1. The focus on “Return on Investment”
The shiny new toy is just another toy.
When social media started to be recognised as not just a plaything for teenagers, the marketers started piling in. They realized that it was free marketing driven by the global online crowd. Facebook “likes” were the new gold rush. For the last 7 years the shiny new social media toy has distracted us. We have talked about trust, engagement and other fluffy metrics.
The shiny new toy is just another toy.
When social media started to be recognised as not just a plaything for teenagers, the marketers started piling in. They realized that it was free marketing driven by the global online crowd. Facebook “likes” were the new gold rush. For the last 7 years the shiny new social media toy has distracted us. We have talked about trust, engagement and other fluffy metrics.
2. The continuing rise in the importance of digital assets
In the past advertising was just seen as an expense.
But in the new age of digital it should be seen more as an investment in the future of your online authority. It is an asset build. Advertisements that had a lifetime of 30 seconds and never to be seen again and cost hundreds of thousands are being added to and even replaced by online videos that can be viewed this year and into the future.
In the past advertising was just seen as an expense.
But in the new age of digital it should be seen more as an investment in the future of your online authority. It is an asset build. Advertisements that had a lifetime of 30 seconds and never to be seen again and cost hundreds of thousands are being added to and even replaced by online videos that can be viewed this year and into the future.
3. Thinking global instead of local
You competition is no longer just local.
Amazon is the global competitor for the corner book store and much more. Online stores that are owned by corporations in London are selling to your customers in New York, Los Angeles or even Sydney.
Small thinking needs to be discarded.
The world can now be reached with a tweet, an email or a blog post that is shared on social.
You competition is no longer just local.
Amazon is the global competitor for the corner book store and much more. Online stores that are owned by corporations in London are selling to your customers in New York, Los Angeles or even Sydney.
Small thinking needs to be discarded.
The world can now be reached with a tweet, an email or a blog post that is shared on social.
4. Crowd sourced brand content is essential
Coca Cola decided to re-invent and pivot its marketing philosophy from creative excellence to content marketing excellence when it discovered an essential truth about the digital world. That your customers and fans could create many more stories, content and conversations about your brand than they could ever hope to build or buy on their own.
Scaling content on your own is expensive and hard to do.
Coca Cola decided to re-invent and pivot its marketing philosophy from creative excellence to content marketing excellence when it discovered an essential truth about the digital world. That your customers and fans could create many more stories, content and conversations about your brand than they could ever hope to build or buy on their own.
Scaling content on your own is expensive and hard to do.
5. The rise of the robots
Marketing was just an art.
Now it is being amplified and optimized by technology and science. Human intuition and creativity is being enhanced by data. The splintering of media means that to do digital marketing at scale you need help. Digital marketing platforms provide automation tools that allow you to publish and market at scale.
Email: Automated email sequences can be designed to run from opt-in to purchase without human intervention.
Social: Tweets and Facebook posts that were all done by hand are now loaded, scheduled and automated.
Paid Digital Advertising: Knowing what works and what doesn’t makes sure that we are spending our Facebook marketing dollars on the right creative, approaching the correct target audiences and identifying the calls to action that work best.
Marketing effectiveness is also able to be measured for impressions, engagement and clicks. We now have the ability to measure almost any data point. The old marketing joke attributed to John Wanamaker over a century ago will become a relic of the past
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.“
Measurement is what the digital world excels at. But you need to know what to measure and the digital tools to do it.
Marketing was just an art.
Now it is being amplified and optimized by technology and science. Human intuition and creativity is being enhanced by data. The splintering of media means that to do digital marketing at scale you need help. Digital marketing platforms provide automation tools that allow you to publish and market at scale.
Email: Automated email sequences can be designed to run from opt-in to purchase without human intervention.
Social: Tweets and Facebook posts that were all done by hand are now loaded, scheduled and automated.
Paid Digital Advertising: Knowing what works and what doesn’t makes sure that we are spending our Facebook marketing dollars on the right creative, approaching the correct target audiences and identifying the calls to action that work best.
Marketing effectiveness is also able to be measured for impressions, engagement and clicks. We now have the ability to measure almost any data point. The old marketing joke attributed to John Wanamaker over a century ago will become a relic of the past
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.“
Measurement is what the digital world excels at. But you need to know what to measure and the digital tools to do it.
6. Email is alive and kicking
Email is still a digital trend that isn’t going away.
The rise of social media and all those multiple messaging apps (Facebook messenger, WhatsApp, Viber and much more) have lead many people to question the future of email. But it will not be going away anytime soon. It is still the default business communication tool.
