The ubiquitous smartphone has created unprecedented opportunities for digital marketers. More than 77% of Americans own one, allowing them to be online wherever they are, interacting with social media, apps, and websites that link them to a vast array of products.
For digital marketers, this means many more ways to foster one-to-one interactions between their brands and consumers. But marketers must overcome a challenge. People face bombardment with online messages promoting similar products. So how do they stand out?
5 Ways to Improve Your Digital Marketing Today
In such a dynamic environment, marketers must continually update and refine digital marketing strategies to avoid becoming lost in the shuffle. To keep your brand messaging fresh and in front of potential customers, improve your digital marketing strategy by following these five key principles.
Get the Data
In the age of big data, more information about consumer behavior is available than ever before. Companies that want to improve their digital marketing can use this data to their advantage.
Data and metrics should be an important factor in every digital marketing decision. To gain the intelligence needed, marketers need to sift through data to determine where potential customers are spending their screen time and create targeted messages that reach them there.
Advances in big data and machine learning make it possible for digital marketers to leave behind the machine gun approach. Instead, they can now impact conversion rates on an individual level. Companies can nudge potential customers toward purchasing their products by targeting demographics and audience segments with compelling messages, promotions, and recommendations.
Plan Long Term
Short-term wins provide immediate revenue and increase brand recognition. However, for a digital marketing campaign to be highly effective, it must continue producing results. To ensure long-term success, digital marketers need to research marketing approaches and products and consider them from a long-term perspective.
While one cannot plan every detail and anticipate every contingency of a multi-year plan, having a broad strategy that allows for tactical flexibility is vital. Technology continues to evolve exponentially. By understanding how to utilize these adaptations over time, digital marketers poise themselves to outshine the competition.
Customer Service Focus
It’s all too easy to lose sight of the interrelation between customer service and digital marketing. Every interaction consumers have with a brand influences their opinion of it. If the exchange is favorable, consumers tend to feel the company offers strong customer service.
When companies market products across multiple digital channels, this process becomes even more important. They must show a strong customer service focus across all platforms. To achieve this, it is critical to create a seamless, positive buying experience.
Digital marketers have the power to establish customer-centric reputations for their brands. For example, they can achieve this through personalized emails, welcome pages, or customized product recommendations.
In today’s consumer atmosphere, personal touch makes all the difference. Typically, customers more often choose brands that recognize them by name. Thus, personalization is part of every customer interaction.
Offer a Pleasant Buying Journey Rather Than a Chore
When buying your product seems like a chore, consumers are naturally repelled and seek alternatives that offer a more enjoyable experience. Digital marketers can improve buying experience through an in-depth understanding of their target audience.
Using data analytics, digital marketers can see precisely what content resonates with their target market. For instance, if your analytics shows most customers navigate to your website from social media, you can increase social campaigns and create an engaging sales funnel that takes customers from initial contact to purchase.
To create an engaging buying journey, digital marketers should incorporate successful strategies across all channels through consistent brand guidelines. This not only ensures the replication of the positive experience across all platforms, it also provides returning customers with the pleasant buying journey they have come to expect.
Refine Processes for Success
Effective digital marketing campaigns take time to develop. As a result, processes that receive continual evaluation and refinement result in the highest success rates.
For example, if a process shows disappointing results, a good opportunity exists to A/B test different campaigns, strategies, and landing pages. In addition, since marketing is constantly changing, what works at one point may not at another. Evolving results guide marketers on where they need to refine processes for success.
Digital Marketing Success Is Possible
Digital marketing offers unprecedented opportunities for sales growth. However, the massive amount of data that bombards consumers means your message can be easily lost. To keep a fresh message in front of customers, digital marketers need to utilize data analytics, plan long-term, focus on customer service, create a pleasant buying experience, and refine processes for success.
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Your web site is just the beginning, as success through-out our connected world is dependent on Google/Bing authority & increased exposure to several digital networks. Our Michigan lead generation firm is happy to help you with any kind of challenges you may have. Contact us now and let’s get started creating your next web project!
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