Digital marketing is rapidly changing with technology advancements. More users are utilizing connected devices now than in the past decades. The growing connectivity has, in a sense, outdated conventional marketing tactics like paper surveys and bench advertisements. However, it has also created new tactics that are proving more engaging, Below are three trending digital marketing tactics that are influencing businesses today.
Social media marketing
Modern companies are entering social media to directly interact with customers and to broadcast content. Businesses can create social media pages to gather fans, market events, and promote products. They can also use social media to get direct customer feedback. For example, more customers are commenting on their dining experience directly on a restaurant's Facebook page; many restaurants, as well, offer incentives like discounts for people to share their experiences and related photos.
Social media is an effective digital marketing strategy for several reasons. First, customers are familiar with the platform as it's where they interact with families and friends. Thus they are more comfortable sharing information and expressing their thoughts on social media pages. From the business perspective, social media platforms are where it can get direct, honest, and straightforward feedback on products, services, and events.
Another reason social marketing is trending fast is that it's low cost yet contents can go viral through likes, shares, and comments. There are many cases where a unique video or footage is shared by a multitude of people because the audience resonates with the message conveyed. For the marketing strategy to work, companies need to be creative and produce thought-provoking posts.
Location-based marketing
Another popular modern digital marketing strategy is location-based marketing. As more users utilize smartphone apps, businesses have an opportunity to interact with users on the go. The idea is that by knowing customer location, a business can better tailor its services according to demographics and engage customers instantly.
Using beacons is one method for a company to gain knowledge of when consumers are near a location. One leading beacon technology is iBeacon, produced by Apple. A device can have iBeacon installed to send low energy Bluetooth signals in a circular radius; when customers with connectivity and enabled app enters the beacon's signal range, the app will respond to the beacon's ID by sending relevant information to that particular location.
Beacons are being used creatively today. Museums use them to guide viewers through exhibits by showing them interactive content about art pieces they're standing next to; airports, as well, use beacons for indoor navigation, guiding users to the appropriate gate for departure or arrival.
Predictive analytics
Finally, data analytics is a powerful modern marketing tool for companies to analyze information. Smart device users are generating an enormous amount of data through their data and calling usage. As well, users are sending information every time they use the Internet. Companies collect data, too, through their enterprise applications like ERP or CRM.
Data analytics is what translates raw data to insight; for example, with Business Intelligence applications, businesses can create easy-to-understand annual summaries or monthly reports. They can draw out client needs and past business trends. Machine learning algorithms have greatly expanded the previous capacity of data analytics. Using predictive analytics, one could use past data to predict future trends.
Banks are using advanced machine learning algorithms to authenticate transactions. Marketing firms are also leveraging AI (artificial intelligence) enabled applications as a retail marketing strategy to offer improved services and products. For example, IBM's Watson has an AI system that allows it carry out advanced analytics for decision makers. Toyota uses Watson to craft its campaigns according to data analytics on consumer interests. Predictive analytics, in many ways, has created a scientific, data-based marketing approach that is inarguably more effective than any other methods marketing agencies have previously implemented.
Digital marketing has changed dramatically due to new technologies and the Internet of Things. As it becomes more convenient for users to access smart devices, businesses are seeing more opportunities to stay connected with its customers. Predictive analytics, location-based marketing, and social media are three of the most effective marketing strategies today. With other approaching advancements like connected cars and smart homes, we can expect many other digital marketing game changers to come.
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