Email is still a digital trend that isn’t going away.
The rise of social media and all those multiple messaging apps (Facebook messenger, WhatsApp, Viber and much more) have lead many people to question the future of email. But it will not be going away anytime soon. It is still the default business communication tool.
7. Personalisation has arrived
Relevance is key to catching and holding attention offline and online. Delivering content that engages and sells means tagging customers interests as they discover you and subscribe to your email list.
There are now a variety of digital marketing technologies from email to marketing software that are now available that can provide personalized marketing. They are also within the resources and reach of most businesses. They will allow you to do personalisation at scale.
Relevance is key to catching and holding attention offline and online. Delivering content that engages and sells means tagging customers interests as they discover you and subscribe to your email list.
There are now a variety of digital marketing technologies from email to marketing software that are now available that can provide personalized marketing. They are also within the resources and reach of most businesses. They will allow you to do personalisation at scale.
8. The data scientist is your next hire
In the past direct mail, print and mass media were your only option. Experience, skill and intuition were the marketers only friends to achieve optimal results. Today there is a new and vital component.
In the past direct mail, print and mass media were your only option. Experience, skill and intuition were the marketers only friends to achieve optimal results. Today there is a new and vital component.
9. Mobile is now your first screen
Mobile was called the second screen but that has been flipped. It is now the primary screen for most.
You only have to look at where most of Facebook’s revenue comes from (over 75% is from mobile advertising) and it becomes clear that smart phones should be a big part of the marketers focus.
Mobile was called the second screen but that has been flipped. It is now the primary screen for most.
You only have to look at where most of Facebook’s revenue comes from (over 75% is from mobile advertising) and it becomes clear that smart phones should be a big part of the marketers focus.
10. Powerful digital platforms for all business
As the cost of technology drops, the access to powerful software that was only in the past accessible by the big end of town has become a reality for all.
As the cost of technology drops, the access to powerful software that was only in the past accessible by the big end of town has become a reality for all.
11. The rise and rise of paid social media advertising
Social media was free.
That is what attracted me and many marketers 7 years ago. But things have changed. Facebook has wound it’s organic reach for pages back to almost zero. Want to reach your Facebook fans?
Social media was free.
That is what attracted me and many marketers 7 years ago. But things have changed. Facebook has wound it’s organic reach for pages back to almost zero. Want to reach your Facebook fans?
12. Influencer marketing takes off
Nike pays Tiger Woods and many other athletes for one thing. Helping them reach the right audience.
Online influencers and niche bloggers now offer this for brands to reach targeted global audiences. They offer not only global reach but credibility and trust. Companies are now willing to pay for that attention.
Nike pays Tiger Woods and many other athletes for one thing. Helping them reach the right audience.
Online influencers and niche bloggers now offer this for brands to reach targeted global audiences. They offer not only global reach but credibility and trust. Companies are now willing to pay for that attention.
13. Virtual reality is real
It’s still early days but the rapid evolution of virtual reality and the big investment by players such as Google and Facebook with its Occulus Rift acquisition for $2 billion is setting the stage for immersive marketing.
Marketing webinars that educate while wearing a virtual reality headset will have incredible engagement capabilities.
It’s still early days but the rapid evolution of virtual reality and the big investment by players such as Google and Facebook with its Occulus Rift acquisition for $2 billion is setting the stage for immersive marketing.
Marketing webinars that educate while wearing a virtual reality headset will have incredible engagement capabilities.
14. Wearable technology takes its first steps
Do you wear a Apple watch? Have you been reminded to stand to reach your standing goal several times during the day as it vibrates gently on your wrist. As the web becomes noisier and more crowded the use of wearable technology by marketers will be tested.
Standing out will become even harder and marketers will need to find different ways of communicating with potential customers that work.
Do you wear a Apple watch? Have you been reminded to stand to reach your standing goal several times during the day as it vibrates gently on your wrist. As the web becomes noisier and more crowded the use of wearable technology by marketers will be tested.
Standing out will become even harder and marketers will need to find different ways of communicating with potential customers that work.
15. Mobile apps for all business
In the past the cost of developing an app was high.
Today the costs are plummeting as the technology has improved. The domination of the web by mobile will lead to companies realizing that an app is no longer an option but a necessity.
In the past the cost of developing an app was high.
Today the costs are plummeting as the technology has improved. The domination of the web by mobile will lead to companies realizing that an app is no longer an option but a necessity.
Moustafa Sobhy
Digital Marketing Manager
Digital Marketing Manager
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