For those newer to digital, you may be questioning if you can navigate such an enormous space. You may need some assistance to fully understand all the decision making that must be done, but in truth, digital offers something that television and radio never could: trackable interactions. Proof that your placements are working, and the ability to understand who your true audience is and adjust to their preferences quickly.
What are the digital trends you should be considering? This list is by no means comprehensive, and every digital advertising firm will have their own list. But what follows are a few we’d like to share.
Testing
Don’t be satisfied with a single piece of creative, or a single landing page for that matter. Build your campaign with tests: a series of three ads with slightly different headlines. Or 3 identical ads that each feature a different image. Simple equal-weighting and serving of 2500 or more impressions will help you to see what your audience cares to see.
SEO
Search Engine Optimization is the mortgage to Search marketing’s rent. Intended as a long play, optimizing your site to perform better takes a steady hand and a long lens, as well as clearly articulated goals. Improving site performance and organic search results truly is a science.
Artificial Intelligence
As per Techgrabyte, “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030.” Can’t quite jump in with this trend? We get it. Start small with automations.
Native Content
You can’t ignore that content is king, but don’t forget that content is anything you want it to be. A gallery. A single image. A produced video. A series of quotes. Get inventive, and keep it coming, being sure that it originates on a site native to your business and is shared from there.
Contextual Targeting
Choosing types of content to live alongside, like sports, is simply done. All or some of the sports articles on MLive.com contain advertisements for businesses that identified wanting to appear there. This works for most websites, as buying direct is an easy way to get exactly what you want, rather than leave it to the hands of technology alone.
Personalization
Consider these personalization stats. 63% of consumers are highly annoyed with generic advertising blasts, and 80% say they are more likely to do business with a company if it offers personalized experiences. That could be you.
Video
Slide shows aren’t enough. But it doesn’t need to be highly produced. It could also be user generated! More than half: 52% of consumers say that watching product videos makes them more confident in online purchase decisions
Social Media
Get intentional with your organic feed. Your social media presence is among the first places visited by potential employees, or potential patrons. This is a place to cultivate your branding and involve your audience. People are eating up the “stories,” so consider that a premium opportunity.
Voice Search
63% of US adults use a voice-operated assistant. Of that number 53% are on their phone—fully mobile and getting answers on the go. 46% of voice searches users look for local businesses. If you aren’t considering the implication of real time answers for consumer questions, you’re ignoring a landscape that’s shifting beneath your feet.
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