Attention CMOs — Focus on These Digital Marketing Trends
You understand the value of using various digital channels to connect consumers to your brand, and to increase the frequency of interaction with potential customers. Those interactions are what drive revenue and other business goals. Consumers connect everything that comes from your brand, regardless of the avenue, to the products or services you offer—and to their perception of your company as a whole. With that in mind, here are a few digital marketing trends that will help you to reach those goals.
Three Digital Marketing Trends:
Building Trust in Your Brand
Trust has become one of the most important digital marketing trends. How do you establish trust in a consumer relationship through your digital marketing efforts? The first thing is consistency. All of your content, regardless of how the consumer comes in contact with it, needs to tell the same story about your brand, convey the same values, and be delivered in the same tone. This reveals stability and focus, so that no matter where a consumer is between researching and making a purchase, they have the same experience with your company.
Take Advantage of the Small Screen
The number of Americans using mobile devices continues to grow, and people are coming in contact with brands on every screen size imaginable, from the desktop and laptop to the tablet and smartphone. You never know what the viewer is going to do during a TV ad. The person may go grab a snack, look down at the cell phone for a text, or even head to the bathroom. Taking advantage of opportunities to reach that consumer with mobile advertising lets your ad go with the consumer (even to the bathroom since most people won’t leave a smartphone unattended, even at home). Use behavioral analytics to contact your consumers on the right screen at the right time with the right message.
Taking Your Consumers on a Journey
Rather than waiting for a consumer to be ready to make a purchase before you start marketing, this is all about leading the consumer to the sale. It starts with educational content. Why does he need your product? Once he decides he wants your product, engaging content will keep your brand in the forefront of his mind until it is time for a sale. Then, when purchasing time arrives, good marketing content closes the deal. Give consumers compelling reasons to choose your brand, even if it may not be the least-expensive product on the market.