Certain Online Marketing Stratagems That Are Essential in 2017

Online marketing has imposed a big impact on both the smaller & bigger organizations. In fact, it is actually wiping out the traditional marketing through its approach. The concept of online marketing is also relative and varies from organization to organization depending on their amplitude, work culture & capital. With a lot of techniques that belong to different categories, online marketing has a bouquet of strategies for all the organizations, whether small or large, whether with a huge capital investment not.

A big part of the online marketers think that online marketing is limited to SEO, SMO & SEM, where in reality, a lot of other online marketing strategies have already arrived at the end of 2016 and some of them are still coming since the beginning of 2017. So, as the field of online marketing is quite vast and very much volatile, therefore, the biggest online marketing experts always do the experiment and upgrade themselves to cope up with these changes.

But geniuses are geniuses and we can’t wait for being one of them without doing nothing. So, before we lose the game and stay backward, here are certain strategies for you that are dominantly impacting the field of online marketing in the present year of 2017 too!

Voice search

Not to say much, Google itself is emerging to the voice call search process. As online marketing majorly works around the search protocol, so the evolution of this latest search technique makes the game easier! Search by voice takes comparatively lesser time and freedom to choose the language users to want and is practically a very optimized method than the general search because it is easier and rapid in terms of showing results on the SERPs. With the rapid growth of voice search on the smartphones over almost all the countries of the world, the reach of this type of search has grabbed half the world of online marketing with its flexibility, smoothness and facilitated terms & conditions.

Niche Content Curation

Google now supports GIFs & videos on the SERPs that directly approach the viewers once they open the page. Once any topic is searched, along with the text contents and images, videos and GIF files also open up to optimize the understanding of the users. The crawler of Google crawls the websites and find out the videos and GIFs and when anyone searches for the niche term, the related videos and GIFs are displayed from the cache. This process has already started in the larger portion of the USA and in the near future, it is expected that this feature will dominate the entire virtual world.

Mobile Responsive Marketing

The ‘big switch’ from the big screen to the small screen, more specifically, from desktop to smartphones has compelled the invention of responsive content. As more and more people are accessing the websites through the smartphones, along with the design, the contents need to be mobile friendly. To keep pace with this change, the online marketing strategies are also evolving into being mobile responsive.

Live Streaming Cuts The Snow!

To redeem online marketing from its old, almost obsolete freezing mode, the social media sites have launched the live streaming in the year 2016. The concept clarifies the objective that checking out the ‘at present scenario’ of the host makes the branding strong. With the help of the faster internet facility and the omnipresence of the smartphones, live video streaming channelizes the constant flow of endorsement and grab the attention of more public. As the amenity gets more and more attention, it is to hope that in the present year, we are going to get this feature more optimized.

The ‘Go Getter’ Influencer Marketing

Influencer marketing is the latest in, in the online marketing in 2016. As a consequence, more and more industries are striving to apply this strategy, but without a proper knowledge of how to leverage it for a proper business progression. As influencer marketing focuses less on the direct approach to the targeted group of customers and focuses more on the key leaders or influencers to generate more traffic to your business, it empowers the online marketing from a new perspective.

Content Marketing & Dense Content

Content density is the major requirement of organic SEO services. High-quality content and proper keyword stuffing in a website helps to grab the attention of the viewers and enables the website to gain the traffic easily.

The ratio of the content on a page and the size of it is referred as content density. If a web page has a higher content density rate it ranks better in the Search Engine Ranking Pages or SERPs. This is because, with a higher content density rate, the crawler crawls the website and finds it more quickly.

As people have less time to read the entire article, highlighting the particular portion of the articles that can make the deal is the key to success. Dense content marketing focuses on the chosen content that helps in achieving a good deal of traffic through content marketing.

Strategic Marketing Using Digital Channels The Right Way

If you are looking to implement marketing from a strategic perspective in your company or business endeavour by making use of digital channels then it may well serve you to seek out some advice first. That’s some of what we set out to do here as we look to highlight some of the ins and outs of executing marketing in the digital age. There is more to digital marketing that ordinarily meets the eye as found in our consulting, devising and executing search engine and social media marketing campaigns.

When a company is looking to [via its marketing personnel or use of third party agencies] market its products and services use the available digital marketing channels such as…

  • Video Marketing
  • Email Marketing
  • Search Engine Marketing
  • Podcasting
  • Blogging
  • Social Media Marketing
  • Micro Blogging

… all of the activities will need to be carried out via specific digital marketing channels with a view to getting engagement from chosen target market sector clients.

