For some time, there has been increasing talk of a need for a ‘post-digital marketing world’ where the use of digital media and technology in marketing has become so ubiquitous we no longer complete separate “digital marketing activities” since they should be fully integrated and simply part of marketing. This thinking is partly driven by changes in consumer media consumption where they continue to consume content in different formats without consciously thinking about which devices or channels. The ‘post-digital’ thinking is also driven by problems of managing marketing activities in a business where a common problem with upskilling in digital is that ‘digital silos’ are created where different parts of marketing and their agencies don’t communicate effectively giving rise to campaigns that don’t work across media.
Here are the five digital marketing trends that will deliver genuine value if you prioritize them in 2016.
1. Personalization
2. Automation
3. Device optimization
4. Context aware content
5. Social Media
Dynamic customization is another ‘one to implement’ in 2016 if you haven’t already. It covers a wide area but you can use it to personalize email content according to given and observed customer data. Tracking engagement within an automated campaign can also help to determine where interest appears to be significant enough to warrant a call from your sales team.
Context aware means going even further beyond personalized and mobile-compatible content. It means actually responding to a customer’s environment and behaviors. Knowing your prospect’s online habits and social preferences – even their location – can enable dynamic, real-time marketing activity to engage them, rather than haphazardly firing out generic content in the hope that some of it will stick. Email marketing is delivered directly to the customer, while social media platforms provide compelling content to draw the customer in. When coordinated in synergy, the outcome can be extremely effective.
Companies will be able to interact with customers through Facebook’s messenger app. In return consumers will be able to buy online through the app, receive order notifications via instant messaging, tell their friends about their purchases and share what they bought, all without having to go to the e-commerce site they want to buy from. AdWords has given all digital marketers an early Christmas present this year with their reveal of Identity-Based Pay-Per-Click Marketing. You can now target people with specific ads, wait for it, based on their phone number or email. That means that you can direct ads or content, that exactly answers a need or want, to a targeted individual person.
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