The role of digital marketing continues to gain momentum in the wake of the post-pandemic retail renaissance.
As a result, retailers must pay close attention to the benefits of using a variety of digital marketing tactics to differentiate themselves from competitors and improve their shopping experience.
Digital marketers play a primary role in managing retail marketing campaigns that promote a brand and its products. They play an important role in increasing brand awareness, generating traffic and acquiring leads.
Retailers can improve customer awareness and perception of their brand through digital marketing, making it essential for marketers to invest in brand awareness, brand reputation and brand image.
Examples of digital marketing include social media marketing, search engine optimization, search engine marketing, email marketing, marketing automation, digital advertising, and content marketing.
By leveraging these different channels, brands can maintain connections with existing customers and win new ones. In-store retailers benefit even more from a better relationship with customers.
Successful omnichannel marketing tactics will lead to better conversion rates, more revenue and business growth. It also provides retailers with ways to engage with potential customers and better understand desired products or services.
Main digital marketing innovations
These digital marketing trends are poised to grow even more as 2023 rolls around:
Influencer marketing uses the image and goodwill of an authority figure or celebrity to endorse and advertise a brand’s products or services. Influencers with a large audience of fans or followers have proven to be successful in promoting brand identity.
Omnichannel Marketing it is one of the most effective ways to reach the target audience. Their approach uses various digital media to promote, engage and serve customers.
Shopping on social networks is one of the best ways for brands to interact with an audience and provide a channel to sell their goods and services. The integration of social media with e-commerce creates an online marketplace for customers to purchase products and services that meet their expectations.
Video marketing takes the social media approach one step further. It is especially popular with businesses trying to increase their customer base. Video is arguably more effective than any other form of content as a platform for presenting entertaining and content-rich product or service promotions.
Progressive web pages are one of the latest digital marketing trends that address the need for websites that offer a versatile user interface to customers on different devices. PWP sites perform mobile functions, but offer the same website view on multiple devices, making the digital channel platform agnostic for push notifications and being accessible offline.
Learn more about digital marketing
We asked Geoff Crain, Senior Director of Sales and Marketing at Kingstar Mediaa performance marketing agency based in Toronto, to further discuss digital marketing concepts.
E-commerce Time: How can marketers achieve a successful combination of data scientists and creative marketers?
Geoff Crain: They definitely need a dedicated data analytics team capable of analyzing key performance indicators (KPIs), reporting on them and executing the work. attribution.
Today’s media, especially digital, are very fragmented. Consumers and customers use multiple media outlets at the same time. They watch TV while on their mobile phones. They stream on Netflix and then switch to Amazon Prime.
How does this user profile differ from previous behavior?
Crain: I think the original days of digital marketing were more streamlined. There were only a few forms that people commonly used. But now, if you converted on Google Search, Google shouldn’t be able to take all the credit because we don’t know where the first point of contact was.
How does this change in behavior affect the role of data scientists?
Crain: You really need data scientists who are able to deal with this kind of cross-platform touchpoint and then be able to have attributions across channels. Data scientists must be able to measure attribution throughout the funnel. Marketers then need to understand this multi-touch, multi-funnel approach and be able to create, design and implement strategies for each part of the funnel for each medium.
How can good forecasts help you achieve retention and revenue?
Crain: I think forecasts are important, especially for brands looking to scale. Many brands in an IPO or Series A funding stage really need forecasts to meet revenue goals and KPIs, and marketers are concerned about retention and revenue.
Therefore, it is very important to make forecasts on a daily, weekly, monthly and quarterly basis. It will help them if they don’t achieve their goals or consistently fail to achieve them. They know they need to look at certain parts of the marketing or advertising funnel.
How can statistical machine learning help marketers predict long-term, hard-to-measure results?
Crain: This really depends on how detailed and accurate the machine learning is. At this point, there really aren’t any AI or ML tools for SMBs that will allow them to predict hard-to-measure long-term outcomes for these Fortune 500 companies. It will be interesting to see how these tools develop ‘machine learning and whether they will be affordable enough for these small businesses.
What are the big issues for marketers, given what’s happening with high tech today?
Crain: One of the main sticking points is customer service. Traditional customer service is full of long wait times, and AI has really advanced customer service. Chatbots truly automate the customer service experience. Users or consumers now go to a brand’s website and log into a chatbot to answer all their questions.
How does the bias factor affect the use of AI to help marketing and facilitate sales?
Crain: There is a bias towards the use of AI. People assume that AI is the future, and you need to take advantage of it by using it now. I don’t think AI is right for every business or brand. It’s really case by case. Brands and advertisers need to understand this and decide if it’s right for them.
If brands want to boost their digital marketing campaign, where should they rely on influencer marketing?
Crain: TikTok is growing very quickly, especially from a paid social media perspective. It is the fastest growing social network in North America. This platform has really developed trends in terms of content and advertising. It emphasizes short content with five to 10 second videos and is a very agile and fast moving platform. It is a trend for the future and 2023 and beyond.
Does TikTok’s younger user base pose advertising limitations for certain businesses?
Crain: Adults are certainly growing into it. Maybe three or four years ago, the average viewer age was between 16 and 18. But now, there is one fast growing segment of young adults, young parents and young families active on TikTok. The platform definitely expanded in terms of audience reach. I think the average age now is in the late 20s. Lots of people in their 30s, 40s and 50s actively use TikTok.
What digital marketing tactics do you think are the most effective in use today?
Crain: Typically, the best marketing tactics are those that focus on performance. So any strategy tied to a cost per acquisition or cost per lead that you can measure allows you to optimize it. This will generate the most effective ROI generated for every dollar spent to justify increasing your budget.
The must-haves that are really absolute for someone trying to make a sale depend on the target demographic. If it’s more intent-based, Google search would be the best platform for a competitive landscape like life insurance or auto insurance. This is where we see Google Search perform very well.
There is also huge growth in the connected TV, online video and programmatic space. So there really isn’t a single strategy.
What do you see on the digital marketing horizon?
Crain: I see improvement in reporting and attribution. With consumers using multiple touchpoints on a daily basis, there is still no effective analytics or reporting tool that connects all competing platform touchpoints for the same user. None of these platforms talk to each other.
What I think we’re going to see in the next three to five years is the consolidation of the analytics and attribution effort to really see which platform is the main driver and what’s driving the sale.
[ad_2]
Source link