As an example of the statement made above; the decision could be made to use the social media marketing and to connect with clients using an associated advertising platform through which to serve up ads. Going through the process of crafting and executing specific ads necessitates that one understands who the target audience is that the business is concerned with so that time is not wasted running ads that will be ultimately shown up to people that are not interested in the related products or services that the company has to offer. Going through the targeting process will determine where one’s audience ‘hangs out’ so that when the message is seen it is relatively easier to consume [or be interacted with].

When running ads within the social media marketing channel alongside that of publishing engaging and compelling content, connect, following and republishing others content. It is important to make sure that the ads are in fact related to target clients likes, interests and aspirations as this will affect click through rate, engagement and other factors that lead to the actual cost of running the ad itself.

The content aspect of digital marketing is indeed a critical and foundational one as one piece of content can effectively be repurposed for use in various formats and on differing platforms and digital marketing channels. E.g. a well written article can be used as a blog post, then used as the basis for a podcast, this same piece of content can be developed into a video and then used to create multiple micro blogging content pieces. Each piece of content should be used within planned digital marketing channels in order to deliver the marketing message through to the intended market segments.

With the world in which we live in becoming increasingly technology enabled; this is continuing to open up opportunities for marketers and business owners to present their message to clients found the world over. However it is important to execute correctly and to start with the right messages, next the most appropriate digital marketing channel [some of which are listed above] are used in order to put the marketing message in front of the right audience. In other words a targeted approach should used as opposed to a shotgun spray and hope approach.

At the end of the day digital marketing is still a subset of marketing and it itself has its own set of sub digital marketing channels. The strategic digital marketing approach is strongly recommended as when adhered to and the results start coming in, one will understand why it’s important to continue to adopt this approach to business promotion.

The Great Debate: Digital Vs Traditional Marketing

The Great Debate: Digital Marketing vs The Letter Box Drop

I attended a Sydney Marketing function in June this year held by the popular Real Estate platform, RateMyAgent, and led by CEO, Mark Armstrong. His presentation was aimed at addressing the evolution of communication with an audience based on how quickly the commercial environment is changing today. This is both a relevant and tough debate, indeed!

While this event was Real Estate specific, it is a topical discussion being held across every industry and every market around the world in all boardrooms and strategy meetings: digital vs traditional marketing.

Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals?

So, it’s finally time to analyse both sides and get to the bottom of this debate.

Where Are Our Customers?

Effective Marketing is all about your audience. This is never up for dispute as we all know it to be true. Knowing that, it may be time to take a step back and consider that age old question: have we thought about our customer?

Recent research shows that 87% of consumers now search online for reviews to determine the quality of a local business, and I’m sure that statistic is pretty similar for how people are researching product information too. This is a big shift in behaviour from only a couple of years ago. Organisations didn’t start this- consumers did. We did. We, as people, changed the game, and organisations today are hugely na├»ve if they don’t think people are already doing most of their research before even contacting your business.

As An Example

Mark Armstrong said his son needed an internet router for his house the other day, and at first, he had no clue what a router even was. In about ten minutes online, he become a pro with all of the brands, prices and specifications, then went straight into a local store, went to the shelf and purchased it without speaking to anyone in store.

This is very indicative of the modern customer.

The Digital Interview

Today, it’s all about ‘the digital interview’- in other words, searching online to find more information about a person or business without actually contacting them. Online dating, LinkedIn, Facebook, websites- it’s all about research before meeting in person. Around 70% of customers make up their mind before that stage, which is something businesses need to accept and adapt to.

While statistics are always fickle, all you need to do is think about your own customer’s behaviour, and you instantly know this to be true. Hardly ever does a customer go in unprepared or uninformed.

They’re All Online

How often do we go to a bar or a restaurant, and find everyone looking at a screen? It’s a sad reality, but a reality none the less. That is where your customer is! On their digital device.

People aren’t looking for reviews and information in your physical office or in your marketing collateral – they are looking online. So, being there for your audience is absolutely crucial for your business success.
It’s all about your audience, after all.

The Three Arguments: Digital vs Traditional Marketing

There are the three main considerations when deciding the pros and cons of new digital marketing versus more traditional methods, like the letter box drop or print.

(1) Cost
(2) Effectiveness
(3) Accountability

COST

As a general rule, more traditional methods tend to be far more costly in so many ways. It’s expensive to design, print and physically deliver materials like these. Now look at digital methods: it’s almost instant, requires little design due to templates, and the reach is not physically limited, meaning you can get ten times the exposure for around one-tenth of the cost.

They seem to be light years apart on the cost front.

For example, a client came to me recently and told me that the only advertising he was doing was on the back of local shopper dockets, which wasn’t giving him any tangible results, but was still costing him a few hundred dollars a month. For a fraction of this cost, I put his adverts onto Facebook and Google, and he immediately noticed the difference in leads generated!

