Digital marketing can embrace several different methods and tools and as digital technologies evolve, these methods and approaches can change, and according to this Internet Marketing Agency in Scotland those looking to embrace digital marketing will need to ensure that they’re fully aware of the current trends, and how these trends could benefit its future marketing endeavours.
Video Continues to Allure Audiences
It’s no secret that social media is a worthwhile approach to digital marketing, but the content making the biggest impact is video content. To give a better idea of how popular video content is, we only need to consider the following statistics:
- A billion hours of content is viewed on YouTube every day.
- Facebook users watch over 8 billion videos every day.
- Twitter’s videos are viewed by 82% of users.
When approaching video for the first time, it’s important to understand the different formats on offer. Some businesses may use the Facebook Live feature to promote an event or product launch, whereas others may be looking to offer guided tours using 360-degree videos.
It’s also important to ensure that when embracing video for digital marketing, we also need to consider what devices are being used to view videos.
More and more people are using their smartphone to access the Internet, so it’s important that the mobile demographic is catered to when creating a digital marketing plan. Similarly, it’s important to ensure that those using the desktop to access a platform aren’t being neglected.
EU Rules in Relation to Data Collection
The General Data Protection Regulation (GDPR) was introduced in May 2018 to allow citizen in the EU to have more control over their personal data. In layman’s terms, this means that any company collecting data on EU visitors will need their explicit permission before collecting data.
Should a website fail to advise users of the data being collected, it could face an EU fine that’s 4% of its annual turnover.
Although a business may be located outside of the EU, this doesn’t mean that companies in other countries should rest on their laurels. The Internet means that regardless of where your website is situated, you need to ensure that measures are in place to ensure that those within the EU are fully aware of what’s happening with their data.
Artificial Intelligence is More Relevant
The early guises of artificial intelligence may have been primitive when first introduced, but the technology has come in leaps and bounds. Companies are finding that employing chatbots to deal with everyday queries has become more cost-effective and can even help them produce stats to tailor their marketing endeavours further down the line.
Chatbots are being used in several ways, be it customer deliveries, or booking an appointment. Not only does this mean more time can be invested into other sectors of the business, but it also ensures that a customer is receiving an immediate form of contact, with many queries being resolved in the first instance.
Partnerships Between Apps and Website Are Integral
The reason why so many companies are pushing ahead in the digital marketing sector Is because of the modular way digital marketing can be used.
Special offers can be an alluring prospect to potential customers, so it makes sense that those looking to offer products and serviced build relationships with platforms that offer cash-back and loyalty incentives.
There is also the social network aspect to consider. Signing up for an account can be monotonous and frustrating, especially if a potential customer is on the move.
Making connections with social network sites like Twitter and Facebook allows users to use their social network information to create an account. This means a streamlined process for the consumer, while businesses will see an increase in new customer accounts.
Grabbing the Customers Attention is Vital
Those who are looking to make the most of digital marketing will need to ensure that there is some form of analytics in place to make use of customer data. The days of sending mass marketing emails to hundreds of people are long gone, with companies using the information at their disposal to create more tailored marketing strategies.
Tracing the customer journey is now an essential part of digital marketing and failing to do so could mean that a business is investing capital into the wrong strategies, which will only affect the bottom line of a business in a detrimental way.
To truly harness the opportunities available, a business must know when to approach a customer and ensure the marketing as well as the communication used is in line with the customer’s preferences and expectations.
Content is Being Reinvented
When approaching new platforms, it’s easy to dismiss other platforms thinking the more conventional websites are worthier of your time. For a business to be able to ascertain it captures potential customers, it’s important that it test drives some of the platforms available to them. However, this doesn’t mean that a business has to create content from scratch.
Evergreen content can be restructured in several different ways. For example, written content can be converted into immersive videos. Similarly, the content used for videos can be reworked into eye-catching infographics.
Becoming familiar with the options available ensures that the business isn’t missing out on new opportunities. Of course, there will be some websites and social network sites that aren’t a good fit for the goals of the business, but many are surprised by just how many options are available when it comes to sharing valuable content, regardless of the guise its presented in.