one of the most critical ways to differentiate yourself from the competition. Yet, it is not enough to stand out in the marketplace, but you need to stand out online too. So, refine your online branding strategy in a way that search engines recognize your brand instead of your site. In fact, the Google algorithm considers a strong brand one characteristic of a “good quality site”
Your digital marketing strategy should not be limited to trying to appear on Google’s first page. Social networks, blogs, forums, social apps, and other similar platforms can help you build a relationship with customers online.
When we talk about marketing, relationships will always be the foundation of good business. Building an online presence will get you noticed, but creating a relationship with your audience will get you conversions.
To form effective relationships with customers, you need to be personable and personal. Using social media and good content, you can connect with your audience and let them know your brand message.
5 Challenges for Digital Marketing in 2021
Less spending in marketing
Marketing budgets took a hit in spending in 2020. While marketing companies are recovering, the spending is not yet at the levels we expected before 2020. Although the e-commerce ratio increased dramatically, companies have yet to catch up with the new needs in digital marketing.
Driving engagement across multiple channels
In 2021 it will become even more relevant to connect with customers where they are. Creating engagement will become more challenging, via adopting mobile messaging channels, and leverage personalized and dynamic content to improve the customer experience and customer loyalty.
More people are browsing and shopping from their smartphones than ever. A mobile-first approach allows your customers to consume your products/services on the go, anytime and from anywhere. So, when creating your marketing strategy for 2021, think about a mobile-first approach.
Establishing Omnichannel Marketing
Customers are active on multiple devices and platforms. Marketers need to combine online and social media strategies. This aims to make it easier for your audience to reach you wherever they are. Omnichannel marketing allows you to focus on the platform where your audience is most active. The key is to provide your customers a smooth customer experience when they change from a channel to another.
Complying with Privacy and Data Sharing Regulations
Marketers will need to adapt quickly to evolving privacy and data sharing regulations. Since many of the regulations target across frontiers, marketers need to take that into account. The phasing of third-party cookies compounds the challenge for marketers to understand a customer’s purchase intent.
The future of Digital Marketing – top 3 predictions
After analyzing the major trends for 2021, we explored the top predictions for 2021:
- From digital marketing activities to experiential events
When the pandemic hit, customers pivoted to use new technologies and performing activities online. But in 2021, many people are already exhausted from living their lives online most of the time. Keeping customers engaged will depend on how rich is the customer experience they provide. Marketers should evaluate their digital experience and refine engage customers without producing “digital fatigue”.
- Customer experience integrates with other functions
In the report, Gartner predicts that by 2023, a quarter of organizations will see marketing integrated with sales and CX into a single function. The goal is for customer-focused functions to work together with synergy.
- Content curation and moderation become more important
By 2024, Gartner predicts a third of organizations will consider moderating user-generated content a priority. Using software and tools that allow companies to monitor, moderate and manage user-generated content to prevent impact on their brands.
The bottom line
Hopefully, these trends we have aggregated and shared at CodeFuel will help guide your marketing strategy for 2021. Partnering with an expert in monetization can maximize your marketing efforts, and increasing the ROI of your strategy. Start monetizing today with CodeFuel.