EFFECTIVENESS

How long do letterbox drops, print media and even mainstream advertising last?
Think about a letterbox specifically. The printed material sits in an office, then in a mail box all day. Then, when your audience gets home, are they truly engaged when they check their letterbox, stumbling in from work? They are coming home with the shopping, or wrangling the kids. This material has literally one second to capture them in amongst the rest of the clutter, and is so easy to ignore. That’s not to say it doesn’t occasionally work, but the chance of engagement is very low.

Now, consider digital ads. It stays online for a much longer time, and due to the customisable nature of online targeting, it can pop up when the customer is more engaged and in the right headspace. It meets them on their terms, like when they are on their phone killing time, or browsing on a website, and so on. They can also interact with it by clicking on it, watching it, zooming in on it, saving it and much more.

In comparison, think about when you hear a radio ad or see a TV ad: you have to remember and recall the advert at a later time for it to have any impact. This means your audience has to spend the effort to remember to act on it at a later time when it’s more relevant, such as when they get out of the car. Making this worse today is that we are constantly bombarded by ads and messages, which means that it’s very hard to keep one specific advert in your mind. You can’t rely on your customer recalling the message – you need to make it easy and at their fingertips.

Digitally, your customer can fully interact at the very point they experience the piece of content, meaning engagement is far greater.

ACCOUNTABILITY

Which technique truly works? What really has cut through and metrics to measure it? If you ask most organisations who spend budget yearly on letterbox drops, for example, they will say things like “$50,000 a year”, and then if you ask them “does this work?”, all they do is shrug their shoulders.

The problem is, some businesses get into a rut of “it’s how we’ve always done it.” This represents a concerning shortfall in our perspective and our priorities. Our industries are too tough and our competitors too smart for us to be thinking this way anymore.

On the digital marketing side, with retarget marketing and tracking cookies, online communication and adverts are able to serve up your communication to more defined and far better aligned demographics. Your adverts are more intelligent because they learn about the behaviour of your audience and adapt to how they consume content, then works out where and when to best display your marketing.

The Three Battlegrounds of Marketing

From the 1960ies, there has been an evolution of Marketing and communication battlegrounds based on how we built our customer database.

(1) The Physical Address

Organisations clambered to obtain the physical addresses of customers to communicate with them physically, either with a sales person, door knocking or letter box communications.

(2) The Email Address

Next, emails went through an effective stage and businesses rushed to fill their databases with everyone’s @.com address. However today, we have found this to be far less effective do the quantity of spam everyone receives daily.

(3) The Computer Address

People live on their mobiles and tablets now- this is where they are today. The battlefield has become exposure based on IP address online. Building a database of tracking cookies has become the Marketing battleground of today.

While these IP addresses are kept private due to Privacy Laws and you never get the actual details, it doesn’t matter as you can rest assured that this technology is getting your message in front of the right people. Then tracking success comes from the metrics and analytics behind these interactions.
The core essence of Marketing hasn’t changed across any of the above battlegrounds: it’s always been about reaching your audience. The only thing that has changes is how- and this is a direct result from how the marketplace and consumer behaviour is evolving.

What is it about Digital Marketing then?

Digital Marketing is effective because it is customisable. It can target specific demographics to ensure that the best audience is getting your adverts and content at the right times.

The following are three combined ways of how digital marketing finds your audience.

(1) Location

Google tags computers with a geographical location. While letterbox drops can do the same, location is where the comparison ends. Digital is able to combine location with the following two qualifiers to ensure that your message is tailored, rather than mass distributed to just anyone.

For example, in the Real Estate industry, around 70% of residences are investor controlled, which means letterbox drops are ineffective because the people receiving the materials are not the decision makers and therefore not finding themselves in the hands of the right people. Digital equivalents would use location and the following two to ensure it is being fed to the right customers.

(2) Browsing History

It is the fact above that allows digital marketing to take it one step further. The history of your browser paints a picture of the type of person your customer is and their interests, which means that adverts can be served up to match this. It’s not a perfectly accurate science, however due to the cost effectiveness of digital marketing, it has a far better cut through and success rate.

(3) Remarketing and Tracking Cookies

As you move from website to website, tracking cookies embed themselves into your web browser to allow the content be catered specifically to you, so you are not receiving irrelevant messages. This allows advertising content to be shown to a relevant audience rather than just anyone.

Where is Marketing Heading Next?

Given that digital marketing is following around your ideal customer and delivering them relevant content, it seems to be working effectively at the moment. However, if I know Marketing the way I think I do, the next stage will be empathetic retarget marketing, which means showing the advert not just anywhere on any website, but when the person is browsing material that is contextually relevant.

For example, when your customer, who has already been identified as interested in Real Estate, reaches a Real Estate or property website, the ad will be displayed, as opposed to how it is now, where it comes up on any website they may be looking at.

It’s all about being in front of the right customer when they are in the right frame of mind.