It is a well-known fact that digital marketing can make or break a business, especially one in its infancy. If you’re good at it, you’re going to make it; but if you’re not, staying afloat becomes the stuff of nightmares for the young entrepreneur.
With the help of the following information on trends and tips in the world of digital marketing, you will boost your business, maintain its relevance this year, and even increase it.
Business messaging is a thing, and it’s growing
Table of Contents
- 1 Business messaging is a thing, and it’s growing
- 2 Mobile apps continue to drive brand recognition
- 3 Write content that’s NPL-oriented
- 4 From AI to AEI
- 5 Don’t overlook your main business driver
- 6 Predictive advertising is on the rise
- 7 The magic of micro-moments
- 8 Behavioral segmentation for personalized advertising
- 9 Don’t throw your old content to the trash can
Chatbot messaging has already taken the world by storm in 2019, and it’s only getting stronger. Apps like WhatsApp are expected to make the smart move and start to offer such services to businesses. How cool would it be if you managed to send a targeted ad to a group of potential customers?
Another thing that you most probably found about last year was the importance of hyper-targeted advertising. It no longer works to reach a broad audience; that’s a strategy from the past that might come to haunt you if you don’t let it die a peaceful death.
Do you know another thing that’s dying? Social media ads. With lower and lower returns on investments, businesses move their focus from spreading the word around Facebook, Twitter, and the like, to a different strategy. Its name is business messaging, and you should put it on top of your list, too.
Mobile apps continue to drive brand recognition
It feels like not so long ago, all businesses were urged by experts to make their websites mobile-friendly. Now, that’s no longer enough. There is another competition getting fiercer and fiercer this year, and it’s all about driving brand recognition.
To show your clients who you really are, what your business is about, and what you can do to change their lives for the better, you need to develop a mobile app for your enterprise. Once someone downloads and installs the app, he or she is much closer to becoming a client than ever before. Try to offer incentives, too, to keep them interested.
After all, who doesn’t want to learn about limited-time discounts and other perks just by having the right app installed? See what strategies apply for your business and enjoy the sweet fruits of your mobile-oriented endeavors.
Write content that’s NPL-oriented
Staying on top of the game may not be easy, but it sure is exciting. A new term that you should be familiar with by now is the NPL abbreviation. NPL stands for Natural Language Processing, which means that the world moves away from the language so-much loved by search engine robots, spiders, and other unsightly digital creatures.
In layman’s terms, you should now focus on writing content that appeals to human beings but only to robots that must index your website so that it could be found via searches. No one wants to remember how the system has been abused time and time again.
It is evident that search engine optimization, as we know it, goes through growing pains right now. Throwing keywords on a page won’t work anymore. What will work is writing that has a logical structure, not only the right words that Google bots can pick up and put in little boxes.
From AI to AEI
The term AI – Artificial Intelligence – has known love and hate in equal measures over the last years, and for all the right reasons. As much as some experts in digital marketing might have loved it, it was and still is a flawed concept. While you might still remember the famous Matrix quote, ‘never send a human to do a machine’s job’, the opposite is just as valid.
Along with NPL, the concept described earlier, the use of AI must include another component that should make it closer to human understanding and usability. That’s why you won’t hear of AI much this year; instead, you will hear of AEI – Artificial Emotional Intelligence.
What’s AEI all about? You may ask. In a nutshell, it is about the ability to create a targeted message that is delivered to the right person, via the right channel, and even at the right moment. If it sounds like hyper-targeted advertising to you, that’s precisely what AEI is all about.
Don’t overlook your main business driver
Any business is unique, and that’s something your digital marketing strategy should reflect in 2020. Do not hurry to chase all the new shiny bubbles that promise you will experience growth like never before. There’s never a strategy that works for everyone, which means that you should not lose sight of your bottom line.
What has worked for you in the past? Is that thing still working? Then don’t throw it away? Your primary business driver should remain in your employment. Spare only what you can afford to test new strategies. Pay attention to further information, including the one gathered here, but don’t put your eggs in one basket.
Just like you can learn from this article from opticsandlab.com about the latest trends in optical equipment, the data you read every day should have a measured impact on how you change your tactics.
Predictive advertising is on the rise
While scandals regarding the use of big data collected from users without their knowing have been in full swing over the last couple of years, when such data is volunteered, it would be a shame not to use it. Now that the collection of information is finally set on healthy foundations, there is room for new digital marketing strategies to emerge.
Based on the information that potential customers don’t mind being collected, a new trend is growing. It is called predictive advertising, and it uses behavioral data to establish possible outcomes for buying decisions. It is a brand’s most cherished dream come true, as such a strategy, when implemented correctly, can lead you directly to those clients that would genuinely want to purchase goods and services from you.
The magic of micro-moments
There is one strong reason why potential customers don’t react to the old ways of advertising. They are sick of it, and it’s as simple as that. They have seen the same ad a thousand times; if they decided they don’t want to have anything to do with it, they won’t ever buy something.
However, there is something advertisers can do to up their game in this world of jaded consumers. There is such a thing as the magic of micro-moments. It’s not like people everywhere have stopped purchasing anything. They just modified their behavior.
Dynamic Creative Optimization is the name of the technology Google now implements to serve the right ads at the right moment to the right user. Such a technology takes cues from the user’s behavior, so that it pinpoints, with the utmost accuracy, the moment when an ad would be received in a positive manner.
It is something in the same vein as AEI, and it’s safe to say that it’s one of its manifestations. Google clearly wants to stay ahead of the curve and serve its ads to the right customers for the highest outcome possible. And, while your business may be as far as possible from the technology giant mentioned, you may still use Google Ads and get your return on investment, due to these innovations.
Behavioral segmentation for personalized advertising
No customer wants to feel like he or she is one of the millions of people who search online for various information or products. More than ever, customers want to feel special, and that’s what businesses should struggle to provide if they’re going to stay relevant in 2020.
Personalized advertising has been around for some time; you may argue. It’s true that computer programs capable of picking up the customer’s first name so that it could be used in emails or on websites when addressing the respective client have always been around.
But there is more to a person than his or her name. Each potential customer has interests, preferences, desires, and that’s the kind of data that the new and improved technologies want to focus on. The strategy that can lead to truly personalized messages is called behavioral segmentation, and it’s already gaining more and more ground.
Don’t throw your old content to the trash can
There is a natural tendency for entrepreneurs to get rid of the old, so that they can allow the new in. But that’s not always a great idea. If your past content has served you well in the past, and you feel that there’s still life in some of those old dogs, you should simply put it through a rejuvenation process.
Update the content you already have. Adapt it to the new requirements. It may be able to serve you as well as in the past, if not better. After all, if it is something you believe customers may still find interesting, the effort you put into the updating process will be all worth it.